Product design at @Coinbase. Previously @incident_io, @DuffelHQ & @GoCardless.

Joined April 2012
120 Photos and videos
Sam Willis retweeted
The role of a designer is slowly changing to explaining why we shouldn't build this AI prototype a team-member created.
43
80
1,286
55,820
Sam Willis retweeted
Making something people love is mostly making something you love and hoping the overlap is real
337
1,201
8,365
874,409
Sam Willis retweeted
Finally updated my portfolio after three years. Here's a small glimpse of my favorite projects✨ Link below ↓
2
1
10
482
Sam Willis retweeted
8 Jun 2025
I debated whether to share my story on here, but I guess I will. I think there's an idea out there that millions of violent criminals are pouring across the border, carrying machetes and drugs, looking to harm Americans. Certainly, while some people fall into that category, the vast majority of undocumented immigrants don't. My family escaped Vietnam after the Tet Offensive and went through an arduous journey that eventually landed them in the Canada. My father worked there for a time as a janitor; my mother, a secretary. When work fell through, my dad was offered to work with his sister in the United States, so he went, as our family needed money. He ended up staying in the US longer than he was supposed to — not knowing immigration laws — and asked my mom to come be with him. Of course, she went and carried me over the border while I was still a baby. I'm still unsure whether we technically broke an immigration law. The border between Canada and the United States was pretty porous (as it is today, for the most part). But either way, since I came here without legal documentation, I eventually fell into the category of being an undocumented immigrant. Yet, I've been in the United States since I was a baby. My identity and roots are very much based in this country, no different from anyone else. The lack of legal immigration has totally shaped my life. It has made every interaction with the law much scarier. It has shaped which opportunities I could or could not get. It has taken an emotional toll, as this legal issue hangs over your head like a black cloud. There are millions of people in my situation — people who were brought here as children, some babies, and were unable to raise their hand during this process and say "maybe we should hire a lawyer." Parents may have crossed the border not knowing about the law, as the law can be pretty confusing and lawyers are expensive. Perhaps, in the end, they should have hired a lawyer; but sometimes life is messy. In the end, they crossed for the same reason many people rise every day: to support their families. I think it's unreasonable to deport millions of people who have contributed positively to society. It's simply not true that the majority of these people are violent criminals carrying drugs. Many own small businesses; many work as skilled laborers (including garment workers!). The vast majority are good, honest people. For those of us who grew up in the United States, sending us "back" to our "home" country would mean sending someone to a foreign land, as they grew up in the United States. Tearing families apart based on immigration status seems inhumane. About twenty years ago, I watched with some small measure of hope that the Dream ACT would pass and help a portion of undocumented immigrants. I saw people march angrily in the streets (something I supported). But I was dismayed to see nothing really come about. In fact, when Obama passed DACA, I was skeptical that it would be sensible to give your information to the federal government without a guaranteed path to citizenship. It seems that the Trump administration may use those lists to hunt down immigrants. I think the ICE sweeps are inhumane. I support and admire the protestors who are putting their bodies on the line for non-violent resistance. Ultimately, I think we need to solve this issue on a systemic level. It's unreasonable to me to expect that the government will deport some 10-20 million people. Even deporting 1 million will cause an insane amount of chaos, not to mention an incredible amount of wasteful government spending. The militarization of law enforcement is over the top and only escalate the situation. I have seen people march on this issue, only for it to be dropped later and dissolve into quiet grumbles. In the end, nothing is done for immigrants. Time passes until decades later, we have another political crisis like the one we have today. This cycle seems unsustainable. I hope people sustain this energy to solve the immigration issue and put undocumented immigrants — most who are peaceful, skilled, and hard-working citizens — on a path to citizenship. As time continues to go by, many undocumented immigrants are seeing their lives wasted away. If you care about this issue, I hope you get involved on the long haul: volunteer for pro-immigrant groups, donate to mutual aid, and perhaps pursue career paths that help people in this situation. I was moved to read someone on here say that, when they found their employee was undocumented, they helped them get a green card. The path was difficult, as our immigration system is broken (it took them 11 years). But I can tell you that this is like pulling someone drowning in raging waters. Ultimately, I hope me sharing this story helps push back against the idea that all undocumented immigrants are MS-13 members. I know many people in my position and they are all like your neighbors.
2,005
4,614
60,484
5,120,274
Sam Willis retweeted
Your automated vibecoded AI startup be like:

280
879
8,283
1,197,598
The @incident_io design team is growing! 🚀 We're looking for extraordinary brand and product designers to shape the future of incident management. Both roles pay up to £135k — in London We also pay £10k for successful referrals Apply here: incident.io/careers#open-rol…
4
10
1,661
Sam Willis retweeted
Me calling it a day after drawing a few rectangles in Figma
12
73
1,443
63,389
Sam Willis retweeted
15 Jun 2024
Starmer, if he becomes PM, will inherit the highest British taxes since the war. Only an idiot would say this is his fault. Thing is, it's not Sunak's fault either. A thread where I will annoy everyone.
205
839
4,131
1,239,927
Sam Willis retweeted
When would you consider yourself to be "On-Call"? Is it just when you're the primary, or are you also considered on-call if you're a level 2, or level 3 escalation. Senior folks are often "the backstop" permanently - would you consider them "on-call"?
46% On-call == "1st line"
54% On-call == "any level"
106 votes • Final results
6
2
2
3,067
Sam Willis retweeted
Ever found yourself fighting your paging solution? With our new On-call product, we’re fixing that 🎉 We’ve put tons of focus into making the experience of being on call as delightful as possible. Here are a few highlights! 👇 Automatic incident creation ⚡️ No need to manually turn your alerts into incidents. We thread through all the context, so you don’t have to. A sleek, intuitive app When every second counts, usability and efficiency matter. Especially true at 2am when you're barely awake and the coffee hasn't kicked in... Easy shift covers and overrides When life happens, request cover in just a few clicks and leave the rest to us — we'll handle finding someone and creating overrides automatically. Powerful, intuitive scheduling Have full control over who goes on-call and when. We natively handle shadow rotas, follow the sun rotations and much, much more.
1
1
19
4,706
Sam Willis retweeted
We’ve just launched @incident_io On-call and I couldn’t be more excited! 🎉 Our goal was “so good, you’ll break things on purpose” and we’ve poured our hearts and souls into this one. I think it shows ❤️
49
49
315
150,400
28 Feb 2024
Something I've been working on since I joined @incident_io 🔥. Excited to be able share it with the world next week🌍 incident.io/coming-soon

