Insights
Short, opinionated notes on strategy, design, development, and growth — the reasoning we'd give a client, written down.
Most redesigns fall apart in the gap between a pretty moodboard and the real content. Nail the content model first and the design has something solid to sit on.
Read article →If the thing a user came to do sits more than five taps away, they'll call, email, or bail. One blunt rule that can reshape a whole information architecture.
Read article →Most ecommerce sites don't have a traffic problem, they have a friction problem. Here's a checklist for the parts of checkout that quietly bleed sales.
Read article →Chasing the algorithm is a game you lose. The SEO that lasts is a solid technical base plus content that actually answers the question. Here's how the two split.
Read article →A logo file isn't a brand. The real test is whether a new hire or a new agency can extend the system without calling you. Here's how to build one that passes.
Read article →Thirty minutes, no deck, no pressure — just a straight conversation about what's working and what isn't.