How Fomo is Building a “Users First” Product

Written by Craig Morrison - Get free updates on new posts here.

Hey it’s me! That friend who only emails once a month and spouts a bunch of random stuff about product design and user experience…

I’ve been off the blog content writing train lately to focus on building the initial version of my product design improvement software which is set to be released to a small group of people soon (get on that list here).

But I wanted to take a minute out of my day today to show a great example of a company that is building a product by putting their user’s needs ​first.

​I recently signed up for a cool service called Fomo which puts a little notification of social proof on your landing page. 

A few months later I got this email directly from the founder…


Now while capitalization may not be Ryan’s forte, understanding how to create a team that are ​all in tune with their user’s needs ​is.

I replied to his email and asked him why does he do this? I’ve heard of teams all being required to take turns doing customer support in order to stay in touch with user’s problems/needs, but never have I seen a company give users ​direct access ​to a lead developer. 

This was his response.

At first, it might seem like having user’s email a lead developer would be an expensive waste of his time, but this is actually a safeguard to make sure he/she don’t pour a bunch of time into building the ​wrong things.

Taking 20 minutes to answer emails every morning is a lot less wasted time than building a huge feature that no one uses, or worse, letting the usability of your product get so poor that all your users abandon it for your competitors.

This is the first time I’ve ever seen this strategy, and I gotta say I am really impressed.

What do you think? Could you implement something like this into your product? Even at a very small scale, say 1 in every 30 users that sign up get access to that email?

Leave a comment below and let me know your take on this strategy.


  • Carlos

    this is very useful. However many companies rely on Persona profiles to address this “disconnect” between users and developers. Any thoughts on that?