Photo by Cameron Venti on Unsplash

Every day, we consume hundreds of thousands of features — the majority of them without even noticing.

Turning off your morning alarm on your phone. Turning your kettle on. Checking your email. These are all features. They have all been conceptualised by somebody and subsequently brought to reality.

As a result, it’s natural that during product development we can often fall down the path of obsessing over the output of the feature that we’re shipping. Sometimes we end up losing focus on the problem we’re solving and we may neglect to focus on the value that we’re striving to deliver…


Directional sign in death valley
Directional sign in death valley
Photo by Pablo García Saldaña

Product is difficult. Heard that before?

There are ways to do approach product development, in a rapidly evolving industry, sometimes it can be hard to figure out which way is the right way for you. Have you ever found user stories gathering dust in your ever-growing product backlog as you slowly lose focus on why they were even there in the first place? Have you ever felt like you’re being reactive to issues springing up left right and centre, fighting fires one day to the next? Do you find yourself asking “how high” when your clients say jump? If any…


Photo by Vidar Nordli-Mathisen on Unsplash

Whilst on a long drive one of my favourite things to do is find a good podcast and gain some knowledge whilst riding along. Recently I decided to give Intercoms product podcast (Intercom on Product) a road test, if you pardon the pun, and found an incredible episode all about principles and how they can guide you. Today I am going to share the insight I extrapolated and how I believe principles can be the foundation of product org success.


Effectively defining your brand design language.

Coming from a background of design, I already had several experiences with creating and iterating website designs. However, due to the nature of my work at the time being client-based with individual short-period projects, one design would be completed and then it would be onto the next without too much consideration for future-proofing. Creating a design language is similar to creating a new website design with the key difference being that a design language should set the foundations for how all design should be communicated by the brand. On the other hand, a website…


Part 2 of 2

Serverless Series

This is part of a Destructive Digital Technical series, we’ll be bringing you three awesome blogs on getting setup with a serverless architecture on Google Clouds Firebase platform. In this part, we will cover adding CRUD operations to your serverless architecture and performing nested queries.

If you’ve not read part 1 catch up below before continuing :)

Let’s Get Dynamic

Previously, we created a serverless function which would access the firestore database stored on Firebase and retrieve the location data for New York city. …


Part 1 of 2

Serverless Series

This is part of a Destructive Digital Technical series, we’ll be bringing you three awesome blogs on getting setup with a serverless architecture on Google Clouds Firebase platform. In this blog, we will cover getting setup with Google Cloud and deploying your first cloud function.

“We have a serverless architecture”.

“Our core operations are micro processes”

You may of heard these words before.

Serverless has become increasingly popular over the past few years but what does it actually mean?

Instead of repeating what has already been well defined i’ll quote from AWS Senior Serverless Developer Paul…


A wintery Central Park

With there being only 1 week to go until Tech Day NYC, I began to reminisce on the my first time to the Big Apple early this year.

As a kid, I always dreamt of going to America. I was very excited when this became a reality early this year, after 20 years of dreaming!

All my wondering of what the the other side of the pond was like, I finally got my opportunity to dive into American culture and where better to start than the bustling streets of Manhattan.


Part 2 of 2

Not read part 1? Check it out below.

Let’s clear things up

Observing the recent congressional house and senate testimonies given by Mark Zuckerberg one thing has become abundantly clear; the majority of people are under-educated on the data that is being collected, how it is being used and the purpose for collecting their data.

The issue is that companies such as Facebook, Twitter and Instagram (a Facebook company) have scaled rapidly and vastly becoming embedded into the fabric of society; being viewed as a service that we have a right to use, for free, without repercussion.

“I have been told the best…


At the heart of what we do is thinking. Thinking and planning. A core of this is our UX expertise, ensuring we know the user inside and out.

I’m Alex, a UX/UI engineer at Destructive Digital.


Part 1 of 2

Part 2 is now live!

Digital privacy is a all over the news currently, most prominently around the Cambridge Analytica scandal which has led to Facebook’s CEO Mark Zuckerberg’s facing interrogation from the US Congress. The line between what data we, as individuals, classify as private and what digital services classify as private is becoming ever more blurred; this has caused public outcry and there are many reasons for it!

Data collection, both digital and more conventional, is nothing new so what triggered this latest uproar?

If you’ve not recently seen the news you’ll have missed the scandal that a…

Alex Wiley

Co-Founder of Bel 💪🏼 | Product Manager 📄 | Developer 💻 | Product Design 🎨

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