# Morten A. Giraffe

> Independent Web Designer. Custom websites and digital product surfaces designed around a clear offer, real content, and a useful next step.

This file summarizes the public Morten A. Giraffe website for search assistants, AI agents, and other readers that need a concise map of the site. It includes only public pages, owner-approved claims, visible case studies, and policy resources.

## Core Pages

- [The Four Questions](https://www.mortenagiraffe.com/four-questions): Morten’s simple website-clarity test: offer, audience, problem, reason to choose, then a clear next step.

- [Homepage](https://www.mortenagiraffe.com/): Primary portfolio, services, selected work, checklist, FAQ, and conversion paths.
- [Morten’s Story](https://www.mortenagiraffe.com/story): Personal context, working beliefs, and the bounded weekly design and build partnership.
- [About Morten](https://www.mortenagiraffe.com/about): Public profile, working model, design principles, proof links, and profile FAQ.
- [Facts and reference](https://www.mortenagiraffe.com/ai-info): Reviewed public identity, services, work, source boundaries and correction contact.
- [Website Toolkit](https://www.mortenagiraffe.com/tools): Free schema, slug, metadata, keyword-frequency and robots.txt utilities, plus a supplied Lighthouse report reader. These tools process content in the browser.
- [Website page audit](https://www.mortenagiraffe.com/tools/website-audit): Bounded server-side source scan with crawler-policy checks, declared metadata, headings and JSON-LD syntax. Does not measure rankings, AI visibility or rendered performance.
- [HTTP status and redirect checker](https://www.mortenagiraffe.com/tools/http-status-checker): Up to three public URLs checked sequentially under the scanner's shared quotas and crawler restrictions.
- [Work index](https://www.mortenagiraffe.com/work): Public case-study collection and project summaries.
- [Journal](https://www.mortenagiraffe.com/journal): Original UI/UX, technical SEO, UI prompting, and product-audit field guides and chapters.
- [UI/UX field guide](https://www.mortenagiraffe.com/journal/ui-ux-rules-that-make-websites-work): Original long-form guide to 18 interface rules for clearer choices, accessible interactions, trust, and conversion.
- [UI Prompt Field Guide](https://www.mortenagiraffe.com/journal/ui-prompt-library-for-vibe-coders): 108 context-aware UI prompts across 18 categories, with use and avoid guidance plus accessibility, responsive, performance, SEO, and verification constraints.
- [Product Audit Field Guide](https://www.mortenagiraffe.com/journal/vibe-coded-app-audit-guide): 18 evidence-led checks for auditing product truth, journeys, data, accessibility, performance, security, commercial assumptions, and release durability.
- [Start a project](https://www.mortenagiraffe.com/start-a-project): Project inquiry flow for website and digital-product work.
- [Book a call](https://www.mortenagiraffe.com/book-a-call): Link-first booking page using the approved Cal.com scheduling destination.
- [Trust center](https://www.mortenagiraffe.com/trust): Inquiry, checklist, analytics, dated performance proof, privacy, accessibility, and project-boundary notes.

## Public Case Studies

- [D&L Garage Doors](https://www.mortenagiraffe.com/work/dl-garage-doors): Home-Service Platform. Turning a multi-region garage-door business into a clearer digital service and booking platform.
- [GoalDNA](https://www.mortenagiraffe.com/work/goaldna): Soccer Club Operating System. Bringing the messy week before matchday into one role-aware operating system.
- [Chewb & SPAKOi](https://www.mortenagiraffe.com/work/chewb-spakoi): Operator-Led Creative Studio. A digital identity for a studio built by operators — not spectators.
- [WeGotsAllKinds FC](https://www.mortenagiraffe.com/work/we-gots-all-kinds-fc): Youth Football Brand Concept. A youth football club concept where elite ambition, inclusivity, humor, and culture belong to the same identity.
- [Paramount Junior Volleyball Academy](https://www.mortenagiraffe.com/work/pjva): Youth Sports Registration Experience. A welcoming camp experience that turns local interest into informed, confident registration.
- [VARSELO](https://www.mortenagiraffe.com/work/varselo): Football Product Company. A disciplined launch experience for a football company building tools for the work behind the game.

