Before we draw anything, we watch five customers use the current site. It costs a week and saves the project.

Every project starts with a room full of opinions about the website. The founder wants it bolder. Sales wants the phone number bigger. Nobody in the room is a customer.

What five people show you

By the third interview the same problems repeat. People cannot find the price. They do not understand the second menu item. They scroll past the thing you are proudest of.

How we run them

Forty minutes each, on their own phone, with one task: do what you came here to do. We say almost nothing. The recording does the arguing for us afterwards.

It is the cheapest week of the project and the only one that changes the brief.