Grip style, thumb length, device size, and case thickness alter arcs of motion more than guidelines admit. Observe commute posture, couch lounging, or hurried checkout, and you will see priorities shift. Measurement grounds decisions in patterns across contexts rather than assumptions or loudest opinions.
Every extra centimeter of stretch compounds hesitation, raising error rates and cognitive load just when attention is scarce. Users adapt, but adaptation hides pain. Time-to-tap, backtracks, and abandonment correlate with reach distance, revealing where comfort fails and where gentle repositioning can quietly boost outcomes.
Interviews and hunches start conversations, yet taps, scroll paths, and hover-like dwells settle them. Heatmaps expose dense clusters where hands rest naturally. Analytics connect visuals to conversions, errors, and satisfaction, letting your team prioritize with confidence and defend decisions with humane, transparent evidence.

Choose a guiding outcome like time to primary action, reach-adjusted conversion, or mis-tap reduction. Pre-register hypotheses, define stopping rules, and commit to guardrails. Consistency across experiments builds a comparable body of evidence, enabling confident rollouts rather than endless pilots and hesitations.

Weather, commuting patterns, promotions, and app updates distort behavior. Balance test assignments by device size, region, handedness signals, and time blocks. Use CUPED or stratification to reduce variance, then sanity-check lift against qualitative feedback to detect spurious wins before celebrating loudly.

Share deltas with confidence intervals, show reach maps before-and-after, and narrate user stories tying numbers to lived moments. Publish dashboards people can question, document limitations, and invite critique. Trust grows when rigor meets humility and teams iterate openly on evidence, not folklore.