In 2012 a friend and I had a notion that smartphones could make watching a baseball game more fun through well-crafted, family-friendly apps — paid, premium apps instead of free apps supported by advertising. We thought, and still believe, an experience like this would be refreshing for sports fans who are inundated with ads both in the stadium and at home. We built a few apps from scratch and in 2015 raised angel investment money and built a team. Unfortunately, the company was put on pause later that year. The brand was strong and the products were beloved by a small group of people but we simply ran out of gas, learning innumerable lessons in the process. Even through it all, the most arduous of journeys, building an organization from the ground up has been the most rewarding design project I’ve ever taken on.