Think back to 2010.
If you were designing a website or an app interface, your main tool was likely Photoshop or Illustrator – powerful software, no doubt, but also complex beasts designed for everything from photo retouching to intricate print layouts.
Using them for UI design often felt like trying to sculpt a delicate miniature with a sledgehammer. It worked, but it was slow and often frustrating.
This frustration was exactly what Pieter Omvlee and Emanuel Sá noticed.
They weren't setting out to conquer the entire design software world. Their goal was much sharper: solve one specific, nagging pain point incredibly well.
They launched Sketch, a Mac-only application, with a radically simple premise: strip away everything except what UI/UX designers truly needed. Forget photo filters and 3D tools; think vector shapes, precise layout controls, easy style management, and quick asset exporting.
This laser focus immediately struck a chord. Designers found they could mock up screens, experiment with layouts, and iterate on ideas much faster than before. Sketch felt lightweight, responsive, and purpose-built for their workflow.
It wasn't just a tool; it was a breath of fresh air.
- Smart choices that fueled the fire
- Building an army of advocates
- Evolution and enduring appeal
- Facing the Figma Challenge: Sketch's Strategy in a Collaborative World
- Lessons for founders
