You need blueprints you could actually run: a real theory, a baseline, a sample size worked out in advance. Here's where to start.
Builds on Mental Accounting and Salience: does “Savings Pocket 2” becoming “Save for Phone” change how much of it gets spent?
Why it matters: one label change, designed as a real testable product experiment, not a redesign.
Read more ›The real CBA result compared credit cards to each other. This blueprint asks whether it holds comparing credit to other ways to pay entirely.
Why it matters: the natural next test once a first result like this ships.
Read more ›Whatever option is pre-selected gets chosen far more often than the same option offered as an active choice, across almost every domain it's been tested in.
Why it matters: the default you ship is a decision you're making for users, whether you meant to or not.
Read more ›A full map of the default spectrum: opt-in, opt-out, forced choice, and the newer designs sitting between them.
Why it matters: “just add a default” is actually several different product decisions with different tradeoffs.
Read more ›Tests whether showing customers how close they already are to booking increases completion.
Why it matters: a funnel-progress pattern you can adapt to any multi-step flow, not just home loans.
Read more ›