Field Notes
Things worth thinking about
Exploring the ideas, decisions and details that shape better websites, learning experiences and the way people interact with information.
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A website redesign won’t fix a problem you haven’t defined
A website redesign can improve the way your website looks without addressing what’s holding it back. Learn why defining the problem first helps you choose the right improvements, set priorities and make more informed decisions about your website.
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Your website can say all the right things and still miss the mark
Your website can contain accurate, well-written information and still leave people confused. Explore why readability scores only tell part of the story, and how language and content structure help people understand what they need to know.
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Your ads are working. Is your website?
Your ads might be generating plenty of clicks, but what happens after visitors arrive? Explore how vague content, competing messages and unclear next steps can undermine the website experience, and what to investigate before investing in more traffic.
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Why your website is feeling disconnected
Your website can have useful content and well-designed pages yet still feel disconnected. Discover how the relationships between pages help people explore information, build understanding and move forward.
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Why customer decision-making should shape your website structure
Your website structure should reflect how customers think, what they need to know and how they make decisions, not just how your business is organized. Learn how customer research can guide your sitemap, navigation and page content to help people find relevant information and understand what to do next.
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The customer experience gap that shows up after strategy work
Strategy only creates value when customers can understand and act on it. This article explores the gap between what a business intends to communicate and what customers actually experience, and how your website can help bridge that gap.