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It's not about pixels, it's about business
It's hard to measure the true cost of a bad user experience. It affects everything from how quickly you can ship updates, to your customers that silently churn.
But we can look at the research.
Good UX makes money
Almost any business metric you can track, will be improved by having better UX.
- Improves churn and conversion rates.
- Encourages people to use features.
- Enjoyable experiences are shared more.
Bad UX draws blood
At best, bad UX slows your internal product QA down. At worst it gets shipped to customers.
- 67% cite UX as a reason for churn.
- 70% abandon purchases due to UX.
- 13% then share their negative experiences.
There are reliable and repeatable techniques
BFM+ teaches the same concepts that I've learned from helping hundreds of businesses improve their conversion rates, churn and retention. This is what works.
It reduced my churn by 66%
You read that right; I reduced the churn rate on BFM+ by 66% in less than 10 weeks.
I did this by applying the concepts I teach.
A step-by-step guide is coming soon.
And many other's too
For years I've been a consultant to some of the best product teams in the world.
These techniques have been tested on hundreds of millions (if not billions) of users.
"Improved our UX significantly with a noticeable impact on conversion."
"Crisp, clear and insightful feedback that boosted our conversions by 16%."
An exceptional resource for learning how to build habit-forming products that people love.
You won't regret your time spent here.
Nir Eyal
Author of Hooked: How to Build Habit-Forming Products
Powered by insights from working with the best companies in the world
“Engaging and thought-provoking”.
"Surfaced loads of new thinking and opportunities"
"Deep knowledge about UX best practices"
It'll become your healthy 5-minute habit
BFM+ is designed to be consumed in bitesized chunks, by the entire product team.
The blueprint to why things work
Understand trajectory-changing concepts
Why Robinhood's $7.08 Welcome Bonus WorksPreview this content
The product psychology behind why theirs works, and why yours probably doesn't. Here are the secrets of the welcome bonus.
Understanding the growth engine of ThreadsPreview this content
A deep dive into why Threads' launch strategy was so effective, and the UX theory behind their A/B tests.
Optimising a Checkout for Impulse PurchasesPreview this content
Horrible retention rates, dark patterns and incentivising people to abandon their carts. This is HelloFresh.
Epic idea generation
Gather ideas quickly, and solve specific problems
Incorrect recipient details
Dynamic price framing
Redeeming variable rewards
Design is no longer just for designers
If you're in a product team, you owe it to yourself to get better at UX.
For Designers
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A library of solutions, not screenshots
Get unstuck by understanding why something works. Don't just copy how it looks.
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Updated daily
New analysis added daily, older studies are updated frequently
Content that won't sit unread in your inbox
Better than expensive courses
Your case studies are hands down the best (and fastest) way I'm learning UX—better than the many expensive courses I've bought.
- Kyleen S
A game-changer
Honestly, it's a game-changer. BFM has a way of making the tricky parts of UX design super approachable and fun to learn. Amazing way to deepen your knowledge in UX design.
- Matija
A continuous stream of "aha!" moments
BFM+ provides such a nice way to learn new things without being overwhelming. The UX bites are an amazing way for anyone to have a continuous stream of "aha!" moments.
- Irina C
Genuinely make me giggle
The case studies deliver a lot of thoughtful insights while genuinely making me giggle.
- Miha Su
One of the best
One of the best collections of UX principles out there. There's a lot more to what we do rather than just a polished interface.
- Diogo
Love the articles
I love the articles, I recently used them for designing an onboarding journey.
- Sevgi
Pretty much perfect
Fun and entertaining, it's pretty much perfect.
- Catherine
So fun to read
I've never encountered a UX design blog that is so fun to read. Helpful for understanding the basics and also for experienced designers to stay in the loop.
- Anna Z
*chefs kiss
The way you've taken the UX concepts, summarised them, and seamlessly docked them with the case studies and bites is *chefs kiss*.
- Richard Boyd
Millions of pounds in new business
I’ve incorporated a handful of Built for Mars' recommendations into my product roadmap. These insights enabled my team to secure millions of pounds in new business.
