DUKU / Thinking
Field guides and essays from Durgesh at DUKU. On product design, user research, brand identity, AI and the decisions that shape growth.
Ideas I use in the work, written so you can use them too.
01 / Product design / 8 min read
A beautiful screen can still carry a broken decision. Here is the framework I use to trace a product problem from what someone does in real life to what they see on screen.
Read the guide ↗︎ · Updated
02 / UX research / 8 min read
You do not need a six-week research programme to catch a dangerous misunderstanding. You do need the right participant, a real decision and the discipline to watch what happens.
Read the guide ↗︎ · Updated
03 / Brand systems / 8 min read
Your website looks like your pitch deck. Does the experience actually feel like the same company? Use this checklist to connect your position, voice, identity and product behaviour.
Read the guide ↗︎ · Updated
04 / Product growth / 13 min read
A conversion is meaningful when a person understands the choice, can complete it and is still glad they did. Five design levers help teams improve that outcome responsibly.
Read the guide ↗︎ · Updated
05 / SaaS product growth / 7 min read
Pricing, signup, activation, proof and audience fit are connected decisions. Here is how I would find the smallest useful change in each one.
Read the guide ↗︎ · Updated
06 / Product research / 11 min read
The value of research is not the volume of notes a team collects. It is the uncertainty removed from a consequential product decision.
Read the guide ↗︎ · Updated
07 / AI product design / 6 min read
AI can produce screens quickly. The hard part is deciding which problem to solve, what the system should be allowed to do and whether a person can trust the result.
Read the guide ↗︎ · Updated
08 / Industrial design / 6 min read
From the welcoming shape of the iMac to the one-handed iPod and the glass-first iPhone, the useful lesson is how form, behaviour and technology make one promise together.
Read the guide ↗︎ · Updated