Draft's Letters

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Discernment, researching filters & sorts, pinball interfaces

In advance of another major launch, I wanted to talk a little bit about the role of discernment in our work.

It’s important to negotiate new work from a psychic position of abundance. Even though the work may result in life-altering sums of money, even though the work may be the difference between making a mortgage payment or not, you still must arrive to the discussions of that work as if you can take it or leave it. Prospective clients know otherwise.

Discernment blooms from this position. You’re able to see things as they really are. You’re able to know whether the client is fully present & attentive to the work. You’re able to understand whether the client wishes to co-create that work. And finally, you’re able to understand whether the work is something that will nourish or harm you.

The goal, of course, is to avoid work that is likely to harm you. High-end consultants are on permanent strike from toxic work environments.

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#113
March 26, 2024
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Value-Based Design Workshop: Don’t miss out

It’s happening soon: our first-ever public workshop is in two days. We’re going to close registration shortly, so now is your last time to join us.

In the meantime, if you have any final questions about the workshop, please hit reply!


This week, for paid members

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#112
March 19, 2024
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Value-Based Design Workshop: Last call

Our first-ever public workshop is next week, and time is running out for you to join us. I made a couple of minor changes to the outline, based on initial feedback, and I’ve spent most of the past month writing new content for the workshop. I think it’s a good distillation of what you’ve already been learning in Store Design, with a lot of real-world application and group discussion.

If a full day is too long for you, or if the timing doesn’t work out, remember that you can always sign up now, come through when you can, and get the full recording, with subtitles & transcript, after the workshop is done.

If the fees are too high, remember that this is an investment in your ongoing practice. The hope is that the skills you learn in our workshop will provide outsize returns for the businesses that you serve, which will in turn allow you to demand higher fees for your own work. And since it’s our first rodeo, the fees will never be this low again.

I’ll admit it was hard for us to distill everything in a value-based designer’s job down to only five hours, but this should give you a good start. Remember that I’ll always be around to answer questions & provide resources on other research methods.

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#111
March 12, 2024
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Payment for services, core agitators, color spaces

I can’t believe that I felt motivated to write this in 2024, especially after the kind of year we had, but here we are.

Draft is a business. (I know, right?) Like other businesses, we sell things that we believe to possess intrinsic economic value. And we’ve made enough money off our work over the past 12 years to think that we might be onto something, especially considering all the money that we’ve made others in the process.

In design as in the rest of life, you get what you pay for. That’s the whole point of design as an investment, one that is provably low-risk when executed appropriately.

In short, if you want a free unresearched “audit” that will make you feel good about yourself while hurting your business, I’m sure there are plenty of people out there who would be happy to oblige. If you want something that will reliably make back your investment because it’s grounded in real-world evidence, you know where to go.

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#110
March 5, 2024
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Store design, boundaries, store design

I’m grateful for everyone’s interest in our Value-Based Design Workshop that’s happening in a few weeks. Today, I’d like to talk a little about why I think this is important, and what designers can do to sit more in their integrity.

We are, rather obviously, in design winter, but I think even more is at stake than our jobs. More fundamentally, we’re dealing with a collective religitation of the purpose of design among those who buy it. Organizations are asking: should we have design at all?

This is an existential question, and a tremendous opportunity for us to define the conversation. Will we rise to the challenge? Not change anything? Quit the industry?

If you want to start getting answers, I invite you to join us in a few weeks.

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#109
February 27, 2024
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LAUNCH: An all-day workshop on the practice of value-based design

In 20 years of working in design, I’ve never seen the sort of existential handwringing that pervades our industry right now. Unfortunately, feeling sorry for ourselves won’t get us anywhere. Taking action will. We need to embrace what we’re capable of, step into our own authority, and own our power.

It’s in that spirit that I wish to share a new offering. For the past couple of months, I’ve been working with my friends Joel & Taylor at Badass Courses to give you something truly special. Presenting the Value-Based Design Workshop, an all-day course that will change the way you think about & practice design.

On Thursday, March 21, I’ll be leading a five-hour workshop that will teach you the fundamentals of value-based design, with a heavy emphasis on group activities and hands-on work. It will not be a series of boring lectures where I dramatically read one of my books to you. It will be value-packed, full of examples that will help you level up your design careers now.

