Help a million people
redesign the homes they live in

Values: These define what we consider to be the most important things. They guide our decisions, and we believe that channeling them is the most promising way to build something people keep.

• Start with the real room. Every design begins with a photo of a real space and has to come back as the same room, changed. Anything that looks plausible but is not real is a failure.
• Speed is the product. About 15 seconds from photo to redesign is the whole promise. Anything that makes that slower needs a very good reason.
• Find the number. Every decision, from a paywall to a partnership to a campaign, gets a number that says whether it worked. We would rather be measurably wrong than vaguely right.
• Ship it, then improve it. A small change in front of real people beats a large one in a document. We ship often and learn from what happens.

Operating Principles: These define how we work together. They are what keeps a small team fast.

• Write it down. Decisions, plans and results live in writing so anyone can read them, disagree with them, and build on them.
• Own the outcome. You get context and a goal, not a script. If something is in your way, finding a way around it is part of the job.
• Update quickly. We come in with a hypothesis and change our approach when the data says to. Being wrong early is cheap; being wrong late is not.
• Stay close to the user. The people redesigning their homes are the point. We read what they say, watch what they do, and let that settle arguments.