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Insights

Insights

Working notes on digital systems: how they are designed, how they are built, and how they are measured once they are live.

05 · Index

Contents

  • Systems01
  • Design02
  • Measurement01
  • Search01
  1. DesignPerformance belongs in the design process2 min read
  2. SystemsWhat a digital systems studio actually does2 min read
  3. DesignA design system is infrastructure, not a style guide2 min read
  4. MeasurementMeasurement before media2 min read
  5. SearchStructured content for answer engines3 min read

Design16 September 2026

Performance belongs in the design process

Speed is not a thing engineering does after the design is signed off. Nearly every decision that makes a page slow is a design decision, taken weeks earlier by someone who was not thinking about speed.

2 min readRead insight

Systems18 August 2026

What a digital systems studio actually does

The category is new enough that most descriptions of it are marketing. Here is the working definition, and where the line sits against an agency or a product studio.

2 min readRead insight

Design2 July 2026

A design system is infrastructure, not a style guide

Most design systems fail in the gap between the file and the build. The fix is structural: two token layers, one source, and components that cannot read a raw value.

2 min readRead insight

Measurement10 June 2026

Measurement before media

Advertising into a site that cannot tell you which enquiry it produced is not a growth strategy. It is a budget with a delay on the bad news.

2 min readRead insight

Search21 May 2026

Structured content for answer engines

Being retrievable by a language model is not a new discipline. It is old discipline, applied more strictly, with one genuinely new requirement.

3 min readRead insight

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