Why I created Look-see

by Brandon Kindred
Look-see dashboard

Look-see is a long time in the making for me. It all started when I was 8 years old, on the day I was prescribed eyeglasses. That was the day I found out that not only had I been right about my vision sucking, I also have a genetic degenerative eye disease. The doctor explained that my vision would continue to decline, and eventually, I would go blind. There's no treatment and no way of preventing it. It was a lot to take in as an 8-year-old. Since then, my vision has gotten worse, and one side effect that they didn't mention is that the range of color I can see has also declined. Most people think of red-green color blindness when they think of color vision deficiency. There are actually multiple forms of color deficiency, and it's far more common than most people think.

Finding Inspiration

I obviously didn't realize as an 8-year old that I needed to do something about this. In fact, it would be over 20 years before I was inspired to create a system to make the internet more usable. My inspiration started while working with an incredibly talented team at a Boston-based startup. From the start, we were getting great traction. Unfortunately, as our web traffic increased, the people we left behind became more and more obvious. What started as a rare event turned into thousands of potential customers bouncing unexpectedly. It turns out that small problems at scale become big problems.

It was tough for us to pinpoint exactly why people were bouncing. There also weren't any tools that could give us the level of insight we wanted. So, we set out to create our own tool internally. Piece by piece, we created a system that could tell us where people were struggling. The system worked beautifully and quickly identified problem areas on our website. Unfortunately, it was never made publicly available for other companies to use. Such is the fate of most internal tools.

New projects, same problems

After a couple of years, I moved on to new challenges. I went on to help multiple large tech companies create products that scale to millions of users easily. With each new project, it became increasingly clear that no one else seems to have a good way of improving their UX predictably. These companies took their UX very seriously. Engineering teams were plugged into the design process and listening to users directly. There were cross-team meetings where everyone reviewed customer complaints and feature requests to refine and improve product road maps. These teams spent a ton of time focusing on improving their user experiences, yet something was missing. Data.

Despite all of the cross-team planning and product design meetings, they lacked any data to validate which changes would provide the most value. As a result, the products struggled to reach the performance metrics that were important to management. The teams would wrack their brains over which part of the design or user flow was the cause of their users bouncing. Since they didn't have data, my first question was often have we performed an audit to make sure it's optimized against a baseline standard? The answer was always no. They were reviewing the designs regularly, but they didn't really measure them against anything. There was no way to know if changes would actually impact the experience, let alone improve it. Just gut feelings and hopes that we were right.

UX shouldn't be a guessing game.

Creating great user experiences shouldn't be a guessing game. You also shouldn't rely on people to keep track of all potential issues with a website. They might be experts, but they aren't machines. People don't do well with keeping track of tons of information. It's actually one of the "Laws of UX."

With Look-see, you don't have to worry about how you're tracking and measuring user experiences. We help you identify issues early, track progress, and even collaborate across teams.