- Adilson Santos
All I need in one subscription
There are hundreds of UX resources online bit it's hard to find high quality ones like BFM+. I have all I need to improve as a UX designer in just one subscription.
- Carlos Viciana
Second to none
The depth of insight is second to none - and it is clear that actual thought and serious research has gone into them rather than simply rattling off the standard UX-by-the-numbers tropes.
- Daniel
Entertaining and informative
Entertaining and informative. More memes please.
- Anonymous
Insights we can use
BFM+ is an archive of small insights which we can then use in our product.
- Alex
I recommend you a lot
Been following you a long time and learned a lot. Awesome stuff, always on point and I recommend you a lot.
- Fichte42
Stayed for the memes
Came for the UX research, stayed for the memes.
- Matt B
Very helpful heuristics
I work in a financial institution and there's relevant content for me, with general UX advice and heuristics that are very helpful.
- Anonymous
Unique blend of psychology insights
A unique blend of psychology insights and real-world examples not only demystifies app flows, but also cultivates a clear understanding of why some things work while others don't.
- Marc Schmitt
The best UX case studies
The best UX case studies on internet.
- Vadim
So fun to read
I've never encountered a UX design blog that is so fun to read. Helpful for those just starting in UX to understand basics; also helpful for experienced designers to stay in the loop.
- Anna Zelenskaya
I learn something new every time
Vibe of the newsletters and articles makes me feel like you're a friend. Succinct, clear and insightful: I learn something new every time I read your work!
- Li-Lian
A gold mine
The case studies are a gold mine. They help me think more critically when designing and the UX Bites show specific examples of great UX in the wild.
- Anonymous
The best learning tool
Probably the best learning tool in my arsenal. The case studies have the right amount of detail with the ux bites being an excellent addition.
- Niko Xydakis
Truly unique
The long case studies are truly unique pieces in this industry of fast-paced pop-psychology.
- Mark Buskbjerg
It's magic!
BFM+ is that place I can go to read for fun and come out with valuable inspiration that translates into practical action items for my own projects.
- Diego Gallovich
Better than expensive courses
Your case studies are hands down the best (and fastest) way I'm learning UX—better than the many expensive courses I've bought.
- Kyleen S
A continuous stream of "aha!" moments
BFM+ provides such a nice way to learn new things without being overwhelming. The UX bites are an amazing way for anyone to have a continuous stream of "aha!" moments.
- Irina C
One of the best
One of the best collections of UX principles out there. There's a lot more to what we do rather than just a polished interface.
- Diogo
Love the articles
I love the articles, I recently used them for designing an onboarding journey.
- Sevgi
Pretty much perfect
Fun and entertaining, it's pretty much perfect.
- Catherine
So fun to read
I've never encountered a UX design blog that is so fun to read. Helpful for understanding the basics and also for experienced designers to stay in the loop.
- Anna Z
*chefs kiss
The way you've taken the UX concepts, summarised them, and seamlessly docked them with the case studies and bites is *chefs kiss*.
- Richard Boyd
Entertaining and informative
Entertaining and informative. More memes please.
- Anonymous
The best learning tool
Probably the best learning tool in my arsenal. The case studies have the right amount of detail with the ux bites being an excellent addition.
- Niko Xydakis
Truly unique
The long case studies are truly unique pieces in this industry of fast-paced pop-psychology.
- Mark Buskbjerg
A game-changer
Honestly, it's a game-changer. BFM has a way of making the tricky parts of UX design super approachable and fun to learn. Amazing way to deepen your knowledge in UX design.
- Matija
It's magic!
BFM+ is that place I can go to read for fun and come out with valuable inspiration that translates into practical action items for my own projects.
- Diego Gallovich
Millions of pounds in new business
I’ve incorporated a handful of Built for Mars' recommendations into my product roadmap. These insights enabled my team to secure millions of pounds in new business.
- Adilson Santos
All I need in one subscription
There are hundreds of UX resources online bit it's hard to find high quality ones like BFM+. I have all I need to improve as a UX designer in just one subscription.
