I believe a well designed tool can inspire beginners and experts alike. When you combine clarity with functionality, it helps the beginner learn and encourages the expert to experiment.
I don’t believe in a Professional or Consumer user; a Desktop or Mobile user. We’re all of those people at different times. We all want high-quality software that can shift gears when we do.
I believe that filters should be free. The Web grew because anyone could view the HTML source of any page. I hope to demystify photo filters in the same way. Once you see how easy and fun it is to make a filter, it changes everything.