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We have one designer for every engineer, which lets us prototype aesthetics and functionality rapidly and at great fidelity before we start building.

I'm trying to get in contact with the person in charge of

Our iPad app Paper is about capturing ideas.

Why should we have to sit there and write out all this stuff when 80-90% of it is the same stuff that we write for every other project?

Macaw is the newest, but not the the only player in the space. Both froont and Bohemian Coding's Sketch app are similar tools and they have had more time to improve on them.

People refer to this type of tool as "The Holy Grail" because it's design tool that knows how to code, says Giannattasio.

It just doesn't feel like a product unless it has an icon in your dock.

I did a lot of work with Apple before starting Macaw and a lot of their core applications are basically just HTML based

Everyone is helping everyone else. Especially all the small players.

Prototyping is something that needs to be completely woven into the fabric of how you create strategies and products

The last three or four years, there’s been a lot of change, and this has been another phase of it

insight or competitive advantage.