Our Latest Insights

How we think and what we’re working on.

The Perpetual Validation Loop
The Perpetual Validation Loop
Sep 30, 2019 // 3 min read

You’re going to loop back and forth between prototyping and testing, so what happens when it feels like you’re not getting any traction? This will probably happen. Don’t panic. When you’re stuck in a perpetual loop, it’s usually because you’re not…

Who Decides Whether to Buy Your Product?
Who Decides Whether to Buy Your Product?
Apr 19, 2019 // 2 min read

Not all buyers are the same. In every transaction, big or small, you have an economic buyer, the person who makes the money decision, and you have the needs buyer, the person who needs their problem solved. Sometimes these buyers are the same…

Avoiding Analysis Paralysis
Avoiding Analysis Paralysis
Apr 12, 2019 // 2 min read

Have you ever fallen victim to analysis paralysis? I bet you have. Not sure what that is? Here’s an example:

An Apple Event Without New Hardware?
An Apple Event Without New Hardware?
Mar 29, 2019 // 2 min read

Human-centered Design isn't just for digital businesses
Human-centered Design isn't just for digital businesses
Mar 22, 2019 // 3 min read

Executives in legacy businesses, particularly those who aren't digital-first, often ask me how human-centered design can help them when they aren't shipping digital products. Look no further than the retail fashion chain Zara. 

The Biggest Design Problem on the Internet
The Biggest Design Problem on the Internet
Mar 8, 2019 // 2 min read

Authentication. Or in everyday terms, usernames and passwords. We all have too many, and managing them is a major pain. That pain is exponential for companies who have to manage credentials for their employees. I've seen corporate IT managers pull…

Empathy Maps: The Business of Putting Users First
Empathy Maps: The Business of Putting Users First
Aug 15, 2017 // 5 min read

Working in UX, we take empathy for granted. To us, it may feel like an overused buzzword, but we don’t realize that the majority of the business world hasn’t heard “empathy” within the context of a professional organization before.

UX Design, UI Design and No Design  —  Oh My!
UX Design, UI Design and No Design  —  Oh My!
Aug 8, 2017 // 5 min read

Can I share with you that I am not that fun at parties. For those of you who have met me in person, that will make sense, and you won’t be surprised that my go-to small talk question (a party faux-pas) is “what do you do for work?” I actually love…

Your Cyclical SDLC is a Downward Spiral
Your Cyclical SDLC is a Downward Spiral
Mar 7, 2017 // 4 min read

At some point in my life, software stopped being an app on a CD-ROM that you bought in a cereal-sized box, and started being a web-based thing pulled up in an internet browser. At subsequent points in my life, I worked on software products – from…

Value-First Communication
Value-First Communication
Jan 31, 2017 // 8 min read

Communication is one of those tricky things that we only notice when it’s done poorly. As a marketer, you know the product you’re positioning has value. But do you know how to effectively communicate that value to your customers and prospects?…