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What we've learned building 70+ products.

Practical articles on UX, UI, branding and user research from our Sydney design team. Frameworks, teardowns and guides drawn from the products we have shipped.

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Illustrated title card introducing funnel analysis and CRO tests.
Growth
October 13, 2026

Funnel Analysis: Find the Leak and Turn It Into a CRO Test

Find where users leave a conversion journey, verify the tracking, and investigate the cause. Turn funnel evidence into prioritised CRO hypotheses and controlled tests with clear success criteria.

Philippe Hong
Philippe Hong
Illustrated title card introducing brand tone of voice.
Branding
October 12, 2026

Brand Tone of Voice: Real Copy and 4 Dimensions for Marketers

Define a consistent brand voice, then adapt tone to the reader and context. Use a four-dimension workshop framework, illustrative copy, user testing, and clear governance to guide your team.

Philippe Hong
Philippe Hong
Illustrated title card introducing UX heatmap analysis.
UX
October 11, 2026

Heatmap Analysis for UX: Spot False Bottoms, Question Color

Read UX heatmaps without mistaking colour for proof. Spot possible false bottoms, separate devices and cohorts, explain scaling, and validate hotspots with recordings and user research.

Philippe Hong
Philippe Hong
Hand-drawn title card illustrating usability measurement.
UX
October 10, 2026

Usability Metrics That Hold Up: ISO, Small Samples, and Bootstrap

Measure usability through task success, time, and perceived ease. Use ISO context, study-specific sample planning, and carefully chosen uncertainty methods to turn findings into product decisions.

Philippe Hong
Philippe Hong
Sketch frame illustrating an Australian rebranding plan.
Branding
October 9, 2026

Practitioner led rebranding for Australian brands: ASIC, IP & SEO plan

Plan an Australian rebrand from strategy and naming to ASIC, trade mark checks, employee rollout, and SEO migration, with clear owners and post-launch measurement.

Philippe Hong
Philippe Hong
UX
October 8, 2026

Copyable Checklist: Figma Developer Handoff with Dev Mode & Tokens

Prepare a clearer Figma developer handoff with organized files, Dev Mode, design tokens, component states, and a practical checklist for implementation.

Philippe Hong
Philippe Hong
UX
October 7, 2026

Fix LCP in Under 1 Hour: Website Speed Optimization for Devs

Improve website speed with a practical testing checklist and prioritized LCP, INP, and CLS fixes. Optimize images, caching, and scripts, then verify the gains with lab and real-user data.

Philippe Hong
Philippe Hong
UX
October 6, 2026

Ship Measurable Multi Step Forms for PMs & UX Teams (WCAG, APP 3)

Design multi-step forms around focused steps, clear progress, accessible validation, and save-and-resume. Track drop-off and qualified completion, then test whether a stepped flow improves the user experience.

Philippe Hong
Philippe Hong
Development
October 5, 2026

Persona Development: Research First Personas in One Sprint for Teams

Build research-first personas in one sprint using interviews, behavioral patterns, and quick validation. Learn what to include, how to review AI-assisted drafts, and how to keep personas useful.

Philippe Hong
Philippe Hong
Decorative social proof article title card
Growth
October 4, 2026

20–30% Lift: Copyable Social Proof Examples for Australian Marketers

Turn customer reviews, testimonials, and real results into useful trust signals. Explore seven social proof formats, where to place them, how to collect them honestly, and how to test their impact.

Philippe Hong
Philippe Hong
Brand messaging title card with hand-drawn framework marks
Branding
October 3, 2026

Build, Test, and Enforce Brand Messaging in 6 Steps

Build brand messaging your team can use and customers can understand. Follow six steps to research, draft, test, and govern clear positioning, proof-backed message pillars, and consistent copy.

Philippe Hong
Philippe Hong
Hand-drawn eight-week brand strategy roadmap for Australian founders
Branding
October 2, 2026

Ship a Testable Brand Strategy in 8 Weeks for Australian Founders

Build a testable brand in eight weeks. This practical roadmap helps Australian founders validate positioning, sharpen messaging, create essential assets, and keep the brand consistent as the team grows.

Philippe Hong
Philippe Hong

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