Three years in the making, this is the first time I’ve ever offered a workshop like this, and I hope to do so again in the future. As a result, the pricing for this course will never be this low. So take a look and sign up today. I’d be grateful & honored to see you there.

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#108
February 20, 2024
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Owning your value, buying design, leveraged power

The first round of Store Design has mostly been delivered domestically. My favorite quote so far:

Holy shit this is a gorgeous book. I had high expectations but the subtlety of it all needs to be experienced in person.

And:

It's clear that you don't just read business books and are actually literate, making for a refreshing read.

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#107
February 13, 2024
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Technological collapse, custom forms, notifications

Store Design continues to be available. Tell literally everyone.


I was chatting with a client recently about how the new analytics software is bad, and how there seems to be no real alternative.

This is a different energy than what happened when the big experimentation framework went away. When that went away, it went away. It wasn’t replaced by anything. This is replaced by a simulation of something that approximates the old thing, but is not the old thing and does not function like the old thing.

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#106
February 6, 2024
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Store Design is out now

This is our 400th letter. Our first one went out to 18 people, 7 of which remain. Regardless of whether you’ve been here for 1 week or all 400, we’re grateful for your support.

Store Design is now available & shipping. Tell everybody.


Shipments will be paused and Draft will be closed this Thursday, February 01, which is my birthday. How will you be celebrating?

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#105
January 30, 2024
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Alignment, Store Design, alignment

If you preordered Store Design, we’ll be reaching out to confirm your shipping address shortly. Copies should start shipping out this week. Don’t sleep!


This week, I’d like to discuss what it means to be aligned with the sort of work that we perform here at Draft. Yes, we generate lots of revenue – but we only really work well if there’s deep cultural alignment with our work practice, which is sacred. Given the current conditions, this idea feels worth reinforcing.

We’re not a sack of money button. We have a very specific and clear sense of what it means to generate revenue through the practice of store design. We possess a close perception of leveraged power as it applies to one’s work in this industry. And we disengage from all structures that provably fail to nourish us.

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#104
January 23, 2024
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Form validation, screeners, badge design

Printing of Store Design is now finished. Next up, the printer ships all the books to me, and then we ship to preorders, friends & family, and then everybody else.


We’re proud to support our clients with additional usability-focused heuristic research from Baymard Institute. To bolster our work on this front, we’ve thought about getting certified. If and only if you’re a store owner, hit reply and answer the following yes/no question with a “yes” or a “no”: would such a certification matter to you when considering whether to buy design from us?


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#103
January 16, 2024
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Human work, Store Design update, interface quality

Welcome back, everybody. Deep rest was useful for us; we’re fired up and ready to start a great new year. We’ve got so much cool stuff in the hopper that we can’t wait to share.

First up, of course, is our next book, Store Design. Proofs have been approved and the printer is producing the book right now. Once we get copies, we’ll ship to preorders, then friends & colleagues, then we’ll formally launch our onsale, and then after a little bit the price will change to reflect Store Design’s outsize value. Order now & don’t sleep!

This week, for paid members

Our first weekly paid lesson of the year is a comprehensive, evergreen response to Jakob Nielsen’s post. There is another way forward that Nielsen doesn’t immediately recognize. In it, we describe how to expand one’s design practice to be creative in a way that contemporary machine learning models can’t reasonably mimic. Who is the human behind your work?

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#102
January 9, 2024
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Year-ahead planning, tools, semantics

This is our final letter of the year before we go on break for the holidays. Thanks again for your support, now & always.

Store Design’s proofs have been approved, and book production has begun. Soon, soon.

