Show Notes
What if I told you that one of the most talented designers I know has a pre-presentation ritual that involves brushing his teeth?
Not for hygiene reasons (well, not only for hygiene). But as a way to feel prepared, present, and ready to unveil work he's poured himself into.
Meet Jose Ocando—a staff brand designer at Webflow who calls himself a "failed copywriter." After working with him for nearly five years, I can tell you he's anything but failed. He's the kind of designer who'll spend five hours perfecting a single button interaction, not because he's obsessive, but because he understands that luxury lives in the details people feel but can't name.
Jose was my first guest on Final Final, and our conversation reminded me of the reasons I love Jose so much. The weird habits, unexpected inspirations, and honest truths about what it takes to make something great.
Highlights
Literature as Design Foundation: How Jose's English degree and love of storytelling inform his approach to visual design through metaphor and narrative
Data as Collaborator: Why treating analytics as a team member rather than a manager leads to better creative decisions
Expressive Minimalism: Jose's evolved design philosophy that balances restraint with personality
The Award Paradox: Honest insights about seeking recognition in the design industry and what drives creative excellence
Neurotic Habits That Work: The surprising rituals that help creatives perform their best work
Agency vs In-House: How moving from agency to in-house design changes collaboration, process, and creative approach
Meet Jose
Jose Ocando is a staff brand designer at Webflow with 12 years of experience in the design industry. Previously, he worked at Whiteboard creative agency and Aspect, where he led award-winning projects including the Webby-nominated Whiteboard website and the award-winning Aura site. Jose brings a unique perspective to design through his background in literature and his philosophy of "expressive minimalism."
Timestamps
00:45 - Jose's background and the "failed copywriter" origin story
01:58 - How literature informs design through metaphor and narrative
03:06 - Finding inspiration from other makers and craftspeople
05:12 - The difference between early career input needs vs. senior motivation
07:24 - Looking back at award-winning work with fresh perspective
10:44 - The honest truth about seeking awards in design
14:43 - Agency vs in-house: How the creative process changes
18:31 - Data as collaborator: The tab component revelation
22:44 - Long-haul team collaboration strategies
24:22 - Neurotic habits: The teeth-brushing pre-presentation ritual
26:23 - Creative flow state techniques and rituals
30:00 - The five-hour button: Investing in micro-interactions
31:16 - The bedtime screenshot review habit
32:40 - Putting design intuition into words
35:51 - Future fears and excitement about design leadership
Resources Mentioned
"The Covenant of Water" by Abraham Varghese - Book that inspired Jose's creative energy
My Mechanics YouTube Channel - Restoration videos that inspire craftsmanship approach
Radiohead - Specific songs for development focus sessions
Chris Do/The Futur - Teaching philosophy about articulating design decisions
RISD - Referenced in context of design education and critique
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