The paradox of precision

In a product review, a team was refining a checkout flow that had already been through multiple rounds of optimization. We had data for everything. Eye-tracking heat maps, scroll-depth analysis, latency measured to milliseconds. Every hesitation had been identified and smoothed out. Completion rates were up. Drop-offs were down. On paper, it was a great win. But going through the prototype… Full Product UX article at UX Collective »