--- title: Simon Lee | We Are Affective description: Founder of We Are Affective. Simon writes on app strategy, UX psychology, and why most products fail before a line of code is written. --- [Skip to content](https://weareaffective.com/learning-centre/author/simon-lee#main-content) [![we\_are\_affective\_logo\_200](https://weareaffective.com/hs-fs/hubfs/we_are_affective_logo_200.png?width=175&height=48&name=we_are_affective_logo_200.png "we_are_affective_logo_200")](https://weareaffective.com) - [Home](https://weareaffective.com) - About Us - [Our Story](https://weareaffective.com/about) - [How We Work](https://weareaffective.com/how-we-work) - Our Services - [App Planning & Strategy](https://weareaffective.com/app-planning-strategy) - [App Design](https://weareaffective.com/app-design-agency) - [App UX Design](https://weareaffective.com/app-ux-design) - [App UI Design](https://weareaffective.com/app-ui-design) - [App Technical Architecture](https://weareaffective.com/app-architecture) - [Existing App Audits](https://weareaffective.com/app-audit) - [Case Studies](https://weareaffective.com/case-studies) - [Pricing](https://weareaffective.com/pricing) - [Learning Centre](https://weareaffective.com/learning-centre) - [Get Started](https://weareaffective.com/get-started) [← Back to Questions](https://weareaffective.com/learning-centre) # All guides by Simon Lee [![How Do I Protect My App Idea When Talking to Investors?](https://weareaffective.com/hubfs/learning-centre-images/how-do-i-protect-my-app-idea-when-talking-to-investors.webp) Expert Guide How Do I Protect My App Idea When Talking to Investors? →](https://weareaffective.com/learning-centre/how-do-i-protect-my-app-idea-when-talking-to-investors) [![How Do You Evaluate Security in Cross Platform Development?](https://weareaffective.com/hubfs/learning-centre-images/how-do-you-evaluate-security-in-cross-platform-development.webp) Expert Guide How Do You Evaluate Security in Cross Platform Development? →](https://weareaffective.com/learning-centre/how-do-you-evaluate-security-in-cross-platform-development) [![How Much Does It Cost to Keep Your App Complia?](https://weareaffective.com/hubfs/learning-centre-images/how-much-does-it-cost-to-keep-your-app-complia.webp) Expert Guide How Much Does It Cost to Keep Your App Complia? →](https://weareaffective.com/learning-centre/how-much-does-it-cost-to-keep-your-app-complia) [![The Evolution of Mobile App Development Excellence in London](https://weareaffective.com/hubfs/learning-centre-images/the-evolution-of-mobile-app-development-excellence-in-london.webp) Expert Guide The Evolution of Mobile App Development Excellence in London →](https://weareaffective.com/learning-centre/the-evolution-of-mobile-app-development-excellence-in-london) [Expert Guide 6 Tips for Better IoT App Development →](https://weareaffective.com/learning-centre/6-tips-for-better-iot-app-development) [![Why All of the Best Mobile Games Are Doing Their Marketing in House?](https://weareaffective.com/hubfs/learning-centre-images/why-all-of-the-best-mobile-games-are-doing-their-marketing-in-house.webp) Expert Guide Why All of the Best Mobile Games Are Doing Their Marketing in House? →](https://weareaffective.com/learning-centre/why-all-of-the-best-mobile-games-are-doing-their-marketing-in-house) [![Should I Use Rest or GraphQL APIs for My Mobile App?](https://weareaffective.com/hubfs/learning-centre-images/should-i-use-rest-or-graphql-apis-for-my-mobile-app.webp) Expert Guide Should I Use Rest or GraphQL APIs for My Mobile App? →](https://weareaffective.com/learning-centre/should-i-use-rest-or-graphql-apis-for-my-mobile-app) [![Should I Soft Launch My App Before the Big Release?](https://weareaffective.com/hubfs/learning-centre-images/should-i-soft-launch-my-app-before-the-big-release.webp) Expert Guide Should I Soft Launch My App Before the Big Release? →](https://weareaffective.com/learning-centre/should-i-soft-launch-my-app-before-the-big-release) [![What Makes Third Party API Integration Safe for Mobile Apps?](https://weareaffective.com/hubfs/learning-centre-images/what-makes-third-party-api-integration-safe-for-mobile-apps.webp) Expert Guide What Makes Third Party API Integration Safe for Mobile Apps? →](https://weareaffective.com/learning-centre/what-makes-third-party-api-integration-safe-for-mobile-apps) [![What Makes Peer to Peer Payment Apps Different in Price?](https://weareaffective.com/hubfs/learning-centre-images/what-makes-peer-to-peer-payment-apps-different-in-price.webp) Expert