Hi, I'm Luke Beretta. Product designer and developer based in Cape Town.
I've created products across fintech, crypto, SaaS, retail, and consumer experiences.
My work has supported the movement of trillions of dollars, enabled payments across emerging markets, helped venture‑backed startups win awards, and served millions of retail customers.
Journey helped teams explain complex ideas at the moments that matter most: onboarding, proposals, introductions, the points where clarity determines outcome.
Journey 2.0. A complete rethink of the format. Stories that respond to the reader, adapt to context, and go as deep or as light as the moment requires.
Assistant. An AI layer built into the editor that helps writers find the right words, sharpen structure, and keep the story moving without leaving the page.
Recipients. Share a Journey with anyone. No account required. Readers pick up exactly where they left off, on any device, at any time.
Branding. Every Journey can be styled to match a team's identity. Fonts, colors, and logos applied consistently across every page and every share.
Blocks. A flexible content system where text, video, embeds, and data sit side by side. Assembled in minutes, rearranged in seconds.
Introduction
I co-led the design of v2 alongside the founding designer, building a flexible AI‑powered block canvas that redefined how stories get built and consumed. The new product unlocked non‑linear storytelling, deep analytics, and AI across the full experience. Journey was acquired, and the v2 architecture became the foundation the acquiring team inherited.
Understanding the space
I audited tools like Notion, Pitch, and Coda to understand how the best products handle flexible content creation. The clearest insight: most competitors had ignored the reading experience entirely. How a story gets consumed was almost always an afterthought.
Design direction
Three principles shaped v2. A block canvas where structure emerges from content rather than being imposed by a grid. An onboarding arc with multiple entry points — templates, AI generation, and blank canvas — designed to meet creators at their level. And an automagical theming system that pulled brand identity from a domain, so every Journey felt intentional without requiring design skills.
Validation
We tested multiple approaches to the canvas and onboarding flow. The block canvas with guided entry points consistently outperformed alternatives — faster first publishes, less blank‑state abandonment, higher creator confidence.
Solution
Replacing the fixed slide grid with a fluid block system let creators mix text, video, embeds, and interactive elements freely. The result adapted to any screen without manual adjustment.
AI across the full loop
On the creation side, describe what you want and Journey drafts the structure. Inline tools let you refine any block in context. On the reading side, an Ask Anything panel lets recipients query the content directly. Each surface was designed to feel native, not bolted on.
Analytics
A redesigned dashboard showed creators exactly how their stories were being consumed — which blocks got attention, where readers dropped off, who engaged and for how long. Data that had previously been invisible became the feedback loop for every next Journey.