Strategic thoughts on design, technology, and building brands that perform.
June 8, 2026 
The brand onion organises a brand in layers, from an inner essence out through values and personality to the tangible things people see. It is a simple, powerful tool for building a brand that is coherent all the way through. Here is how to use it.
June 5, 2026 Every process has a level of complexity that cannot be removed, only moved. Tesler's Law says the question is not whether to eliminate that complexity but who absorbs it, the user or the system. Here is how to make sure it is not the user.
June 3, 2026 Lazy loading defers offscreen images and content until they are needed, cutting initial load time. Done carelessly it causes layout shifts and blank spaces. Here is how to lazy load the right things the right way.
June 1, 2026 A positioning statement forces you to decide who you are for, what you offer, and why it beats the alternatives, all in one sentence. It is the most useful internal brand tool there is. Here is the formula and how to use it.
May 29, 2026 When a system responds in under about 400 milliseconds, people stay engaged and productive. Slower, and attention and satisfaction fall away. The Doherty Threshold explains why speed is a UX feature, not just a technical one. Here is how to use it.
May 27, 2026 A brand does not need more messages, it needs its messages in the right order. A messaging hierarchy decides what you lead with, what supports it, and what to leave out. Here is how to build one that keeps everything you say clear and consistent.
May 25, 2026 Three small HTML hints can make a site feel noticeably faster by telling the browser what to fetch early. Here is what preload, prefetch, and preconnect actually do, when to use each, and how to avoid the common mistakes.
May 22, 2026 Jakob Nielsen's ten heuristics are the most widely used checklist in usability. Here is what each one means in plain terms, with concrete examples of how it shows up on real websites and how to put it to work.
May 20, 2026 As a company grows and adds products, it has to decide how those offerings relate to the master brand and to each other. Brand architecture is that decision. Here are the main models, their trade-offs, and how to choose the right structure.