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Thoughts, case studies and tips on UX/UI design, development and the digital world. Discover my creative process.

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Case study: how Duolingo gets you back every day

Duolingo's streak design: the A/B tests, the results, the psychology behind it and where it goes too far. What your business can learn, even without an app.

11 min readRead

A green emergency exit sign: the customer leaving the website

7 website mistakes that drive customers away

Slow site, hidden contacts, endless forms: the 7 mistakes that lose you customers and the free tools to find and fix them in an afternoon.

10 min readRead

A white robotic hand on a dark background

Writing "AI" on your product makes you sell less

Discover why the word "AI" in product descriptions lowers trust and sales, and how to talk about artificial intelligence without losing customers.

11 min readRead

An iceberg at sea: the hidden part is the biggest

Tesler's Law: why simplicity comes at a price

Discover Tesler's Law (the Law of Conservation of Complexity) and why designing a simple interface is the hardest thing in web design.

2 min readRead

A gold frame with an abstract drawing on a pink desk

The Framing Effect: the art of "framing" prices and words

Discover the Framing Effect in web design and copywriting. Learn to present prices and statistics to maximise conversions.

3 min readRead

A stack of folded newspapers: where the term above the fold comes from

Above the Fold: the myth of the first screen

Discover why the obsession with Above the Fold ruins web design. Learn to make the most of scrolling to create layouts that convert.

3 min readRead

A grid of colourful illustrations that leaves many white squares empty

White Space: the oxygen that makes your design readable

Empty space isn't wasted space. Discover how the Law of Proximity and negative space improve your website's usability and aesthetics.

2 min readRead

The silhouette of a person passing through a subway station, among signs and moving trains

Banner Blindness: why your notices are invisible

Discover what Banner Blindness is and why shouting visually is the best way to get ignored by users. Practical web design tips.

2 min readRead

A nearly empty battery icon on a yellow background: the mental energy every page uses up

Don't Make Me Think: why perfect design is invisible

Discover why overly complex design drives customers away. Let's learn to manage cognitive load by following Steve Krug's rules.

3 min readRead

A man in the street using his phone with one hand

Fitts's Law

Discover Fitts's Law and the Thumb Zone. Learn where to place the buttons on your mobile website to maximise comfort and conversions.

3 min readRead

Airbnb's old home page, with the Find a place to stay search box

In 2008 Airbnb was about to fail.

Discover how Airbnb's founders avoided failure in 2008 by turning photo quality into a tool for trust and conversion.

3 min readRead

A person with a record for a head and the word Loading: a task left hanging

The Zeigarnik Effect

Discover the Zeigarnik Effect and the Endowed Progress Effect. Learn to optimise the forms on your website to dramatically increase conversions.

3 min readRead

An eye at the centre of a blue light tunnel: the gaze scanning the page

The F-Pattern: why nobody reads the text on your website

Discover what the F-Pattern is and how eye-tracking proves that users scan web pages. Learn to optimise your copy so you don't lose customers.

3 min readRead

The 300 million dollar button

Discover Jared Spool's famous case study of the 300 million dollar button, and how removing mandatory registration revolutionised e-commerce.

3 min readRead

A red apple among many green apples: the different element that catches the eye

The invisible button. The Von Restorff Effect and your sales

Discover what the Von Restorff Effect is and why a Call to Action button in the same colour as your brand is costing you conversions and sales.

3 min readRead