https://wildfiredigital.com/writing/ Bernadette Blanchard on information architecture, UX research and what AI means for B2B websites. en Wed, 14 Oct 2026 09:00:00 +0000 https://www.cleardigital.com/insights/ai-verification-visit https://www.cleardigital.com/insights/ai-verification-visit Thu, 03 Sep 2026 09:00:00 +0000 Buyers now meet you through AI first. The site's job is to let a late-stage sceptic check what they were told, and to be clear enough for AI to cite. Published with Clear Digital. AI and the web https://www.cleardigital.com/insights/what-corporate-websites-need-to-look-like-in-the-age-of-ai https://www.cleardigital.com/insights/what-corporate-websites-need-to-look-like-in-the-age-of-ai Mon, 05 Jan 2026 09:00:00 +0000 Stop explaining and start proving: a source-of-truth content layer, experiences buyers can try, and an assistant that answers. Published with Clear Digital. AI and the web https://medium.com/design-bootcamp/the-spark-before-the-surge-08c7e3264e4f https://medium.com/design-bootcamp/the-spark-before-the-surge-08c7e3264e4f Fri, 07 Nov 2025 09:00:00 +0000 Early notes from leading AI adoption inside an agency. Momentum and light structure matter more than the tools. Published with Bootcamp. Practice https://medium.com/design-bootcamp/b2b-websites-in-the-age-of-ai-stop-informing-start-selling-f17e053cb6ba https://medium.com/design-bootcamp/b2b-websites-in-the-age-of-ai-stop-informing-start-selling-f17e053cb6ba Mon, 11 Aug 2025 09:00:00 +0000 With AI answering the early questions, the website has to do the selling. Published with Bootcamp. AI and the web https://medium.com/design-bootcamp/stop-guessing-how-ai-accelerated-ux-research-gives-b2b-teams-a-competitive-edge-c364c1584e90 https://medium.com/design-bootcamp/stop-guessing-how-ai-accelerated-ux-research-gives-b2b-teams-a-competitive-edge-c364c1584e90 Sat, 24 May 2025 09:00:00 +0000 AI won't replace researchers who know their market. It will outpace the teams that ignore it. Published with Bootcamp. Research https://www.cleardigital.com/insights/ai-ux-research-b2b-tech https://www.cleardigital.com/insights/ai-ux-research-b2b-tech Thu, 01 May 2025 09:00:00 +0000 A year of experiments: where AI speeds research up, and where people still have to lead. Published with Clear Digital. Research https://medium.com/design-bootcamp/is-your-b2b-website-invisible-lets-fix-that-with-ux-302339143dda https://medium.com/design-bootcamp/is-your-b2b-website-invisible-lets-fix-that-with-ux-302339143dda Wed, 16 Apr 2025 09:00:00 +0000 Flat organic traffic is usually a UX problem, not a keyword problem. Published with Bootcamp. AI and the web https://www.cleardigital.com/insights/b2b-website-visibility-ux-design https://www.cleardigital.com/insights/b2b-website-visibility-ux-design Tue, 01 Apr 2025 09:00:00 +0000 Speed, navigation and clear structure are what get a site found, in search and in AI answers. Published with Clear Digital. AI and the web https://medium.com/design-bootcamp/the-art-of-website-surveys-a-ux-guide-acc89fc0ad44 https://medium.com/design-bootcamp/the-art-of-website-surveys-a-ux-guide-acc89fc0ad44 Thu, 04 Apr 2024 09:00:00 +0000 Analytics show what people do. A well-placed survey tells you why. Published with Bootcamp. Research https://medium.com/design-bootcamp/creating-engaging-narratives-examining-not-for-profit-website-homepages-c88374ff771e https://medium.com/design-bootcamp/creating-engaging-narratives-examining-not-for-profit-website-homepages-c88374ff771e Mon, 19 Feb 2024 09:00:00 +0000 What nonprofit homepages teach about leading with a story. Published with Bootcamp. Structure https://medium.com/@wildfiredigital/designing-a-seamless-future-ux-resolutions-for-the-new-year-11de008377b0 https://medium.com/@wildfiredigital/designing-a-seamless-future-ux-resolutions-for-the-new-year-11de008377b0 Tue, 26 Dec 2023 09:00:00 +0000 A light-hearted set of resolutions for the year ahead in UX. Published with Medium. Practice https://medium.com/design-bootcamp/top-vs-left-navigation-unraveling-the-pros-and-cons-from-a-b2b-website-for-tech-users-perspective-8681d932843a https://medium.com/design-bootcamp/top-vs-left-navigation-unraveling-the-pros-and-cons-from-a-b2b-website-for-tech-users-perspective-8681d932843a Mon, 31 Jul 2023 09:00:00 +0000 Why left navigation deserves more credit on large B2B tech sites. Published with Bootcamp. Structure https://medium.com/design-bootcamp/bridging-the-gap-the-power-of-integrating-ux-design-and-marketing-strategy-for-b2b-high-tech-d7423b3d2419 https://medium.com/design-bootcamp/bridging-the-gap-the-power-of-integrating-ux-design-and-marketing-strategy-for-b2b-high-tech-d7423b3d2419 Thu, 13 Jul 2023 09:00:00 +0000 UX and marketing are chasing the same person. They do it better together. Published with Bootcamp. Practice https://www.cleardigital.com/insights/b2b-homepage-content-best-practices https://www.cleardigital.com/insights/b2b-homepage-content-best-practices Sat, 01 Oct 2022 09:00:00 +0000 Six rules for a homepage that works as an elevator pitch for several audiences at once. Published with Clear Digital. Structure https://www.cleardigital.com/insights/website-metrics-benchmarking-design-roi https://www.cleardigital.com/insights/website-metrics-benchmarking-design-roi Mon, 01 Nov 2021 09:00:00 +0000 Measure the old site before you replace it, or you cannot prove the new one worked. Published with Clear Digital. Practice