This week, for paid members

  • Our weekly paid lesson is about how to plan your value-based design work for the following year.
  • Our design of the week is the single worst default we’ve ever seen. Sorry to end the year on a bummer note?
  • We’re throwing our last office hours of the year on Tuesday, December 19 at 1p CST. Share your glazed ham recipes! Or just talk about design. I don’t care!
  • And finally, our final teardown of the year is for Baymard 1%-er REI. You may have heard of it.
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#101
December 19, 2023
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Winter design, process & structure, care

What store design activities make the most sense to run over the winter? A few come to mind:

  • Card sorting. Remember all of that drum-beating that I’ve been doing for members about how important your nav is? Card sorts are how you rework your nav thoughtfully & profitably.
  • PDP updates. Now’s a good time to finally build that swipeable, full-bleed image gallery that you’ve seen around. It’s also a good time to fine-tune your upsells. Nothing is off the table.
  • More ambitious reworks. Now is a great time to make bolder changes that you’ve been putting off, up to and including re-theming or re-platforming your whole store. Deeper changes are lowest risk after big sale periods, because there will be reduced short-term impact and a higher likelihood of long-term optimization work. Plus, most of you did make a lot of money this past month, right?

You should probably also do what I’m doing and take some time off. You earned it.


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#100
December 5, 2023
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Design documentation, collection page heat maps, filter priority

Quiet week.


This week, for paid members

  • We held our monthly office hours, where we debated what sides to serve and nothing else.
  • Our weekly paid lesson is about how to read heat & scroll maps on collection pages.
  • And our design of the week shows that none of you learn when it comes to z-indexed elements. I know, right? During this week?
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#99
November 28, 2023
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Self-care, generalizable principles, order confirmation

Store Design has been sent to the printer. Still on track for a January delivery.


Rest is necessary, of course. In what specific ways have you rested this month?


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#98
November 21, 2023
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Durable thinking, nav reworks, normative context

Draft will be closed this coming Friday in honor of my dog’s birthday. In this moment, I invite you to reply with the specific ways in which you will be reflecting on Basil on the occasion of his birthday. Thank you.


This week, for paid members

  • Our office hours are a week from today, Tuesday, November 21 at 1p CDT. Want to talk to a value-based designer about what to do over the weekend? I have a very good stuffing recipe.
  • Our weekly paid lesson is about nav reworks. The options you give customers defines how they behave on your store. Are you making the right choices? How do you find out?
  • Our fortnightly teardown is for apparel brand Marfa Stance.
  • And our design of the week covers a truly curious way of displaying collection text.
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#97
November 14, 2023
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Type sizes, building slower, a major American holiday of some note

Final edits on Store Design have come back. Now I get to final-final edit it and send it off to the printer.

Still on track for arrival in the next few months.


This week, for paid members

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#96
November 7, 2023
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Toxic masculinity, full-bleed image galleries, PDP design

This article on the feminization of design and attendant restructuring of “web design” into “front-end development” is an absolutely essential read.

If you’ve been following my letters for any period of time, you’ll find some parallels between what’s happening here and the shift from design to “product” that has happened over the past decade. For almost its entire history, the tech industry has involved women getting into a field, that field being proven to show value, and men taking over that field. This happened to programming itself in the 50s & 60s.

There is materially no energetic difference between what happened then and what is happening to design now. Or how support has turned into customer experience. Take note.


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#95
October 31, 2023
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Vocabulary inflation, holiday sales, mobile-first design

In the department of “things that should happen but won’t,” we have Jakob Nielsen talking about ‘vocabulary inflation’ with respect to design. “UX” is design. “Product” is design. “Design systems” are design. It is all just design.

People choose to label design as something else in order to appease stakeholders in power who incorrectly devalue the outsize economic impact of design as a practice. One of the more minor consequences of design’s structural failure to take a “seat at the table” is that I guess we don’t get to call what we do design anymore. Being disempowered to do our jobs is a bigger issue. Being laid off en masse is a bigger issue. Ending up with stuff like this is a bigger issue.

The answer is not to rebrand ourselves as “product,” and do nothing else to leverage our power. The answer is to understand design’s power, claim it, and learn how to move within business.


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#94
October 24, 2023
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Customer education, stakeholder strategy, text editing on mobile

Edits have wrapped up on Store Design. Now we move into final typeset, preflight, and then printing.


This week, for paid members

  • Our weekly lesson talks about the economic value of customer education. How does one do this well, in a way that separates the best brands from the rest?
  • Our design of the week shows the biggest home page fail we’ve seen in a while. And then we show you another one. On the same page. Hilarious!
  • And our fortnightly teardown is for carry & apparel brand Filson.
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#93
October 17, 2023
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Single page checkout, SMS compliance, ethical research

Our editors have kicked off our final editing pass on Store Design, and our work should be off to the printer within the next six weeks. Gosh, isn’t that exciting? I’m excited.


