Focus on the high-expectation customer, the most organic way to build and scale a product.

The high-expectation customer is demanding but turns into a loyal customer and helps scale the product organically.

The originator of the concept of the high-expectation customer is Julie Supan. She’s the branding expert in Silicon valley and the mind behind the positioning and core branding of Airbnb, Dropbox, Thumbtack, YouTube, etc. To know more, see this article.

Many crucial decisions need to be made while building a product. Starting from what problems to solve, which features to include, which ones to toss, look-and-feel of the product...it’s always a long list. It’s wise to make these decisions keeping someone in mind for whom you are building the product for. Wiser if everyone in the team is thinking of…


Product design inspirations from Homo Deus by Yuval Noah Harari

All the butchering happened digitally. No hard copy was harmed during the production of this post.

The mark of a great book is that inspires each one of us in our own way. When I read Homo Deus: A Brief History of Tomorrow by Yuval Noah Harari, my limited mind spotted product design lessons hidden all through the book 🤩.

Here go my musings on the following topics:

Product strategy


Takeaways from Noom, Elevate, Runkeeper, and Adopt Me! for creating behavior-changing user experiences.

Habit building products have a huge challenge to conquer — Change a user’s behavior. Sometimes that means making it easy for the user to get started. At other times, it might mean helping the user stay on the course. There are times when a user might need a little push to move on to the next level.

The best habit building apps recognize these distinct needs. They create user experiences that encourage the desired behavior.

Following are my UX takeaways from four such apps.

Noom — Making it easy to commit

Building a new habit is a longish path. …


Communicating core value right away ✅. Delighting users with beautiful aesthetics ✅. Personalizing the experience ✅. Giving users a reason to come back ✅. Some apps go beyond following these best practices for onboarding users. They deliver a unique experience that makes it memorable for the user and sometimes also helps the product stand out in the market.

Let’s steal some UX learnings from four such apps:

Superhuman — Create power users the high touch way

Know the feeling when you talk to a ‘typical’ customer support rep? You know they aren’t machines but they don’t speak human. They talk in templatized answers. Worse, they don’t listen.

Businesses that…


Some apps create the best of user experience with the help of appealing visual and interaction design. Some others thrive on minimal interface. The following apps include both kinds.

Let’s unpack the best of UX in the best of productivity apps out there.

Around—Recognizing unmet needs

All the existing meeting tools like Google Meet, Zoom, Skype, etc. work as a ‘next best’ option for in-person meetings. Teams don’t need a replacement for physical meetings anymore. They need a solution for the new way of working together remotely.

Around is the new video calling app that recognizes this need. …


Digital experiences today are too subtle to express via paper sketches or static mocks.

A smartphone screen displaying a payment interaction.
A smartphone screen displaying a payment interaction.

Until a couple of years back, it was okay to rely on paper sketches or ideas in your head for building digital products.

Today, you won’t build Instagram, Uber, or TikTok without prototyping it first.

Think Instagram stories, Uber’s mapped trajectory, or TikTok’s serendipity.

Digital experiences today are way too subtle to conceptualize and communicate on paper sketches and mockups.

It’s way more important now to test an idea with users before investing time and resources in building it.

It’s no more ‘good to have’ a prototype. Prototype is a ‘must-have’ for building products of tomorrow.

A prototype must look…


Instead of what they want, focus on who they want to become.

A girl raising a hand in confidence.
A girl raising a hand in confidence.
Focussing on what customers want is limiting. Helping customers gain a new identity is the real deal.

They don’t want to just lose a bulge. They want to become fit. They don’t want to just invest. They want to become financially independent. They don’t want to just run a marathon. They want to become a runner. They don’t want to just bank. They want to become financially secure. They don’t want to just meditate. They want to become happy. They have high expectations for themselves. They want to progress until their max potential, and then some.

Don’t focus on what they want. Focus on who they want to become.

Understanding who they want to become is the…


Neo from The Matrix dodging bullets and John Wick surrounded by guns.
Neo from The Matrix dodging bullets and John Wick surrounded by guns.

After this, there is no turning back. You don’t read this — the same story continues. You keep spending marketing dollars, building features upon features, and believing you’ll have a billion users one day. You read this — you stay in customer land. I show you the most organic way to build unique products. Remember, all I’m offering is the truth. Nothing more.

Free your mind — Question your assumptions

Products are based on assumptions. If you are building an app that reminds the user to drink a glass of water every hour, the assumption is that people need constant reminders to hydrate. …


A wrong user is someone who’s neither a benefiter, nor a hacker, nor an expert.

Do I look ripped or what 💪 😎 How’s my new dress 👗🥰 We often ask rhetorical questions that lead us to answers we want to hear. More importantly, we tend to ask those questions only from people who would give us the answers we want to hear. We take those people and their answers as confirmation to our preconceived notions. In real life, that might work in our favour but when it comes to building products, it’s a disaster. Product decisions end up being made based on flawed user input. …


Decluttering can raise the bar from mediocrity to the best out there.

It’s tricky to master a recipe that contains just a few ingredients. On the other hand, a recipe with a long list of ingredients is quite forgiving. A screw up here or there will still give you an edible result because the role of each ingredient in the overall dish is negligible. Artisan bread lovers frown at the 10-ingredient list on a supermarket bread pack. Why not dish out the emulsifiers, corn syrups, sugars, and low-grade oils?

Unless it’s feeding poor and hungry souls, why settle for the mediocre stuff? After all, it’s not about what all can I add…

Prachi Nain

Cofounder of Bayzil, a product design studio based in Singapore | Avid runner 🏃🏻‍♀️ | Forever learner 🙌 | Love sharing my learnings about UX design ❤️

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