One of the most expensive mistakes in product design? Designing the wrong thing really well.

Founders often want to jump straight into UI because screens feel like progress. But before opening Figma, there’s a more important question: what should we actually build first - and why?

That’s exactly what the Product Discovery phase is for.

It helps validate assumptions, understand the market and competitors, prioritize features, and turn a long wishlist into a clear V1 before investing time and budget into design and development.

We recently had a project where discovery helped turn 10 potential features into one clear first release - before any design work started.

I wrote more about our process, what discovery actually includes, and when your product needs it here.

👉 Read the full article: https://www.theash.design/blog/product-discovery-phase-before-design-and-development

Open to new collaborations - DM me if you have a product in mind!

Designing the wrong thing really well is the most painful failure mode. Turning 10 potential features into one clear first release before any design work started is exactly the kind of story that sells discovery.

To create a truly unique concept, I drew inspiration from African heritage and culture. Prince Adekunle, the rightful heir to the throne, had been traveling abroad for a very long time, continually delaying his return home. However, when the reigning king passed away, the kingdom urgently required a successor. Although Adekunle was the rightful next-in-line, he was completely out of reach. One day, the persistent, echoing beat of a traditional drum filled his ears, calling him home. He left immediately. Despite the grueling distance, he completed the journey. The village oracle, Ifa, had already prophesied that the true king would return on his own, so the villagers were fully prepared. The moment Adekunle arrived, the community erupted in joy, celebrating his return with praise and chants. :