Out now: Value-Based Design, the definitive way to prove your design’s worth. Read it.

About Draft


Draft is a small interaction design consultancy.

We conduct research-driven optimizations of online stores, so they can grow without needing to increase their ad spend. Rather than running the usual marketing playbook, we use design research as our fundamental tool for optimization. We operate as consultants, focusing on strategy, working exclusively with executive teams. Here are some examples of our prior work.

Over the past few years, we’ve learned that most online stores don’t hire CRO resources until well after they’re needed – and once they start, hiring and training are extremely difficult. So, we’ve tried to create a reliable way for stores to get started: by thinking about customers’ behavior, responding to their needs, and fixing any leaks in your store’s funnel. This generates outsize revenue for our clients – and if you aren’t lucky enough to be one, we try to train you, too.

We take on no more than 3 active clients at a time. There is always a wait list.

Why you’ll want to hire us

We’ve been running A/B tests for longer than you’ve known of their existence. We work only with high-performing stores, by brands you’ve probably heard of. We fare particularly well in rapid growth situations.

We’ve written over 130,000 words on the subject of research-driven optimization for online stores. We’ve written 5 books on the practice of design, and one of them is a best-seller. We teach everything we know.

We are well-respected in a field where competence and integrity are in short supply. We have a clearer sense of what works than most. When we don’t know what works, we figure it out.

Our two-year track record has seen worst-case increases of $500,000 ARR, 5% AOV, and 10% conversion rate. In certain cases, we’ve seen outlier results like 34% reductions in manufacturing expenses, doublings of sales volume, massive improvements on mobile, etc.

In short, we make back more money than we cost, every single time. If we don’t, we fire ourselves.

Why you might not want to hire us

That all said, there are many reasons why you might not want to work with us.

We get results by making design decisions at the executive level. Our seat is next to you, on the same side of the table, working together. We try to be pleasant to work with, of course – but as consultants, it’s not our job to always tell you what you want to hear. If you’re looking for a dime-a-dozen A/B testing agency to put your ideas into practice, Draft simply isn’t it.

We only work with independent businesses that have not taken outside investment. We work for your customers, not investors.

We have a specific way of doing things that is moderately unfamiliar in the space we operate in. Graphic design comes naturally to most stores; design research does not.

Over 90% of our design practice involves conducting research. We need the space and latitude to do weird stuff in the service of research. Some stores have cultivated an unfortunate aversion to research. If yours is one of them, then we’re probably not a good fit.

We do not implement unresearched tests. This means we operate more slowly than most online stores would like us to. Think “deliberate, intentional strategy” and not “spray & pray”.

Next, if you seek the cheapest possible solution to your problem, you shouldn’t be considering us. We don’t compete on price. But we do provide handsome returns on our clients’ investment.

If you hate amusing GIFs, please run screaming in the opposite direction.

Finally, we self-identify as feminist, and donate a significant portion of our annual revenue to radical left-wing/anti-fascist organizations. If that’s a problem for you, the solution is quite easy: don’t work with us.

If you’re interested

Mash this link and tell us about yourself. Your first email tells us a lot about how we might work together. The more you’re able to say, the better. Obviously, it will all be kept in the strictest possible confidence.

Come correct. Come poised. We promise to do the same. We’re honored to help.

Who’s responsible for this?

Hi there! I’m Nick Disabato, a designer & writer from Chicago. Most people call me nickd though, and have done so since the mid-nineties. I run Draft, a small design consultancy for online stores. Either “he” or “they” pronouns are fine for me.

I have 14 years of experience in the industry, and my big focus has always been on UX and interaction design. I believe, despite literally everything, that design can be a force for good – but only if we consciously choose to pursue that path.

I’ve spoken all over the world, including some places that you know of, like Web 2.0, SxSW, Tools of Change, Weapons of Mass Creation, and Double Your Freelancing Conference. I’ve worked for lots of businesses, some of which you know: The Wirecutter, Cards Against Humanity, Planet of the Vapes, and so on.

