Case studies
→OpinionSEO MaxxingMost SEO maxxing on a small site is looksmaxxing for a robot. Google's own docs say what actually moves results, and it's mostly being useful, findable and fast enough.
→OpinionIs WebP the GOAT?WebP is the safest default image format on the web, but it isn't the greatest of all time, and the format matters less than the habits around it.
→OpinionThree Fonts Are Greedy, Two Is Too Much, One MaybeAn argument for typographic restraint: start with one good family, make a second font earn its place, and treat a third as a red flag for both design and performance.
→OpinionAI Is the Worst Thing That Happened to Creatives... Or Is It?I design with AI every day. It isn't killing creative work, but it is killing the parts of the job that were never the point, and anyone who only did those parts should be worried.
→CraftSketching Will Help You A LotWhy I sketch before I open Figma, and how a few minutes with a pen saves hours of polishing the wrong idea.
→CraftUX ResearchHow I pick the right research method on agency timelines, and turn interviews, surveys and tests into decisions on the screen.
→CraftArt DirectionHow I set a visual direction for a project, get the client to agree to it, and keep a team on it through to launch.
→CraftFigma VariablesHow I use Figma variables to drive color, spacing and light/dark modes, so one change updates the whole design.
→CraftFigma ComponentsHow I build components and variants that stay flexible as a product grows, without turning the library into a maze.
→CraftFigma Auto LayoutHow I set up auto layout so frames resize themselves, and why it's the first thing I check when a file starts falling apart.
→WorkAcross IndustriesFour years of agency work across education, banking, food, hospitality, retail, legal, healthcare and more: what carries over from one industry to the next, and what doesn't.
→WorkDesign SystemHow I built and maintain one system of tokens and components that designers and developers share, re-themed for each client project.
→WorkAI ChatbotDesigning a support chatbot: what it answers, how it admits what it doesn't know, and when it hands over to a person.
→WorkPWAHow I approach turning a website into an installable app people keep on their home screen, without the cost of building native apps.
→WorkThe Mega Menu of AcademicsMaking a university's hundreds of programs findable from one menu, and backing it up with a program finder that works on a phone.
→WorkDynamic Pricing in E-commerseDesigning price displays that change with promos, member rates and demand, without making shoppers feel tricked.
→WorkPinoy E-commerce NowadaysDesigning online shops around how Filipinos actually buy: on the phone, often with cash on delivery, and usually after a quick chat with the seller.