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behind the folds

Build better apps, faster

For B2B, B2C, and internal products

We design and build with practical AI workflows and strong UX principles so teams move faster without losing quality.

Every decision stays aligned with your business strategy, goals, and constraints.

What we build

We help teams create and improve B2B products with complex workflows, B2C products that need clarity and trust, and internal tools that support operations. From framing to delivery support, we make clear trade-offs between user needs, business goals, technical constraints, and timeline.

How we work

A compact loop from discovery to delivery support, with business alignment checks at every stage.

  1. 01

    Discover

    Goals, users, constraints, and evidence so we anchor decisions in reality.

  2. 02

    Frame

    Flows and structure so the problem is defined before pixels accumulate.

  3. 03

    Design and prototype

    Wireframes and prototypes that teams can react to early and often.

  4. 04

    Validate and hand off

    Testing, refinement, and documentation so engineering can build with confidence.

Services

Build

Product design and app delivery for B2B, B2C, and internal applications.

Scale

Design systems, tokens, components, and UI governance that stay usable in production.

Enable

AI workflow consulting, team training, and process support for practical adoption.

Brand

Branding and apparel to strengthen identity across digital and physical touchpoints.

Why teams hire us

  • Faster progress without lowering UX quality
  • Clear handoff that works in real engineering workflows
  • Better alignment between product, design, and development
  • Practical AI usage with accountability and guardrails
  • Decision-making stays transparent and shared with business stakeholders

How we make decisions

We do not optimize for user experience in isolation.

We balance usability, business goals, technical feasibility, risk, and delivery speed.

You stay involved in priorities and trade-offs from start to finish.

Portrait of Jean-Christophe Martel.

Founder

I am Jean-Christophe Martel, founder of Behind The Folds. My work focuses on UX clarity, system thinking, and sustainable collaboration with engineering teams.

About the owner

Ready to start?

Share your strategy, goals, constraints, timeline, and team setup, and I will propose a practical next step with you.

Email jc@bfolds.com