Learn how testingaccessibility.com came to be.

Launching  Testing Accessibility

<div className="with-first-letter">
  **Spending a few years teaching React through courses, live workshops, and
  blogposts, Kent realized there was a gap in resources to learn
  the&nbsp;framework.**
</div>

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<BodyBlockquote color="yellow">
  “A lot of people were coming to me asking, 'where do I go to learn React from
  nuts and bolts to all the advanced stuff?'," says Kent. "I would say, 'Well, I
  have these courses on egghead. Then, I've got some stuff on Frontend Masters.
  I've got some blog posts. I have some workshops you could sign up for.' It was
  just kind of all over the place.”
</BodyBlockquote>

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  name="Kent C. Dodds"
  title="Software engineer, educator and creator"
/>

In fact, there wasn't anywhere that he could find a consistent, high-quality, all-in-one resource that would help developers learn React from the fundamentals all the way through to building well-tested application architecture.

We have long had a trusted partnership with Kent through egghead. He focuses on teaching and creating the content, and we provide him with a full skilled team of professionals to provide planning, designing, development and delivery support. On top of his egghead courses and lessons, Kent achieved a [massive success collaborating with the egghead team](https://howtoegghead.com/instructor/case-studies/kent-c-dodds/) on building and launching [Testing JavaScript](https://testingjavascript.com/) as an incredibly valuable, deep-dive, standalone workshop using egghead infrastructure as a platform.

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It was only natural for us to collaborate to help Kent create the absolutely best place for developers to learn React so they can create robust, high-quality, well-tested React applications that scale. He'd create the content and entrust us to take care of managing and coordinating the production, working with him from concept through to launch and beyond.

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Except this time it was going to be so much bigger.

And use a whole new workshop structure to get the concepts to stick in people's brains. 🧠

<SkeletonHandSeparator number={1} title="Designing the content" />

Kent had already designed and delivered several workshops on the Epic React topics he planned to cover, so he had a great foundation to build on already.

He and team member Taylor Bell collaborated in planning sessions in the early stages to flesh out Kent's initial ideas — dialing in the desired learner outcomes, defining what skills they'd come away with to reach those goals, and working out a plan to meet those goals through a series of modules.

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<AccentedTitle
  text="Using more 🌎 real-world examples and introducing a 👐🏼 hands-on learning format"
  color="cyan"
/>

Kent wanted to bridge the gap between teaching the concepts in isolation and showing how to use them in a practical, real-world context.

Isolated, manufactured examples are effective for learning a specific concept with less distraction, so Kent has typically relied on using these kinds of examples alone when time is a constraint (which it is usually). But with this much larger, self-paced workshop format of Epic React, he has the space to also map out how learners will apply the skills and knowledge gained by teaching them how to build a real-world app.

Epic React is also designed to be a much more hands-on, exercise-driven workshop than Kent's previous recorded material. In each Epic React lesson, Kent:

1. introduces the problem briefly in a video
2. gives you a coding exercise to do on your own
3. then walks through the solution in a video and answers questions that you might have come up with while doing the exercise

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Going through the workshops, you spend more time with your hands on the keyboard than watching the videos. It's an approach Kent learned in the book **Make it Stick: The Science of Successful Learning**.

<BodyBlockquote color="yellow">
  “The point is for people to expose themselves to the problem and try to figure
  out the solution so that they get all the right questions in their minds,"
  says Kent.
</BodyBlockquote>

<AccentedTitle
  text="🧪 Testing and improving the content based on learner feedback"
  color="cyan"
/>

Before recording the material, Kent road-tested it a final time with developers through a series of eight remote live workshops to identify what worked for them and what didn't. He reviewed feedback on every single exercise from workshop attendees, and was able to pinpoint how to improve things to really make sure what he was teaching would stick with people and be helpful to them. One of the bigger changes he made was in the last workshop, in which Kent taught how to build a React application from scratch.

