Expensify's 5M$ Superbowl Ad Teardown

over 1 year ago from , Co-founder @ Growth.Design

Hey there,

Louis here. I'm a Product Designer who wants to build a community around Design, Growth and Psychology.

I'm slowly building a library of interactive teardowns of interesting products with a "comicbook" approach.

I'd love to get your brutally honest feedback on the flow so far, what you like and don't like.

The first piece I did was about Expensify's superbowl Ad and its related UX.

Here's a first version: PS: it's a slideshow, click the arrows to see the content


Let me know what you think! Cheers!


  • Mike A.Mike A., over 1 year ago

    Me (just regular guy with wide monitor):

    1/ Clicks the link...

    2/ Where's the teardown? confused

    (30 seconds of scrolling up and down and thinking how dumb I am)

    3/ Accidentally stumbling upon the arrow to "start the article"

    13 points
    • Julian H, over 1 year ago

      Same here.

      2 points
      • LX LavalleeLX Lavallee, over 1 year ago

        Hey guys, thanks again for the feedback, I actually changed the title slide to indicate that you can use the arrows to see the teardown! Cheers!

        0 points
        • Stuart McCoyStuart McCoy, over 1 year ago

          Yes, however you used a pointing finger which looks and acts a lot like the arrows you're trying to get users to interact with. I spent a few seconds trying to click the hand before I realized that there were arrows at the bottom of the page. Perhaps this finger needs to actually point to the arrows themselves?

          1 point
          • LX LavalleeLX Lavallee, over 1 year ago

            Good point Stuart, unfortunately, since it's responsive I can't align the hand with the arrows. However, if you click on the hand now, it will take you to the first slide! But agreed that it's not the best, I'm working on a better solution! Thanks for the feedback!

            0 points
    • Tom CTom C, over 1 year ago

      same. I actually clicked the arrow but failed to realize it's the contents of the article...

      1 point
    • Florian BauernfeindFlorian Bauernfeind, over 1 year ago

      Same. Really really hard to get started. I actually closed the page and looked at the DN comments for help.

      0 points
    • LX LavalleeLX Lavallee, over 1 year ago

      Hey Mike! Thanks for the feedback, you're definitely not dumb! I'll specify it in the comments, maybe I'll even modify the first slide!

      Anything to add regarding the content? Thanks again!

      0 points
    • John LeschinskiJohn Leschinski, over 1 year ago

      ugh.. last thing I want to do is view a slideshow.

      1 point
  • Ca. X., over 1 year ago

    Very very very inspired to Samuel Hulick's useronboard.com .

    Good job nonetheless.

    2 points
    • LX LavalleeLX Lavallee, over 1 year ago

      You're right Ca.! Sam has been a great inspiration over the years. I actually reached out to get his feedback as well!

      1 point
  • Jerry TJerry T, over 1 year ago

    Big up...! When’s part two?

    2 points
  • Dave BowkerDave Bowker, over 1 year ago

    I agree with some of the points about how to start it, but it looks like it's been tweaked since then so is a little better.

    For me, I started reading the article before I noticed the 3px progress slider at the very bottom of the page. After I already clicked like 10x and then saw that it wasn't even 1/7 of the way through... I was done.

    I was looking for 3 things when I clicked the article:

    1. What's this advert you wanted to call out? (I'm interested)
    2. What's so good/bad about it? (Give me your POV)
    3. What did that advert do for them/you & why? (Metrics/Insights)

    My suggestions - make your argument shorter and snappier and think about doing it all in one page that a user can scroll/skim that type of info. Other than that, your design and illustrations are great. Good job :-)

    1 point
    • LX LavalleeLX Lavallee, over 1 year ago

      Hey Dave,

      Thank you for taking the time to articulate your thoughts and be as detailed as this! Your points are excellent. I'll definitely take this into account when I update this teardown and for my future teardowns.

      If possible, I'd love to discuss this further when I'll have an update, feel free to reach out to me directly lx@growth.design!


      0 points
  • jonathan bowdenjonathan bowden, over 1 year ago

    Loved this! Looking forward to future teardowns!

    0 points
  • Jon .Jon ., over 1 year ago

    This is so good! Both entertaining and insightful. Thanks a bunch!

    0 points