Shipping is easy now.
Knowing what to ship still isn't.

Product design & strategy services for startups

graphics

2 ways to work together

Pick what fits your team right now

Collaborate on design & strategy

What we offer for your websites, apps, and platforms

Competitive & market research

We map out what's already there, so we know exactly where you can stand out.

Product & market positioning

We shape how you describe what you do, so the right people get it immediately.

Roadmapping & metrics

We turn the big idea into a real plan, with a clear way to know it's working.

User experience research & audit

We talk to real users and review what's already built, to find what's actually confusing them.

Product & user experience design

We design how your product works, so every detail is intentional and valuable.

Branding & user interface design

We make sure everything looks and feels like one product, not a patchwork.

Prototyping & user testing

We test a working prototype with real users before we commit to building it for real.

5 steps, every engagement

Same approach, no matter what

Find the root cause

Before we design anything, we dig into why the problem exists, not just what it looks like on the surface.

Tie it to a business goal

Every feature has to earn its place. If it doesn't improve a real business metric, it doesn't ship.

Prioritize ruthlessly

We cut scope before we cut quality. What doesn't move the needle gets deprioritized, not squeezed in.

Design for people

Metrics tell you what happened. Talking to users tells you why. We use both.

Ship with quality

Pixel-perfect isn't the goal, but sloppy work erodes trust fast. We hold the bar high on the way out the door.

3 recent projects, start to finish

Selected cases studies with real results

Twos split view feature in laptop mock up

Twos · End-to-end · 6 weeks

A user workaround became a shipped feature. DAU grew 30% in 3 months.
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Problem: Twos had unused space on desktop, but filling it for the sake of filling it wasn't a real product problem. Users were already opening multiple browser tabs just to keep two lists visible at once.

What we did: Ran 5 user interviews and 5 moderated prototype tests, then designed a split-view feature that let people pin any two lists side by side without changing how Twos already worked. Worked directly with the founder-developer to keep the build fast and practical.

Result:

+30%

DAU

+40%

WAU

+20%

MAU

Visit Twos →
Numoloo dashbboard in laptop mock up

Numoloo · Embedded · 8 weeks

Sample data let new users feel the product value before their first real call.
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Problem: Numoloo's AI analyzes sales calls, but new users had nothing to see until real call data existed. A generic product tour for a new product would only explain the product without proving its value to sales teams.

What we did: Embedded with the product, engineering, and design team for 8 weeks and designed the entire product with a first-time experience built on sample data, so new users could try the real workflow before their first actual call.

Result: Shipped the product with an onboarding experience and an activation measurement plan in place, demo completion, time to first action, and Gmail/Slack connection rate, ready to prove impact as usage data came in.

Visit Numoloo →
SMD PRO software in laptop mock up

SMD PRO · End-to-end · 8 weeks

A structural call, made before the product had a spec.
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Problem: Simple Metalens' existing tool was a single flat view. It worked for a simpler tool, but as the founder planned more features, it was clear that the existing tool would not be able to accommodate all the proposed functionalities.

What we did: Before the product was even scoped, I proposed splitting it into three focused modules, Simulate, Analyze, Build, matching the order engineers actually work in. Built the design system in Figma from wireframes to final UI, with a shared component library so each module could evolve independently.

Result: Shipped SMD PRO as version 1.0.0, a modular structure built to scale as the tool feature list grows.

Visit Simple Metalens →

Testimonials

Hear from the people who've actually worked with us

Rick Dionisio
Rick Dionisio • Founder

Larissa was a pleasure to work with throughout the design of Numoloo. She was consistently professional, responsive, and thoughtful, and she welcomed feedback from multiple perspectives without becoming attached to any one idea. It was clear that her focus wasn't on defending a design, but on finding the solution that best supported the product and the people who would use it. She balanced user experience, business goals, and practical implementation exceptionally well, which made the collaboration especially productive. She was also thoughtful about prioritization, helping keep the team focused on the work that would have the greatest impact for the MVP. She communicated clearly throughout the process, collaborated seamlessly with the broader team, and was always open to refining designs until we got them right. I would absolutely work with Larissa again and look forward to collaborating with her on future phases of Numoloo.

May Zheng
May Zheng • Product Manager

I worked with Larissa on a three-month project, and I highly recommend her to anyone looking for a UX designer with high standards. We initially struggled to map out the user journey for our product, but after Larissa joined the team, we were able to streamline the process, cut down on unnecessary time, and collaborate smoothly throughout the entire project.

Parker Klein
Parker Klein • Founder & Developer

Larissa is the best all-around product designer I've worked with. She took the initiative to reach out to users, have conversations with them, and design multiple alternatives based on her research, and was effective and professional. She's someone I'll always go back to for help and feedback.

Dan Greaney
Dan Greaney • Co-Founder

Larissa Oh was a delight to work with, both for the quality of her design work and for her upbeat, collaborative attitude. She brought intelligence, energy and patience to understanding our needs and mission, and her design solutions met those needs while also reflecting our deeper company values. She created beautiful, intuitive screen designs and user flows on a solid foundation of UX and design principles and best-practices. Her design ideas were fresh, original, carefully tailored to our specific challenges and beautifully articulated. She worked quickly and provided great value. I highly recommend her.

Donna Gabbadon
Donna Gabbadon • Executive Director

Working with Larissa was an exceptional experience. She conducted a thorough website audit and provided a clear, strategic roadmap to transform our site into a modern, interactive platform that truly reflects Jalawelo’s growth and impact. Her expertise in responsive web design, high-fidelity prototypes, and UI development in Figma ensured a seamless transition to a more engaging and informative website. Her attention to detail and ability to capture our vision resulted in a modern, user-friendly website that truly captures our mission.

Why partner with Groove?

Our values that define and drive us forward

Transparent

Clear, direct communication

Realistic

No sugar-coating, just straight facts

Adaptable

Pivot when it makes sense to

Fun

Good vibes only

Humble

Approachable, no ego