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Field notes on B2B SaaS design.

Working insights on pitch decks, landing pages, product visuals, positioning, and conversion, written by the team shipping the work.

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Featured·Product visuals·8 Apr 2026·7 min

Product Visuals That Sell: A Framework for Annotated UI Storytelling

Annotated product visuals are the artefact that travels through a deal. Here's how we design them so buyers leave the room able to explain your product internally.

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In this piece

Why annotated visuals matter more than UI design
Step one: choose the screen that answers a question
Step two: design the storyline the screen tells
Step three: annotation that earns its space

Annotated Screenshots vs Diagrams: When to Use Each

Screenshots prove the product exists. Diagrams explain how it fits. Mixing them without intent creates mush.

24 Feb 2026Read

Product visuals·5 min

Before/After Visuals in B2B SaaS (Without the Cheese)

Before/after is a powerful pattern — and an easy way to look like late-night infomercial design.

14 Feb 2026Read

Product visuals·6 min

Storyboarding a Product Loom for Internal and External Audiences

A walkthrough is a short film. Storyboard it like one — beats first, screen capture second.

4 Feb 2026Read