Guide What Makes Peer to Peer Payment Apps Different in Price? →](https://weareaffective.com/learning-centre/what-makes-peer-to-peer-payment-apps-different-in-price-1) [![What Makes Real Time Features so Costly in App Development?](https://weareaffective.com/hubfs/learning-centre-images/what-makes-real-time-features-so-costly-in-app-development.webp) Expert Guide What Makes Real Time Features so Costly in App Development? →](https://weareaffective.com/learning-centre/what-makes-real-time-features-so-costly-in-app-development) [![What Makes App Bills Go up Over Time?](https://weareaffective.com/hubfs/learning-centre-images/what-makes-app-bills-go-up-over-time.webp) Expert Guide What Makes App Bills Go up Over Time? →](https://weareaffective.com/learning-centre/what-makes-app-bills-go-up-over-time) [![Whats the Best Way to Store Data in My Mobile App?](https://weareaffective.com/hubfs/learning-centre-images/whats-the-best-way-to-store-data-in-my-mobile-app.webp) Expert Guide Whats the Best Way to Store Data in My Mobile App? →](https://weareaffective.com/learning-centre/whats-the-best-way-to-store-data-in-my-mobile-app) [![What Information Do Investors Want From Feasibility Studies?](https://weareaffective.com/hubfs/learning-centre-images/what-information-do-investors-want-from-feasibility-studies.webp) Expert Guide What Information Do Investors Want From Feasibility Studies? →](https://weareaffective.com/learning-centre/what-information-do-investors-want-from-feasibility-studies) [![What Makes Peer to Peer Payment Apps Different in Price?](https://weareaffective.com/hubfs/learning-centre-images/what-makes-peer-to-peer-payment-apps-different-in-price.webp) Expert Guide What Makes Peer to Peer Payment Apps Different in Price? →](https://weareaffective.com/learning-centre/what-makes-peer-to-peer-payment-apps-different-in-price) [![AI Meets Psychology: Next Gen Mobile App Development](https://weareaffective.com/hubfs/learning-centre-images/ai-meets-psychology-next-gen-mobile-app-development.webp) Expert Guide AI Meets Psychology: Next Gen Mobile App Development →](https://weareaffective.com/learning-centre/ai-meets-psychology-next-gen-mobile-app-development) [![How Do I Set Realistic Growth Targets for My Mobile App?](https://weareaffective.com/hubfs/learning-centre-images/how-do-i-set-realistic-growth-targets-for-my-mobile-app.webp) Expert Guide How Do I Set Realistic Growth Targets for My Mobile App? →](https://weareaffective.com/learning-centre/how-do-i-set-realistic-growth-targets-for-my-mobile-app) [![Which Google Play Store Optimisation Techniques Drive Downloads?](https://weareaffective.com/hubfs/learning-centre-images/which-google-play-store-optimisation-techniques-drive-downloads.webp) Expert Guide Which Google Play Store Optimisation Techniques Drive Downloads? →](https://weareaffective.com/learning-centre/which-google-play-store-optimisation-techniques-drive-downloads) [![What Factors Affect Mobile App Development Cost in the UK Market?](https://weareaffective.com/hubfs/learning-centre-images/what-factors-affect-mobile-app-development-cost-in-the-uk-market.webp) Expert Guide What Factors Affect Mobile App Development Cost in the UK Market? →](https://weareaffective.com/learning-centre/what-factors-affect-mobile-app-development-cost-in-the-uk-market) [![Why Do Most Indie Mobile Games Fail?](https://weareaffective.com/hubfs/learning-centre-images/why-do-most-indie-mobile-games-fail.webp) Expert Guide Why Do Most Indie Mobile Games Fail? →](https://weareaffective.com/learning-centre/why-do-most-indie-mobile-games-fail) [![Why Do Most Social Media Apps Fail?](https://weareaffective.com/hubfs/learning-centre-images/why-do-most-social-media-apps-fail.webp) Expert Guide Why Do Most Social Media Apps Fail? →](https://weareaffective.com/learning-centre/why-do-most-social-media-apps-fail) [![Why Dont Executives Understand How Long Apps Take?](https://weareaffective.com/hubfs/learning-centre-images/why-dont-executives-understand-how-long-apps-take.webp) Expert Guide Why Dont Executives Understand How Long Apps Take? →](https://weareaffective.com/learning-centre/why-dont-executives-understand-how-long-apps-take) [![Will My PWA Work Offline Like a Native App?](https://weareaffective.com/hubfs/learning-centre-images/will-my-pwa-work-offline-like-a-native-app.webp) Expert Guide Will My PWA Work Offline Like a Native App? →](https://weareaffective.com/learning-centre/will-my-pwa-work-offline-like-a-native-app) [![Can You Get Paid