Adam Marsden
Product designer · 13+ years shipping digital interfaces
I’ve been designing and building products for 13 years, mostly SaaS and fintech.
I started Unicorn Club as a weekly newsletter for product builders. A small handful of reads each week, picked because they hold up when you get back to the work. Something you can use straight away, or take into a conversation with your team.
Every issue I ask myself one question: does this actually help someone ship better work this week?
Articles
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User Flow Best Practices: How to Create Flows Developers Actually Use
Most user flows look beautiful and get completely ignored by the people who have to build them. A designer spends two days in Figma mapping out a...
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Design Sprints: When They're Worth It (And When to Skip Them)
Design sprints get a lot of credit. Google Ventures built a process that became dogma. Now every team with a problem thinks they need five days in a...
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Onboarding Design: Why the First Minute Should Feel Safe, Not Impressive
Around 70% of new users churn before ever engaging with a product's core features. The most common response is to redesign the onboarding flow: add a...
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Dark Patterns in Sign-up and Cancellation: The Legal Risk Nobody Talks About
The conversation about dark patterns used to live in design ethics. It was a craft argument: these patterns are manipulative, they erode trust, they...
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Error Message Design: Writing Copy That Actually Helps Users Recover
Teams ship tidy screens and shrug at error copy. That creates support tickets and abandoned tasks. The standard approach to error messages is to write...
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Faster Time to Value: The Onboarding Principle Most Teams Get Backwards
Most teams approach onboarding as a building problem. What should we add? A welcome modal? A product tour? A checklist to guide users through setup?...
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Stop Shipping Friendly AI Copy: Why Tool-Like Beats Human-Like
You can ship a lot of "smart" UI this year while quietly making it less trustworthy, less coherent, and harder to use. The mechanism is usually the...
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Your Text Animations Are Breaking Screen Readers (Here's the Fix)
There is a common, well-documented CSS animation pattern that silently breaks screen readers. Most developers and designers who use it have no idea it...
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Why Product Design is Important
When most people think of product design, it's still "make it look nice," with buttons, colours, and layouts. But that's just the surface. The real...
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The Evolving Product Designer - Navigating AI Tools and Staying Human-Centered
The product design field is experiencing its most significant transformation since the shift from print to digital. AI tools can now generate...
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The UX-Dev Relay - How to Pass the Baton Effectively
Avoid dropped handoffs with proven strategies for smooth transitions between design and development. Learn the roles, responsibilities, and tools that...
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CSS Grid vs Flexbox: When to Use Each (and When to Use Both)
CSS Grid and Flexbox solve different layout problems. Reaching for the wrong one doesn't break your layout; it just creates extra work when the layout...
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How to Run a Design Audit That Actually Changes Something
Most design audits produce a slide deck. The slide deck gets shared once. Then it lives in a folder nobody visits again. Six months later, a new...
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Gamification in Product Design: What Actually Works (and What Backfires)
Most gamification fails because it's applied as a retention trick rather than a design decision. The thinking goes: users aren't engaging enough, so...
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Optimizing Performance Without Compromising Design - A Deep Dive
Users expect seamless, visually captivating experiences delivered at lightning-fast speeds. Striking the balance between stunning design and optimal...
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The Psychology Principles Product Designers Actually Use
Every design course teaches Gestalt. The more useful question is what psychology actually changes when you're deciding under pressure, when a PM wants...
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Best YouTube Channels for Front-End Developers (Beyond Tutorials)
Most YouTube content for front-end developers targets beginners. That's fine, but if you've been writing production code for a few years, you need...
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The Best YouTube Channels for UI Designers in 2025 (Worth Your Actual Time)
Most "best YouTube channels for designers" lists are just lists. No selection criteria. No sense of who the channel is for or what it actually...
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The Best YouTube Channels for UX Designers in 2025 (Worth Your Actual Time)
The problem with most YouTube channel lists for UX designers is that they don't distinguish between what's useful when you're learning the basics and...