<BodyBlockquote color="yellow">
  “It was a very difficult workshop to deliver in the amount of time and it just
  wasn't sinking in for people," says Kent. "I realized that what I really had
  wasn't one workshop — it was actually four. I expanded that workshop to four
  modules and I was able to add a bunch of exercises and give people a lot more
  time to work through things.”
</BodyBlockquote>

<SkeletonHandSeparator
  number={2}
  title="Producing the content with a relentlessfocus on quality"
/>

With the content solidified and improvements made based on the learner feedback he received, Kent turned his attention to recording.
Finding the energy and the quiet time to record about 350 videos with four kids is a challenge, resulting in a lot of late nights of recording. All together, he recorded about 60-70 hours of raw video.

<BodyBlockquote color="yellow">
  “That's a lot of time," says Kent. "I'm talking and I'm trying to be engaged
  the whole time and excited. It's really tiring.”
</BodyBlockquote>

As Kent finished the raw videos, our content production team (Haze Provinsal, Lucas Minter, Cree Provinsal, Zac Jones and Lauro Silva) jumped in to handle the rest of the production and review process to ensure the final product was the absolutely best, most high-quality product possible.

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Each video was reviewed by four or five team members to catch and fix all the small, yet important details — everything from small editing blips through to any UX issues with the flow of the modules. We even had a few egghead community members test out one of the modules to get a fresh perspective on the workflow and make sure we didn't miss anything in the review process. We also took care of ordering and reviewing transcripts to make sure they're accurate.

<SkeletonHandSeparator
  number={3}
  title="Making the learning experience delightful with stunning visuals"
/>

You can't help but be drawn in by the stunning visual work that's gone into [EpicReact.dev](https://epicreact.dev).

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<BodyBlockquote color="yellow">
  "Vojta is constantly making really awesome things for me to package my stuff
  in," says Kent.
  <br />
  "I'm so not a designer. It's like I make this beautiful ice cream sundae and I
  give it to Vojta in a cardboard box and he swaps out that cardboard box for
  this beautiful glass bowl to deliver my delicious ice cream in. All of a
  sudden, that ice cream takes on a whole different meaning. The presentation
  makes such a difference in your perception of the content as well as your
  experience in consuming it."
</BodyBlockquote>

<TweetEmbed tweetId="1236170288603123712" />

The space theme ties all the visual work together. Coming up with a compelling visual theme goes beyond providing a beautiful presentation. It communicates more effectively and gives people the emotional connection to purchase the workshop and to more easily engage and stick with the material.

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<SkeletonHandSeparator
  number={4}
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/>

We handled all the development and infrastructure work for Epic React, with Joel Hooks serving as the technical architect and lead developer and Ian Jones supporting the back-end development.

We built the Epic React site using Gatsby and MDX, with egghead's infrastructure serving as the platform. Having produced a couple standalone workshops using egghead infrastructure before (like Testing JavaScript), we had already solved some of the technical hurdles involved such as dealing with authentication/login, creating the eCommerce aspect, and allowing for purchase power parity.

However, Epic React's new structure required us to do some clever workarounds with the tech for content delivery — pulling the right content needed and keep track of user progress in a way that made sense, without having to do a database overhaul or essentially inventing new technology. We essentially developed bespoke courseware to provide the instructor led hands-on learning experience with extreme depth.

<SkeletonHandSeparator number={5} />

### Getting people excited about Epic React

As Epic React got closer to being ready to launch, we set out a marketing strategy and handled details for Kent such as setting up a mailing list sign up, writing and updating site copy, creating social share images, setting out the launch discounts and their timing, and collaborating with him to create and execute a launch plan to give people a chance to get excited about the release. We helped him plan out the articles and emails he'd write to share React tips and tricks and give people a taste of what's in the course.

