We help companies regain product momentum by finding and removing friction
15+ years helping teams across Data, shipping, startups, SaaS and operational software launch products and improve customer experiences has taught us most companies don't have a talent problem. They have a momentum problem.
Progress slows because priorities collide, products become harder to use, and teams lose clarity.
How2 helps businesses identify the friction and get moving again.
Smart people get slowed down by competing priorities, clunky experiences, and growing complexity. We step in when talented teams have stopped moving forward.
Sound Familiar?
Our engineers are completely buried under tiny bug fixes, and we never have the airtime to build the big stuff.
We’re busy all the time, but it feels like we’re just spinning our wheels.
The board is shouting at us to 'do something with AI,' but we don't even have the time to fix our basic core roadmap.
We’ve been 'two weeks away' from launching this new feature for the last three months.
Our system feels so clunky that our customers are going to switch to our competitors if we don’t do something soon.
At the end of every workflow is a human
We typically work with scale-ups and established businesses that have a product, a team and customers — but feel stuck, slow or under pressure.
This has taught is that a better experience for the human at the end of the chain creates a better outcome for everyone else. We do not optimise products for dashboards; we optimise them for the people using them. When you remove friction for real people, you improve outcomes for businesses. It’s that simple.
Built by product leaders who got tired of watching talented teams get stuck.
After years of seeing good ideas slowed down by internal politics, tech debt, and unclear priorities, we created How2. We don’t sell design hours and we don’t sell developers. We don't disappear into months of discovery or spend weeks telling you what you already know.
We work directly alongside your team to identify the exact friction slowing progress down. We help you make the hard strategic decisions, break the ties, and define the path forward.
What you'll leave with
Clear direction
Definitive choices on feature priorities, cutting through the noise of your backlog.
Practical recommendations
Zero-fluff, actionable steps to unblock your current roadmap.
Build ready
High-fidelity design direction and user logic your engineers can pick up and build immediately without guesswork.
Start with a Friction Audit™
A focused engagement designed to identify what's slowing progress down.
Understand the product.
Understand the team.
Understand the customer.
Leave with a clear direction and build-ready recommendations.
Or if you would like just a 20-minute chat to see if we can help with no obligation we would love to chat. If we aren't the right fit, we’ll tell you that straight up, too.