This week, Shopify is rolling out a new checkout system. It’s kind of wild: as a value-based designer I usually find high leverage in checkout improvements. Working on Shopify, I have very little latitude in what we can do with checkout. As this new checkout page rolls out, we’ll have even less latitude. So ultimately, one hopes for the best, and surrenders to Shopify and what they want. Ultimately, I think these improvements are a good thing, although they are clearly more about Shopify’s long-term corporate direction than any palpable improvement for the customer.

There are three sets of stakeholders when Shopify rolls out any change: Shopify, Shopify’s customers (online stores), and Shopify’s customers’ customers (actual customers).

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#92
October 10, 2023
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Discounting, case studies, design winter

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#91
October 3, 2023
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Evergreen design, account creation, sidenotes

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#90
September 26, 2023
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Sticky gallery, IA, designed data

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#89
September 19, 2023
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How design is received, design authority & leveraged power, tracking changes

In therapy lately, I have been processing some feelings about how design is received among the economic buyers of my industry. In short, because design is a form of leveraged power, and because power dynamics have shifted towards more toxic structures, people have consciously chosen to remove the power of designers and create more hostile experiences on the web. Designers are losing jobs, reworking their job titles, or leaving the industry entirely. The pendulum will swing back towards us someday, as it must, but for now things are grim.

Presumably, you read these updates because you want to learn how to practice design better. Or you like what we do here at Draft and want to keep tabs on our business. Or you just think I’m a cool space alien, and you like basking in my piles of words? Either way, I’m a designer, I’m going to remain a designer, and we’ve suffered through design winters before. Draft has so far survived a financial crisis, a fascist uprising, an ongoing war in Europe, and a global pandemic.

And now, blessedly, we are booked through the rest of the year, and so we will be winding down the receipt of new consultative operations until at least February. We are grateful to those who understand the outsize economic value of design, and are willing to act accordingly.

It’s my job to make design legible & understandable to you. It is not my job to manage how you receive what I have to say. Maybe you think listening to customers isn’t a good use of your time, or you think you have better ideas than they do. I don’t agree, of course, but ultimately you’re going to do what you’re going to do, and I’m going to do what I’m going to do.

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#88
September 12, 2023
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An update on Store Design, hover triangles, supported design

I finished line edits for Store Design last week. This happens on a printed document, and so the next steps are:

  • Type up all of the changes
  • Final conceptual pass to add anything that might be missing
  • Line edit of anything that gets added (this will take way less time)
  • Hand off to someone else to do a final copy edit & preflight
  • Get the thing printed
  • Get the thing shipped to me
  • Get the thing shipped from me to you

This sounds like a lot, but some of these phases are going to be quite short. We’re still on track for a year-end delivery, but this will be my first post-pandemic printing rodeo, and so I wouldn’t be too surprised if this pushes into January or February.

I’m proud of this work. I believe it will act as the definitive statement on store design for at least the next ten years. Preorders continue to be available. Thanks, as always, for your support of our work.

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#87
September 5, 2023
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The tension between evidence & agenda

One of the most interesting things about my job has been the tension between evidence & agenda. Does anyone speak of this? It feels like maybe no. We are now here, in this place.

When one comes to the table with an agenda, they must as a rule either fundamentally ignore evidence, or misread it with intent to execute on their agenda. This is obvious, a structure of incorrectly overleveraged power, and it must be named if design is ever to reclaim its authority.

When listening to evidence, one lets go of their agenda and puts the power in the hands of the customer, where it belongs. One must come to the evidence with a clear head, with no expectations, preparing to be surprised & challenged.

Customers are supposed to challenge us. They are supposed to push our business forward. There is always a path outside of the one we think we know.

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#86
August 29, 2023
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Why people misunderstand design, getting the easy things wrong, writing in public

The last time I chatted with Kurt, he remarked out loud ahead of time that store design is one of the most widely misunderstood profitable practices in ecommerce. And as I’ve written Store Design our the past year, I’ve wondered: why is design so hard to understand?

