Small details signal you understand your users

When you're a designer and you're in a tool eight hours a day, saving that one click is huge.

It's small stuff, but it tells that person, like, 'The people who worked on this were thinking about me as a customer, they built it with me in mind, and that means that it is more likely that this is going to fit my needs than something generic.'

We realized people were signing up for Slack, and it's one engineer on this team inside of this larger organization, and they would pull in the person next to them and they would say, 'Let's try it out.' And then they would send a message and then one person would be like, 'I didn't get a notification. This is bullshit.'

The user very, very, very rarely just deals with any aspect of what you build in isolation. There has to be a moment where they learn about it. There has to be a moment where they get to know it, and then there's a moment where they actually decide to use it.