for an App Idea?](https://weareaffective.com/hubfs/learning-centre-images/can-you-get-paid-for-an-app-idea.webp) Expert Guide Can You Get Paid for an App Idea? →](https://weareaffective.com/learning-centre/can-you-get-paid-for-an-app-idea) [![How Do I Get Funding for My MVP Development?](https://weareaffective.com/hubfs/learning-centre-images/how-do-i-get-funding-for-my-mvp-development.webp) Expert Guide How Do I Get Funding for My MVP Development? →](https://weareaffective.com/learning-centre/how-do-i-get-funding-for-my-mvp-development) [![How Do I Make the Best App Screenshots for the Store?](https://weareaffective.com/hubfs/learning-centre-images/how-do-i-make-the-best-app-screenshots-for-the-store.webp) Expert Guide How Do I Make the Best App Screenshots for the Store? →](https://weareaffective.com/learning-centre/how-do-i-make-the-best-app-screenshots-for-the-store) [![How Do I Make My Education App Work in Schools With Poor Internet?](https://weareaffective.com/hubfs/learning-centre-images/how-do-i-make-my-education-app-work-in-schools-with-poor-internet.webp) Expert Guide How Do I Make My Education App Work in Schools With Poor Internet? →](https://weareaffective.com/learning-centre/how-do-i-make-my-education-app-work-in-schools-with-poor-internet) [![How Do I Match App Features to My Real Budget?](https://weareaffective.com/hubfs/learning-centre-images/how-do-i-match-app-features-to-my-real-budget.webp) Expert Guide How Do I Match App Features to My Real Budget? →](https://weareaffective.com/learning-centre/how-do-i-match-app-features-to-my-real-budget) [![How Do You Talk About Apps With Non Tech People?](https://weareaffective.com/hubfs/learning-centre-images/how-do-you-talk-about-apps-with-non-tech-people.webp) Expert Guide How Do You Talk About Apps With Non Tech People? →](https://weareaffective.com/learning-centre/how-do-you-talk-about-apps-with-non-tech-people) [![Whats the Difference Between Building a Fitness App and a Nutrition App](https://weareaffective.com/hubfs/learning-centre-images/whats-the-difference-between-building-a-fitness-app-and-a-nutrition-app.webp) Expert Guide Whats the Difference Between Building a Fitness App and a Nutrition App →](https://weareaffective.com/learning-centre/whats-the-difference-between-building-a-fitness-app-and-a-nutrition-app) Load More Guides ### Stop guessing. 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[Get Started](https://weareaffective.com/get-started) [![We Are Affective](https://weareaffective.com/hubfs/we_are_affective_logo_mark.svg)](https://weareaffective.com) 20-22 Wenlock Road London, N1 7GU United Kingdom +44 20 4572 8062 [hello@weareaffective.com](mailto:hello@weareaffective.com) Services [App planning & strategy](https://weareaffective.com/app-planning-strategy) [App design](https://weareaffective.com/app-design-agency) [App UX design](https://weareaffective.com/app-ux-design) [App UI design](https://weareaffective.com/app-ui-design) [App technical architecture](https://weareaffective.com/app-architecture) [Existing app audits](https://weareaffective.com/app-audit) Legal [Privacy policy](https://app.termly.io/policy-viewer/policy.html?policyUUID=b8fa9921-7518-4fb5-8ddd-9dc7f5977ed2) [Terms](https://app.termly.io/policy-viewer/policy.html?policyUUID=8b6a6ad5-91bd-4176-a5f7-6d36b0398f70) Case studies [TravAI](https://weareaffective.com/case-studies/travai) [Meditech](https://weareaffective.com/case-studies/harley) [WorkingWeight](https://weareaffective.com/case-studies/workingweight) [SkinSync](https://weareaffective.com/case-studies/skinsync) [Three Lochs](https://weareaffective.com/case-studies/three-lochs) [Drift](https://weareaffective.com/case-studies/drift) About us [Our Story](https://weareaffective.com/about) [How We Work](https://weareaffective.com/how-we-work) Guides [Creating an app](https://weareaffective.com/how-to-create-an-app) [Building an MVP](https://weareaffective.com/building-an-mvp) [Cost and budgeting](https://weareaffective.com/app-development-cost) [App technology](https://weareaffective.com/app-development) [Planning and strategy](https://weareaffective.com/app-planning-strategy) [User research](https://weareaffective.com/app-user-research) [Onboarding design](https://weareaffective.com/app-onboarding-design) [User psychology](https://weareaffective.com/user-psychology-app-design) [Launch and growth](https://weareaffective.com/app-launch-growth) Copyright © 2026, weareaffective.com. 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