  • Design has an eternal identity problem. We don’t know what to call ourselves, and so people don’t know how to understand us. Many people don’t even know what we do.
  • Because design is the strongest form of leveraged power in an organization, designers have become structurally disempowered by business strategists, executives, and other workers.
  • We don’t have peers who practice design – at least not as we recognize it. As a result, we don’t know what “good” design looks like, and we lean into “bad” design patterns. (90% of our teardown work exists to identify obvious errors that store owners lack the peer group to isolate themselves.)
  • Because online stores incorrectly believe that they are not existing within technology, they don’t know how to hire for design or development roles, and so don’t know how to be discerning with respect to quality talent in these areas. As a result, quality talent often leaves for other industries.

Value-based designers struggle to prove themselves in the best of times, and right now is not the best of times. That’s why our case studies have such outsize value – and why we keep generating them as we get more wins.

If you run a store or know someone who does, and you want to benefit from the outsize economic impact that design is capable of, one consulting slot is available. Reach out and let’s get started.

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#85
August 22, 2023
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New consulting slot, recruitment adaptation, swatch display

For the first time in 10 months, a consulting slot is open for outsize revenue generation. We’ve also recently posted two new case studies that show what we’re capable of.

We’d be honored to have you reach out & begin a conversation. And if you work for a store or know any store owners who might benefit from the sort of work that we do, please have them ping us. We are friendly and good at our jobs. You know this. It is obvious.


You love me more than you dislike webinars, so fortunately I’m the latest guest on SegMetrics’ webinar series. I bet you won’t guess what we talk about.

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#84
August 15, 2023
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Long-form product descriptions, color differences, the problem with accordions

This week, for paid members

  • Our design of the week shows one of the smartest upsells we’ve seen in a minute. How does it play out on desktop versus mobile? What constraints do upsells exist under in general? How can you simplify a buy box?
  • And our weekly paid lesson is about long-form product descriptions. How much should you write for each product detail page? (Less than you think.)

Want in? Join us now – named one of the best ecommerce communities going on the web.


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#83
August 8, 2023
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Mega menus, strategic research, usability testing

Utterly riveting news: I’ll be doing a presentation on quantitative design research with SegMetrics tomorrow, August 02, at 1p CDT. You can sign up at the aforelinked. Should be fun! I’m fun. Hooray!

And as I mentioned before, I’m looking to guest on a few podcasts this month. Let me know if you run one and are interested.


This week, for paid members

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#82
August 1, 2023
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Unit economics, invisible interactions, reconstructive memory

I keep reading things that proclaim the death of design and the resurgence of other terms that describe design.

What people fail to understand is that design is eternal, evergreen, and one really does not need a word for it at all.


This week, for paid members

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#81
July 25, 2023
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More tools, the future of design, some questions

What if tech has plateaued, out of sheer ubiquity? What if that’s okay? What does “okay” look like?

What if there is no “next best thing?”

What if AI really is just great for transcription & shitposting?

What if tech is just something we all do in the background of the rest of our lives, rather than the focus of our lives?

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#80
July 18, 2023
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Put me on your ding dang podcast, and also other things

As we wrap up our editing of Store Design and move into the consultancy’s busy season, it’s time to talk more publicly about what we’re doing in the current moment.

Obviously, much has happened since I last spoke about store design. Google concluded their engagement with quantitative design & experimentation; other tools have launched to fill the gap. Technique is nice to discuss, of course – but beyond that, and far more important, is adopting the correct mindset to become receptive to the essential practice of store design.

If you have a podcast or a blog where you think our work would be a useful perspective for your audience, please hit reply and let’s begin a conversation.


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#79
July 11, 2023
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Delivery date, PDP descriptions, heuristic evaluation

I recently spent a few weeks holding structural space for a client whose team members have been incorrectly seized by the ego-driven toxic masculinity that is all too common in the direct-to-consumer ecommerce space. It was fun pushing back on literally everything, saying “no” seven times a day, hauling people on calls and telling them are fundamentally, cosmically wrong in front of all of the people who are responsible for paying them. I love having fun. Don’t we all?