<BodyBlockquote color="yellow">
  "It's laid out all so perfectly nicely — I knew exactly what I need to write
  about and when to write about it," says Kent. "I didn't need to make decisions
  or do it in a haphazard way."
</BodyBlockquote>

Kent puts a lot of additional effort to get people excited about Epic React and to answer people's questions about it and about React more generally — from livestreams to office hours to being very active on Twitter. He's also done a lot of community building, creating the [KCD Discord](https://kentcdodds.com/discord) for developers to interact with each other in a friendly and positive environment as they learn (whether it's Kent material or something else) and facilitating group learning opportunities with [Learning Clubs](https://kentcdodds.com/clubs).

<SkeletonHandSeparator
  number={6}
  title="Working together in a trusted relationship"
/>

Collaborating on a launch like this requires a trusted relationship and making well-researched decisions that will help achieve the goal of creating a successful product that has a huge reach and impact.

Kent puts an incredible amount of work to improve the lives of thousands developers by sharing his knowledge. He counts on us to be a trusted advisor to help him reach that goal with experienced production management, coordination and advice. We act in the best interest of Kent and who he serves, working with Kent to prioritize and resolve any needs or issues standing in the way of success.

<BodyBlockquote color="yellow">
  "[The team is] constantly helping me overcome obstacles," he says. "If I have
  a question or need anything, I just ask. Joel will either convince me that I
  don't actually need it — which happens often and I don't mind, because he's
  normally right. Or he and the team will just get it for me."
</BodyBlockquote>

<SkeletonHandSeparator number={7} title="Launching Epic React" />

Epic React's release was the result of a ton of planning, care and attention being put into the important details — large and small — across every part of the experience.

After 18 months of planning and building and an absolutely massive amount of effort, Epic React launched on September 29, 2020.

<TweetEmbed tweetId="1310990076029972480" />

The response was overwhelming.

<CalloutTitle color="cyan">
  With anticipation building up for months, about 6,000 people bought within the
  first 4 days of sales, with 4000 people buying it within the very first 24
  hours.
</CalloutTitle>

Thanks to our ability to support purchasing power parity, more people from around the world are able to access it.

It's impossible for things to go perfectly for such a huge launch. It requires a lot of customer and technical support — dealing with issues with login, payment failure, and other friction points. The team worked diligently to respond as quickly as possible navigate and fix critical issues reported as quickly as possible. Kent was able to let us handle those issues for him, freeing him up to focus on interacting with the community and answering questions about the content.

Pretty much immediately after launch, people who bought Epic React were already sharing how it was helping them and how it lives up to what Kent promised. Developers who have been using React for 4-5 years are learning new things from the very first workshop on fundamentals. The interactive, hands-on format is proving powerful for learning and retention.

Take a look at just a handful of the awesome things people who bought Epic React have to say:

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Kent says he couldn't be happier about how things went with the launch.

<BodyBlockquote color="yellow">
  "I'm blown away," he says. "I mean, I knew it was going to be successful. It's
  hard to build something as great as Epic React and not have confidence that it
  will do well. We had great success selling tickets to each of the live
  workshops. But I honestly was overwhelmed by the enthusiasm and excitement by
  the general developer community."
</BodyBlockquote>

One of the delightful surprises of the launch was seeing how many people have been sharing their learnings with each other. Members of [Kent's community discord](https://kentcdodds.com/discord) have been super enthusiastic and eager to help others going through Epic React. The community members even built an [FAQ](https://epicreact.dev/faq/) to provide some additional support.

<BodyBlockquote color="yellow">
  "It's been amazing to watch the community be there for each other answering
  questions about React generally, course material, or even helping with
  technical support," says Kent. "I've received a tremendous amount of open
  source pull requests to improve the course material as well, which has been
  such a wonderful thing to see."
</BodyBlockquote>

At each step of the process of building Epic React, the focus has been on creating an amazing and valuable experience for developers to help them increase their confidence, reduce overwhelm, and level up their skills in developing React applications with solid foundations.

Kent points to the synergistic relationship with our team to be able to accomplish far more than going it alone. With our team being a fiduciary and providing support, it frees up Kent to focus on creating the most helpful content possible rather than being worried about the hundreds of other details involved in creating Epic React.

