PostsHQ: Social Publishing for Teams

Designed and shippedin code. No Figma handoff. Staging link over prototype.

Teams don't want to "manage social media". They want distribution. Posting is the mechanism. Most tools optimize the mechanism and forget the outcome.

Teams are the primary mental model. Solo users are welcome, not the target. → Platform depth over platform count. → Reliability before intelligence. → Design in code. Ship to staging. Watch real usage. → No feature because a competitor has it.

Users were scheduling posts correctly, then hesitating before publishing. On calls: they weren't sure how media would render across platforms.

The fix wasn't more AI. It was making media handling explicit and predictable. Usage improved because the product felt safer, not smarter.

Confidence beats cleverness.

Iterate without overwriting. Every version is cheap to create, cheap to switch between, cheap to abandon.

The model: a post is a thread of versions. Scheduling locks one. The rest stay around as drafts you can A/B in your head.

Conversations. DMs, comments, mentions, replies — one surface. Most tools treat each as a separate feature. A conversation is a conversation regardless of where it happens. Clarity first, intelligence later.