We use field notes to:
Some pieces are practical. Some are more reflective. All are written to be useful to people doing the work, not just talking about it.
Many teams still plan and measure as if the main decision happens on their website.
In reality, AI summaries, rich snippets and other zero click results are now doing a large share of that work before anyone arrives.
Redesigns are often treated as a reset button for digital performance. This note looks at what is usually missing before a redesign is briefed, and how to check whether a major rebuild will change the right things.
Interface changes can improve experience, but they cannot compensate for unclear propositions, awkward policies or upstream signals that are pointing in the wrong direction. This note looks at how to recognise when you have reached the limits of “fix the interface”.
Experiments can clarify decisions or just create more noise. This note looks at what happens when teams run tests without a shared model of behaviour, and how to get back to experiments that actually help.
Many organisations still treat the website as the source of truth about what they offer. Upstream signals are seen as distribution channels or brand space, not as places where meaning is formed.In reality, search results, AI summaries, reviews, help content and third party listings are already telling a story about you before anyone arrives. When […]
Many teams still plan and measure as if the main decision happens on their website.
In reality, AI summaries, rich snippets and other zero click results are now doing a large share of that work before anyone arrives.
