Writing
Blog
Notes on design, engineering, and running a product studio — written by the people doing the work.
-
Explainer · Product
Reading Google Meet captions without a bot: how it works
How an extension can follow a Google Meet call from its captions, without joining as a bot or recording audio, and what that means for the side panel.
-
Analysis · SEO
Backlinks for a new SaaS site: what Google's docs say
A close reading of Google's own pages on links: anchor text, link placement, rel values and linking between sites you own. What's stated, and what isn't.
-
Playbook · Performance
How to find animations that repaint an idle page
A page nobody touches should draw almost nothing. How we counted frames in an idle trace, found two loops and cut Layout events on seven articles to zero.
-
Product notes · Product
A sales assistant should write the sentence, not a summary
On a live call the useful output is the next sentence, in your own voice. Why that's a design rule first, and what a study of 5,179 support agents adds.
-
Build notes · Growth
Free tools for a SaaS site: what building twelve taught us
Axelize's site ships twelve free sales tools that run in the browser. Why we built tools before more posts, and the three rules that kept them consistent.
-
Analysis · Performance
What failing Core Web Vitals actually costs you
The conversion numbers everyone quotes about page speed, checked against what they actually measured — plus which metric most sites fail and why it's the hardest one to fix.
-
Playbook · Working together
How to brief a design team so you get what you wanted
Most briefs fail the same five ways. A practical sequence for writing one that gets you the work you had in mind — including the two sentences that do the most work.
Let's build something worth shipping
One flat monthly fee. Unlimited requests. Design and engineering under one roof — pause or cancel whenever you like.