About
I started designing websites in 1996.
Back then, Amazon was still just an online bookstore, and Google was a Stanford research project called BackRub. I’ve since interviewed artists like Melissa Etheridge and Creed Bratton, worked on YouTube channels with millions of subscribers, helped an ecommerce brand double its sales in a year, and written for what was, at the time, the most popular comedy website on the planet.
Most of that work comes down to the same thing: figuring out what makes people pay attention, what makes them stick around, and what makes them act. That’s the same problem stores run into once the easy money stops.
Now I help businesses figure out what’s holding them back and rebuild things for the next stage of growth.
— Jeff McLaughlin
A Lot of This Industry Has it Backwards
Most of it runs on constant change, gamification, and algorithm-chasing.
New ideas. New tactics. New hacks. If something isn’t working, the answer is to do more. Install this. Tweak that. Keep things moving.
It feels like you’re doing the right things. But most of the time, you’re just adding complexity.
I care about what’s happening underneath it all. How people move through the store, where they hesitate, and what’s working against you.