Your store, reimagined
PrototypeSend us your store address. We redesign your homepage from your own products and brand and send it back as a private link.
#10 Labs · this page is an experiment
Where we try new things first.
We build Shopify stores and WordPress sites, design the brands that live on them, and put AI to work behind all of it. This is where we try what comes next.
Slow connection detected, so you're seeing the light version. Same content, a fraction of the bytes.
Experiments
Every experiment, and where it stands.
From early ideas to tools clients use today, plus a few we retired. Filter by Shopify, WordPress, design or AI.
- Idea
- Prototype
- Live
- Graduated (now a service)
- Retired (we learned something)
The weather store
PrototypeA demo storefront that re-merchandises itself with your local forecast. Umbrellas when it rains, fans in a heat wave.
Checkout games
PrototypeA scratch-off or spin after purchase that rewards the next order. Fun for shoppers, measurable for merchants.
See it in 3D
PrototypeA product you can turn, open up and explore on its own product page, built with AI help.
Black Friday, week by week
LiveA countdown to Black Friday and Cyber Monday with the Shopify checklist for whichever week you're in. Tick things off as you go.
Instant site audit
PrototypeShopify or WordPress: speed, search, AI visibility and the three fixes we'd make first, in under a minute.
The store AI assistants shop at
PrototypeA real Shopify store built for AI shoppers. Watch an assistant ask about fit, shipping and returns, then try to check out against the store's own rules.
Replatform check
PrototypePaste your store address. We tell you what it runs on and what moving to Shopify would take for a store your size.
An editor's AI, inside WordPress
PrototypeA block-editor sidebar that checks a draft against your style guide, sources and policies before anyone hits publish.
Leads that never go missing
PrototypeA watchdog for WordPress forms: if a spam filter or plugin update starts swallowing inquiries, we know the same day.
Translate, then review
PrototypeAI translation into a multilingual WordPress site, with every page queued for a fluent human before it goes live.
Brand in a prompt
PrototypeGive us a mood and a few references. Get back a starter palette, type pairing and a sample page to react to.
Signature details
PrototypeFour made-up brands and 29 small details, from a holiday logo to a 404 page. Turn them on one at a time and watch each site become itself. Nearly free on speed.
AI visibility tracker
GraduatedHow often ChatGPT, Perplexity and Gemini recommend a brand, tracked monthly.
Brand Brain graph
LiveAn interactive map of our project knowledge going back to 2000, built on an open format any AI can read.
Voice chief of staff
LiveThe voice assistant that runs our own day: priorities, follow-ups, what's blocked.
Foil
LiveAn AI interviewer that turns a half-formed idea into a clear project brief. It now asks its questions out loud.
The receptionist
PrototypeAn AI that answers our phone, tells a buyer from a sales pitch, and puts the real calls through.
Foil, by phone
PrototypeCall in, or ask for a callback. Foil interviews you about the project and writes the brief you'd otherwise have to.
Demand, mapped
PrototypeScattered signals about what people want, turned into a dataset you can check source by source.
Machine view
LiveEvery page on this site has a plain version for AI agents. Add .md to any address to see it.
Yuko
LiveA personal AI inbox. Texts, emails and notes go in; AI sorts them into tasks, reminders and things worth remembering.
This page
LiveA page that changes with your time, season, holidays and how you found us. Try the panel up top.
A soundtrack for the site
LiveOptional sound that follows the time of day and keeps playing as you move from page to page. Tap the speaker up top.
Hear your website
PrototypeEnter an address and hear its speed test as music. A fast site sounds calm; a slow one drags and drifts out of tune.
NeatFreak
RetiredA voice-first home inventory: say where you put something, ask later. We tested demand before building, it wasn't there, and the idea now lives inside Foil.
Live visitor counter
Retired"3 other people are viewing this." We built it, then dropped it. It felt manipulative, so it's retired.
Just for fun
Things we found in the junk drawer of 2030.
Not a service, just objects from a few years out, each a little too believable. Here's one from the drawer.
No. 01 · Coat pocket, 2030
Receipt, Corner Store No. 4
Nobody works at Corner Store No. 4. Its agent ordered the stock, set the prices and haggled with your agent, which is why you saved 40 cents and don't remember buying sardines.
What it says about today: Checkout is turning into a conversation between two pieces of software. The store with clean, complete product data is the one that wins it.
No. 02 · Toaster box, 2029
Verified Human review seal
Awarded to reviews written by a person, at a keyboard, mildly annoyed. The typos are part of the proof.
What it says about today: Reviews are still the most trusted thing on a product page and the easiest thing to fake. Proof of a real customer is about to be worth more than the stars.
No. 03 · Hardware store, 2030
Shelf tag, umbrella aisle
The price follows the radar. It drops the moment the sun comes out, which is the only time nobody wants an umbrella.
