Strategic thoughts on design, technology, and building brands that perform.
April 6, 2026 
Most brands cast themselves as the hero of the story and lose the customer in the process. The StoryBrand framework flips the roles, and used well it turns a confusing message into a clear one. Here is how to apply it to your brand and your site.
April 3, 2026 The bigger and closer a button is, the faster and more reliably people reach it. Fitts's Law is a simple rule with real consequences for buttons, links, and mobile design. Here is how to use it.
April 1, 2026 A no-filler reading list of the ten UI/UX books that actually shaped how we design at Identiti, from usability classics to design systems, each linked to its official source.
March 30, 2026 Every extra option you put in front of someone slows the decision and makes it less likely to happen at all. Hick's Law explains why, and what to do about it on menus, pricing, and calls to action.
March 27, 2026 Most brands lead with what they do and wonder why nobody cares. Simon Sinek's Golden Circle flips the order, and used well it becomes a practical tool for positioning, messaging, and every page on your site. Here is how to apply it.
March 25, 2026 The Gestalt principles explain how the human eye automatically groups and organizes what it sees. Understanding them is the difference between a layout that feels effortless and one that feels like noise. Here is each principle and how to use it.
March 23, 2026 Following conversion best practices feels safe and responsible. It is also why so many sites look identical and convert averagely. Here is why best practices are where you begin, not where you win, and what to do instead.
March 20, 2026 The long-page versus short-page debate has a wrong answer for most people, which is picking a side. The right length is set by the decision your visitor is making. Here is how to figure out what yours actually needs.
March 18, 2026 Free AI tools are genuinely good now, which makes the paid tier a real decision rather than an obvious one. Here is how we decide when to pay and when the free version is plenty.