Hey there

There's a good chance you've already heard the pitch:

Speech bubbles: “AI is going to 10x your team.” “AI makes designers redundant.” “AI-generated design is indistinguishable from the real thing.”

You're curious. But you're cautious.

You've seen enough hype cycles to know that most of it doesn't survive contact with:

  • An actual product
  • An actual deadline
  • A client who needs something done right

What you need isn't another prediction.

It's someone willing to do the work in public and show you exactly what happened.

That's what I started this for.

Illustrated portrait of Chip Dong Lim in front of a yellow circle, surrounded by hand-drawn notes: 12 years as a product designer, co-founded healthcare SaaS, part of a team that sold for $80M, e-commerce integration with Intuit, Grab, most recently leading AI-powered design at Grab serving over a million users across Southeast Asia

I believe AI is genuinely changing how design work gets done. Not by replacing designers… But by removing the parts that drain us:

The boilerplate. The tedious production work. The “can you make a quick version?” requests that eat a whole afternoon.

Illustration of Chip at a desk with a thought bubble: what's left is the thinking, the craft, and the decisions that actually require the designer — framing the right problems, designing with clarity and intent, choosing what matters most

But here is the real problem with AI content right now: It's either too high-level to act on… Or too polished to trust. What's rare is honest documentation:

  • The actual prompts
  • The things that broke
  • The three rounds of iteration it took to land the right layout

Every log on this site is a real build.

Real tools
Real workflows
Real friction

Workflow logs

Thumbnail for "One Artboard, Zero Code"

One Artboard, Zero Code

Workflow log6 min to learn
Thumbnail for "Five Motion Graphics, Zero After Effects"

Five Motion Graphics, Zero After Effects

Workflow log6 min to learn
Thumbnail for "One Brief, Two Designers"

One Brief, Two Designers

Case study7 min to learn

Okay, so you've seen the logs.

The process is transparent. The friction is real. And the output speaks for itself.

But who is this actually   for?

Large design orgs have dedicated AI budgets, specialists, and enough runway to get it wrong a few times. They'll figure this out.

But right now, they're slow. Committees to convince. Processes to update. A lot to lose if something doesn't work out.

You don't have that problem.

This is for:

  • Founders wearing the design hat
  • Small teams making every hour count
  • Solo agencies pitching against incumbents with 10x the headcount

You can move. You can try something on Monday and ship it on Thursday. You don't have appearances to maintain or approval chains to navigate.

That's not a limitation.
That's your edge.

The teams doing the most interesting work right now aren't the biggest ones. They're the ones who had to find a smarter way.

AI-assisted design shouldn't be a competitive advantage reserved for teams with resources to burn.

This is my attempt to make it accessible to everyone building something real.
Let's build.

Chip Dong Lim
Chip Dong Limlinkedin.com/in/chipdonglim

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