<BodyBlockquote color="yellow">
  "I feel I'm a much better instructor because I don't have to deal with all
  that extra stuff that doesn't have anything to do with teaching people React,"
  says Kent. "The end product is way better than what [the team] or I could have
  done individually. We end up having way more success and being way more
  successful at getting people to learn."
</BodyBlockquote>


Launching Epic React

Learn how technicalinterviews.dev came to be.

<div className="with-first-letter">
  **When Emma set out to write and self-publish her very first ebook within a
  month in the spring of 2020, she was afraid she'd screw&nbsp;it&nbsp;up.**
</div>

**She had been transparently and authentically sharing her knowledge and career experience with other developers for years, but she'd never set out to do a book before.**

**But as she landed her dream job at Spotify, she realized she had accrued a lot of knowledge and experience about technical interviews at companies both big and small that could help others. Even as someone with a degree in Computer Science, Emma found the process to be difficult and anxiety-inducing and felt there was a gap in existing resources.**

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  name="Emma Bostian"
  title="Software engineer, author & instructor"
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<BodyBlockquote color="green">
  "I purchased so many different online courses to help me study," she says.
  "None of them really worked out for me because a lot of the sites are backend
  language focused and didn't cover all aspects of the process like systems
  design and the behavioral conversations. There was no start to finish
  interview book."
</BodyBlockquote>

She opened a pre-sale for De-Coding the Technical Interview Process and shared her progress as she wrote, designed, and marketed the book over the course of 30 days. Despite her fears, her launch went well. The response was overwhelming, with $40k in sales and a ton of feedback from people saying how helpful the book was.

<SkeletonHandSeparator
  number={1}
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/>

Having collaborated with Emma previously and seeing how she was nailing a huge pain that many developers experience and the value of what she was creating, we reached out to offer ideas on how she could iterate and build on the material even further to add more value, help more people, and continue to generate revenue.

Emma loved the idea of continuing to build on the work. She was much more interested in collaborating with an expert production team she could trust to support the planning, design, development and distribution rather than continuing to handle everything herself.

<BodyBlockquote color="green">
  "When I did the initial sale, I spent a lot of time marketing, sending out
  emails, answering emails, dealing with payment issues," says Emma. "So if I
  can outsource that to someone I'm a lot happier. I create better content when
  I'm not focusing on all the minutiae."
</BodyBlockquote>

While Emma was interested in designing a full interactive video course, we decided together to first focus on doing a revamp and re-release of the book before building out the Technical Interviews product further.

<SkeletonHandSeparator
  number={2}
  title="Fine-tuning and revamping the&nbsp;book"
/>

Emma did an incredible job with the initial version of her book. The content was strong and she broke things down clearly and in an approachable way. After her initial sale, we supported Emma to elevate and improve the book even further to make it even more valuable and relaunch it.

As Emma reviewed her content, she saw opportunities to elaborate on some areas to add more value.

<BodyBlockquote color="green">
  "For example, I added a ton more content to systems design, more to tips for
  hiring managers, as well as more in the coding project section to talk about
  the stigma behind coding projects and how they can be harmful to some
  candidates."
</BodyBlockquote>

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We worked with Emma to incorporate those changes and provided copy editing, additional reviewing and testing for errors. We also took care of all the logistic details to make the book available in not only a light and dark mode PDF (which was very well received with Emma's first version), but also HTML and epub formats so that people could read the book in the format of their choosing.

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Emma already has experience with visual design and was able to do a lot on her own for her initial sale of the book (including creating the great hand-drawn illustrations in the book to explain some of the concepts she teaches).

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We helped her further elevate the look and feel of Technical Interviews with a punched up and captivating design — creating new branding, [a new custom website](https://technicalinterviews.dev/), and a new design for her book, including the gorgeous 3D illustrations used throughout the book that add a special touch. Emma was involved in design decisions to make sure we came up with a visual experience that reflected her light and friendly vibe and style aesthetic.

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Knowing how valuable design is, Emma appreciated how our collaboration allowed her to have the higher-quality visuals that not only improve the experience and make it more delightful for learners, but also help build trust and communicate the value of the product.

