Hi again, and a warm welcome to new subscribers too 👋

In short, this publication is now called The Shell-Out. If you’re subscribed via email, you’ll continue to receive posts directly to your inbox — nothing will change. Via the web, the new address is theshellout.com 🐢

If you’d like the longer story, there are 3 key points about the change outlined below.

1) The turtles are staying.

Doodling silly turtles is essential. The brand has been tweaked a tiny amount for accessibility, but it’s otherwise remaining firmly naïve and silly.

2) I’m not just a UX designer.

Writing here creates a space to share my love of design and technology. After six months, I’m more adept at understanding what works for me, and it doesn’t always fit neatly under a publication name ending with ‘UX’.

3) It’s more honest.

I partially selected Turtley UX with a vague hope that someone searching ‘Substacks about UX’ could discover it. Turns out SEO is a bit more complicated than that.

In reality, writing really isn’t about numbers at all — I’ve amassed enough people to fill the average British McDonalds1, and that’s enough people to avoid putting growth before authenticity.

So in conclusion, I’m not chasing numbers or search terms, and I’m naming this publication a cheesy pun that brings me joy…

…because otherwise…

I’d be a shell-out.

Best wishes,
Tom 🐢