by Abi Hough | Sep 5, 2025 | UX Autopsy
Filed under: Crimes Against UsabilityStatus: Case 006 – Active InvestigationSubject: Death by Dark Patterns Case Summary The body was found face-down in a “free trial,” pockets emptied by hidden fees. No exit wounds — because there was no exit. Just a maze of print...
by Abi Hough | Sep 4, 2025 | Data Entry, Forms, Webinars
Description In this webinar, myself and Adam Winsland at Zuko Form Analytics walked through Newcastle United Football Club’s registration form and uncovered a catalogue of common UX mistakes that make life harder for users and reduce conversions. Key Issues...
by Abi Hough | Aug 12, 2025 | Field Notes
SummaryAbi’s field note on Facebook’s AI-generated feed prompts, using 20 deeply questionable examples to explore what happens when AI is deployed without enough context, humour, nuance or restraint. Download the PDF Description This field note captures Abi’s reaction...
by Abi Hough | Jun 21, 2025 | Webinars
Description In this video teardown of the Zara website, UU3’s Abi Hough and Zuko’s Adam Winsland take a look what happens when stylistic interpretation trumps the user experience. Main Topics Discussed 1. Accessibility & Readability Failures...
by Abi Hough | Jun 16, 2025 | Guest Blog Posts
Going beyond metrics to crack customer retentionCustomer retention can be difficult to master. Consultant Abi Hough explains why brands need to go beyond numbers to keep customers coming back and how observing customers in their ‘natural, digital habitats’ offers the...
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