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Insights

Notes from the difficult part.

We write about the decisions that sit underneath products: diagnosis before redesign, design systems as infrastructure, what AI actually changes and what it does not. Mostly things we learned the expensive way.

AI28 August 20269 min read

Why AI products need a different UX framework

Conventional interaction design assumes the system does what it is told. AI products break that assumption, and most of the patterns we rely on break with it.

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Everything we have published

22 articles

Psychology9 October 20268 min read

The psychology of conversion: why users don't do what you expect

Conversion funnels are drawn as if people were rational shoppers moving left to right. They are not, and the gap between the diagram and the behaviour is where most of your revenue leaks.

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UX & Design5 October 20267 min read

Your users aren't confused. Your product is.

When usability testing shows people struggling, the instinct is to add help. Most of the time the product is asking them to hold a model of the system that the system itself never settled on.

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Growth1 October 20268 min read

Beyond the click: measuring what actually makes a product successful

Clicks, sessions and time on page are easy to count and easy to celebrate. They are also, very often, measuring the wrong thing.

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Psychology27 September 20267 min read

The trust gap: why users abandon products they initially wanted

Some of your most motivated prospects arrive ready to buy and leave without a word. The reason is rarely the product. It is the distance between how much they wanted it and how much they trusted it.

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Growth23 September 20268 min read

The hidden cost of a bad user experience

Poor UX rarely appears as a line item. It hides inside support costs, sales cycles, training budgets and churn, which is exactly why it goes unfixed for so long.

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Growth19 September 20268 min read

Designed to convert, built to retain: the two sides of product growth

Acquisition and retention are usually owned by different teams, measured by different numbers and designed with different instincts. Growth that lasts needs them to agree on what the product promised.

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AI15 September 20268 min read

The AI experience gap: why intelligent products still frustrate users

Model quality has improved remarkably. User satisfaction with AI features often has not. The gap is not intelligence. It is the experience wrapped around it.

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Product Strategy11 September 20268 min read

What users say vs. what users do: the truth behind customer research

Interviews, surveys and feedback forms are full of sincere answers that turn out to be wrong. The problem is not that people lie. It is that they are poor witnesses to their own behaviour.

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UX & Design7 September 20269 min read

The friction audit: finding the moments that cost you customers

Not all friction is bad, and not all of it is equally expensive. A friction audit finds the specific moments where effort, doubt or delay are losing you customers, and puts a cost on each.

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Psychology3 September 20268 min read

The psychology of the returning customer: what makes people come back?

Retention is usually treated as a marketing problem: emails, discounts, loyalty points. The products people return to without prompting have something more basic in common.

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Growth30 August 20267 min read

The conversion illusion: when better metrics hide a worse product

A rising conversion rate looks like success. Sometimes it is. Sometimes it is a product getting better at persuading people into something they will regret.

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Psychology26 August 20269 min read

Designing for decisions: how users evaluate, hesitate, and buy

Buying is not one decision. It is a series of smaller ones, each with its own doubts, made by people who are often comparing you with doing nothing at all.

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Product Strategy22 August 20269 min read

From user feedback to product strategy: knowing which problems to solve

Most product teams are not short of feedback. They are drowning in it. The skill is turning a flood of requests, complaints and ideas into a short list of problems worth solving.

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UX & Design18 August 20267 min read

The confidence to convert: how good UX reduces purchase anxiety

Anxiety is the most underrated force in a checkout. People rarely abandon because they changed their minds. They abandon because they stopped feeling sure.

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AI14 August 20269 min read

Human behaviour in an AI world: designing products people actually trust

AI changes what products can do. It does not change how people decide whether to rely on something. Trust in AI products follows the same human rules it always has, with higher stakes.

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UX & Design12 August 20268 min read

Your product doesn't need a redesign. It needs a diagnosis.

A redesign is the most expensive hypothesis available. Most teams reach for it before anyone has established what is actually wrong.

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UX & Design24 July 20268 min read

Design systems are business infrastructure

Treating a design system as a design team's internal tool is the reason most of them stall in year two.

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UX & Design3 July 202610 min read

How to conduct a UX audit that actually changes the product

Most audits produce a slide deck that gets praised, circulated and ignored. The difference is structural, and it is mostly decided before the work starts.

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Product Strategy18 June 20267 min read

From brand strategy to product experience

Most brand work stops at the point where it would start being useful, the interface people actually spend their time in.

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AI29 May 20268 min read

Designing trust into AI products

Trust in an AI product is not built by being right. It is built by being checkable, correctable and honest about the edges.

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UX & Design7 May 20269 min read

Why enterprise UX fails

Not because enterprise users have lower standards. Because the buyer is not the user, and the design process is usually built around the buyer.

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Product Strategy16 April 20268 min read

Product discovery before product design

Discovery is not a phase you can compress into a workshop. It is the work of finding out whether the thing is worth designing at all.

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