Since we started incident, we’ve been repeatedly asked the same question: when will you build {REDACTED}? 👀 We’re normally a very transparent company, but we’ve been keeping this under wraps. 🎁 That all changes on Tuesday 5th March, 10AM EST. ⚡️
1
15
1,490
23 Jan 2024
Another stunning piece by @mutlimutli. Still blows my mind that this is generative 🤯
22 Jan 2024
"Serene" is live #onchain Opens Friday, January 26, 2024 at 18:00 CET (12:00 PM EDT / 09:00 AM PDT) on @AlbaDotArt @AlbaDotArt link: alba.art/projects/serene @opensea link: opensea.io/collection/serene… Thank you all for your support 🥰 !! #p5js #art #creativecoding #generativeart
2
1
12
638
Sam Willis retweeted
16 Jan 2024
Announcing Dawn Contemporary’s next group show tomorrow 🤫👀

ALT Back To School Summer GIF by Rodney Dangerfield

1
2
21
1,898
Sam Willis retweeted
Designers after doing no research, producing 0 wireframes and not naming a single layer yet the project was a huge success.
56
584
5,865
647,589
Forget "should designers code?" The more important question is "should engineers design?" (And the answer is: yes)
A few weeks ago, I think I peaked. At least in terms of building a fancy UI. I've written a blog post (or possibly more accurately, a love letter to @samwill_is) walking through how we figured it all out, complete with loads of WIP screenshots. incident.io/blog/building-a-…
1
9
811
Sam Willis retweeted
Plain is growing and we're looking for a product designer. This is a critical role spanning both our product and marketing efforts – if you love sweating the details and would enjoy working on both our product and how we communicate it, this is for you👇plain-public.notion.site/Sen…
3
5
43
16,350
Sam Willis retweeted
Slack option to fire people who message you on a holiday
66
703
12,845
1,166,289
Sam Willis retweeted
13 Nov 2023
Some quick details about our launch this week; we'll enable publishing of projects tomorrow (thanks to everyone who's already got started setting up!). To launch a project, you must choose a start date at least 48 hours in advance. This ensures that you have enough time to start promoting your project, and also that we and the community have enough time to remove any projects which break our rules (e.g. copyminting). Alba's share of the sale is set at 12.5%. We're trying to find the balance between sustainability and accessibility for artists, and we think this is a fair start. More information about exciting things coming soon!
4
21
2,976
Sam Willis retweeted
10 Nov 2023
🚀 Alba is launching! gm generative artists and collectors. Next week, Alba opens up for anyone to release their code-based generative art on Ethereum mainnet! The Artist Dashboard is already open to start setting up — just connect your wallet to get started. This summer, we had an incredible beta period ☀️. Over about 6 weeks, we launched 21 projects from artists all over the world. From well-known names, first-time artists and everyone in between. We saw over 1500 people mint beautiful artworks, generating over ~$400,000 in volume. A truly incredible start for the platform. Thank you all. After that period, we took some time to apply some learnings from the beta. It would not have been sustainable to open the platform up without making some changes. In the past few months, we've focused heavily on enhancing the artist experience, and we can’t wait to hear what you think about it. Alba’s mission has always been about providing the best possible experience for artists and collectors, and we’d like to share our plans for how we’re going to continue to do that. Above all, our focus is on sustainability and longevity. Alba is run by a very small team, and the beta period showed us that we have a good shot at making a truly sustainable platform. We have quietly watched multiple other platforms raise millions of dollars from the community or from VCs, try and pump it into growth, and end up needing to lay-off staff or shutting down entirely, leaving artists with massive uncertainty about what will happen to their work, and leaving collectors feeling rugged once again. Alba is completely self-funded and has no requirement to generate growth or profits. We’re not anti-VC and we’re not saying we’ll never raise money, but at our core we believe in building something sustainable which artists can trust will be here for the long-term. With your help, we think we can make that a reality. On to the fun stuff! Let us share some of the improvements that we’ve made. We totally revamped our contracts, and they’re now ready to help Alba grow into new experiences. As always, contracts are completely owned by the artists, but now they also support: ✨ Enhanced artist control - ability to modify sale settings after deployment, reduce unsold supply, and release unused reserves. 👵 Preservation features - we can record metadata about browsers, licences, and other information which will help ensure your collection can be enjoyed forever. 📉 Exponential auctions (and we simplified things by removing unused sale mechanics). ⏱️ New models like time-limited (open) editions and short form (artist-curated pieces). Our Artist Dashboard and project publishing flow now also has the ability to run checks to ensure your work is fully compatible with the platform. We’ve addressed numerous UX issues brought up in the beta, and we’ve added pre-built starter templates for working with the most popular libraries and languages. We’re just getting started here, so expect a lot more improvements soon. If you’re an artist, we’d love to see you start setting up your projects to get them ready to launch! Thank you to everyone who has helped us get to this point, and we’re truly looking forward to seeing the amazing art that you all create.
31
62
220
15,974