- Carlos Viciana
Second to none
The depth of insight is second to none - and it is clear that actual thought and serious research has gone into them rather than simply rattling off the standard UX-by-the-numbers tropes.
- Daniel
Insights we can use
BFM+ is an archive of small insights which we can then use in our product.
- Alex
I recommend you a lot
Been following you a long time and learned a lot. Awesome stuff, always on point and I recommend you a lot.
- Fichte42
Stayed for the memes
Came for the UX research, stayed for the memes.
- Matt B
Very helpful heuristics
I work in a financial institution and there's relevant content for me, with general UX advice and heuristics that are very helpful.
- Anonymous
Unique blend of psychology insights
A unique blend of psychology insights and real-world examples not only demystifies app flows, but also cultivates a clear understanding of why some things work while others don't.
- Marc Schmitt
The best UX case studies
The best UX case studies on internet.
- Vadim
So fun to read
I've never encountered a UX design blog that is so fun to read. Helpful for those just starting in UX to understand basics; also helpful for experienced designers to stay in the loop.
- Anna Zelenskaya
I learn something new every time
Vibe of the newsletters and articles makes me feel like you're a friend. Succinct, clear and insightful: I learn something new every time I read your work!
- Li-Lian
A gold mine
The case studies are a gold mine. They help me think more critically when designing and the UX Bites show specific examples of great UX in the wild.
- Anonymous
Better than expensive courses
Your case studies are hands down the best (and fastest) way I'm learning UX—better than the many expensive courses I've bought.
- Kyleen S
It's magic!
BFM+ is that place I can go to read for fun and come out with valuable inspiration that translates into practical action items for my own projects.
- Diego Gallovich
The best learning tool
Probably the best learning tool in my arsenal. The case studies have the right amount of detail with the ux bites being an excellent addition.
- Niko Xydakis
Millions of pounds in new business
I’ve incorporated a handful of Built for Mars' recommendations into my product roadmap. These insights enabled my team to secure millions of pounds in new business.
- Adilson Santos
So fun to read
I've never encountered a UX design blog that is so fun to read. Helpful for understanding the basics and also for experienced designers to stay in the loop.
- Anna Z
Pretty much perfect
Fun and entertaining, it's pretty much perfect.
- Catherine
Stayed for the memes
Came for the UX research, stayed for the memes.
- Matt B
Insights we can use
BFM+ is an archive of small insights which we can then use in our product.
- Alex
A game-changer
Honestly, it's a game-changer. BFM has a way of making the tricky parts of UX design super approachable and fun to learn. Amazing way to deepen your knowledge in UX design.
- Matija
A continuous stream of "aha!" moments
BFM+ provides such a nice way to learn new things without being overwhelming. The UX bites are an amazing way for anyone to have a continuous stream of "aha!" moments.
- Irina C
All I need in one subscription
There are hundreds of UX resources online bit it's hard to find high quality ones like BFM+. I have all I need to improve as a UX designer in just one subscription.
- Carlos Viciana
The best UX case studies
The best UX case studies on internet.
- Vadim
Love the articles
I love the articles, I recently used them for designing an onboarding journey.
- Sevgi
A gold mine
The case studies are a gold mine. They help me think more critically when designing and the UX Bites show specific examples of great UX in the wild.
- Anonymous
Entertaining and informative
Entertaining and informative. More memes please.
- Anonymous
Very helpful heuristics
I work in a financial institution and there's relevant content for me, with general UX advice and heuristics that are very helpful.
- Anonymous
Truly unique
The long case studies are truly unique pieces in this industry of fast-paced pop-psychology.
- Mark Buskbjerg
I learn something new every time
Vibe of the newsletters and articles makes me feel like you're a friend. Succinct, clear and insightful: I learn something new every time I read your work!
- Li-Lian
One of the best
One of the best collections of UX principles out there. There's a lot more to what we do rather than just a polished interface.
- Diogo
Genuinely make me giggle
The case studies deliver a lot of thoughtful insights while genuinely making me giggle.
