We talk a lot about big data, but most human moments are actually small. A pause before clicking, a scroll back up, a quick tab close, a search that leads nowhere. These tiny behaviours often say more about what someone is feeling than any form or dataset ever could, yet most systems skim right past them. They optimize for actions, not intentions. They reward what is easy to count instead of what is meaningful to understand. And when we overlook those small signals, we miss t

Most companies genuinely believe they design their websites for people. They hire behavioural scientists, study user journeys and optimize flows based on what people tend to click, skip or avoid. The intention is to make the experience feel intuitive and to support the path to conversion, and in many cases it does exactly that. But there is an interesting tension that keeps coming up for me. Most modern digital experiences are built around human behaviour, not human experienc

We don’t need more data. We need data that listens. We talk a lot about collecting data, but not enough about listening to it. Most systems today are built to record clicks, scrolls, purchases, and likes, but not to understand what those signals actually mean. They count, but they don’t always interpret. That’s when data stops listening. It’s the reason a customer who just cancelled a subscription still gets an upsell email, or why you keep seeing ads for something you alread