## UI/UX Rule Story Pages

- [Rule 01: Purpose Before Polish: Give Every Page One Job](https://www.mortenagiraffe.com/journal/ui-ux-rules/purpose-before-polish): Learn how to define a page’s real job, remove competing actions, and make the next step clear before visual polish begins.
- [Rule 02: Visual Hierarchy: Make the Decision Order Visible](https://www.mortenagiraffe.com/journal/ui-ux-rules/visual-hierarchy): A practical guide to visual hierarchy: control reading order, emphasis, scanning, and action without making every element loud.
- [Rule 03: White Space Is a Relationship Tool](https://www.mortenagiraffe.com/journal/ui-ux-rules/white-space): Use spacing to group related information, separate ideas, improve rhythm, and make web pages easier to understand on every screen.
- [Rule 04: Contrast Should Explain What Is Different](https://www.mortenagiraffe.com/journal/ui-ux-rules/contrast): Learn how contrast creates hierarchy, states, legibility, and action—and how to avoid using color as the only signal.
- [Rule 05: Proximity: Make Relationships Visible](https://www.mortenagiraffe.com/journal/ui-ux-rules/proximity): See how spacing makes labels, controls, messages, cards, and actions feel related—and how ambiguous proximity creates mistakes.
- [Rule 06: Consistency Turns Learning Into Speed](https://www.mortenagiraffe.com/journal/ui-ux-rules/consistency): Build predictable interface meaning across buttons, states, components, copy, and behavior without making every screen identical.
- [Rule 07: Familiarity: Do Not Hide Common Actions Behind Originality](https://www.mortenagiraffe.com/journal/ui-ux-rules/familiarity): Apply familiar interface patterns without producing generic design. Keep navigation and common actions predictable while the brand stays original.
- [Rule 08: Fitts’s Law: Make Important Actions Easy to Reach](https://www.mortenagiraffe.com/journal/ui-ux-rules/fitts-law): Apply Fitts’s Law to buttons, touch targets, forms, navigation, and mobile layouts without treating target size as the only concern.
- [Rule 09: Hick’s Law: Structure Choice Without Hiding It](https://www.mortenagiraffe.com/journal/ui-ux-rules/hicks-law): Reduce decision friction by structuring options, clarifying differences, and creating safe paths without removing meaningful choice.
- [Rule 10: Chunking: Stop Making Visitors Remember the Interface](https://www.mortenagiraffe.com/journal/ui-ux-rules/chunking): Group information by task and meaning, reduce working-memory demands, and make complex forms, settings, and comparisons easier to use.
- [Rule 11: Progressive Disclosure: Reveal Complexity When It Becomes Useful](https://www.mortenagiraffe.com/journal/ui-ux-rules/progressive-disclosure): Learn when to reveal advanced controls, when disclosure becomes concealment, and how to preserve discoverability and informed decisions.
- [Rule 12: Feedback and Speed: Every Action Needs an Answer](https://www.mortenagiraffe.com/journal/ui-ux-rules/feedback-and-speed): Design pressed, loading, progress, success, empty, and failure states that keep people oriented while the system works.
- [Rule 13: Error Recovery: Protect the Work and the Way Forward](https://www.mortenagiraffe.com/journal/ui-ux-rules/error-recovery): Create specific, local, respectful error experiences that preserve valid input, explain what happened, and make recovery obvious.
- [Rule 14: Accessibility Is Evidence the Interface Communicates](https://www.mortenagiraffe.com/journal/ui-ux-rules/accessibility): A practical accessibility guide covering semantics, keyboard access, focus, contrast, reflow, motion, labels, and assistive technology.
- [Rule 15: Responsive Design Is the Same Purpose Under New Constraints](https://www.mortenagiraffe.com/journal/ui-ux-rules/responsive-design): Design responsive experiences that preserve task, priority, reading order, touch access, and performance instead of shrinking desktop pages.
- [Rule 16: Serial Position: Use the Beginning and End Deliberately](https://www.mortenagiraffe.com/journal/ui-ux-rules/serial-position): Use sequence, navigation order, openings, and conclusions to improve orientation and recall without manipulating attention.
- [Rule 17: Trust Works Best Where Doubt Appears](https://www.mortenagiraffe.com/journal/ui-ux-rules/trust-near-action): Place proof, privacy, terms, guarantees, expectations, and constraints beside the decisions they are meant to support.
- [Rule 18: Measure the Outcome—not the Decoration](https://www.mortenagiraffe.com/journal/ui-ux-rules/measure-what-matters): Choose task and business outcomes, combine analytics with observation, and avoid improving vanity metrics at the expense of trust.

