diff --git a/docs/frontend_experiment_custom_card.md b/docs/frontend_experiment_custom_card.md
new file mode 100644
index 00000000..b43fde12
--- /dev/null
+++ b/docs/frontend_experiment_custom_card.md
@@ -0,0 +1,83 @@
+---
+title: "Custom Cards"
+---
+
+You're not just limited to the cards that we decided to include in the experimental UI. You can build and use your own!
+
+## API
+
+- You define your custom card as a [custom element](https://developer.mozilla.org/en-US/docs/Web/Web_Components/Using_custom_elements). It's up to you to decide how to render your DOM inside your element. You can use Polymer, Angular, Preact or any other popular framework (except for React – more info [here](https://custom-elements-everywhere.com/)).
+- Home Assistant will set the `config` property when the configuration changes (rare).
+- Home Assistant will set the `hass` property when the state of Home Assistant changes (frequent). Whenever the state changes, the component will have to update itself to represent the latest state.
+
+## Defining your card
+
+```html
+<!-- custom-card.html -->
+<script>
+class CustomCard extends HTMLElement {
+  constructor() {
+    super();
+    this.config = null;
+    this._hass = null;
+    this._connected = false;
+  }
+
+  // Called when the element is connected to the DOM.
+  // We assume that both hass and config properties have been set.
+  connectedCallback() {
+    this._connected = true;
+    this.innerHTML = `
+      <div style='background-color: lightsalmon; padding: 8px;'>
+        ${this.config.entity_id}
+        <input type='checkbox'>
+      </div>
+    `;
+    this._checkbox = this.querySelector('input');
+    this._checkbox.addEventListener('change', () =>
+      this._hass.callService('homeassistant', 'toggle',
+                             { entity_id: this.config.entity_id }));
+    this._render();
+  }
+
+  // The height of your card. Home Assistant uses this to automatically
+  // distribute all cards over the available columns.
+  getCardSize() {
+    return 1;
+  }
+
+  set hass(value) {
+    this._hass = value;
+
+    if (this._connected) {
+      this._render();
+    }
+  }
+
+  _render() {
+    const state = this._hass.states[this.config.entity_id];
+    this._checkbox.checked = state.state === 'on';
+  }
+}
+
+customElements.define('example-card', CustomCard);
+</script>
+```
+
+## Loading your card in the frontend
+
+Home Assistant is currently transitioning away from HTML imports but have not finished yet. To include your custom card, you will have to create an HTML file that will be imported by the frontend. Instructions on how to configure the frontend are [here](https://www.home-assistant.io/components/frontend/#extra_html_url). Create a new HTML file in `<hass config dir>/www/custom-card.html`. You will be able to load it by referencing it as `/local/custom-card.html`.
+
+## Referencing your new card
+
+To use a custom card, set the card type in `experimental-ui.yaml` to `custom:<YOUR CUSTOM ELEMENT TAG>`. In the following example we're going to use a custom card which is registered as custom element `example-card`. Any other config defined with your card will be made available as the `config` property to your card.
+
+```yaml
+# experimental-ui.yaml example
+title: Example Main title
+views:
+- name: Example
+  cards:
+  - type: 'custom:example-card'
+    entity_id: input_boolean.switch_ac_kitchen
+```
diff --git a/docs/frontend_experiment_index.md b/docs/frontend_experiment_index.md
index df1b9a35..32ee1fa1 100644
--- a/docs/frontend_experiment_index.md
+++ b/docs/frontend_experiment_index.md
@@ -42,12 +42,6 @@ views:
         card_config:
           title: Input booleans that are on
 
-        # Use the HTML imports to load custom UI to render cards.
-        # Custom UI needs to be custom element that takes in `config` and `hass`
-      - type: 'custom:my-custom-ui'
-        # Any value here is made available to your element via the `config` property.
-        some: value
-
     # Specify a tab_icon if you want the view tab to be an icon.
   - tab_icon: mdi:home-assistant
     # Name of the view. Will be used as the tooltip for tab icon
diff --git a/website/i18n/en.json b/website/i18n/en.json
index 798ddffb..de48b539 100644
--- a/website/i18n/en.json
+++ b/website/i18n/en.json
@@ -92,6 +92,7 @@
     "frontend_creating_custom_ui": "Creating custom UI",
     "frontend_development": "Frontend development",
     "Development": "Development",
+    "frontend_experiment_custom_card": "Custom Cards",
     "frontend_experiment_index": "Experimental UI",
     "frontend_index": "Home Assistant Frontend",
     "hassio_addon_communication": "Add-On Communication",
diff --git a/website/sidebars.json b/website/sidebars.json
index 3166fdfd..d0f8832b 100644
--- a/website/sidebars.json
+++ b/website/sidebars.json
@@ -57,7 +57,8 @@
       "frontend_creating_custom_panels"
     ],
     "Experimental UI": [
-      "frontend_experiment_index"
+      "frontend_experiment_index",
+      "frontend_experiment_custom_card"
     ]
   },
   "Extending HASS": {