Hercules Designs, a UK-based UX and product design studio, announced on July 30 that it is once again accepting partnerships with AI startups and founders. The studio puts clarity and friction reduction at the center of product development, a contrast to the many AI tools that compete on technical capabilities while overlooking user experience.
The studio's representative said the market is crowded with products that assume more time inside the app means more value delivered. "Most AI products are being designed to hold attention. The assumption is that more time inside the product means more value delivered, but we think that assumption is exactly backwards. The best outcome is a user who got what they needed and moved on."
Visual clarity reduces cognitive load
A study published in the International Journal of Interactive Multimedia and Artificial Intelligence found that visual clarity-defined as the perception of order, alignment, and controlled complexity within an interface-mediates the relationship between users' perception of aesthetics and their assessment of usability. Visually clear interfaces help users orient themselves faster and reduce the cognitive effort needed to navigate the product. Designers who want to apply these insights can find structured guidance in the AI Learning Path for UX/UI Designers, which covers user research and interface optimization.
The studio's spokesperson added, "Noise is not depth. An interface that makes a user work to understand what to do next is failing them, regardless of what the engagement metrics say."
Designing for intention, not attention
The studio's design for the daily affirmations app Affirm Within demonstrates this philosophy. Rather than creating an endless content feed to maximize time in the app, the experience is structured around one intentional moment per visit: a single affirmation, a reflection prompt, and optional journaling that stays private on the device. The design supports a daily habit without competing for the user's attention beyond its purpose.
Services for AI startups
Founded by Hercules Juver, Hercules Designs has been operating since 2022. The multidisciplinary studio offers product design, visual identity, and front-end development services. It is available for full-time engagements and freelance collaborations with startups, AI companies, and other organizations.
Why this matters for product development
Product teams building AI features often battle complexity. The studio's approach suggests that measuring success solely by time spent in the app can lead to designs that frustrate users. Integrating friction reduction and visual clarity early in the development cycle can lead to interfaces that users find easier to adopt and more likely to return to. For product managers and designers, this means prioritizing user intention over engagement metrics when setting requirements.
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