What it says about today: A website can already rearrange itself for the forecast. The shelf is just slower to update, and the shopper still expects the price to be fair.
No. 04 · Dentist's waiting room, 2030
Magazine ad, addressed to your assistant
No photo, no slogan, every spec and the return policy in a table. People turn the page. Assistants read it twice.
What it says about today: AI assistants already shortlist products before a person sees them. Plain facts and structured data are quietly becoming the ad.
No. 05 · Kitchen counter, 2031
Return label, printed by a fridge
The fridge noticed the yogurt maker hadn't moved in 30 days and started the return on its own. Nobody in the house remembers asking.
What it says about today: Returns are the cost every store hides in its margins. Whoever makes them painless, or unnecessary, keeps the customer.
No. 06 · Inside a sweater, 2029
Care label, wool sweater
Wash cold. Do not tumble dry. Do not train. Nobody is sure who reads the third line, but it's in the seams now.
What it says about today: A brand's photos and product copy are training data unless someone decides otherwise. Usage rights belong in the plan, not in a cleanup later.
No. 07 · Design museum, 2031
Museum placard: Consent banner, c. 2018 to 2029
Visitors are invited to press Accept All one last time. Most still do.
What it says about today: Most consent banners are built to be dismissed, not read. Sites that ask clearly, and collect less, earn the trust the banner was supposed to.
No. 08 · Agency office wall, 2030
Sitemap, framed
One box, labeled Ask. The client signed off on 40 pages. The site answers about 40,000 questions instead.
What it says about today: People and their agents arrive with questions, not page paths. Sites that answer plainly, and keep the pages behind the answers, are the ones that get found.
Next up in Labs
Possible today. Coming soon.
We're working out what it takes to run this on the stores and sites we build.
PostcardPostcard from January 2027
The store AI assistants shop at
Your products answer the questions a customer's assistant asks, and checkout takes the assistant's word for it, within limits you set.
Lab notebook
What we tried lately, including what broke.
Shipped this week: 17 changes
- Nov 4#new
Each section now has its own view of the same drawn world, and Work shows the sites themselves.
- Nov 3#new
Twenty-one new articles, with calculators and explainers built into the page.
- Nov 2#new
Sixfold Honey, one of our made-up brands, now has a holiday logo: its hexagon grows into a snowflake.
- Oct 31#new
Our signature details demo now shows four made-up brands with seven small details each, and you can turn them on one at a time.
- Oct 30#new
New Labs demo: watch an AI shopping assistant ask a real Shopify store questions, then try to check out against the store's own limits.
- Oct 30#new
The agent-ready store demo now has its own card in Labs.
- Oct 30#new
Every Labs card now has its own illustration instead of a tangram.
- Oct 30#new
Twelve more Labs cards now open a working demo or an explainer.
- Oct 30#new
Three new WordPress demos in Labs: an editor's check, a lead watchdog and a translation review queue.
- Oct 30#new
A new Labs page shows how a Brand Brain works, step by step, with made-up examples.
- Oct 30#new
Yuko and Foil, two products we built for ourselves, now each have a page that shows how they work.
- Oct 30#new
Two new sample demos: a demand dataset you can check row by row, and a monthly AI visibility report.
- Oct 29#new
The Lab notebook now partly writes itself: when a change we ship is worth telling you about, it lands here on its own.
- Oct 29#new
Six experiments became things you can try: the weather store, checkout games, a 3D product page, an instant site audit, a Black Friday checklist and Hear your website.
- Oct 29#new
The homepage sky now keeps the seasons past Halloween: Thanksgiving, first snow, winter lights and New Year's fireworks, following your own calendar and hemisphere.
- Oct 27#broke
Our Nature soundtrack was silent 94% of the time in daylight: one blackbird, twice a minute. We laid a quiet woodland recording under it. Now it's silent 3% of the time.
- Oct 27#new
Sound keeps playing as you move from page to page. Every page is still a real page with its own address; only the swap changed.
- Oct 27#new
Foil learned to talk. It reads each question aloud and listens until you say you're done.
- Oct 27#faster
Fonts now load from our own server instead of Google's. Same files, up to 0.8 seconds sooner on a slow phone.
- Oct 21#decided
Took this site off WordPress. Every page is a file now, and every change is a reviewed pull request with its own preview.
Graduation wall
Experiments that turned into work we do for clients.
- Asking ChatGPT who it recommends, every monthAI visibility tracking for brands
- Turning project notes going back to 2000 into a searchable brainBrand knowledge bases
- An AI that drafts, a human who approvesContent workflows with human review
- Search that learns what shoppers actually clickPopularity-ranked Shopify search
Bring us a strange idea.
Tell us the thing you've always wanted your site or store to do. A real person at #10 reads every one.