Design Thinking

Human Thinking

People don’t experience ideas the way we planned them.

Human Thinking explores the messy bit in between: perception, emotion, context, bias, culture and lived experience, and how they influence the way people interpret brands, products, messages and experiences. Good design isn't only about what we intended. It's about what someone else experiences.

“Your audience don’t see behind the scenes. They experience what you put in front of them.” — One Like

Nobody Reads Your Website. They Scan It.

Write for the reader you have, not the reader you wish you had...

How Many Options Should You Offer?

ByAdmin@Admin November 14, 2026 Design Thinking,Human Thinking

The problem is rarely how many options you offer. It’s how hard you make it to choose between them...

Four colleagues gather around a table reviewing charts and sticky notes together.

Why Customers Push When They Should Pull

ByAdmin@Admin November 5, 2026 Design Thinking,Human Design,Human Thinking

We’ve all encountered a door like this. It has a large, inviting handle that practically begs to be pulled. So you pull. Nothing happens. You pull harder, feel a slight flush of embarrassment...