Here's a talk I gave at Future of Web Apps 2010 in London. I I walk through the steps of creating a web app including modeling, sketching, HTML, Photoshop explorations, and moving from static mockups to live running code. Each step is illustrated with a real example, including some live sketching and live HTML. I also wanted to give a sense of how we think about apps at 37signals, as a stack of different levels that we can iterate on individually.