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Week 38 Keep Learning.html
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<span class="ornamentation_r">☞</span> <span class="week week_38">Week 38</span> <span class="ornamentation_l">☜</span>
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<a href="http://52weeksofux.com/post/1418115765/keep-on-learning" rel="bookmark" title="permanent link to this post">Keep On Learning</a>
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<p>One of the greatest qualities in most creative problem solvers is a thirst for learning. Most designers and user experience professionals I know have some level of post-graduate education. But if you were to dig a little deeper, you would likely find that many have degrees in either partially or completely unrelated fields. The truth is the greatest thing you learn while getting a college education is that <strong>you</strong> alone are responsible for what and how you learn. </p>
<p>Andy Rutledge <a href="http://www.andyrutledge.com/the-ux-design-education-scam.php">recently leveled</a> a very stern, yet honest, criticism of the state of UX Design Education in the college system: “<em>Today the appropriate path for UX design education goes around, not through, nearly all universities and colleges.” </em></p>
<p>While there is undoubtedly a gap is this area of design education, thankfully people like Liz Danzico (<a href="http://interactiondesign.sva.edu/">MFA in Interaction Design program at SVA</a>) and Christopher Murphy and Nicklas Persson—aka the <a href="http://www.webstandardistas.com/">Web Standardistas</a>—are leading the way by creating cutting edge interaction design curriculum that will hopefully serve as a model for education in our field in the years to come. </p>
<p>But what if you don’t live in New York or Belfast? How can you gain the knowledge and experience needed to be a trustworthy user experience design practitioner?</p>
<p>Find a mentor. Search out the best user experience design team in your area and apply for a job. Intern if necessary, but do what ever it takes to work along side someone with experience in the field. Try to expose yourself to as many of the various facets of UX Design as you can and immerse yourself in the work. Your true passion and aptitudes will reveal themselves, allowing you to focus your skills and cultivate a career as a UX Designer. </p>
<p>In addition, I would encourage you to read. Read everything and anything you can that relates to designing the user experience. Art, science, psychology, all types of design—all of it will help you form a solid foundation, gain an understanding of the language of design, and provide you with practical tools and methodologies which can be applied immediately in your work. </p>
<p>In order to give you something to read through this long cold winter season, I have compiled my list of “essential UX reading” to help get your UX education off to a good start. This list is in no way exhaustive, but rather a selection of various titles that will help continue the growth of any user experience designer. </p>
<ul><li>Everything from <a href="http://www.rosenfeldmedia.com/products/">Rosenfeld Media</a> - no joke.</li>
<li><a href="http://www.amazon.com/gp/product/1933820063?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=1933820063">Mental Models: Aligning Design Strategy with Human Behavior</a><img class="sans_b" border="0" height="1" width="1" src="http://www.assoc-amazon.com/e/ir?t=jbrewerme-20&l=as2&o=1&a=1933820063"></li>
<li><a href="http://www.amazon.com/gp/product/1933820241?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=1933820241">Web Form Design: Filling in the Blanks</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir"></li>
<li><a href="http://www.amazon.com/gp/product/0321344758?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=0321344758">Don’t Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir(1)"></li>
<li><a href="http://www.amazon.com/gp/product/0465067107?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=0465067107">The Design of Everyday Things</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir(2)"></li>
<li><a href="http://www.amazon.com/gp/product/0465051367?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=0465051367">Emotional Design: Why We Love (or Hate) Everyday Things</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir(3)"></li>
<li><a href="http://www.amazon.com/gp/product/0470084111?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=0470084111">About Face 3: The Essentials of Interaction Design</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir(4)"></li>
<li><a href="http://www.amazon.com/gp/product/1592535879?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=1592535879">Universal Principles of Design</a></li>
<li><a href="http://www.amazon.com/gp/product/006097625X?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=006097625X">Understanding Comics: The Invisible Art</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir(5)"></li>
<li><a href="http://www.amazon.com/gp/product/0881792063?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=0881792063">The Elements of Typographic Style</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir(6)"></li>
