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Recently reviewed an early build for a payments product targeting an underserved market.
I clicked through every flow and took notes before we spoke. The layout looked clean. The content was all there.
But the product said everything and nothing specific at the same time. The flow assumed the user already knew what to do. The hierarchy reflected what was easy to build, not what mattered to someone opening it for the first time.
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A team shipped fixes for months to stop users from dropping off. Nothing moved.
I see this a lot: the instinct is to redesign. New screens, new components, new colors. Ship it and hope the numbers change.
Before touching anything, I pulled their data, watched session recordings, and mapped where users actually left versus where the team thought they left.
The answers did not match. They had been redesigning around a problem that was not the problem.
That is the step most teams skip. They jump from "something is off" straight into a redesign.
The review is unglamorous, but it keeps you from redesigning around assumptions.
If your product is not performing, the first move is not Figma. It is looking honestly at what already exists.
A large screen catches your attention at an exhibition.
You have about 3 seconds to decide whether to stop and take a closer look.
Which direction makes you more curious?
A) Product-first
B) Message-first
Exploring hero section concepts for Pixtap, an NFC-powered business card brand.
3 voted
33%
6 voted
67%
9 votes
Closed
I prefer the product first Love the visuals, one of the best have seen so far today....... Keep up the great work
Quick presentation test:
Blur your slide.
Can you still tell what's important?
If everything attracts attention, nothing attracts attention.
Visual hierarchy isn't decoration.
It's how we tell the audience where to look first.
Same data.
Different hierarchy.
Different outcome.
Which slide communicates the message faster?
2 voted
40%
3 voted
60%
5 votes
Closed
Going for the second version
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