Insights
Ideas about better problems—and better solutions.
Practical observations on business, design, technology, and the assumptions that shape what we build.
Why the solution you requested may not solve the problem
Teams often ask for a website, an app, or a redesign when the real issue sits one layer beneath the request.
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Before redesigning your website, answer these five questions
A new look will not fix an unclear offer, a confused audience, or a site that was never built to convert.
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Sometimes you don’t need an app
The right solution is the one that solves the moment of need—not the one that sounds most ambitious.
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