Greetings, Users of Earth, or

Hello, World!

David K Rathbun

linkedin.com/in/davidkrathbun

@david_k_rathbun

Smallest Effective Difference(SmallEff.Strikingly.com)

Process

Development team and design teams were separate organizations, each hired by the consortium.

Parallel development of design and software (without collaboration!).

UX embraces graphic design, UI design, technical requirements, and communication.

Process

Development team and design teams were separate organizations, each hired by the consortium.

Parallel development of design and software (without collaboration!).

UX embraces graphic design, UI design, technical requirements, and communication.

Process

Development team and design teams were separate organizations, each hired by the consortium.

Parallel development of design and software (without collaboration!).

UX embraces graphic design, UI design, technical requirements, and communication.

Process

A graphic designer drafted the text.

A copy editor gave it a light once-over.

Graphic design team delivered copy deck to development team.

I reviewed and commented on copy deck.

Process

A graphic designer drafted the text.

A copy editor gave it a light once-over.

Graphic design team delivered copy deck to development team.

I reviewed and commented on copy deck.

Process

A graphic designer drafted the text.

A copy editor gave it a light once-over.

Graphic design team delivered copy deck to development team.

I reviewed and commented on copy deck.

Process

A graphic designer drafted the text.

A copy editor gave it a light once-over.

Graphic design team delivered copy deck to development team.

I reviewed the copy deck.

Process

Verify Your Country and Date of Birth

According to an initial requirements document, delivered to the design firm, no verification of the user-entered information is possible.

How exactly is this information “verified”?

Enter Your Country and Date of Birth

[System] ([acronym]) requires all of its members to provide their actual date of birth, so that account access levels can be applied correctly and to help ensure that only age-appropriate content is viewed when Parental Controls are set. “Age appropriate content” is determined based on the Motion Picture Association of America Film Ratings and TV Parental Guidelines.

Enter Your Country and Date of Birth

[System] ([acronym]) requires all of its members to provide their actual date of birth, so that account access levels can be applied correctly and to help ensure that only age-appropriate content is viewed when Parental Controls are set. “Age appropriate content” is determined based on the Motion Picture Association of America Film Ratings and TV Parental Guidelines.

Abbreviation not permitted.

Enter Your Country and Date of Birth

[System] requires all of its members to provide their real date of birth, so that account access levels can be applied correctly and to help ensure that only age-appropriate content is viewed when Parental Controls are set. “Age appropriate content” is determined based on the Motion Picture Association of America Film Ratings and TV Parental Guidelines.

As opposed to “unreal” date of birth?

Enter Your Country and Date of Birth

[System] requires all of its members to provide their actual date of birth, so that account access levels can be applied correctly and to help ensure that only age-appropriate content is viewed when Parental Controls are set. “Age appropriate content” is determined based on the Motion Picture Association of America Film Ratings and TV Parental Guidelines.Faulty parallelism.

Enter Your Country and Date of Birth

[System] requires all of its members to provide their actual date of birth, so that account access levels can be applied correctly and so that only age-appropriate content is viewed when Parental Controls are set. “Age appropriate content” is determined based on the Motion Picture Association of America Film Ratings and TV Parental Guidelines. Account-creating first user

has default “permissions.”

Enter Your Country and Date of Birth

[System] requires all of its members to provide their actual date of birth, so that account access levels can be applied correctly and so that only age-appropriate content is viewed when Parental Controls are set. “Age appropriate content” is determined based on the Motion Picture Association of America Film Ratings and TV Parental Guidelines.No parental controls set for

first user.

Enter Your Country and Date of Birth

[System] requires all of its members to provide their actual date of birth. “Age appropriate content” is determined based on the Motion Picture Association of America Film Ratings and TV Parental Guidelines.

Only in the U.S.A.

Enter Your Country and Date of Birth

[System] requires all of its members to provide their actual date of birth.

Measuring Success

Before: 303 characters

53 words

5 punctuation marks

Measuring Success

Before: 303 characters

53 words

5 punctuation marks

After: 63 characters

13 words 1 punctuation mark

Measuring Success

80% fewer characters

Measuring Success

80% fewer characters

80% fewer words

Measuring Success

80% fewer characters

80% fewer words

80% fewer punctuation marks

Lessons Learned

Understand the technical requirements

Understand the roadmap

Understand English grammar, spelling, punctuation

Use a style guide

Maxims

“Less is more.” --Ludwig Mies van der Rohe

Maxims

“Less is more.” --Ludwig Mies van der Rohe

Maxims

“Just enough is more.” --Milton Glaser

Maxims

“Just enough is more.” --Milton Glaser

“Perfection is finally attained not when there is no longer anything to add, but when there is no longer anything to take away.”

--Antoine de Saint-Exupery

(from Wind, Sand and Stars)

Maxims

“Just enough is more.” --Milton Glaser

“Perfection is finally attained not when there is no longer anything to add, but when there is no longer anything to take away.”

--Antoine de Saint-Exupery

(from Wind, Sand and Stars)

Maxims

“Just enough is more.” --Milton Glaser

“Precisely because it is perfect, the machine dissembles its own existence, instead of forcing itself upon our notice.”

--Antoine de Saint-Exupery

(from Wind, Sand and Stars)

David K Rathbun

• LinkedIn: linkedin.com/in/davidkrathbun

• Twitter: @david_k_rathbun

• Smallest Effective DifferenceSmallEff.Strikingly.com