Ordinary Intelligence, Inc.

All great software products started from a human need. It emerges from a spark of frustration, a flash of inspiration, or the urgent desire to create something better.

Yet as technology scaled, something fundamental changed. Building software became less about solving human problems and more about managing the machinery of technology itself.

We've been optimizing software for machines when we should've been optimizing for humans. The observability tools we rely upon to understand our product in motion – Sentry, Bugsnag, and others – speak fluently in the same manner as the machines they were designed to monitor: in exceptions, stack traces, and alerts.

Instead of understanding users, we settled for interpreting logs. Instead of delighting people, we found ourselves chasing technical checklists and issue trackers.

Simple observability tools produce a never-ending stream of noise in lieu of signal, offering the fatal illusion of productivity as they distract us from the very thing that matters most - how real people actually experience the products we create.

“The lineage of all software tools can often be traced back to something a programmer built to get their job done, and there is no reason to doubt this won't continue to be true.”

Dalton Caldwell, Y Combinator

Humans and Computers Rationalize Bugs Differently

The truth is simple: software exists to serve humans, but we've optimized our tooling for machines. As products grow, developers and product teams are forced into reaction mode, drowning in alerts that lack context or empathy.

Incumbent tools track exceptions instead of problems, and so they fail at answering fundamental questions like:

• “What invisible problems are users quietly tolerating?

• “What are the embarrassing bugs or UX failures we aren't even aware of?”

• “How do we solve the problems users haven't yet realized they have?”

These aren't technical questions but human ones. And yet, solving them at scale has always felt impossible.

“But I’m curious, now that everything is ‘good’, what it will take to evoke awe or respect moving forward. If yesterday's great is today's good, what is tomorrow's great?”

Tobias van Schneider, When Good is No Longer Good Enough

Announcing Ordinary Intelligence, Inc.

Ordinary is an AI-first operating system for user experience. Ordinary measures genuine user experiences - not just logs - capturing subtle friction, silent drop-offs, and deep frustrations that shape user perception.

Ordinary proactively identifies both known and unknown UX issues before they become catastrophes, ranks them based on real-world impact, and empowers teams to solve the problems that genuinely matter – or resolves them automatically

Over the long term, Ordinary will become the intelligent operating system underlying every meaningful interaction users have with digital products. Instead of humans constantly adapting to technology, technology will intuitively adapt to humans. It will continuously learn, empathize, anticipate, and refine itself—ensuring software evolves not just to be bug-free, but to be meaningful, intuitive, and satisfying.

Software no longer succeeds by merely existing. In a world where AI can build products faster than ever, empathy not only becomes the ultimate differentiator, but the necessary survival skillset. Ordinary Intelligence is the first step toward that future, and we believe companies that deeply understand and relentlessly prioritize their users’ experience – at scale – will dominate the next decade.

Ordinary Intelligence doesn't replace human intuition—it multiplies it, empowering teams to consistently create meaningful, delightful experiences at scale. We believe the future belongs to teams who don't just ship products, but deeply understand what it means to build great software.

Follow along as we build the future of user experience.