## Technical SEO Field Guide

- [Technical SEO Field Guide](https://www.mortenagiraffe.com/journal/technical-seo-audit-guide): Eighteen evidence-based technical SEO checks.
- [Check 1: Scope before crawl](https://www.mortenagiraffe.com/journal/technical-seo-audits/scope-before-crawl): A crawl is evidence, not the assignment. Define the business question, intended URL set, and decision rules before a tool turns every discoverable path into the same kind of problem.
- [Check 2: Crawlability](https://www.mortenagiraffe.com/journal/technical-seo-audits/crawlability): A page is not discoverable because it exists in a repository or a sitemap. Important URLs need ordinary links, permitted access, truthful responses, and a path that survives real browsers, crawlers, and security layers.
- [Check 3: Indexation](https://www.mortenagiraffe.com/journal/technical-seo-audits/indexation): Indexation is an eligibility decision, not proof of quality or visibility. Make each URL’s intended state explicit, then align access, directives, canonicals, content, and platform evidence.
- [Check 4: Status and redirects](https://www.mortenagiraffe.com/journal/technical-seo-audits/status-codes-and-redirects): The body can look correct while the protocol says something else. Use status codes and redirects to state whether content exists, moved, disappeared, failed, or is temporarily unavailable.
- [Check 5: Canonicalization](https://www.mortenagiraffe.com/journal/technical-seo-audits/canonicalization): A canonical is a preference inside a cluster of similar URLs. It works best when redirects, internal links, sitemap entries, metadata, and page content all point toward the same representative URL.
- [Check 6: Parameters and facets](https://www.mortenagiraffe.com/journal/technical-seo-audits/url-parameters-and-facets): Filters, sorts, tracking values, and state parameters can create more URLs than the site has meaningful pages. Decide which combinations deserve stable public URLs and prevent everything else from becoming a crawlable maze.
- [Check 7: XML sitemaps](https://www.mortenagiraffe.com/journal/technical-seo-audits/xml-sitemaps): A sitemap is a maintained statement of which canonical pages matter and when they changed. It should reduce ambiguity, not export every route the application can generate.
- [Check 8: Site architecture](https://www.mortenagiraffe.com/journal/technical-seo-audits/site-architecture): Architecture turns a collection of URLs into a comprehensible system. Use hubs, breadcrumbs, contextual links, and stable labels to reveal what belongs together and where the next useful page lives.
- [Check 9: JavaScript rendering](https://www.mortenagiraffe.com/journal/technical-seo-audits/javascript-rendering): JavaScript can enhance an article without becoming the gatekeeper for its meaning. Serve the primary copy, links, metadata, and status in reliable HTML, then add interaction progressively.
- [Check 10: Titles and snippets](https://www.mortenagiraffe.com/journal/technical-seo-audits/titles-and-snippets): A result should name the page, distinguish it from neighboring pages, and make a promise the landing experience keeps. Write titles and descriptions from page purpose, then accept that search systems may adapt their presentation.
- [Check 11: Structured data](https://www.mortenagiraffe.com/journal/technical-seo-audits/structured-data): Structured data can clarify visible entities and relationships. It cannot create a feature the page does not earn, repair weak content, or justify facts that are absent from the interface.
- [Check 12: Media discovery](https://www.mortenagiraffe.com/journal/technical-seo-audits/media-discovery): Media should carry meaning with the page, not hide meaning from it. Give each asset context, dimensions, accessible alternatives, stable URLs, and a delivery strategy that respects performance.
- [Check 13: International SEO](https://www.mortenagiraffe.com/journal/technical-seo-audits/international-seo): Localized pages need distinct URLs, complete translations, reciprocal annotations, and a user-controlled way to change language or region. Do not create international signals for versions that do not truly exist.
- [Check 14: Core Web Vitals](https://www.mortenagiraffe.com/journal/technical-seo-audits/core-web-vitals): Use field data to locate real user problems and laboratory tools to reproduce them. Repair the template, asset, script, or interaction pattern that repeats across pages instead of chasing a perfect screenshot score.
- [Check 15: Mobile and accessibility](https://www.mortenagiraffe.com/journal/technical-seo-audits/mobile-and-accessibility): The page should keep its purpose when space, input, vision, motion, bandwidth, language, or motor precision changes. Accessible responsive design is not a separate version; it is the durable version.
- [Check 16: Content overlap](https://www.mortenagiraffe.com/journal/technical-seo-audits/content-overlap): Pages are not in conflict merely because they mention the same topic. Map each URL to a person, question, decision, and next action; then merge true duplicates and differentiate pages that serve legitimate stages or contexts.
- [Check 17: AI search readiness](https://www.mortenagiraffe.com/journal/technical-seo-audits/ai-search-readiness): AI search does not replace the foundations of crawling, indexing, clear writing, original evidence, and stable sources. Build pages that can be found, understood in sections, checked, and cited without sacrificing the human reader.
- [Check 18: Monitoring and change control](https://www.mortenagiraffe.com/journal/technical-seo-audits/monitoring-and-change-control): An audit ends when the release process can preserve the fix. Put route, metadata, link, sitemap, performance, accessibility, and crawler checks around change—then monitor the live result and keep rollback simple.


