Category: Empathy Challenge

Your goals are our goals

Recently, Automattic design and research teams paired up to conduct a foundational research study to learn more about small business owners. One of the insights that immediately stood out as I made my way through […]

Help me succeed

I know I need to be writing articles. […] Do that for me. I hate writing articles. I despise it. “I despise it”  – these words from one of our customer interviews caught my eye, as they are […]

I need a website, and I need it yesterday

Recently I’ve been thinking a lot about my dentist. Like most dentists I’ve been to, it’s a small operation — basically just one dentist and a couple of assistants. They’re not necessarily interested in marketing […]


In recent months, we’ve done a fair amount of research on small business owners, and how a website can help them find their presence on the web. As I paged through some of the results […]

The Business Listing

When I was younger and needed a plumber, I’d open up a thick phone book and sort through listings alphabetically. There were names like “Al’s Plumbing,” or “AA Plumbing,” and even an “AAA Plumbing.” All […]

The Sound of Trust

Since the 1930s, many have tried to design a solid-body electric guitar. It was Leo Fender in 1950 and his iconic Telecaster that revolutionized the guitar manufacturing industry and propelled popular music into a completely […]

When design is not about you

If I were to tell you that people couldn’t wait to stop using your product, how would you react? We may assume that there is something fundamentally broken with the product, a problem which must […]

Follow the mustard line..

And no, we weren’t on the yellow brick road! Last week my son broke his arm and this prompted our first visit to the local hospital in a new country (we moved countries about 6 […]

Anticipating User Needs Through Stories

One of the most common traps of product design is ending up designing for yourself. It’s sometimes easy to forget that there’s an entire planet full of people outside of your office and so starting […]