Turn your story into an engaging experience that customers and colleagues love

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.