Here is an example of a solution: Here is a breakdown of the UI – the job each UI element is doing, and what sitution(s) it’s resolving. Reinforce personal connection Eases customer’s anxiety about not physically being with salesperson Reminds customer who Joey is Eases customer’s anxieties about whether the salesperson is reputable and trustworthy Joey is easy to get in touch with Social proof that Joey is established and others trust him Eases customer’s anxieties about filling out the form themselves and getting something wrong We’re now left with a product in which every element can be traced back to resolving a job: ensuring the customer feels safe when exposing personal information. Design for real people, design for causality Designing successful products means observing how real people solve problems now, exploring the context of the situation they are in, and then understanding causality, 42