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Notes on creating great UX
How to Measure Interface Intuitiveness
How to Spot UX Issues—Even Without Testing
Cognitive Load: Fewer Steps Doesn’t Always Mean Better
3 Questions You Should Always Ask in an In-Depth Interview
Why Beautiful UI Animations Can Hurt the Product
Why Conversion Isn’t Always a Sign of Good UX
What Types of Insights Should You Look for in In-Depth Interviews?
Why NPS Is a Useless Metric in UX
Dark Patterns: Where’s the Line?
How are innovations different from inventions?
JTBD, Innovation, and the “Job” Users Hire a Product For
Can aesthetics in product design be measured?

Think Like the User

A UX and UI design framework for digital products, based on JTBD theory and designed for creating design-driven innovations. Authored by Jay Thomas.

Jay Thomas

A UX strategist with a decade of experience in building and leading UX research and design teams. He specializes in implementing Jobs to be Done (JTBD) methodologies and designing both complex B2B admin panels and high-traffic consumer-facing features used by millions.
Previously, he led UX development at DomClick, where he scaled the UX research team and built a company-wide design system. He is a guest lecturer at HSE and Bang Bang Education and has studied JTBD at Harvard Business School.
Jay has worked with ONY, QIWI, Sber, CIAN, Megafon, Shell, MTS, Adidas, and other industry leaders, helping them create data-driven, user-centered experiences that drive engagement and business growth.