Look beneath the surface.
A hat, or a boa that swallowed an elephant?
In The Little Prince, the grown-ups see a hat. The child sees a boa that has swallowed an elephant. The familiar outline hides something else inside.
That is how we want to approach problems at Uncover Lab. Before adding a feature, we want to understand why the problem happens.
Ask why again.
It is easy to get used to an inconvenience. We take time to ask what someone is trying to do, where they get stuck, and what could be removed.
Room for the answer.
None of the carefully drawn sheep was the answer. A simple box was. A good solution does not need to show how much work went into it. It needs to give someone what they wanted.
We want to be a company that sees the boa behind the hat, and the sleeping sheep inside the box.