Imagine a restaurant. The food is excellent, the location is prime, the interior is beautiful. But customers are not coming back. The instinct is to change the menu, redesign the space, add new dishes. But what if the real problem is that the menu descriptions are confusing, the waiter did not welcome guests warmly, and nobody understood what Pasta Delizio 'Air-dried ribbons with a hint of fermented essence' actually meant?
Kaat Declerck, Behavior Design Director and Co-Founder of HumanEyes Academy, opened her talk at Gathering #10 with exactly this analogy. The parallel to digital products was immediate: when conversion stalls, teams default to building new features. But the problem is often not the product. It is the words around it. No clear story. No clear copy. A failure to address emotional needs. Kaat's talk was a masterclass in choosing the right words, grounded in behavioral psychology and proven by a case study with extraordinary results.
