Notes from under the waterline.
What we find when we take sites apart — including our own. Measured rather than asserted, and specific enough to act on without hiring anyone.
Your website is a data source that records nothing
It is the first system a company owns and the one it controls completely. Almost all of them log pageviews and throw away everything that would have been useful.
Automate the second time, not the first
Automation has a break-even and most people never work it out. The arithmetic takes four minutes and disqualifies about half of what teams ask us to build.