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Topic

Strategy

A collection of 3 issues

Most of their buyers are over 55. The brief was mobile-first.

Designing for an older, health-motivated buyer in home and living — contrast, targets, text under images, desktop in parallel — plus the audit findings I flagged as legal rather than aesthetic.

Three ways in, none of them a funnel. We were counting like there was only one.

A retailer reported one enquiry type and had three. Counting all of them cut cost per enquiry by a third without changing a thing — and the ripest route turned out to be the one least dependent on ads.

Nobody needs another me-too product. Unless you already own the customer.

An investor asked why a home and living brand would enter a commodity category at all. The case has nothing to do with the product and everything to do with who already owns the buyer.

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