Notes from
the build.
What we learn shipping real projects, written the way we would explain it on a call. No gated PDFs, no "10 tips" filler — just the checklists and frameworks we actually use internally.
Articles
The Core Web Vitals checklist we run before every launch
Seventeen checks that take one morning and usually move mobile Largest Contentful Paint under 1.5 seconds. Includes the three fixes that account for most of the gain, and the two "optimisations" we have stopped bothering with.
Why your reels lose people at three seconds
Retention is a design problem, not a personality problem. Here is the hook map we cut every short-form edit against.
AI automation for small teams: automate routing, not judgement
The four workflows worth automating first, and the two you should never hand to a model without a human in the loop.
What we are writing next
- Design tokens without a six-month migration
- Revenue per session beats conversion rate
- Shopify checkout: what actually moves the needle
- Accessibility as a performance strategy
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