Journal

What we've learned, written plainly.

No growth hacks and no listicles. Just the decisions that change how a website turns out, explained the way we'd explain them to a client.

The redesign questions worth answering before anyone opens a design tool

Most redesigns fail quietly in the first two weeks, before a single layout exists. Here is what to settle first.

Most performance advice is a list of 40 items. In practice, four categories of fix produce nearly all the improvement.

Internal linking advice is written for sites with thousands of pages. Small sites need a different, simpler discipline.

A product page is not a brochure. It is a sequence of answers, and the order matters more than the styling.

Animation is not decoration you add at the end. It either explains something or it costs you attention.

Prefer a conversation?

Tell us what you're building. We'll tell you honestly whether we're the right studio for it — and what we'd do first.