X-Ray Loaders

Month 1: Building the Baseline

One month after launch, I take a first look at the numbers, what they actually mean, and what it feels like to start small again. Building the baseline, both technically and creatively.

Launching a Personal Brand Website in 2025 — Why Bother?

After years of staying mostly quiet online, I’ve launched a personal site — part blog, part portfolio, part experiment. Here’s why I’m treating it like a product, and what I’ll be tracking.

Personas That Work

Some people love personas, others think they’re a waste of time. Honestly, both camps are right. When they’re grounded in real customer jobs, they’re a powerful cross-team tool. When they’re not, they’re just theatre.