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01the symptom

Your product doesn't need more noise.
It needs a clearer next move.

PRODUCT & UX OPTIMIZATION — DIAGNOSIS, NOT DECORATION

Start your product diagnosis.

The form below is a deliberate demonstration of a hostile form. It is described correctly to assistive technology; the failures it shows are visual.

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02the examination

More output is not always progress. Before designing more, find out what matters.

ITOLL · APRIL–DECEMBER 2023 · RECREATED 2026

Turning fragmented vehicle debts into one trustworthy payment system

Product Designer with APM/PM responsibilities

This selected experience is intentionally limited to verifiable role and contribution areas; no unverified result is implied.

iToll Debt List showing multiple vehicle-debt cards with independent statuses, selection controls, payment context, and vehicle information.
ITOLL DEBT LIST · 2023.12 · RECREATED 2026 · UNIFIED DEBT WORKSPACE2023.12
criticalPayment ≠ resolution
A success state implied closure before the provider settled. After-payment became part of the transaction: settlement expectation, proof, refund route.
seriousPage-level failure
One provider outage used to collapse the whole list. Each card now owns its status and recovery; the rest of the session survives.
seriousHidden trade-off
Inquiry modes differed in inputs, fee, and detail — discovered only through form behaviour. The choice is now explicit before payment.
moderateColour-only state
Status once relied on colour alone. Icons, borders, labels, and instructions now reinforce one another.
minorOffer placement
Subscription offers moved to after demonstrated intent: 38.69% conversion there against 0.37% on the list.
Before-and-after conversion comparison for the unified aggregate police inquiry path, rising from 45.72% to 58.40%.
POLICE FLOW · ITERATION 2 · REPORTED 2023.10.162023.10.16

45.72% → 58.40%+12.68 percentage points, unified aggregate path · CLM-003Observed pre/post comparison. Not a controlled experiment. Other paths moved less.

What is deliberately not claimed.

No 30% support reduction, no 4% CSAT gain, no 200% cross-sales growth. Those were targets or lacked stable baselines. Excluding them makes the case more credible, not less complete.

Read the full iToll case →

03the method

A quiet process for consequential decisions. One optional kickoff. One clear handoff.

  1. 01

    Share the product

    Send the product, the evidence, and the decision you are facing.

  2. 02

    Diagnose the friction

    Symptoms separated from underlying product problems.

  3. 03

    Prioritise the repair

    Findings become ranked recommendations and redesigned examples.

  4. 04

    Hand over the decision

    Editable artifacts and a narrated walkthrough. No ongoing dependency.

04the findings

Sample report. These measurements are fixture data, not a session on this site.

DURATION
3m 4s
VIEWPORT
1512 × 982
POINTER
fine
BASELINE
412 px/s
signal reportsession #7Fk2mQx9Rd4T

What this session showed.

2026.08.183 findings
critical01
2.1s

You held on the audit engagement for 2.1s, then continued without acting.

A pause that ends in no action is an unresolved comparison. Where options sit side by side, the attribute that separates them has to be visible without being hunted for.

serious02
620px

the iToll case pulled you backwards 3 times — 620px of upward scrolling after you had already passed it.

Re-reading is a structural signal, not a reading-ability signal. Content that has to be revisited is usually content that arrived out of order.

moderate03
4 clicks

You landed 4 clicks on "View the full case study", which has no action attached to it.

Repeated dead clicks on one element are the most actionable signal in this report, because they name the element. Everything else needs interpretation; this needs a decision.

measured in your browser

3 points of friction, one of them costing you the decision.

Measured in your browser. Nothing was sent anywhere.

Downloading or copying a link is the only thing that stores this report.

what was measured?

05the handoff

Choose the intervention that matches the decision. Fixed scope, visible starting prices.

5 business days · up to 3 flows

Signal UX Audit

from €1,250

Find the friction affecting activation, conversion and usability. A prioritized repair plan your team can execute.

  • A live product with a critical flow underperforming
  • Severity-ranked findings, three redesigned screens, a narrated walkthrough and a focused 30-day roadmap.
Start here
7 business days

Design System Health Check

from €1,800

Expose component debt, accessibility gaps and governance problems before committing to a rebuild.

  • Interface inconsistency slowing delivery
  • Interface inventory, token and component assessment, five representative fixes and a governance backlog.
Start here
10 business days

AI Product Clarity Sprint

from €2,500

Turn an uncertain AI idea into a responsible use case and a practical roadmap.

  • An AI opportunity needing definition
  • Problem framing, AI role and risk map, key flows, a high-fidelity prototype and technical direction.
Start here

What you receive

Show me where the product feels stuck.

You just used the worst form on this site. This is the other kind.

Prefer email?

2–4 sentences is enough.
Async response within 2 business days. Submitted to a private Attio workspace.