Ella's Kitchen

Mm-hmm

... like Ella's Kitchen vibe, et cetera-

Yeah

... as it happened.

That is the leverage of UX.

Or look at Ella's Kitchen.

They aggressively audited their mobile checkout flow.

By systematically removing unnecessary fields, simplifying the visual layout, and reducing the total number of taps required to complete a purchase, they saw a 17% increase in completed orders.

And do you know what, Fiona? You can actually use the baby foods, you know, like the little, like, kind of chews that you get.

Really? Like the little Ella's Kitchen? Oh my God.

They're dog saints

as well.

These kids got thoughts.

And so I've got this little, like, Ella's Kitchen-y thing, and I'm trying to feed the babies.

And I said, how do you know when they've had enough? And he went, you'll know.

Yeah.