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  "Users expect high fidelity — if a user is paying money for something, they
  expect a high caliber of product," she says. "I'm not saying all pretty
  products should be trusted, but subconsciously, something looks and feels
  elite, people are more likely to purchase it. There was a limitation to what I
  could deliver as a self-producing engineer so having investment in branding
  and marketing is absolutely invaluable."
</BodyBlockquote>

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  number={4}
  title="Creating a self-paced email course for Emma to share her insights and expertise"
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As Emma and the team worked on revamping De-Coding the Technical Interview Process, we helped Emma deliver a self-paced email course to provide more even more value to people eager to learn what she has to teach as well as offering a demonstration of what she has to offer.

Emma wrote the content, while we provided guidance on structure and editing support based on our previous experience building email courses to help her make it as effective as possible. We also handled setting up the structure and automations in ConvertKit, setting up the quiz functionality on her website so people could test what they learned at each step, and fixing any technical issues that were revealed as the course rolled out.

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The course was a hit and generated a lot of feedback. Within the first week of launching the email course, more than 200 people who took the course emailed to both share their appreciation of how deeply helpful it was and also to share their experiences with technical interviews.

<TweetEmbed tweetId="1333124495675158535" />

<SkeletonHandSeparator
  number={5}
  title="Handling all the technical logistics too make purchasing and accessing the book a smooth experience"
/>

We handled all the development and infrastructure work to create the components to handle the selling and access to the book directly on Emma's website.

As part of building the site, we handled setting up the eCommerce components (e.g. integrating Stripe Checkout, invoicing, purchasing power parity) and authorization routes. We used a template we've developed for these functions that still allowed us to tailor the design and copy to Emma's needs and style. After the checkout process we made sure that customers could quickly and easily access their content and handled any issues they might run into.

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  />
</RelatedTeamMembers>

We synced all the previous purchases from Gumroad and single-use links to make sure the nearly 4,000 customers that bought the first version would get free access to the updated version.

<BodyBlockquote color="green">
  "It's been so much less stressful not having to deal with the technical
  aspects of physically handling the asset management, the payments, the
  distribution pipeline," says Emma. "That's been so nice to pass off to the
  team and they've done a really, really great job handling all of that. I've
  also seen a lot of feedback how people are so happy about the pricing parity.
  That was a big win."
</BodyBlockquote>

<SkeletonHandSeparator
  number={6}
  title="Planning and preparing for a successful launch"
/>

Throughout the process, we collaborated with Emma to set priorities and provided guidance on what would be most valuable to focus on delivering for a high-quality experience and a successful re-launch of the book and what ideas would be good to explore down the road.

<BodyBlockquote color="green">
  "I have all these ideas in my head and it sometimes can just be like one big
  void of ideas and trouble focusing," says Emma. "It's helpful having someone
  to bounce ideas off of and to help keep me accountable while still not being a
  hard ass about it. If something comes up in life, they're like, 'oh, we're on
  your timeline,' which I needed."
</BodyBlockquote>

<RelatedTeamMembers>
  <TeamMemberCard
    imageUrl="https://res.cloudinary.com/badass-courses/image/upload/v1686951506/team-members-portraits/joel_2x_bhrdr3.png"
    name="Joel Hooks"
    title="Direction and guidance"
  />
  <TeamMemberCard
    imageUrl="https://res.cloudinary.com/badass-courses/image/upload/v1686951505/team-members-portraits/dan_2x_cuql6o.png"
    name="Daniel Miller"
    title="Product/project management"
  />
</RelatedTeamMembers>

We planned and implemented a phased roll-out with previous purchasers and the people who most engaged with the email course so we could catch any technical issues before it went live to everyone. We also created promo assets (e.g. share cards) and made any last needed tweaks to the website.

We gave Emma a framework for which emails to write to get people excited and let them know about the launch and where to focus her efforts for marketing and community building (e.g. doing a YouTube livestream during launch week and using Circle as a community platform for people who purchase the product to share their experiences with technical interviews).