I’m reminded of that one time in 2009 when someone got the company to print business cards for me with the job title “Fun Ruiner” as a joke, only it wasn’t a joke then and it’s not a joke now. The client hired me for this. The CEO supports the practice, which is sacred. Two objectively incorrect people got fired two weeks after my arrival. Now we are all here, witnessing.

At Draft, we sell design research, you buy A/B tests, and the fundamental outcome is deep structural cultural change. This is evident in our case studies, which speak more broadly to cultural change than numbers in specific. We are good at shifting psyches, at redefining what “focus” should be.

Meanwhile, I finished writing the end of Store Design last week, and in it I spoke of the deep psychospiritual impoverishment afflicting ecommerce, and how it will bring about the long-in-coming conclusion of independent business, as we are all eaten by a company who actually knows how to research and focus on customer needs, unlike most store owners.

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#78
July 4, 2023
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Google is bad, research frameworks, site speed now

As Google’s attack on the practice of value-based design continues apace, my colleagues & I have been given to a deeper reflection on what tools will facilitate right relationship going forward.

We’re used to technology changing, of course. But we’ve come to rely on our tools for maintaining our client relationships, building infrastructure, and expanding our skillsets. Since value-based design is such a nascent industry, we’ve watched our tools change rather frequently, especially over the past few years.

We’re currently settling on some final recommendations for new tools that are likely to stick around for a while and consciously support small & mid-sized businesses. These will go out to paid members in a couple of weeks. They will involve a complete disengagement from businesses that have consciously proven themselves, through their actions, to be hostile to the business that we wish to practice.

I’m reminded of a conversation I had with the creator of a promising new experimentation framework. He asked what he could do to make our relationship positive into the long term. My reply was blunt: don’t fuck us. Why? Because value-based design tools have a long history of fucking us. Now we’re all tired.

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#77
June 27, 2023
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Strategic focus, hierarchy, value-based stories

What causes someone to embrace value-based design? Do people change their minds as they work in tech?

I’m curious to hear your stories – just hit reply.


This week, for paid members

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#76
June 20, 2023
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Sell other things, the $300M button, tonal copy

We’re currently working with a client that knows its problems well and takes steps to solve them. I love this. It is so much nicer to work with clients who get it than to clean up disasters. Disasters may be more lucrative, but ultimately people got to such a place for a reason, and it’s more likely than not that they’ll reject the medicine and backslide quickly after.

This client won’t reject the medicine. They get it. But as you probably know, once you solve a given problem, another, larger, more interesting problem always seems to take its place. And that’s where we find ourselves now, with crunchier issues and deeper questions.

This client knows their customer behavior pretty well. Reorder rate is clearly delineated. Tropes are predictable. We can see a big fall-off after someone’s second purchase, for what amount to good, practical reasons. On a recent call, I looked at these numbers and said “okay, so people are leaving for what we think to be common-sense reasons. Yes?”

Some nods.

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#75
June 13, 2023
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Design’s axioms, GA4 reports, iterative feedback

I recently read a piece in UX Collective about “the one true way to design”. This week, I want to provide some thoughts on it, and how to read the variable nature of agencies’ design processes.

Yes, every design agency has its own method. We do, too Agencies do this in order to compete effectively, to make clients feel like they are buying something specific to them. And in doing so, we need to play off like our process is better than all of the other processes.

But they are all pretty similar on face! Something unites them. I was a math major, so I often think about first principles – the axioms that we take for granted before creating a body of work. I think design agencies work from a handful of first principles that feel more-or-less uncontroversial:

  1. Design is creative work in the service of business goals.
  2. Design should focus on uniting customer needs with business goals.
  3. Design fundamentally involves talking to those who will use it, so they can have a seat at the table.
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#74
June 6, 2023
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Design is a form of power, clarity vs. fidelity, buy box contents

As I’m finishing up the first draft of Store Design’s manuscript, I’m curious: what topics around value-based store design do you want us to include?


