Every so often, someone opens a product and says something like, “Wow, this is really easy to use.”
I always smile a little when I hear that. Because if the experience feels effortless, it usually means someone spent months wrestling with the opposite.
Design work is funny that way. When it’s done well, nobody notices the struggle behind it. They just glide through the interface and move on with their day. No friction. No confusion. No mental gymnastics. [Read more…]
Have you ever joined a new job and asked how something works, only to hear, “Oh, Sarah usually handles that”? That moment captures a problem many companies quietly struggle with.
I watched a supermarket car park in Auckland grind to a halt one Friday afternoon. Faded arrows, missing give-way lines, and a near-invisible pedestrian crossing turned a simple exit into a ten-minute jam.
Last month, I watched a founder spend three hours copy-pasting contact info into a spreadsheet instead of closing two warm deals in her inbox.
Let’s face it. B2B buyers don’t wait for sales calls the way they used to. They research. They compare. They scroll through LinkedIn feeds between meetings. By the time they speak to someone from your team, they already have opinions.