User journeys and user flows often get mixed up, but they serve very different purposes. This article breaks down the difference, explains when to use each, and shows how they work together to create smarter, more human-centred design.
Conversion isn’t just about CTAs and funnels — it’s about how the entire experience feels. This post explores how growth and design teams can work better together to reduce friction, build trust, and create experiences that truly convert.
You don’t need to be a marketer to care about how your work performs. This post explores how developers and designers can use marketing metrics to build better products, collaborate more effectively, and celebrate impact as a team.
Metrics are essential, but they don’t tell the whole story. In this post, I explore how data-informed teams can balance performance with empathy, avoid over-optimising the past, and build for what’s next.