Enable creativity.
Hi, I'm Alex. Let's grab coffee.
I'm a Design Lead at Netflix, shaping the future of creative tools. Previously, I pioneered film and video at Adobe and incubated AI, Mixed Reality, and IoT at Microsoft. On weekends, I'm usually building something or hunting for great coffee.
Alex's choice
Favorite design principles
Solve the job to be done
Know what the user is trying to finish, and the shortest honest path to done. If a decision doesn't serve that, it's decoration.
Achieve the goal
Name every goal in play and rank them. The user's goal leads; nothing else competes with it for attention.
One hierarchy, one emphasis
Exactly one thing is the most important thing on a screen, and nothing else fights it for attention.
Clear start, clear end
Every experience has one unmistakable starting point and an unambiguous finish. Home is always reachable.
Be honest
Show what's actually happening, accurately. Never softened into neutral, never dressed up as a triumph.
Respect the gaze
Identity top-left, global actions top-right. The eye never has to backtrack to find the next step.
Everything comprehensible
Plain words over clever ones. A label describes the outcome, not the mechanism. No jargon the user didn't bring.
Nothing invisible
Every interactive thing has a visible affordance at rest, not only on hover.
Color carries meaning
Green succeeded, amber needs attention, red failed. Colors carry intentional meaning, never just decoration.
Space is your friend
Group with distance, not lines. Use the same spacing scale for the same relationship everywhere, so gaps read as a consistent language.
Try Alex's SKILL.md
The single file this site and several apps are built from, every rule in one drop. Want more? Email me.