A visitor forms a judgement about your product long before they read a word of it. Here is what actually happens in those opening moments, and how to design for them.

Most projects fail because they answer the wrong question beautifully. Scope is not about doing less — it is about learning sooner.

Good animation answers a question the user was already asking: where did that come from, where did it go, and what just changed?

By the time a site is slow, the decisions that made it slow are months old. Speed is chosen at the layout stage, not the optimisation stage.