Articles exploring krug through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
5 articles
The standard 3-tier pricing-page playbook — anchor + decoy + "Most Popular" badge — works under specific conditions. Here are the ones that break.
Dark patterns optimize for the next quarter. Bright patterns optimize for the next decade. The 12 alternatives, and why your A/B test will misjudge them.
Princeton found dark patterns on 11% of shopping sites. The FTC, EU, and California now regulate them. The 12-pattern taxonomy and what each costs you.
Krug's usability principles still hold — but the cost of misapplying them now compounds in places dashboards cannot see. The complete Krug-2026 reading list.
Your funnel measures who showed up — not who never came back, told coworkers to stay away, or triggered a class action. Find the costs your dashboard misses.