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Notes and research from the studio.
Practical writing on design, search, UX and building better websites.
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How to run a usability test with five peopleYou don’t need a lab or a big budget to learn why people struggle with your website. Five people and an afternoon will do.Every click has a priceThe number of clicks matters less than what each one costs: thinking, waiting, doubting. How to spot expensive steps, and when an extra step is worth it.Your menu has too many itemsEvery extra menu item makes the others harder to find. Why menus grow, and a simple way to cut yours back to what matters.Microcopy that stops support ticketsThe small words on buttons, labels and messages quietly decide how many people get stuck. Rewrite them, and many support questions never get asked.Design for thumbsMost visits happen on phones, often one-handed. Where you put buttons, and how big they are, decides how easy your site feels.What makes a website feel trustworthyPeople judge whether to trust a website quickly, and mostly on small signals. What those signals are, and how to test whether yours are working.Twelve quick UX wins, rankedSmall changes that make websites easier to use, ranked by how much they usually help against how long they take. Our view, from years of fixing websites.Your homepage has five secondsNew visitors don’t read, they scan. Here is what they are looking for in those first moments, and how to give it to them.Speed is a design decisionSlow websites are rarely caused by slow servers alone. They are designed that way, one heavy decision at a time. Here is how to design for speed.SEO when AI answers firstAI summaries now sit above many search results. Being useful to them, and to the people who still click, is the new baseline.Small fixes for better formsMost form problems come from a handful of small, fixable details. Here are the ones that matter most, with examples.Webflow, Framer or custom code?The right platform depends less on features and more on who will run the site. A practical way to choose, with examples.
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