Strategic thoughts on design, technology, and building brands that perform.
April 10, 2026 
The ten best places to actually learn conversion optimization and the UX behind it, from deep CRO programs to research-grade UX training, each linked to its official source.
April 8, 2026 Every website asks something of the visitor's limited mental energy. Ask for too much and they leave. Cognitive load is the invisible tax on your users, and reducing it is one of the highest-leverage things you can do for usability and conversion.
April 6, 2026 Most brands cast themselves as the hero of the story and lose the customer in the process. The StoryBrand framework flips the roles, and used well it turns a confusing message into a clear one. Here is how to apply it to your brand and your site.
April 3, 2026 The bigger and closer a button is, the faster and more reliably people reach it. Fitts's Law is a simple rule with real consequences for buttons, links, and mobile design. Here is how to use it.
April 1, 2026 A no-filler reading list of the ten UI/UX books that actually shaped how we design at Identiti, from usability classics to design systems, each linked to its official source.
March 30, 2026 Every extra option you put in front of someone slows the decision and makes it less likely to happen at all. Hick's Law explains why, and what to do about it on menus, pricing, and calls to action.
March 27, 2026 Most brands lead with what they do and wonder why nobody cares. Simon Sinek's Golden Circle flips the order, and used well it becomes a practical tool for positioning, messaging, and every page on your site. Here is how to apply it.
March 25, 2026 The Gestalt principles explain how the human eye automatically groups and organizes what it sees. Understanding them is the difference between a layout that feels effortless and one that feels like noise. Here is each principle and how to use it.
March 23, 2026 Following conversion best practices feels safe and responsible. It is also why so many sites look identical and convert averagely. Here is why best practices are where you begin, not where you win, and what to do instead.