New Brains is an independent publication and consultancy focused on the business of websites.
New Brains examines how websites contribute to growth, commerce, customer experience, brand building, and business performance. Its work covers the strategy, content, technology, operations, and customer decisions that shape how websites perform.
The publication covers website strategy and redesign, ecommerce, B2B websites, digital experience, content and information design, website performance, platforms and technology, and the changing role of websites as artificial intelligence reshapes search, discovery, commerce, and customer behavior.
New Brains publishes analysis, case studies, perspectives, and research-backed reports. Its work draws on practitioner experience, company examples, industry data, and credible external research.
Alongside the publication, New Brains advises organizations on the strategic and commercial role of their websites.
Contributors
Umar Ghumman
Digital Experience Strategist
Umar Ghumman is a digital strategist based in Toronto, Canada, whose work focuses on website strategy, ecommerce, digital experience, and the business of websites.
He works with organizations to make better strategic and commercial decisions about their websites and turn them into more effective growth engines. His areas of expertise include website strategy and redesign, ecommerce strategy, customer journeys, digital experience, website performance and operations, and the impact of AI on websites and digital discovery.
Areas of focus: Website Strategy, Ecommerce Strategy, Digital Experience, Website Growth and Performance, Website Operations, AI and Websites
Maxinne (Max) Abuyuan
Creative and Content Director
Max is a Creative lead whose work focuses on content, creativity, brand experience, and digital experience.
Her work examines how content, information, creativity, and brand expression shape customer understanding and decision-making online. Her areas of expertise include content design, website content strategy, information design, brand experience, digital creativity, customer communication, and AI-ready content for search and discovery.
Areas of focus: Content Design, Website Content Strategy, Brand Experience, Creative Direction, Copywriting, Information Design, Digital Creativity, Customer Communication, AI-Ready Content and Websites
Consulting
New Brains advises organizations on how to improve the strategic and commercial role of their websites.
The consultancy works across website strategy and redesign, ecommerce, digital experience, content strategy, customer journeys, website performance, and the impact of AI on websites and digital discovery.
New Brains consulting is led by the same practitioners who research and write for the publication.
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