Last year we ran more than a hundred user interviews across eight projects. Some lessons were specific to a product. Others showed up again and again.
People rarely read onboarding
Almost nobody remembered the onboarding tour. What they remembered were moments of friction: a confusing error, a missing undo, a button that didn't look like a button.
Trust is built in small moments
Clear prices, honest delivery dates and a visible way to contact a human did more for trust than any badge or testimonial.
Ask about the last time
"Tell me about the last time you…" produces far more useful stories than "How do you usually…". Real stories reveal real behaviour.
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DesignDesigning for calm: why the best products feel quiet
Attention is the scarcest resource your users have. Here is how we design interfaces that respect it, and why calm products convert better.
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Two years, forty prototypes and one obsession with even light. The story behind the lamp that started our product line.
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DesignTechnologyDesign tokens that scale across brands
How a three-tier token architecture let one client run five brands from a single component library.
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