Product teams often rely heavily on analytics to drive UX decisions—bounce rates, click-throughs, session durations. These are all useful signals. But I’ve noticed a growing trend: we’re drowning in data and starving for insight.

The obsession with metrics can create a false sense of confidence. Just because we can measure something, doesn’t mean it matters. In fact, the more data we gather, the easier it becomes to confuse movement with progress.

UX isn’t just a numbers game. While data can point you in the right direction, insight comes from understanding the why, not just the what. And great design comes from aligning what users want to achieve with how they actually experience your product—not just how it performs in metrics.

The conversation around dark patterns hasn’t gone away it’s just evolved. What I’m seeing more frequently now is this: the most manipulative UX tactics no longer look obviously deceptive. Instead, they hide behind the language of personalisation, nudging, or even growth experimentation.

Good UX is persuasive, not manipulative. There’s a meaningful difference—and your users can feel it. The strongest products aren’t just optimised for clicks, they’re built for credibility.

Onboarding is one of the most misunderstood stages of the product journey. There’s a trend where teams equate onboarding with a series of pop-ups, hotspots, or a guided tour that’s more style than substance.

Find out why you need to design your onboarding as an evolving, embedded part of the user journey.

Accessibility isn't only about checking off legal boxes. It's about creating interfaces that are clear, usable, and respectful to everyone. If your product isn’t accessible, it’s not fully usable—and that’s a failure in user experience, not just a risk in regulation.

UX can be treated like a final coat of paint—something to apply once the product works. However, the most successful products aren’t polishing the experience at the end—they’re building it into the core from day one. Read on to find out why good UX needs to deliver.

UX conversations often orbit around the user alone. Empathy maps, personas, journey flows are all vital but here's the reality - brilliant UX without business impact is just decoration.

You can pour energy into delighting users, but remember to ask the tougher questions to meet the needs of the business.

One of the biggest mistakes in UX? Designing based on assumptions rather than real user behaviour. It’s easy to think, “This makes sense to me, so it must make sense to everyone.” But here’s the thing—you are not your user.

Ever heard "good UX is just making things minimal"? It’s a common misconception! Stripping away elements can make an interface look clean, but does it actually make it easier to use?

From our experience, the best UX often goes unnoticed. If users don’t think about your design, it’s usually because it just works. No frustration, no confusion—just a seamless experience.