Insights
Notes fromthe workbench.
Short, practical writing on shipping websites, motion and AI products. No roundups, no hot takes, just what I have learned building things.
AI Products · September 24, 2026 · 3 min read
Five questions to answer before you build an AI product
Most AI products fail for boring reasons. These questions catch them early, before the budget is spent.
Process · September 10, 2026 · 2 min read
A good brief saves you money. Here is what goes in one.
You do not need a document. You need six clear answers. Most projects that go wrong went wrong here.
Websites · August 20, 2026 · 2 min read
Landing page or full website? How to decide
A one-page site is not a smaller website. It is a different tool. Here is when each one is right.
Motion · September 18, 2026 · 3 min read
Motion is information, or it is noise
A simple test for every animation on a product site, and what I cut because of it.
AI Products · August 2, 2026 · 2 min read
Shipping an AI feature in six weeks without regretting it
The order I build in, the guardrails I set on day one, and the questions I ask before picking a model.
Websites · June 21, 2026 · 2 min read
A website should explain the product in ten seconds
Why I start every site with one sentence and three proofs, and how that shapes everything below the fold.