<li><a href="http://www.amazon.com/gp/product/0123740371?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=0123740371">Sketching User Experiences</a></li>
<li><a href="http://www.amazon.com/gp/product/0961392118?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=0961392118">Envisioning Information</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir(7)"></li>
<li><a href="http://www.amazon.com/gp/product/0321600800?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=0321600800">Information Architecture: Blueprints for the Web (2nd Edition)</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir(8)"></li>
<li><a href="http://www.amazon.com/gp/product/1568989695?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=1568989695">Thinking with Type: A Critical Guide for Designers, Writers, Editors, & Students</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir(9)"></li>
<li><a href="http://www.amazon.com/gp/product/0262062666?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=0262062666">101 Things I Learned in Architecture School</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir(10)"></li>
<li><a href="http://www.amazon.com/gp/product/1568987021?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=1568987021">Graphic Design: The New Basics</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir(11)"></li>
<li><a href="http://www.amazon.com/gp/product/0321616952?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=0321616952">Designing with Web Standards (3rd Edition)</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir(12)"></li>
<li><a href="http://www.amazon.com/gp/product/0961392177?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=0961392177">Beautiful Evidence</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir(13)"></li>
<li><a href="http://www.amazon.com/gp/product/032145345X?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=032145345X">Designing the Obvious: A Common Sense Approach to Web Application Design</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir(14)"></li>
<li><a href="http://www.amazon.com/gp/product/0735712026?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=0735712026">The Elements of User Experience: User-Centered Design for the Web</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir(15)"></li>
<li><a href="http://www.amazon.com/gp/product/0061210064?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=0061210064">An Eye for Color</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir(16)"></li>
<li><a href="http://www.amazon.com/gp/product/0672326140?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=0672326140">The Inmates Are Running the Asylum</a></li>
<li><a href="http://www.amazon.com/gp/product/0195019199?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=0195019199">A Pattern Language: Towns, Buildings, Construction</a></li>
<li><a href="http://www.amazon.com/gp/product/0750660775?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=0750660775">How Designers Think, Fourth Edition: The Design Process Demystified</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir(17)"></li>
<li><a href="http://www.amazon.com/gp/product/1568984650?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=1568984650">Grid Systems: Principles of Organizing Type</a></li>
<li><a href="http://www.amazon.com/gp/product/0321603605?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=0321603605">Neuro Web Design: What Makes Them Click?</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir(18)"></li>
<li><a href="http://www.amazon.com/gp/product/0321643380?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=0321643380">Handcrafted CSS: More Bulletproof Web Design</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir(19)"></li>
<li><a href="http://www.amazon.com/gp/product/1568982496?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=1568982496">Geometry of Design: Studies in Proportion and Composition</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir(20)"></li>
<li><a href="http://www.amazon.com/gp/product/0201379376?ie=UTF8&tag=jbrewerme-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=0201379376">The Humane Interface: New Directions for Designing Interactive Systems</a><img class="sans_b" border="0" height="1" width="1" src="./Week 38 Keep Learning_files/ir(21)"></li>
</ul><p>Whether you side with Andy Rutledge in boycotting the collegiate system or you just want to become a more well-rounded and educated designer, I implore you: never stop learning because the moment you stop learning is the moment you become obsolete. </p></div>
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<span class="date" title="posts on this day"><span class="published updated" title="2010-09-24T18:31:00-00:00"></span>September 24, 2010</span>
<span class="hcard">by <span class="fn">Joshua Brewer</span></span>
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<div class="vcard author hidden"><a class="url fn nickname uid" id="author-of-post-1418115765" href="http://jbrewer.tumblr.com/">jbrewer</a></div>