These days, I use design research to create new experiments and one-off fixes for online stores that hopefully make the numbers go up in a way that isn’t gross for everybody. Draft has a consulting arm where we do just that, and we also have an education arm where we write books & build courses for people to do the same thing we do. Among those, we’re probably most known for Cadence & Slang and Value-Based Design.

Some fun facts that I could trot out to look cool and important at cocktail parties:

  • I’m half-Italian and half-Romanian, and I’m a dual citizen of both Italy & the United States.
  • I’ve been to over 20 countries & 4 continents.
  • I’m into both weightlifting and meditative, restorative modalities of yoga. I’ll talk to you about one of those!
  • Most people know I’m super into food, but fewer know that I got obsessed with Sichuan food in 2004 and have been cooking it with some regularity since. If I cook Sichuan for you, it will probably be so spicy that it lovingly rips your head off.
  • I am almost certainly more into music than you. I have listened to a new album roughly every day since 1998. I met my partner in the front row of a concert.
  • I haven’t owned a car since 2006. I bike 9 months or so out of the year. I built my own bike in 2008 and have ridden it since.
  • I am extremely into dogs. I want to look at all of your dog pics. I want to hear about all the ways that your dog is weird. I will show you pics of my border collie, Basil, without any provocation.
  • I am lowkey into baseball, in that it is a profoundly confusing personality trait to everybody that I am close with. I have gone to over 100 Cubs games in my life. Yes, thank you, I know 2016 was pretty great. I didn’t expect it, either.

If you want a press photo, try here or here.

Draft’s history

8 years in, Draft is now long enough to have a history. We’re horrified, too. Let’s go down memory lane and review how Draft has grown over the years, shall we?


  • January 26: I quit my job for the last time.
  • Mid-February: I start a contract gig at Fuzzy Math after pestering them on Twitter. It gives us the runway to get off the ground.
  • November 7: Draft Design Inc is incorporated.


  • May: We finish wireframes for Cards Against Humanity’s online store. Later, they hired a UX designer who called them “perfect.”
  • July: Draft Revise, our flagship offering, is launched. Patrick McKenzie likes it; the flood of traffic literally sets our server on fire. We’re not kidding.
  • July: The second edition of Cadence & Slang, a very small book about interaction design, is successfully crowdfunded.
  • August: Draft Revise sells out.
  • October 12: Cadence & Slang is printed & shipped.
  • November 9: I get married.


  • February: Revise Express launches.
  • June: “The World’s Only Sandwich” is published on Draft’s Letters, causing a significant influx of subscribers hoping for more food writing. Hope springs eternal, I guess!


2015 sucked.


  • March: Draft Evidence is crowdfunded through our last Kickstarter campaign.
  • April: Revise Weekly, our private mailing list with actionable lessons on testing and optimization, is launched.
  • October: The A/B Testing Manual, our flagship course, is launched with 5 and a half hours of actionable video with Patrick McKenzie. It’s later renamed Ecommerce Conversion Rate Academy.


  • April: Draft Analysis launches, with UX teardowns of 25 of the most interesting online stores.
  • August: We speak at Smart Marketer’s eCommerce All-Stars conference, talking about the Draft Method to over 200 online store owners.
  • October: Draft Data, our analytics retainer for online stores, launches.
  • November: Revise Express gets its 50th client.


  • January: Value-Based Design is funded with an independent preorder campaign.
  • April: Ecommerce Email Mastery launches, featuring teardowns of the email practices of 30 online stores.
  • September: The first Ecommerce Lifecycles deep dives go out to our students.
  • December: Value-Based Design ships to everybody who preordered it.


  • January: Value-Based Design launches to the public!
  • April: The final Ecommerce Email Mastery lessons launch, and the full guide ships to students.
  • September: I become a dual Italian/American citizen, but you don’t really need to care about that.

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