I design websites that sell,not just ones that look good.

For a long time I wanted to be a professional athlete. When it became clear that wasn't going to happen, I went back to what had always interested me, computers, and started working as a developer.

Over time that naturally shifted toward designing experiences, because I cared less about how something worked in code and more about why someone clicks “buy” or closes the tab without buying.

For my first dozen or so projects I was convinced it was enough for a site to look good. I changed my mind once I started measuring results instead of collecting compliments.

I've stuck to one rule since: I won't sell you something you don't need. If one good page solves the problem, I won't pitch you a full site rebuild just because it would come out more expensive.