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<span class="ornamentation_r">☞</span> <span class="week week_38">Week 38</span> <span class="ornamentation_l">☜</span>
<h2 class="entry-title">
<a href="http://52weeksofux.com/post/1418115158/groupon-and-the-value-of-copywriting" rel="bookmark" title="permanent link to this post">Groupon and the Value of Copywriting</a>
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<div class="entry-content"><p class="sketch"><img alt="Groupon" src="./Week 38 Keep Learning_files/tumblr_laydbzCUk41qz8ohs.gif"></p>
<p>Speak to any seasoned designer long enough and the topic of copywriting comes up. Any designer worth their salt knows the value of great copywriting and how it can transform a dull, routine web experience into a delightful one.</p>
<p>But what exactly does it mean to write great copy? How do we know when we’ve achieved it? Is this something that we can learn as part of the design process, or should we have a dedicated copywriter (if we don’t already)?</p>
<p>A good case study for the power of copy comes from the white-hot startup <a href="http://groupon.com/">Groupon</a>. Groupon is a collective buying service that offer daily deal coupons in most major cities around the world. By some estimates Groupon is the <a href="http://www.forbes.com/forbes/2010/0830/entrepreneurs-groupon-facebook-twitter-next-web-phenom.html">fastest growing company ever</a>.</p>
<p>If you’ve ever read a Groupon deal (and chances are you have) you may have been struck with how friendly and informal the writing is. They take great pains to make even the most mundane services sound exciting. Here’s an excerpt from a recent Groupon I received for a deal on a dentist: </p>
<blockquote>
<p><span>The Tooth Fairy is a burglarizing fetishist specializing in black-market ivory trade, and she must be stopped. Today’s Groupon helps keep teeth in mouths and out of the hands of maniacal, winged phantasms: for $49, you get a cleaning, an exam, and x-rays at <a href="http://click.e.groupon.com/?qs=550d37f86fb195261c9cd0057a19586fd4067940777d7c91e7ea96635521f456">Longwood Dental Group</a> in Brookline (a $356 value). The office is easily reachable from the C Line’s Englewood Avenue stop on Beacon Street.</span></p>
</blockquote>
<p>Now, anybody who can make a visit to the dentist at least interesting is writing some impressive copy. And the thing is, Groupon makes this look easy. You barely realize they’re sucking you into another daily deal for an everyday service when you’re already clicking through to take advantage of it. That’s the power of great copy…when it’s really good you barely notice it’s there. </p>
<p>It turns out that Groupon has lots of writers on staff. (as of September 2010 they had 70) And they also have an entire style guide that helps writers adhere to the friendly Groupon voice: </p>
<p><a href="https://docs.google.com/View?id=dmv9rbh_11gtqx983t">Public Groupon Editorial Manual</a></p>
<p>Reading through this manual is a wonderful exercise in decoding what makes Groupon’s writing work. I highly recommend it. Here’s an example of how Groupon uses counter-intuitive imagery to draw readers in:</p>
<blockquote>
<p><strong>Use Absurd images. Sweeping, dramatic nonsense. The absurd narrator.</strong></p>
<p><span>e.g. Humankind has been playing with fire for years; now we can harness the bronzing essence of the fiery sun in a gentle mist, proving once and for all our dominance over the weak, inanimate solar system.</span></p>
</blockquote>
<p>There is lots of talk of whether Groupon can keep their advantage over new competitors. But the competitors I have seen don’t have the copywriting chops that Groupon does, at least right now. As long as Groupon continues to write such great copy, they’ll have a big advantage over their competitors. That’s the value of copywriting…an integral part of the user’s experience. </p></div>
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<span class="date" title="posts on this day"><span class="published updated" title="2010-09-24T18:30:00-00:00"></span>September 24, 2010</span>
<span class="hcard">by <span class="fn">Joshua Porter</span></span>
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<p class="hcard"><span class="fn"><a href="http://www.twitter.com/bokardo" class="url" rel="me">Joshua Porter</a></span> is a long-time interface and product designer and is currently Director of UX at <a href="http://www.hubspot.com/" title="All in one marketing software">HubSpot</a>. He is also the publisher of <a href="http://bokardo.com/">bokardo.com</a> and wrote the book <a href="http://bokardo.com/archives/designing-for-the-social-web-the-book/">Designing for the Social Web</a>. <a href="http://www.twitter.com/bokardo">
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<p class="hcard"><span class="fn"><a href="http://www.twitter.com/jbrewer" class="url" rel="me">Joshua Brewer</a></span> is a designer with a love for beautiful, usable products. He is currently Principal Designer at <a href="http://www.twitter.com/">Twitter</a> and the former Director of UX at Socialcast.com. <a href="http://www.twitter.com/jbrewer">Follow Josh Brewer on twitter</a>.</p>
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