Thinking, in public
Field notes on design, engineering and growth — written by the people who ship the work. No thought leadership, just lessons with receipts.
OG images: the growth surface hiding in your metadata
Your pages are shared thousands of times, and most preview cards are a cropped hero or nothing. A system for OG images that earn the click — and how to measure it.
Comparison pages that convert without lying
Vs pages and plan matrices sit on your highest-intent traffic. Fair-dealing rules, honest asymmetry, and the anatomy of a comparison row people actually read.
Agent UX: designing for software that acts on your behalf
When software acts instead of suggests, the interface becomes a control system: permission scopes, visible progress, real undo, and calibrated trust.
Lead capture without the popup
Replacing exit-intent popups with respectful capture: read-progress offers, content-linked CTAs, end-of-article consoles — and how to know trust survived.
Whitespace is a tool, not a leftover
Whitespace is the layout's punctuation: optical spacing, density budgets per audience, emptiness as hierarchy, and how to defend it in stakeholder reviews.
Showing the swarm: status UX for multi-agent systems
Multi-agent features bury users in log firehoses or leave them staring at a spinner. Designing step summaries, cost displays, interruption and failure narration.
Employer brand: your careers page is a brand page
Your careers page is the most-read brand page nobody designed. Photography policy, salary transparency, voice parity, and the metrics that prove it works.
Local SEO for venues: filling tables search by search
How restaurants and venues win the local pack: profile hygiene, menu schema, review rituals and location pages that earn their place in the index.
Local SEO when you have three postcodes
Multi-location SEO for service firms with real offices in several cities: location pages that earn rankings, Google Business Profile discipline, and measuring value.
Growing a newsletter without becoming a growth-goblin
Newsletter growth the honest way: sign-up pages that convert without tricks, welcome sequences, referral mechanics, list hygiene and metrics that don't lie.
Test the words before you test the pixels
Copy-first testing: mine the message from reviews and sales calls, test value props on plain pages, stay honest with small samples. Button colours come last.
Writing an analytics implementation plan before you tag anything
A measurement plan decides what to track; an implementation plan decides how. Naming, property hygiene, consent mode, staging QA and the 30-day calibration.