UX and content for large sites
Information architecture, customer language and evidence-bound content work on large service sites, at method level.
Case studies
AI reads an ad the way a semiotician does: what the ad shows and what it tries to make the viewer believe.
Agent for a sales and marketing team: answers from an agreed knowledge base and asks for approval before changing work systems.
Workbench for SEO, conversion and UX work on a large healthcare website: search data, analytics and page findings side by side.
Tools that collect people’s experiences and words from Finnish discussion forums.
Guides, methods and benchmarks
Sizing and reading an A/B test
The method behind the A/B test calculator: a two-proportion z-test sizes a test from the baseline and the smallest lift worth detecting, then reads it.
A guide to demos with no server: one export per snapshot, allowlisted fields, a closed schema, a redaction scan and a page that works without the file.
Design tokens from JSON to CSS
A guide to design tokens: decisions in one JSON file, generated CSS custom properties, no raw colours, tested contrast pairs and vendored source tokens.
Tools
Work out how many visitors an A/B test needs and how long it takes, and read the result of a finished test.