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The Flipkart Dual Persona: What Real User Research Looks Like
Flipkart found that one shop means two users: a tradition-minded father and an ambitious son. The story is a masterclass in research-led positioning.
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TOFU, MOFU, BOFU: Designing for Each Funnel Stage
Cold audiences need emotion, considering audiences need proof, ready audiences need one friction-free action. How to design differently for TOFU, MOFU, and BOFU.
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10 Psychology Principles Every Growth Designer Should Know
Hick's Law, anchoring, loss aversion, the Peak-End Rule and six more principles that power every funnel you will ever design, plus the ethical line not to cross.
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The Three Growth Designer Archetypes (And Which One Gets Hired First)
Forward-deployed, high-agency, and CRO designers solve different business problems. Here is what each archetype does and which one companies hire first at each stage.
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JTBD and the Brand Wedge: Positioning Lessons From Nano, Cadbury, and Surf Excel
Tata Nano, Cadbury Diwali, and Surf Excel teach the same lesson from three angles: positioning is emotional before it is rational. JTBD and the Brand Wedge make it repeatable.
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How to Design a Referral Program That Actually Spreads
Strong referral programs balance incentive, social capital, effort, and social risk. Here is the five-step framework, plus why Monzo's coral card out-performed paid ads.
↗ ShareThe Retention Formula: Activation, Engagement, Resurrection
Retention breaks down into three weighted inputs: activation, engagement depth, and resurrecting churned users. Here is the formula and the order to fix things in.
↗ ShareActivation Metrics: The X Action in Y Time Rule That Predicts Retention
75% of new users churn in week one. Activation metrics like Facebook's 7 friends in 10 days are how the best teams fight back. Here is how to find yours.
↗ ShareNorth Star Metrics: How Swiggy-Style Growth Equations Work
A North Star Metric is one number that reflects real business health. The skill is decomposing it into levers you can design against. Here is how the equation thinking works.
↗ ShareCAC and LTV Explained for Designers (With the Trap Most Teams Miss)
CAC tells you what a customer costs, LTV what they are worth, and the payback period tells you whether the business survives long enough to enjoy the ratio. A designer's guide.
↗ ShareGrowth Design vs UI/UX Design: What Actually Changes
UI/UX asks whether the user can complete a task. Growth design asks whether the business moved. Here is the real difference, with a concrete example and the skills you add on top.
↗ ShareWhat Is Growth Design? A Plain-English Guide
Growth design is product design judged by business outcomes: signups, activation, retention, revenue. Here is what growth designers actually do and why the skill is exploding in India.
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Teardown: how a fintech cut KYC drop-off by 41%
A five-step verification flow was bleeding 30% of users at document upload. Here's the single structural change that recovered most of them.
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The retention loop most designers are never taught
Acquisition is vanity. Retention is the business. If you can't draw your product's loop on a napkin, you don't understand it yet.
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Why your A/B test is lying to you
Underpowered tests and early peeking produce false wins that evaporate in production. How to read a test like a growth designer.
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