From Aesthetics to Analytics: Smarter Websites

Every layout decision we ship carries a hypothesis: this block exists to move that number. If we cannot name the number, the block does not ship.

The instrumentation is boring on purpose: a handful of events, one dashboard, weekly review. Most teams drown in metrics they never read.

After three months the data starts designing with you — sections earn their place on the page, and redesigns become edits instead of rebuilds.