04 / Experiments
Things being
actively tested.
Investigations with a hypothesis, a current state, and a direction that may change once the work meets reality.
Brand teardown notebook
A teardown is most useful when it follows the customer journey instead of grading a brand's aesthetics from a distance.
OngoingLatest movementAdding a way to compare the story a brand tells with the moment a customer actually meets it.
Attention ledger
A useful attention measure combines what people do, what they return to, and whether they can make sense of what they found.
TestingLatest movementReframing the first model around quality and return, not only duration.