<BodyBlockquote color="green">
  "I don't feel like I had a lot of anxiety about the launch, just because Joel
  and the team were so organized," she says. "They basically told me what we
  needed and took a lot of the burden off of me in terms of having to generate
  ideas and to having to know everything about the launch process."
</BodyBlockquote>

<SkeletonHandSeparator number={7} title="Launch Results" />

On March 15, 2021, sales were completely opened for De-Coding the Technical Interview Process to anyone who wanted to purchase it, and a special discount was offered to anyone who purchased during the first week.

<LaunchResults firstDay={768} firstWeek={1861} firstFourMonths={3265} />

Emma was overwhelmed by the response, with 1,861 people buying the book within the first week. Within the first four months, those sales grew to 3,265 (which are over and above the few thousand copies Emma sold with her initial limited launch at a lower price).

<BodyBlockquote color="green">
  "I feel positively overwhelmed knowing that I am able to share my knowledge
  with the community," says Emma. "I get a lot of messages from people who say
  that this helped them actually get a job, which is so rewarding and why I do
  this in the first place. Just the other day I received an email from a
  colleague who said that he was able to land the job at Spotify using my book.
  There is no more rewarding feeling than giving incredible developers the tools
  they need to pass technical interviews."
</BodyBlockquote>

With so many sales and only so much time to dedicate to answering people's questions, Emma particularly appreciated how we helped handle all the payments and customer support — answering any logistical questions from customers that didn't need to be handled by her personally and clearly bringing to her attention which ones would require a response from her.

<SkeletonHandSeparator
  number={8}
  title="Future work and ongoing collaboration"
/>

We're continuing to work with Emma to build out Technical Interviews and other projects she wants to create under her own brand, collaborating with her on ideas and providing any needed production and distribution support.

It's a long-term effort and Emma appreciates having close collaboration with the team to help keep the momentum going.

<BodyBlockquote color="green">
  "Sometimes it's also easy to forget why you're doing what you're doing with
  these long evergreen projects and what benefit it can have," she says. "After
  speaking to Joel or Taylor, for example, I get really motivated again, because
  they're excited about it."
</BodyBlockquote>

Some of the things Emma is excited to work on next is a more in-depth course and other projects to help developers succeed in their careers and potentially shifting more on the hiring side of things to help companies improve the technical interview process itself. Emma appreciates having an expert team she can very much rely on to support her in these projects with high-quality work.

<BodyBlockquote color="green">
  "I trust the team to get the work done and get it done to an extremely high
  standard." she says. "If I tell them I need something, they get it for me,
  whether that's setting up the email sequences or creating design assets or
  setting up a blog on the website. I've never had to question their abilities
  of anything. It's so nice. Honestly, I don't think there's a negative side to
  working with them."
</BodyBlockquote>


Launching Technical Interviews

Find out how JustJavaScript.com by Dan Abramov and Maggie Appleton came to be.

Case Studies

Launching  Testing Accessibility

client: Marcy Sutton · published: February 2023

Launching Epic React

client: Kent C. Dodds · published: OCTOBER 2020

Launching Technical Interviews

client: Emma Bostian · published: March 2021

Launching Just JavaScript

client: Dan Abramov and Maggie Appleton · published: November 2021

More Projects

egghead.io

Joel Hooks & John Lindquist

Testing Javascript

Kent C. Dodds

Lets work together on your strategy to design, produce, and sell your course online.

Case Studies

Launching Testing Accessibility

client: Marcy Sutton · published: February 2023

Launching Epic React

client: Kent C. Dodds · published: OCTOBER 2020

Launching Technical Interviews

client: Emma Bostian · published: March 2021

Launching Just JavaScript

client: Dan Abramov and Maggie Appleton · published: November 2021

More Projects

egghead.io

Joel Hooks & John Lindquist

Testing Javascript

Kent C. Dodds

Lets work together on your strategy to design, produce, and sell your course online.

Launching  Testing Accessibility