Six problems, and what the research changed
If a project has no metric, its proof says so.
All six, most recent first
- 01 ioMoVo
A platform that could search petabytes with plain English, and nobody could find the switch that turned it on.
Outcome · 6 of 6 missed the relevance toggle
- 02 Mylo AI
Parents at 3am do not need more information. They need the answer without the forum thread.
Outcome · Answers traceable to the parents who wrote them
- 03 NXNE Festival
Hundreds of artists across twenty-plus venues, and no app. Nobody wanted the full schedule.
Outcome · Set conflicts got the strongest response in testing
- 04 Roots Canada
Sales down 17% in three months. Traffic flat. The new checkout had tested well. Nothing looked wrong.
Outcome · A 10% lift per change, named before anything ran
- 05 McDonald’s app
Seven of eight people could not find the favourites list. All eight said they were satisfied with the app.
Outcome · 7 of 8 never found favourites
- 06 Toronto Cupcakes
A bakery known for being warm and generous, with a crowded site and a checkout long enough to lose people halfway through.
Outcome · Four changes out of three sessions, one of them a removal
Next
Ask about any of these, including the parts that did not work
The constraints section on every page is there so you do not have to ask what was missing. If you want the rest of it, the fastest route is an email with the project name in the subject line, at the address in the footer.