## Product Audit Field Guide

- [Check 01: Scope and authority](https://www.mortenagiraffe.com/journal/product-audits/scope-and-authority): An audit becomes unreliable when nobody can state what is being tested, which environment is in scope, what evidence is allowed, or what the auditor is forbidden to change.
- [Check 02: Repo, release and environment identity](https://www.mortenagiraffe.com/journal/product-audits/repo-release-environment-identity): A passing test is meaningful only when it is tied to a specific code state, deployment, runtime, and data environment.
- [Check 03: Product map and screen jobs](https://www.mortenagiraffe.com/journal/product-audits/product-map-screen-jobs): A product audit misses risk when it starts from the screens the auditor happens to notice instead of an inventory of routes, roles, actions, and data flows.
- [Check 04: Accounts, auth, roles and permissions](https://www.mortenagiraffe.com/journal/product-audits/auth-roles-permissions): Authentication proves who someone is. Authorization proves what that identity may read, change, export, share, administer, or recover.
- [Check 05: Data persistence and migrations](https://www.mortenagiraffe.com/journal/product-audits/data-persistence-migrations): A success toast is not persistence proof. Data is trustworthy only when the intended write survives validation, concurrency, reload, later reads, migrations, and failure recovery.
- [Check 06: Feature state and completeness](https://www.mortenagiraffe.com/journal/product-audits/feature-state-completeness): Product status drifts when code existence, roadmap labels, help content, flags, screenshots, and live behavior are treated as the same kind of evidence.
- [Check 07: First run and activation](https://www.mortenagiraffe.com/journal/product-audits/first-run-activation): A product can be feature-rich and still fail first use if access, setup, vocabulary, permissions, imports, or empty states prevent a new user from reaching a useful outcome.
- [Check 08: Critical end-to-end journeys](https://www.mortenagiraffe.com/journal/product-audits/critical-journeys): Individual screens can pass while the journey between them fails through lost context, stale data, broken handoffs, role boundaries, or missing completion feedback.
- [Check 09: States, feedback and recovery](https://www.mortenagiraffe.com/journal/product-audits/states-feedback-recovery): Real products spend time loading, empty, partial, stale, disabled, denied, offline, invalid, retrying, and recovering. Those states are the product too.
- [Check 10: Accessibility and responsive context](https://www.mortenagiraffe.com/journal/product-audits/accessibility-responsive-context): Responsive and accessible design succeeds when the same task remains understandable and operable under different constraints, not when the desktop screenshot merely shrinks.
- [Check 11: APIs, integrations and contracts](https://www.mortenagiraffe.com/journal/product-audits/api-integrations-contracts): Many production defects live at boundaries: client versus server validation, webhook delivery, third-party limits, retry semantics, version drift, and assumptions about what another service returns.
