Case Studies

An aha moment isn't praise. It's the moment a new user recalculates what they'll get from your product. Twitch gave me a badge instead. Here's the fix.

A behind the scenes look at how I redesigned the Built for Mars sign-up flow, and iterated from early feedback.

Hinge built its reputation on a single promise: it's the dating app that wants you to leave. This is a breakdown of how the interface is actually engineered to make sure you don't.

The challenge for a navigation app isn't to efficiently show you the best route, it's to make you believe that you've found the best route.

From rat mazes to coffee apps: why the motivation to reach a reward increases the closer your users get to their goal.

Sometimes, the best onboarding is no onboarding, and simple products get bogged down with unnecessary explanations. This case study on Waitrose, Sainsbury's and Asda demonstrates when to just let the user try it for themselves.

An analysis of Monzo’s 1p challenge, focusing on the middle slump, where progress slows and motivation quietly fades.

Personalised user experiences are everywhere. The problem is that most of the time it doesn't work. This is how Nike nail it, with a few simple tricks.

Lovable is addictive and enjoyable to use. Here's how they hook new users in the first 5-minutes of usage, and convert them into paid customers.

We're all familiar with (if not bored to death by) the confetti blast celebration. This is how to design a motivational slingshot that actually works.

Companies are building unique features, but then failing to show anyone how to actually use them.

Substack is optimised for writers, not readers. They use deceptive design and psychological exploits to drive growth.