Chapter 3: Speed Up Your Site

“The company wasn’t merely doing a redesign, they were also starting down the path to a better culture of performance inside their organization.”

—TIM KADLEC, “‘RWD Is Bad for Performance’ Is Good for Performance” (

A FRIEND WHO READ a very early draft of this book said, “The order of the sections seems off. It should follow a typical design process, with performance coming later.”

That’s precisely the problem we’re trying to solve.

After all the design decisions have been made and all the pages built, we discover that the website is too damn slow. Performance optimization is done in retrospect as a belated attempt ...

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