A few years ago, I was baffled by the performance of an email my team was sending to our users. At a glance, the unique open and click-through rates were fantastic by our industry standards, but when the users landed in our app, the bounce rate was uncomfortably high. Paradoxical, indeed. When we looked at the feature activity data, it seemed that users were either bailing seconds after arriving or clicking aimlessly before eventually leaving, missing the feature we told them about entirely. It was almost as if they had no idea what to do once they got there. Determined to understand why the email was clearly failing at what we wanted it to do (and under a somewhat intimidating time constraint of the upcoming sprint), I printed it out and took it to the food carts down the street. I had every food cart owner read the email, and in their own words, tell me what the email said. Each and every conversation went something like this: Me: “Hi, can you please read this example email?” Food Cart Owner: