» Treating symptoms may provide short-term relief but does not alter the status quo

» Root cause analysis helps us to systematically prevent future issues or to repeat successes

» Impact maps help to connect what we choose to build and why we choose to build it

» Each customer has their own unique journey to and through your product

» Conversion funnel analysis with bar charts is a conscious choice to maximise precision over accuracy

» Cart abandonment is an opportunity to engage with your users

» Conversion rate is a quantitative springboard to qualitative insights