The thinking layer for your product team

Every product decision deserves rigorous thinking.

Most AI tools help you build faster. Fresco asks if you should build at all. Speed without direction just means you arrive at the wrong destination sooner. The real bottleneck isn't execution — it's knowing whether you're solving the right problem.

Try it free See how it works

"The drop-off isn't a UX problem — users are disqualifying themselves before they reach the form."

Change direction first PIVOT
Key issues
1

Evidence and hypothesis conflated — core assumption never tested

2

Measurement point is downstream of the real decision

Recommended moves
1

Remove step 3 for 20% of new signups — measure retention at day 7

2

Pause the redesign until the experiment runs

"Three options are on the table but only one removes the friction that actually causes churn."

Proceed with confidence GO
Key issues
1

Magic link removes the drop-off without introducing fraud risk

2

Option C solves the real problem but timeline is incompatible with current sprint

Recommended moves
1

Ship magic link this sprint — low risk, measurable lift

2

Schedule guided setup wizard for next quarter once baseline is set

"You're building enterprise features because the deals feel bigger — not because enterprise buyers need what you build."

Don't proceed STOP
Key issues
1

No enterprise buyer has been asked to pay — all signals are assumed demand

2

Your product is built for speed — enterprise requires compliance controls that would slow everyone down

Recommended moves
1

Do not start the enterprise build until 2 paying pilots are confirmed

2

Run Validate with real price points before committing a single engineer

"You've changed the CTA twice with no measurable lift — you're optimising the wrong element."

You need more signal first MORE SIGNAL
Key issues
1

No user research has been done — diagnosis is based on assumption, not observation

2

Two CTA changes with no lift suggests the problem is upstream of the CTA

Recommended moves
1

Run 5 user sessions — ask visitors what question the page didn't answer

2

Don't touch the CTA again until you know what's blocking the decision

The real problem

Bad product decisions don't look bad at the time. That's the problem.

The PM synthesises what they have. The designer goes with their gut. The engineer raises a concern too late. The meeting ends with a direction nobody fully believes in.

As AI makes execution effortless, the cost of a bad decision doesn't decrease — it compounds. Speed without direction just means you arrive at the wrong destination sooner.

Fresco gives your team a shared structure for interrogating a decision before you commit to it. Not to slow you down — to make sure you're pointed in the right direction before you move fast.

4
Houses covering every stage of the product decision cycle
12
Specialist agents that analyse sequentially, each building on the last

How it works

Three steps. One verdict.

01

Answer 3–4 questions about your situation.

Not generic prompts. Questions specific to your situation — designed to separate what you've actually observed from what you're assuming is causing it.

Four houses — Investigate, Innovate, Validate, Evaluate — each designed for a specific moment in the product cycle.

02

Three agents analyse your answers sequentially.

Each agent builds on the previous one's output. You get depth, not breadth — the kind of analysis that takes a senior colleague an afternoon to do well.

One agent maps observations. One interrogates assumptions. One synthesises a position. In sequence, not in parallel.

03

Get a verdict and the structure beneath.

GO, PIVOT, STOP, or NEEDS MORE SIGNAL — with a sentence of truth, key issues, recommended moves, and the full systems analysis.

Iceberg analysis. System archetypes. Causal loops. Scenario simulation. The structure most teams never have time to build.

The four houses

One thinking system. Four entry points.

Each house is designed for a specific moment in the product cycle. Run them in sequence as a complete loop — or jump to the one that fits where you are right now.

01
Define Problem–Solution Fit
Investigate
Is the problem real?

Understand what's actually happening before you commit to a direction. Separate what you've observed from what you're assuming.

Agents
Insight Stack
Belief Mapper
Position Builder
02
Design for Product–Market Fit
Innovate
Will people want this?

Turn the real problem into focused options worth building. Map constraints, generate options, surface the highest-leverage direction.

Agents
Flow Board
Strategy Sketchbook
Experiment Brief
03
Test Commercial Viability
Validate
Will it sell?

