Most of the traffic was arriving on a phone. Most of the site had been built, tuned and argued over on a desktop. Everyone knew it; nobody could price it. Project Phoenix was the attempt to turn that from an opinion into a number a roadmap could act on.
The full study covers the parallel mobile-first build, how we split real paid traffic across it and production, what the performance and funnel data showed, what the test could and couldn’t prove, and how a throwaway experiment ended up redirecting engineering investment.
My MasterClass work covers internal architecture, tooling and numbers, so the full write-up is shared on request rather than published openly. Email me and I’ll send the passphrase - usually the same day.
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