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.
Size guides and the design of fit confidence
Fit uncertainty is apparel e-commerce's biggest tax. Size guides, fit finders and honest model references that cut fit-driven returns with design, not policy.
Art-directing images for the responsive web
Cropping is composition. Focal-point markup, per-breakpoint aspect ratios, srcset discipline and an honest reckoning with when AI imagery serves a brand.
Co-branding: rules for sharing the stage
Partnership work exposes weak brand rules. Designing co-brand lockups, negotiating hierarchy, governing colour custody, and drafting legal-adjacent bits early.
Dependency hygiene: the boring audit that saves the launch
Client codebases rot at the package.json line. Audit cadences, update windows, vendoring decisions, and the licence review nobody does until procurement asks.
One schema everywhere: shared validation contracts
One Zod schema shared across client forms, API handlers and generated types. The architecture, error mapping and versioning that end validation drift for good.
Supply-chain security for JS teams (without the panic)
A calm, runnable supply-chain security practice for JS teams: lockfile hygiene, dependency cadence, audit triage and provenance — no fear-mongering.
Content clusters that compound: planning in public
How we build topic clusters that compound: pillar economics, keyword-to-intent mapping, link graphs, refresh cadence, and the planning spreadsheet we use.
Bundle budgets: the 170kb rule and how we hold it
Our rule: 170kb of compressed JavaScript per route, or the PR explains itself. How the budget works and where we spend bytes on purpose.
Golden evals: mining support tickets for test sets
Your support inbox is the best LLM eval dataset you'll ever get. How to mine tickets into versioned golden sets that catch regressions before users do.
Brand governance without the brand police
Governance fails when it's enforcement. How to build decision rights, self-serve assets and exception handling that make the right thing the easy thing.
CRO experiments worth running: a field guide to honest testing
Most test backlogs are junk drawers. How we triage CRO ideas by evidence, opportunity and traffic tier — and sequence experiments so the learnings compound.
Undo beats confirm: designing reversible software
Confirmation dialogs train users to click through danger. Undo-first design: timing, reversible architecture, soft deletes, and the trust dividend of forgiving software.