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Intuition often wins over familiarity.
Elaina Natario
June 11, 2025
Designing for an aging population: Unlocking market opportunities through user research

The longevity market is booming. Are you listening closely enough?
Emily Bahna
June 4, 2025
Top 5 product mistakes we see in AgeTech (and how to avoid them)

Designing tech for older adults is a massive opportunity to improve lives. We break down the five biggest product mistakes we see in AgeTech and how you can avoid them to build solutions that truly make an impact.
Kelly Gebo
May 6, 2025
Chicken Accessories For Chickens

How a weird product ruined my brain for a week.
Luke Mitchell
January 17, 2025
Lightweight data for business decisions AKA hacky answers for Rails developers

Early in the product lifecycle, there’s no one better placed to gather data for business decisions than a developer. Here are some examples of what (and how) Rails developers can contribute with “hacky answers”.
Fritz Meissner
November 11, 2024
- Rails
- Startup
- User Research
- Strategy
Software for all ages: tackling ageism with industry experts

In support of Ageism Awareness Day, we wanted to spread awareness and offer actionable tips from experts. This blog shares suggestions on how to keep inclusivity in mind when building software products.
Elaina Natario, Kelly Gebo & Caro Sotillo Silva
October 9, 2024
Even for AI, there are considerations more important than technical feasibility

AI has tremendous potential but also can be met with user apprehension. Here are is our take on the importance of approaching users with empathy and how to get started.
Kelly Gebo
May 2, 2024
Week 3 of thoughtbot Startup Incubator: Senga

Last week Senga and the thoughtbot Incubator team organized and prioritized product ideas based on their recent interviews and research.
Dawn Delatte
April 10, 2023
Week 2 of thoughtbot Startup Incubator: Senga

Customer interviews continued, we launched some ad campaigns, and we learned some things!
Jordyn Bonds
April 4, 2023
Week 1 of thoughtbot Startup Incubator: Senga

Learn what happened during the first week of the thoughtbot Startup Incubator with Senga - from programming to feedback and insights from the founder herself.
Lindsey Christensen
March 27, 2023
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