Labs
Free tools we built for our own work, and you’re welcome to use them: see your website the way different customers meet it, find your brand’s character and position, and teach a checker what sounds like you. If you won’t try them yourself, ask whoever does your marketing or design to, because a team that hasn’t done this homework is guessing. If you’d rather not do it, we will.
Brand personality · game
Brand personality game
A situation and four trait cards: tap the one that’s most you. Sixteen taps later you have your three brand personality traits, for yourself or for your team, with the deck of forty-eight and the group exercise under it.
Open →Position · sort · Experimental
The position sort
Write the reasons a buyer might pick you on cards, cut the ones everyone says, sort the rest into three circles, and make the best three show their proof.
Open →Position · from your website
Why customers pick you, from your website
Give us your web address. We read it for the promises it makes, you confirm which are true and which a visitor can check, and you leave with one sentence and a list of what to prove next.
Open →Voice · checker · Experimental
Teach it your brand
Give us writing that is yours and some that is not, call each passage on or off brand, and see how well a checker learned your ear, scored only on passages it never saw.
Open →Simulator · for any website
Screen reader view: the page, read aloud in order
See any page the way a screen reader, the software that reads a page aloud, lays it out: everything in reading order, the outline of headings, links, images and form fields, with every problem marked.
Open →Simulator · for any website
LLM view: the page, as an AI model reads it
When people ask an AI assistant about you, it reads your website differently from them. See any page the way AI models and agents receive it: as text, before its scripts run, as a map of named controls, and with every hidden word showing.
Open →Simulator · for any website
Keyboard only: buttons only a mouse can press
Put the mouse away and try your site with the Tab key, the way people using switches, voice control and screen readers reach it, and find every button that looks clickable but can’t be reached.
Open →Simulator · for any website
Motion and distraction: what moves, and who it hurts
Find everything on a page that moves or plays by itself, see whether it listens when visitors ask their device to “Reduce motion”, and pause it all with one button.
Open →Instrument · prototype
Fovea: a design as one glance sees it
Fovea is the small, sharp center of your eye. See a design the way one glance does: sharp only where you look, at how far you really sit from the screen.
Open →Simulator · for any website
Color vision: almost nobody sees in black and white
See any page of your website the way people with each kind of color blindness see it, and why color should never be the only thing that tells them something.
Open →Simulator · for any website
Aging eyes: when a site fails them, they blame themselves
See your web page the way eyes see it at 50, 70 and 80, and learn what that asks of your text size, contrast and color.
Open →Simulator · for any website
A shaky hand: the most common movement disorder in adults
Try to click small and large buttons with a pointer that shakes, and see why the size of a button matters for many people.
Open →Simulator · for any website
Slow connections: 24 million people in the US without fast broadband
Feel what it’s like when every click waits before anything happens, and why a page should answer a customer at once.
Open →Experiment · try it yourself
Better, not wiser: confidence and expertise after AI
In one study, people got more answers right with AI, and still overestimated their scores by as much as they did without it. Try the experiment with and without an assistant, and read what the research found.
Open →Experiment · try it yourself
Fitts’s law: why the edge of the screen is the easiest target
Click targets of different sizes and distances, and fit your own times to the curve that predicts them.
Open →Experiment · try it yourself
Hick’s law: each new option costs less than the last
Find a word among 2, 4 or 8 choices, and see how much your time grows each time the choices double: less than most people think.
Open →Experiment · try it yourself
Change blindness: a reload can hide a new total
Spot what changes between two flickering versions of a product card, and see how easily the eye misses a change, like a new total after a page reloads.
Open →Experiment · try it yourself
Working memory: four things at once, not seven
Carry a code from one screen to the next as it grows, the way a customer copies one from a text message, and find how many characters you can hold in your head.
Open →