We make complex
products simple.
Forthright is an AI and UX consultancy. We do research, design, and engineering for product teams who need to ship and need it to work.
§ 01 / About
How we work
We start with evidence. Interviews, data, support logs, whatever it takes to understand the problem before we touch a screen. The organizational assumption is usually wrong, and we'd rather find that out in week one than after launch.
Then we ship. We design, build, and measure. Our teams are small and cross-functional: research, design, and engineering working the same problem at the same time.
We also build our own products. It keeps us honest about what it actually takes to ship, and it's where we test our own thinking.
§ 02 / Services
What we do
Research that changes the roadmap
We run the interviews, pull the data, and find what the organization assumed wrong. At Cerebral, seven interviews reshaped two years of product strategy and drove a 26% lift in CSAT.
Design and engineering, shipped
End-to-end product work: AI pipelines, consumer apps, enterprise tools. We design it and build it. Rewind went from concept to App Store in ten weeks.
Hard problems, not easy redesigns
We take the work that's been stuck: the feature nobody adopts, the flow that generates support tickets, the product that needs to exist but doesn't yet.
§ 03 / Work
Selected work
Client engagements and products we built ourselves. New work ships here.
Rewind
AI-powered tape recognition for VHS collectors. Point your camera at a shelf and Rewind tells you what fits your taste, what you already own, and what is worth grabbing. Concept to App Store in ten weeks. 13,500 tapes catalogued in the first three weeks.
Visit heyrewind.app →
Cerebral
Led the first comprehensive research program at a $4.8B mental health startup. Seven customer interviews, a full journey map, and three insights that shaped two years of roadmap and drove a 26% lift in customer satisfaction.
Read the case study →Project in development
Currently in build. We will share more when it ships.
It was with supreme confidence that I tapped Josh to run my initial research program at Cerebral. It had to both serve as a template and convince critical leadership, and as usual he delivered top shelf work.
§ 04 / Contact
Tell us what's stuck
We'll be honest about whether we can help.