Get pragmatic insights on building resilient mobile app experiences. Each article distills hands-on work with engineering teams into valuable lessons and concrete steps you can apply right away.
November 24, 2025·Martin Zoeller·8 min read
If you’ve developed mobile apps for more than a few weeks, you know the pain. You start a project, build a few features, and run it. After a few weeks, building manually becomes tedious, so you check the only real option to automate the process: Fastlane. And while the initial setup seems straightforward, chances are your terminal will still explode with red text.
Everyone tells you to collect feedback fast. Everyone tells you that less is more. Everyone tells you the cheapest feature is the one you don’t need and therefore don’t have to build. And you keep hearing that at the beginning you’re allowed to be “quick and dirty” to get your software idea to market fast.
Over our first year in Bangkok, a habit has formed: at dinner we often watch an episode of Gordon Ramsay's "Kitchen Nightmares." Ramsay's rough manner and creative insults lighten the mood after a long workday, even if what he sometimes finds in restaurant kitchens can definitely kill an appetite.