Analytics & Front-end
The Thesis
Design is nothing if nobody stops walking.
Five years across luxury hospitality, brand consultancy and e-commerce growth taught me the same lesson three times: the work is not finished when it looks right. It is finished when someone who was walking past stops — and when you can show it was the design that stopped them. So I build the measurement too. And when the measurement says the work did nothing, that goes on the site as well.
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01
Specs, not prompts
A one-off prompt gets you an image today. A version-controlled spec can be re-run next season, diffed against the last one, and handed to someone else. That last one is the whole difference between making images and leaving behind a capability.
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02
Distrust the dashboard
The reporting layer was counting the same purchases twice, and planning real budget against them. Correcting it made every prior month look worse — including mine. A number that flatters you is the first one to audit.
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03
Emotion over product
Nobody buys a gift because of the specification. The highest-returning ads in the account were warm, moment-led plays rather than product shots — and the placement data said to build them story-native in 9:16 rather than crop them square afterwards.
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04
Replicate faithfully, then vary
If you cannot first reproduce a known reference exactly, you have no baseline and every variation after it is noise. Fidelity first is how you tell a working system from a lucky render.