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I was on a mission to find what stops the user before trying out. As part of the mission, I conducted a survey pulse with one question: "What was the last product you tried to sign up for but didn't?" at Web Summit Qatar. Almost everyone gave the same answer in their own style, which was the password requirement. Surprised? Me too. When I asked follow-up questions, the response was consistent. Most users wanted to try the product, but the sign-up process, especially the passw

During the busy event, I found a hack to talk to people: talk to people who are bored. The best way to find these people? The ones standing in long queues. I'm kind of proud of this idea because I spoke to a lot of people and got interesting facts, their experiences, their likes and dislikes. During one of these conversations, they told me about the startup that impressed them or the idea they really loved. The Algorithm Perfume Line AIrest was mentioned to me a couple of

Anything that makes a customer hesitate, delay, or avoid trying a product for the first time is commonly described as trial friction . But for Gen Z, the friction often appears after curiosity and before commitment . They don’t struggle to try but, struggle to decide . This is decision friction and it behaves very differently. At the Hapli Earth trial booth, I noticed strange friction for the first time. Older customers hesitated to try the samples (trial friction). But once

When something fails in a system, we often blame the human. (Eg: The user didn’t read the instructions, the employee made a mistake, the operator pressed the wrong button. etc.) Human Factor Engineering exists because this framing is usually wrong. Most failures are not caused by people behaving unexpectedly; they are caused by systems designed with unrealistic expectations of human behavior. Designing for Humans, Not Ideals Human Factor Engineering (HFE) studies how people i

Most brands aren’t shifting tone because they suddenly discovered emotion or nostalgia. They’re reacting to fatigue. The digital environment has been asking for constant participation for years. Notifications, feeds, recommendations, automated replies everything competes for attention. That pressure builds quietly. Over time, people start adjusting their behaviour. The renewed interest in film cameras, MP3 players, and simpler phones isn’t about romanticising the past. It’s

We often label products as “sustainable” based on what we can see, recyclable packaging, clean branding, green claims. But most environmental impact happens far from the consumer’s line of sight: raw material extraction, energy-intensive manufacturing, complex logistics networks, usage patterns, and end of life decisions. Life Cycle Assessment exists because intuition fails at this scale. Seeing Beyond the Surface Life Cycle Assessment (LCA) looks at a product or system from

What happens when AI doesn't just execute your commands but anticipates your needs and makes decisions that impact your entire business? We're entering an era where AI in SaaS is shifting from tool to teammate. At SaaS Connect 2025, this evolution took center stage as industry leaders revealed how AI agents are no longer confined to answering customer queries or automating simple tasks. Instead, they're becoming active participants in business operations analyzing 60-page ins

Fibonacci series in visual merchandise..? You must be kidding !! This was the common question that we were asked when we tried to connect two concepts. Since no full-fledged study has been conducted in this area, we took the matter into our own hands. During this Pragati (a B’ fest), we joined hands with Hapli Earth (Indigenous Balanced Millet Products), put up a stall, and tested out this crazy idea with more than 200 customers. The event lasted three days. Before we begin