- [Check 12: Observability, incidents and support](https://www.mortenagiraffe.com/journal/product-audits/observability-incidents-support): When a product fails, teams need enough correlated evidence to answer what happened, who was affected, where the request went, and what changed—without logging sensitive data.
- [Check 13: Database and query health](https://www.mortenagiraffe.com/journal/product-audits/database-query-health): A missing index, N+1 pattern, or connection issue becomes a performance finding only when evidence connects it to the workload and the observed cost.
- [Check 14: Network, caching and payloads](https://www.mortenagiraffe.com/journal/product-audits/network-caching-payloads): Latency often comes from request waterfalls, oversized payloads, duplicate fetching, missing caching boundaries, or unnecessary third-party work rather than raw network speed.
- [Check 15: Runtime, main thread and memory](https://www.mortenagiraffe.com/journal/product-audits/runtime-main-thread-memory): Main-thread blocking and memory growth have different causes: expensive synchronous work delays interaction, while retained objects, listeners, timers, subscriptions, or caches can accumulate across time.
- [Check 16: Security, privacy and isolation](https://www.mortenagiraffe.com/journal/product-audits/security-privacy-isolation): Security review is not a generic vulnerability scan. It is verification that identity, authorization, input, secrets, storage, isolation, logging, and data lifecycle match the product’s real threat and privacy boundaries.
- [Check 17: Commercial assumptions and retention](https://www.mortenagiraffe.com/journal/product-audits/commercial-assumptions-retention): A technically healthy product can still fail if the customer is vague, the current workaround is good enough, switching cost is underestimated, onboarding is expensive, or repeat use never becomes a habit.
- [Check 18: Regression, release and change control](https://www.mortenagiraffe.com/journal/product-audits/regression-release-change-control): A correction is not durable until the release process can detect the old failure returning and the team knows how to stop or roll back a bad change.

## Trust And Machine-Readable Facts

- [Brand facts JSON](https://www.mortenagiraffe.com/.well-known/brand-facts.json): Machine-readable public brand facts, services, contact paths, and visible portfolio entries.
- [Sitemap](https://www.mortenagiraffe.com/sitemap.xml): XML sitemap for public indexable routes.
- [Privacy policy](https://www.mortenagiraffe.com/privacy): Privacy and analytics handling notes.
- [Terms of use](https://www.mortenagiraffe.com/terms): Site-use and project-boundary terms.
- [Accessibility statement](https://www.mortenagiraffe.com/accessibility): Accessibility scope, support notes, and contact path.

## Optional

- [Morten on X](https://x.com/MortenAGiraffe): Public social profile.
- [Cal.com booking link](https://cal.com/mortenagiraffe/): External calendar provider used by the Book a Call page.

## Source And Claim Policy

Public claims should be grounded in visible site content, owner-confirmed project details, or documented source material. The site does not use fake testimonials, fake awards, fake logos, or fabricated metrics.

Last reviewed: 2026-10-02