Find the user you didn't design for.
Before they find your product.
Most product teams have never seriously asked who their worst user is.
These users are no longer just a checkbox, they are now a very real design problem.
This should be among the first 'edge cases' you solve.
Everyone loves a superhero, but right now, your product needs you to think like the villain.
What you leave with
Not a framework, but a map
of your product's worst users.
Your Villian's map
Indentifying misuse vectors in your product. Tagged. Scored. Yours to continue work on.
A Navigator response
For your highest-risk vector: a response that redirects rather than blocks. Walls create workarounds, but mirrors create reflection.
One named commitment
The one specific thing you're changing before you ship. Written, named, with a signal for how you'll know it worked.
The Villain's verdict
Within 48 hours: the 2 things the room didn't find, specific to your product. Privately delivered to your email.
How it works
2.5 hours. One shared board. Your product on the table.
You arrive with
- Your product
- Assumptions
- The user you've been designing for
You leave with
- Your Villain's Map
- A Navigator response
- One named commitment
- The Villain's Verdict
- Founders building AI products and moving fast
- CPOs who've thought about misuse but never formally mapped them out
- Heads of Product responsible for what launches
- Anyone building something that could reach a vulnerable person, in any situation
Who's running it
I've closed two products I built. Both times, I found the villain too late.
The first was Roastfluencer. Funny concept until I pictured a group of kids in a school corridor, using the AI's roasts to gang up on a classmate. I've been that classmate and it hurt even before AI came into the picture.
The second was echonote. A platform that enables people at the end of their life to leave messages into the future. I built seven guardrail agents. Named each one. They still weren't enough. I had to close it before it caused harm.
I've spent 16 years in the UX industry, won three hackathons, built features generating millions in revenue, and once built a feature that worked too well.. so well that it was quietly shelved because it stopped people making expensive mistakes. So I know how these decisions get made.
Pricing
First cohort. Launch rate.
- 2.5 hr live session on 21 May 2026
- Your Villain's Map from workshop
- Navigator response draft
- Villain's Verdict within 48hrs
- Cross-product insights, expect the unexpected
If 21 May doesn't work for you, click on 'Notify me of future dates' and we'll send you the next dates.
Before you go, there was something off..
Did you catch the villain on this page?
Most people don't notice it..
the 'ia' should be 'ai'.. villain.
It's been sitting in the deliverables section since you arrived. You read it. You understood it. You moved on.
That's exactly how hard it is to spot the user you didn't design for. They're already in your product, the question is whether you find them first, or they find your intended users.