Pressure-test what you're about to commit to. Find out if there's real demand before you spend three months building it.

Agents
Experience Scorecard
Influence Map
Results Tracker
04
Diagnose Performance Reality
Evaluate
How is it actually doing?

Diagnose what you've already built. Understand what's working, what isn't, and what the highest-leverage change is.

Agents
Page Scorecard
Variant Lens
Journey Trace
Investigate→ Innovate→ Validate→ Evaluate→ Investigate The complete product decision loop

What you get

A real verdict. Not a summary.

The situation

"We're seeing drop-off after signup climbing week-on-week. We're about to commit to a full onboarding redesign but I'm not sure we've actually diagnosed what's causing it."
A. What are you trying to figure out?
Whether the drop-off is a UX problem, a messaging problem, or a product-fit problem — before we commit to a fix.
B. What have you actually observed?
Step 3 drop-off: 60% this month, up from 45% in January. Power users skip it entirely. Same two field names in every support ticket for 6 months.
C. What do you believe is causing it?
I think it's a copy problem. But I'm assuming users want to complete this step — nobody has questioned that in 2 years.
D. What would change your mind?
If power users who skip step 3 had worse retention than those who complete it.
Three agents analyse sequentially
Investigate · Define Problem–Solution Fit
PIVOT

Change direction first

"The drop-off isn't a UX problem — users are disqualifying themselves before they reach the form. Fixing the form solves the wrong problem."

Key issues
1

Evidence and hypothesis conflated — the assumption that users want to complete step 3 has never been tested in two years

2

The measurement point is downstream of the real decision — power users skipping with no retention penalty is the signal being ignored

3

A redesign committed to before the problem is diagnosed will solve for symptoms, not causes

Recommended moves
1

Test whether step 3 is necessary — remove it for 20% of new signups and measure retention at day 7 and day 30

2

Interview 5 power users who skip step 3 — understand what they do instead

3

Pause the redesign until the experiment runs — two weeks of data is worth more than three months of redesign

Run this next
Validate
Once you know the problem is real, test whether your solution has demand before you build it.

Fresco Evaluate

The thinking layer. Now in your browser.

The Fresco Evaluate Chrome extension brings real-time site intelligence to any page. Evaluate, compare, and trace user journeys without switching context.

Download extension

How to install

1

Download and unzip the file

2

Open Chrome and go to chrome://extensions

3

Enable Developer mode (top right toggle)

4

Click Load unpacked and select the unzipped folder

Evaluate any page

Clarity, trust, friction, and CTA effectiveness — analysed in seconds on any page you're looking at.

Compare versions

Capture two versions and find which performs better — and the transferable principle behind why.

Trace journeys

Record a flow across pages. Fresco identifies where trust drops and friction accumulates across the whole sequence.

What Fresco is

Fresco is a pre-execution tool.

Most AI tools are racing to help you do the thing faster. Fresco asks whether you should do the thing at all. That's a structurally different category — and it's largely unoccupied.

Pricing

Start free. Upgrade when it matters.

Every plan includes the Chrome plugin. No card required to start.

Free
$0
forever

For individuals exploring how structured thinking changes their decisions.

3 house runs per month
3 plugin evaluations per month
All 4 houses, all 12 agents
3 workspaces
Get started free
Pro
$29
per month (≈ R530)

For individuals who make product decisions regularly and need the full system.

30 house runs per month
Unlimited plugin evaluations
All 4 houses, all 12 agents
All 8 thinking lenses
Unlimited workspaces
PDF report + presentation deck
Priority support
Upgrade to Pro
Studio
$79
per month (≈ R1,290)

For product teams who need a shared decision infrastructure.

Unlimited house runs
Unlimited plugin evaluations
Everything in Pro
Shared team workspaces
Invite members with one link
Owner, admin and member roles
Dedicated support
Upgrade to Studio
Every plan includes the Fresco Evaluate Chrome plugin

Evaluate any page, compare versions, and trace user journeys directly in your browser. Free plan includes 3 plugin evaluations per month. Pro and Studio include unlimited plugin use.