Field notes
Design that works.
Notes filed under this topic.
Why page twenty should look like page one.
A brand rarely breaks on the homepage. It breaks quietly, page by page, as new things get added in a hurry.
Sell one product properly before you list a hundred.
A catalogue multiplies whatever is true of a single product page. Get that page right first.
A beautiful homepage is only the beginning.
The interesting test is what happens after someone likes what they see.