# About Choie

Choie is a design-led product studio for founders and companies that designs and builds web and mobile products fast: AI and its own kit bring the speed, and senior design judgment decides what to build and how it should feel.

## What Choie is

Choie is a design-led product studio. Its founder, a senior designer, leads every project from first idea to launch.

- **15+ years:** Designing human-centered software
- **1 week:** From an idea to a coded prototype
- **2 projects:** At a time, never more
- **30 days:** Of free fixes after launch

The studio is based in Milan, Italy. Calls and working sessions overlap US business hours, 8am to 4pm ET. Work happens remotely, in English, and everything is agreed in writing before it starts. Choie takes on no more than two projects at a time, so the people who scope a project are the people who design and build it.

## How the studio works

AI has made building fast for everyone. It hasn't made it good. Knowing what to build, what to leave out, and how it should feel still takes taste, and that's the part we're hired for.

We're fast for two reasons. AI drafts the code, and a senior person reads every line. And we bring our own kit of interface components, motion and micro-interactions, refined across projects, plus a process that gets from first call to written scope in two days. So the polish doesn't get cut when time runs short.

Three disciplines, one team: deciding what to build, building it for the web, iOS, and Android, and launching it with a site that explains it and measurement that shows how people use it. The same people make the design calls and write the code that ships, so nothing gets lost in a handoff.

Every engagement has a fixed price and a written scope. Builds deliver a live link every Friday that you use, not a mockup you review. Prices and what they include are on the [pricing page](https://www.choie.co/pricing); the week-by-week shape of a project is on the [process page](https://www.choie.co/process).

- **Decide: Product strategy and UX design.** What to build first, what to cut, and how it should feel. Those are taste calls, and now they're the hard part. You get decisions, not a folder of screens.
- **Build: Web, iOS, and Android development.** AI and our own kit of components and motion make the build fast, so the polish doesn't get cut for time. Senior people own the architecture and read every line. You own the code.
- **Launch: Marketing site and measurement.** A site that explains the product in one screen and turns visitors into users. Then we watch what they do.

## What we believe

- **People first.** Start with who will use it. Everything else follows.
- **Function with care.** Beauty without function is decoration. Function without care is friction.
- **Watch, then build.** Look at how people actually move through a product, then make it feel natural.
- **Outcomes, not ornament.** If it doesn't help conversions, retention, or revenue, it isn't finished.
- **Simple on purpose.** Reject complexity for its own sake. Clarity, speed, and simplicity win.
- **Built to last.** Design for how the company will run next year, not only launch day.

## Who it is for, and who it is not for

Founders, early teams, and teams inside larger companies who need design and engineering in the same hands for a defined project: taking a product from an idea to a first version, building a new product or internal tool, or making one that is already live easier to use. Programs that need dozens of people at once, open-ended staff augmentation, and projects without a clear owner are better served elsewhere. [Projects for larger companies](https://www.choie.co/enterprise) explains how that work runs, and the [comparison page](https://www.choie.co/compare) lays out when a studio like this is the right call and when it is not.

### Best fit

- A defined web or mobile project, at a startup or a larger company
- One primary user and critical workflow
- One owner who can make decisions every week
- A clear goal and a realistic first release

### Better elsewhere

- A program that needs dozens of people at once
- Every platform and integration in one first release
- Open-ended staff augmentation
- No clear owner, user or first release

## Legal identity

- **Studio:** Choie
- **Address:** Milan, Italy
- **VAT number:** IT02039950478
- **Email:** info@choie.co

HTML: https://www.choie.co/about