A process built to outlast the launch.
Every project I have shipped — quoting platforms, claims portals, e-commerce launches, multi-year SEO programs — runs on the same shape: research before form, system before surface, evidence before opinion. Six phases.
- 01 / DISCOVER
Stakeholder & system review.
Stakeholder interviews, architecture review, performance baseline, competitor + SERP analysis. Two weeks of looking before drawing.
- Audit
- Baseline
- Findings
WEEK 1 — 2 - 02 / PLAN
Architecture & roadmap.
Three architecture options with explicit trade-offs (performance, cost, time-to-ship). We pick one before code.
- Options doc
- ADRs
- Roadmap
WEEK 2 — 3 - 03 / BUILD
System foundations.
Component library, integration patterns, CI/CD, accessibility baseline. The rails everything else runs on.
- Components
- API gateway
- CI/CD
WEEK 3 — 8 - 04 / SHIP
Iterative delivery.
Iterative delivery against the release roadmap. Zero-downtime deploys, feature flags, rollback plans.
- Releases
- Feature flags
- Runbook
WEEK 6 — 12 - 05 / MEASURE
APM, GA4, attribution.
APM + GA4 + GSC dashboards from day one. We watch the metrics for two weeks before declaring victory; A/B + MVT for what genuinely matters.
- Dashboards
- Tests
- Reports
WEEK 12 — 14 - 06 / EVOLVE
Stewardship.
Tech-debt reduction, performance retrospectives, ongoing SEO refreshes. The system stays alive after launch.
- Retrospectives
- Refreshes
WEEK 14 — 40