The race to market often forces early-stage start-ups to cut corners, use untraditional methods and hedge bets on experience priorities—all to get a product to market as fast as possible. The financial stakes are high but the stakes for user adoption are even higher. And often many of the best practices get pushed aside in the name of speed. This is a story about the blend of traditional user-focused design and new scrappy experimentation, as a group of agency veterans prepares for their first product launch.