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Ilya Tsoy

Hello, world — a designer's notebook, finally

After a decade of design work I'm starting to write about it. Here's what this site is for, and what to expect.

  • meta
  • writing

I’ve spent a decade designing products and never once written about it publicly. The work always felt like enough — until I noticed how often I was re-deriving the same lessons. This site is the notebook I should have kept.

What’s here

A mix. Short notes on craft. Longer essays when I’ve actually figured something out. And photo albums from wherever I happen to be — usually some combination of Amsterdam, Tashkent, and the train somewhere in between.

Why now

Two reasons. The first is selfish: writing forces clarity in a way that Figma never has. The second is that the work I’m doing on Air ADE at JetBrains has me thinking about how designers will work alongside AI, and I’d rather think out loud than alone.

What to expect

  • Short posts — observations, single-idea pieces, things I’d otherwise lose in a Notion graveyard.
  • Long essays — when I’ve spent enough time with an idea to defend it.
  • Photo albums — travel, mostly. Some street, some architecture, some food.

That’s it. Thanks for reading.