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The Notebook

Notes from
the trade.

Honest writing on design strategy, e-commerce conversion, and shipping fast. No fluff, no buzzwords — just what actually works.

Why most e-commerce sites fail on mobile (and the 4 fixes I always ship)
Featured

Why most e-commerce sites fail on mobile (and the 4 fixes I always ship)

Mobile is 78% of your traffic. If your checkout takes 14 taps and your product images are 3MB, you are bleeding revenue every single day. Here is what I do on every project.

2025-06-126 min readE-commerce
All posts · 4
The quiet luxury of fast websites
Performance

The quiet luxury of fast websites

Speed is not an engineering metric — it’s a feeling. When a site loads in 1.2s, your brand feels expensive. When it loads in 4.8s, you feel cheap. There is no in-between.

2025-05-284 min read
How to write a creative brief that actually gets you a great website
Process

How to write a creative brief that actually gets you a great website

The reason most websites underperform is not the designer. It’s the brief. Here is the exact 1-page format I send to every new client — with examples.

2025-05-108 min read
Shopify vs custom Next.js for e-commerce in 2025 — the honest answer
E-commerce

Shopify vs custom Next.js for e-commerce in 2025 — the honest answer

I have built both. Most founders should stick with Shopify. A few should go custom. Here is the exact decision framework I use — budget, scale, and the one question that decides it.

2025-04-227 min read