- Miha Su
Second to none
The depth of insight is second to none - and it is clear that actual thought and serious research has gone into them rather than simply rattling off the standard UX-by-the-numbers tropes.
- Daniel
Unique blend of psychology insights
A unique blend of psychology insights and real-world examples not only demystifies app flows, but also cultivates a clear understanding of why some things work while others don't.
- Marc Schmitt
I recommend you a lot
Been following you a long time and learned a lot. Awesome stuff, always on point and I recommend you a lot.
- Fichte42
*chefs kiss
The way you've taken the UX concepts, summarised them, and seamlessly docked them with the case studies and bites is *chefs kiss*.
- Richard Boyd
Alternatives
Let's do a very fair, unbiased and objective comparison of what your options are.
Free stuff
Can you filter out bad or conflicting advice? How about AI-generated garbage, or sponsored posts? Nothing on BFM is sponsored.
UX courses
Did you know that only ~10% of people who purchase an online course ever finish it? They’re usually too hard to implement.
Hiring someone
This is actually a great option if you can afford it (avg. ~$80k). Give them access to BFM+ and unleash their productivity.
Do nothing
This is the worst option of them all. You'll continue copying Duolingo or Stripe in Figma, and wondering why it just doesn't feel right.
FAQS
How do you know when the time is right?
You won't, and you'll always be "too busy" to think about UX—unless you carve out time for it.
There's a reason that Jeff Bezos has a team in Amazon who work exclusively on 'papercuts' (what they call the small UX things that often get ignored).
What about if I don't have enough capacity to build good UX?
Good UX takes time, but doesn't necessarily take a huge amount of dev work.
i.e., once you truly understand the problem, and what your customers are trying to achieve, it can be as simple as a single line of context.
The best products iterate slowly, not in major overhauls.
So get stuck in. Find the first 5 quick wins, then the next, then the next.
Should I fix the known issues first?
It depends (sorry).
If you understand not just what's wrong, but why it's wrong, then you're halfway there.
Most teams have a long list of "things we'll fix one day", but neither prioritise them, or really understand what the easiest solution is.
Hint: if you find yourself craving a full redesign, it usually means you don't understand the problem in enough detail.
Isn't "great" UX expensive?
It doesn't need to be.
I've worked with teams who've made tens of millions in additional revenue, from a handful of UX changes that probably took hours, not even days.
Heads-up; not everything is quick and easy. But some stuff is.
My job title isn't UX Designer, does that matter?
I don't think so.
More than 50% of my audience are not designers. Seriously, odd right?
Except it's not, because UX feeds into every product role.
Knowing just that little bit more about design empowers developers to make decisions, it improves the lens of QA testers and it helps product managers prioritise.
It feeds into every role from customer support, right the way up to CEO.
How much content do you have in my industry?
The way to think about it is this: most of Built for Mars is industry agnostic.
You've already looked at your main competitors. What you need is to understand how people are fixing your problems, in other industries, and in other parts of the world.
Sure, if you're in FinTech, that's a great filter to apply—but that's not the end goal.
You can draw inspiration, ideas and techniques from almost anywhere.
Isn't UX analysis all basically the same stuff?
This is usually a great sign, as it means you're starting to recognise patterns and principles.
In fact, you might already know a lot of UX psychology, without being able to name any.
The day you read Built for Mars and think it's "just the same stuff", is the day you've graduated to Senior Martian.
Will this help me get a job in UX?
A portfolio of trendy designs can only get you so far—employers want to know that you understand the business side of design.
That means psychological principles, understanding customer behaviour and how to convert that into measurable results.
I get sent jobs all the time that ask for candidates to have read Built for Mars.
(Annoyingly they get removed once the place is filled, but Google it).
Isn't UX only useful before you launch a product?
Absolutely not. Great UX is iterative.
The sooner in the product pipeline you fix the issues, the more money you'll save.
But, as products evolve, audiences grow and competitors emerge, your context will change.
That's why it's so important to understand the principles—so you can think on the fly.
Subscribe to BFM+ today
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