Case studies
The loop in practice
Before and after scores, what changed, what did not work, and how long it took. Every case names the industry, not the company — client work stays anonymous here, and the “what did not work” section is never omitted, because it is the most persuasive one.
Silent friction · B2B SaaS
Invoicing platform, reconciliation flow
Satisfaction 4.0, completion telling a different story. Two designed-out steps, one failed treatment, and a composite that moved 2.9 → 3.6 in nine weeks.
2.9@0.81 3.6@0.87
Phantom friction · Ecommerce
Homeware brand, checkout trust
A checkout that worked and a checkout nobody trusted. The redesign that was cancelled, the copy that shipped instead, and what the belief surface did next.
3.1@0.74 3.4@0.79
Loud friction · Media
Subscription news, activation
Everyone knew onboarding was broken. The research budget went to the thing nobody knew: where readers actually stalled. One fix worked, one flatly did not.
2.6@0.68 3.2@0.83
Next up
This site is scoring itself in public. The pre-launch baseline is described in Scoring our own product in public; the rescore against real behavioural data will be published here as the fourth case.