Thinking
How we look at a business before we look at a design.
Frameworks, audits and buying advice, written for owners, not for other agencies. No jargon tax.
Nobody wants a floor. They want one that survives three kids and a dog.
Customers rarely want the product. They want the outcome it gives them. Why starting with your internal product taxonomy costs you sales, and what to ask instead.
“They asked me what kind of laminate I wanted. I've a dog and two toddlers — I don't know what kind of laminate I want.”
What we noticed on a specialist retailer's homepage
An anonymised audit: four findings above the fold, and what each one was costing.
Content plan: titles and standfirsts are drafted, articles not yet written. Anything marked Planned has no page behind it.
The frameworks
The ideas the work runs on.
Written out in plain English so you can use them yourself, with or without us.
01
Intent → Confidence → Action
The three questions every journey has to pass, and how to test your own site against them.
02
Intent-Led Commerce
Use case to action, without making the customer learn your industry first.
03
The Transformation Ladder
Today, Prove, Develop, Transform: why you shouldn't commit to everything at once.
Example audits
Real observations from real websites, anonymised.
The most useful thing we publish. Each one shows what we noticed, why it matters commercially, and what we’d do about it, before anyone talks about design.
Read an example audit- 1Navigation assumes the customer already knows the category
- 2The hero states who the company is, never what the visitor wants
- 3A category grid with no guidance toward a suitable option
- 4A phone number is the only next step, so every enquiry starts from zero
One useful thing a month.
An audit or a framework, written for owners. No news, no roundups, no “insights”. Unsubscribe in one click.