Performance isn't an optimization you add later. It's a design constraint you build around from the start. Every architectural decision—framework choice, image strategy, rendering method—should be evaluated through the lens of user experience speed.
We default to static generation and incremental static regeneration wherever possible. Server-side rendering is powerful, but it adds latency. If content doesn't change on every request, there's no reason to compute it on every request.
Image optimization alone can cut page weight by 60-80%. We use modern formats (WebP, AVIF), responsive sizing, lazy loading, and blur placeholders. These aren't optional enhancements—they're baseline requirements for every project we ship.
JavaScript budgets are real. We set a maximum bundle size at the start of every project and treat exceeding it like a failing test. Tree-shaking, code splitting, and dynamic imports keep the initial payload lean.
Third-party scripts are the silent killers of performance. Analytics, chat widgets, tracking pixels—they accumulate. We audit every external resource and defer or eliminate anything that doesn't directly serve the user experience.
Measuring performance is as important as optimizing it. We set up real-user monitoring from day one, tracking Core Web Vitals in production. Lab scores are useful for development, but field data tells the real story.