Designing a Slower Web
Pace is a design decision. Why speed became the default metric in web development, and what we lose when velocity becomes the goal rather than a tool. Covers performance culture, constant churn, and building with more care.
A potted history of this rambling Lancastrian
I'm a technical specialist. Most of my work is the architectural stuff that decides whether a product organisation can move fast without making everything worse.
I've been in and around front-end development for the best part of twenty years. I care about craft: semantic HTML, modern CSS, accessible interfaces. But I'm just as interested in what happens around the work: how decisions made early ripple through everything later, and why five teams end up solving the same problem five different ways.
If you're wondering what "technical specialist" means in practice, I'll come back to that.
I build systems, and then I build the things that live inside them. The unglamorous bit that nobody talks about in job ads, and the bit everything else depends on.
That usually looks like some combination of token strategy, design-to-code pipelines, framework-agnostic components in vanilla CSS, and the slow job of getting accessibility in from the start.
Alongside the hands-on work, I spend a lot of time on early architecture decisions, and on getting teams to use the thing when I've no authority over them.
These days that reaches past one system and across the teams in Digital. I still build, but more of the job is helping other people build.
I also spend more time explaining those decisions so engineers, designers and product people actually get them. If nobody understands a design system, nobody uses it.
I make it easier for other people to do good work.
Back-end. Heavy OOP-style JavaScript. Fixing printers, Wi-Fi, or "quick IT things". Life's too short.
Royal London · Technical Specialist (Web Development)
Aug 2026 – Present
Setting front-end standards across Digital, advising teams and coaching engineers.
Royal London · Lead Front-End Design Engineer
Jun 2024 – Aug 2026
Token strategy, design-to-code pipeline, accessibility as a quality baseline.
AND Digital · Tech Principal – Front-End
2023 – 2024
Raising front-end standards across client teams.
cinch · Engineering Practice Lead
2021 – 2023
Front-end standards across engineering, and getting them adopted.
Co-op · Lead Front-End Design Engineer
2020 – 2021
Lead engineer on the design system. Shared components, contribution models.
Auto Trader · Principal UX/UI Developer
2016 – 2020
Pushing accessibility and inclusive design across a big platform.
Zuto · UI Engineer
2015 – 2016
Sitting between front-end and UX at a car finance company.
Code Computerlove · Senior Front-End Developer
2007 – 2015
Eight years learning HTML, CSS and web standards properly.
At Royal London it means I'm not tied to one team. I work across Digital, setting front-end standards, helping teams make architecture calls, and coaching engineers on the stuff that's easy to get wrong: accessibility, CSS, web standards.
I got here through design systems, and that's still how I think. To me a design system is a product, with all the architecture headaches that come with one. Most of the job is decisions made before anything gets built, like naming and which layers exist. The hard bit is getting people to actually use it. Same problems now, just bigger: a whole department's front-end instead of one bloody library.
I don't do visual design. But I shape how things behave and whether they hold together, and I've no patience for systems that look great in a handoff and fall to bits in production.
I work best where people trust each other and take the time to decide things properly. I do front-end engineering and accessibility, and I think in systems. I want the work to still make sense years later.
Primarily remote, happy to go into the office a day or two a week. I often have headphones on. Always feel free to interrupt: I’m never not happy to chat.
I can be my own worst critic, and when things aren’t sitting right I’ll sometimes go quiet rather than say so. Don’t take it personally. If something’s off, it’s better to ask.
I’m a dad, which means there are occasional hard stops in the afternoon. I’m always available async, and I’ll always make my time up.
I work well across disciplines. I can talk to designers about what’s buildable without rubbishing the idea, and to engineers about design without losing sight of what needs building.
I’m direct. I’ll tell you when I think something’s wrong, and I’ll try to explain why rather than just asserting it. I’d rather argue about it early than nod along and watch it fall apart later.
I take documentation seriously. It’s how decisions outlive the people who made them, and it cuts the bus factor.
Workshops are my thing. If you’re running one, get me involved. If I’m running one, get stuck in.
Face to face is best, or a call if not. Any format works, so long as it’s timely and specific. Vague feedback is hard to act on.
I’m not a full-stack generalist. I have opinions about back-ends and I’ll share them, but I don’t build them.
I’m not interested in complexity for its own sake. If the simple thing works, we should do the simple thing.
I’m no good in places where the calendar is always full and the direction keeps changing. Too many video calls, too much context switching, too little room to actually think: that’s where I start to struggle.
I do my best work in the mornings and again in the late afternoon. Midday is where my focus drifts. Async suits me well: I’ll read and reply at odd hours, but I won’t expect a reply outside your hours.
Proper front-end: HTML, CSS, the platform. Accessibility and inclusive design. Getting what design meant and what engineering built to match. The unsexy infrastructure work everything else sits on: naming conventions, token architecture, contribution models. I do some of my best work on the things nobody else wants to look at.
I occasionally speak about front-end craft, accessibility and design systems, mostly the point where technical decisions hit people and organisations.
I'm an introvert, so the very idea of public speaking scares the crap out of me. But I do it, because weirdly I enjoy it, usually afterwards, when I'm in the pub.
I get imposter syndrome and the prep is exhausting. And yet, every single time I've walked off a stage I've been glad I did it. Having to explain something out loud to a room of people sharpens your thinking in a way writing alone doesn't.
Pace is a design decision. Why speed became the default metric in web development, and what we lose when velocity becomes the goal rather than a tool. Covers performance culture, constant churn, and building with more care.
Accessibility failures mostly come from systems that make exclusion the easy option. How accessibility debt forms, why it works exactly like technical debt, and how to fix it in the architecture and culture instead of with audits and retrofits.
How technical, organisational and human constraints make the work better once you stop treating them as obstacles. With examples from design systems and front-end work in big organisations.
If you're organising an event and think one of these talks would fit, get in touch on LinkedIn or Bluesky. I'm after events where the audience is there to think. Confident-sounding people on stages are ten a penny.
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Wainwright bagger in progress. 13 down, 201 to go.
AeroPress, Porlex grinder, beans from ManCoCo, Atkinsons, or Carvetti. It's a whole thing.
Two historically painful clubs. Buffalo ticked all three boxes I had. Somehow this feels right.
Fuji X-T1. The camera's been with me for years and it's going nowhere.
Finally got out paddleboarding. The Lakes aren't going to paddle themselves.
Still playing Breath of the Wild, third time round. This time I'll finish it. Probably.