Producing options got cheap. Knowing which one is right did not.

Animation earns its place when it answers a question the user already has.

Campaign work is designed to be timely. That is exactly what makes it expire.

Performance is not an engineering concern applied after design. It is part of how the work feels.

Design work is judged after it leaves the studio. What survives the handoff is the only version that counts.

A typeface choice sets the ceiling on everything built after it.

Fixing contrast at the end produces a compromised design. Starting there produces a better one.

The most expensive section on most sites is also the least examined.

The shape of an engagement determines the shape of the work. That decision is design work too.

Adoption is the only metric that matters. Everything else is documentation of a system nobody uses.