False Lights, Shipwrecks and Dark UX: Why Tricking Customers Backfires
Cornish wrecking folklore gave us false lights on dangerous coasts. Modern dark patterns do something similar online — improving a metric while making the experience worse.
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Reading the Sets: What Fistral Beach Taught Me About CRO
Most website optimisation is too reactive. What reading the sets at Fistral can teach you about user intent, useful evidence and changing the right thing.