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Chris Ashby
A laptop with a blank screen
Photo by Sincerely Media on Unsplash

Using design to grow a fledgling business is hard. Like staring at a blank screen, unsure of what you could do differently in order to get more sales, or more conversions, or more call bookings.

Even more difficult is having the confidence that what you’re getting designed will actually perform better than what you already have. Especially when good design is expensive, and often incredibly time intensive.

You could easily be paying thousands for an agency only for them to deliver you something that actually performs worse than what you have currently, if they’re not briefed right, or given the…

Photo by SpaceX on Unsplash

As I’m writing this my second launch on Product Hunt has made it’s way into the top 10 for the day (not super high, but still, hooray!)

And after failing miserably with my first Product Hunt launch (5 upvotes total), I wanted to talk about having (a bit) of Product Hunt launch success — without many followers (26 at time of writing), and without a big email list (46 at time of writing).

This is for those of you who want to maximise success on Product Hunt, but maybe don’t have the time or the ability to generate a large…

A book about the power of why
Photo by The 77 Human Needs System on Unsplash

When I left my 9–5 job during the pandemic to start my own business, some people thought I was crazy.

But I wasn’t alone. Thousands of others out on furlough, or made redundant were also making this decision as well.

And I have to be honest. Going into small business ownership even when you have a plan can seem very daunting, especially when faced with the statistics. 60% of new businesses fail in the first 3 years they say. I can see why.

What proceeded my decision to start my own company though, was the most intense, and condensed period…

Man stares at his laptop confused
Photo by Wes Hicks on Unsplash

When I left my job to start my own business, I figured that every founder I spoke to would have a good idea of what ‘good design’ looked like. After all, I did, so why wouldn’t they.

Trouble is, I’d spent 10 years as a designer mostly in-house, and to me, spotting good design in a sea of bad design was just automatic. I knew instinctively why one design would convert more than another, it was natural.

I figured I could have conversations with on-the-ball startup founders about this, and they would understand the pains I had gone through working…

A plant grows out of some coins
Photo by Visual Stories || Micheile on Unsplash

There’s been some buzz in the product design world over the last year or so about a new, emerging type of designer in the industry.

Whether or not it’s just another job title amongst the throng of so many is something that you can judge for yourself. But it’s certainly something that bears consideration if you run a small business or startup. Especially if you’re looking to either hire a designer, or to hire an agency, with the aim of not just creating great looking designs, but also using design to grow your business.

The role I’m talking about is…

Person pointing at a laptop screen
Photo by John Schnobrich on Unsplash

When it comes to launching a digital business, there are few things more daunting than figuring out your business website.

The proposition of creating this beast, with multiple moving parts, and multiple technologies plugged into it, can be incredibly overwhelming.

But it doesn’t have to be that way. Now, more than ever, there are technology companies popping up all over the place, that are effectively lego-ising everything you need to create a digital business.

But what does that mean in reality? Well, it means that these tools fulfil individual parts of your business, and have built in, user friendly integrations…

A group of people looking at a laptop
Photo by John Schnobrich on Unsplash

When it comes to improving the conversion rate of our websites, products, and landing pages, we’re all fairly familiar with the most well-known, commonly cited principles of user psychology.

But dig deeper than those well-known psychological principles and there’s a whole host of others. Lessons and teachings we can draw on from behavioural science and beyond that help us to really get into the minds of our users.

And the more we are aware of, and can teach ourselves to apply (in the right context), the better the performance of our websites, services, and products will become.

Today, I wanted…

Traffic light sign with the text ‘e-commerce’
Photo by Mark König on Unsplash

I’ve designed a lot of new websites in my time, and I’ve worked with a lot of conversion rate optimisation teams and agencies as well.

I’ve also worked through a lot of digital strategies, changes in team structures, re-platforming efforts, and an endless list of successful and failed projects.

And I thought, that over time, every company would slowly realise all the best practice and UX principles they need to implement.

But the thing is, every company, small or large, physical or digital, faces all of the same problems at some point.

When it comes to websites, everyone is floundering…

Woman bites a pencil whilst looking at laptop
Photo by JESHOOTS.COM on Unsplash

The Hero’s Journey is arguably the most well-known story structure used today in movies, television, fiction, and even presentations and speeches.

It speaks deeply to how we make decisions as human beings, and it translates lessons, life skills, and new experiences to us in a way that we can understand without having to experience them ourselves.

Simply put, the Hero’s Journey, mirrors the human experience, and as it does, we see ourselves mirrored through it.

So how can something so… fluffy, and ephemeral, help us to improve the conversion rate on our e-commerce website?


Our experiences are stories as…

Luke Skywalker and Darth Vader battle as people watch on
Photo by iam_os on Unsplash

Star Wars in many ways, is the perfect hero’s journey. It’s no wonder, George Lucas wrote it that way specifically.

The hero’s journey tells us a lot about how we behave and operate as human beings in the world. They show us problems and trauma through the eyes of a hero so that we might better know how to overcome those same conflicts when we face them in our own lives.

But how can we translate great stories, and great hero’s journeys, like the journey of Luke through the Star Wars trilogy, into usable insights that we can apply to…

Chris Ashby

Founder at growth design & storytelling agency — We Are Heroes. Wake up your business with Daily Design Coffee ☕ @

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