Creativity made it beautiful. Strategy made it work.

I once led a redesign I was proud of. It was clean, current, and it tested well in the room. Then it shipped, and the numbers barely moved. The site looked better and still didn't sell.

What fixed it wasn't a prettier page. It was fixing how people moved through it: where they got stuck, what they needed to see before they would act, which step we were asking them to take too early. Once the path made sense, the same visual work started converting.

Beauty gets attention. Strategy turns attention into a decision. I treat them as one job now, because a design that looks finished but doesn't move anyone is only half done.