Most of the websites I've designed were built by someone else.

Now I build the ones I design, and I see how many decisions happen after the design file is done.

I wrote about what changes when one person designs and builds the site, and when that stops working: a product with a backend and user accounts needs a team. At the end there are four questions to help you choose a setup for your own project.

I'm usually the one building other people's designs, and yes, half the decisions happen after the Figma is "done" 😄

Story or process?

A: the ad. 30 seconds of pure story. Rosita, a grandma's hot sauce, goes from one chat to a full brand, product shoot, original track, landing page and Shopify store.

B: the breakdown. How it was made, from the brief and the prompts to directing every shot, sound and final frame.

Same brand, built and launched with AI. Which one makes you want to hire the person behind it?