Ariticles & Resources

Build your business for the long term (decades, not years) so you create something sustainable that you actually enjoy running, rather than chasing rapid growth that leads to burnout and resentment.

Poor information architecture is the hidden reason many e-commerce sites lose sales, because when navigation, search, and categorisation are unclear, customers cannot find products even when they are in stock, and they leave.

Prototyping is not a nice-to-have design step but a practical way to learn faster, reduce risk, and build better products by testing ideas with real users before committing to final solutions.

UX research helps product leaders make better, more confident decisions by combining instinct with real user evidence, reducing risk, avoiding costly mistakes, and building products people actually want.

Product-market fit is achieved by making technology more human, deeply understanding user needs through human-centred design, and shaping products around real problems rather than assumptions or technology first.

Poor user experiences persist because teams misunderstand UX, skip research, lack resources, work in silos, or chase short-term wins, but these problems can be fixed by prioritising user-centred thinking, collaboration, and long-term learning.

High cognitive load makes SaaS products stressful and hard to use, but simplifying interfaces, onboarding, and tasks through user-centred design reduces friction, improves engagement, and drives better business outcomes.

Better websites come from understanding real people, and you can build that understanding cheaply and simply by combining analytics, on-site surveys, existing data, and regular conversations with customers.

Effective B2B SaaS pricing comes from shifting out of founder assumptions and using human-centred research, testing, and iteration to align pricing tiers with how customers actually perceive value and make decisions.

Intuitive design comes from deeply understanding users and prioritising simplicity and consistency, creating products that feel effortless to use and are far more likely to be adopted and loved.

Human-centred eCommerce succeeds by understanding buyer psychology, using clear storytelling and conversion narratives, anticipating concerns, and reducing friction across the full customer journey to build trust, loyalty, and sales.