Case Studies

A retailer required registration before purchase to build its customer database, and lost the sales it was trying to capture data about.

Case study · Ecommerce

A payments product added security badges and lost conversion, then recovered it by removing them and explaining what actually happens to the money.

Case study · Fintech

A system team built a complete component library that nobody adopted, then changed the strategy from mandate to migration path.

Case study · Design systems

A generous, modern-looking redesign made a dashboard slower for the people who used it all day.

Case study · Data products

Hiding columns on small screens made the table tidy and removed the data field staff had opened it to see.

Case study · Data products

A large share of searches returned nothing, and the fix was vocabulary rather than the search engine.

Case study · Search

Every team that added a feature added a notification, and users responded by turning all of them off.

Case study · Collaboration

A retention gauntlet kept subscribers for one more month and produced public complaints, regulatory attention and worse reactivation.

Case study · Subscriptions

Splitting a long form into steps did not raise completion until the team also saved progress and let people come back.

Case study · Forms

An accurate suggestion feature went unused until it explained itself and became easy to reject.

Case study · AI products