Notes from the field.
Some thoughts, reflections, & notes on design and development, along with some latest work in progress.
- Mar 30, 2026 Case study: replacing $200/mo of Shopify apps on a jewelry store A $1.4M/yr jewelry brand. Eleven apps, $612/mo. After: $412/mo, 19-month payback, 1.5s LCP improvement, 8% conversion-rate lift. The audit, rebuild, and numbers.
- Mar 24, 2026 GA4 + Meta + LinkedIn conversion tracking for multistep forms A calculator with no tracking is a slot machine. The four-platform stack that turns a multistep form into a measurable conversion engine — GA4, Meta CAPI,…
- Mar 22, 2026 Replacing five paid Shopify apps with native code — what we cut, what we kept, what we learned How we removed $16,800 a year of recurring app spend, dropped Largest Contentful Paint from 4.3s to 1.6s, and the audit method we used to decide…
- Mar 22, 2026 Conversational quote engines vs forms When chat beats forms, when forms beat chat, and the hybrid pattern most teams end up with. Honest framework — no AI-pitch bias.
- Mar 17, 2026 Calculator vs. simple contact form — when which one wins The line between "just a contact form" and "needs a multistep calculator" is more concrete than people assume. The four criteria that decide which side of…
- Mar 15, 2026 Why jewelry wishlists need bespoke logic The variant fidelity problem, the share-with-partner UX gap, and the Klaviyo integration most off-the-shelf wishlist apps miss. Why jewelry is the one vertical that needs custom.
- Mar 10, 2026 Shopify Core Web Vitals 2026: a working checklist LCP, CLS, INP — what actually moves them on a Shopify theme, in order of impact. Includes the audit method and the verification checklist we use…
- Mar 8, 2026 Bookly/Amelia vs custom — when to build Bookly and Amelia are great for 80% of WordPress booking cases. The five patterns where they hit a wall and custom becomes the right answer —…
- Mar 3, 2026 How to replace five paid Shopify apps with native code (audit + pattern) Most Shopify stores carry $300-$800/month of replaceable app spend. The audit method and the practical replacement pattern, with real numbers from production engagements.
- Feb 24, 2026 Calculoid alternative: when to outgrow the off-the-shelf calculator plugin Calculoid is a fine starting point for simple calculators. Where its ceiling shows up — brand match, conditional logic, CRM integration, conversion tracking — and what…