This week, for paid members

  • This fortnight’s teardown is for apparel brand Cuts. They do a lot right!
  • And our weekly lesson is about the basic contents of a buy box. What goes in, and what stays out?
  • Finally, our design of the week shows a rare hover state that we actually care about & endorse. (No hovers on mobile!)
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#73
May 30, 2023
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Mobile nav for luxury brands, “product,” status & culture

I’ve been compiling & typesetting the text for Store Design lately, as our first step before a full edit pass. It’s been really nice to get the text all in one place, giving the final work structure & form. I feel like I’ve been making a lot of scaffolding.

The introduction speaks to the spiritual & intellectual impoverishment that obviously exists in contemporary independent ecommerce, and it gets spicier from there. I suspect people will either get it or they won’t. If you’ve been reading our letters over the past few years, none of Store Design will come as much of a surprise. But will the tent expand at all? Do I care?


Draft Revise is once again sold out. Grateful for those who take a chance on our practice. It feels good to exist in right relationship to the practice, to be performing nourishing work again.

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#72
May 23, 2023
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Normative context, craft, button placement

Remember that little link I sent along last week saying that we now have a consulting slot open? I am now so busy with prospective calls that this, this is what you get for the weekly letter. I’m almost sorry!

If you wish to work with us in the future, get in touch. We’d be grateful to begin a conversation.


Links

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#71
May 16, 2023
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Studio Draft, reflecting, modals

One bespoke consulting slot is available, for kickoff in late May. If you wish to increase your business’s revenue, we invite you to reach out.

Quiet week otherwise, working on Store Design & client projects. Some good links at the bottom. Wishing you all the best as we begin the spring harvest here in Chicago.


This week, for paid members

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#70
May 9, 2023
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Draft Teardown: last chance for cheaper prices

Howdy! Just wanted to let you know that we’ll be bumping the price of teardowns in 8 hours, at 5p CDT. If you’ve been on the fence, you might want to grab one right now.

We’re also in the process of working on larger teardowns for SaaS businesses, focused on their product direction, feature set, and overall interaction design. Please reach out if you’re interested – just hit reply!

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#69
May 5, 2023
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Teardown price increase, collection pages, similar products

Within ten minutes of my showing up at Microconf’s first event a fortnight ago, someone looked me in the eye and straight-up commanded me to charge more for teardowns. This happened shortly after I did an hour-long in-person teardown for my very nice email provider that was later described as worth the entire time he spent flying out to Denver for the actual conference.

Whenever anyone tells me to hike my prices with that much urgency, I hike my prices. And this particular exhortation came from someone I trust & deeply appreciate. So in one sense, this is all her fault; but in another, more accurate sense, it’s entirely my fault. Or we can blame inflation? Let’s blame inflation. I just adopted a new dog and I’ve been told he has to eat. You could help with that?

So this Friday, May 05 at 5p CDT, I’m hiking the price of teardowns. You may wish to buy yours right now. I am profoundly serious about this and regret nothing.


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#68
May 2, 2023
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Machine learning, who to trust, additive writing

At MicroConf this past week, someone remarked to me that I tend to write books as a way of marking the ends of eras – implying that Store Design’s release happening at the same time as our repositioning isn’t really an accident.

I don’t know if this is true! I feel like the books are more accretive. I had to write Cadence & Slang I’m still talking about value-based design in everything I do. What happens is that the work discussed in our books becomes additive to the practice. One expands the practice to encompass new work;

Applied here, our prior work on stores is going to infuse our whole design process when we work for more structurally nourishing industries. The Draft Method, devised between 2019 and now, isn’t going away – or even changing much.

What is happening is a comprehensive shift in who we serve, and how we serve them. And we’re doing that with everything we’ve learned & shared over the past 17 years. MicroConf taught me a lot about how we must move. And for now, that must be enough.

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#67
April 25, 2023
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Store Design: preorders end TODAY

Hello! Just a humble reminder that preorders for Store Design wrap up in 8 hours, at 5p CDT.

We’d be honored if you joined us.

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#66
April 14, 2023
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Store Design preorders end Friday

As mentioned, we went dark for the past couple of weeks. Here is why: in March of 2020, I bought an infinitely rebookable flight to Japan, because the Bad Times™ were supposed to last six weeks and stuff. Three rebookings later, I teleported out of the hemisphere at maybe the worst time for my business in the history of the universe.

Somehow, nothing collapsed in my absence. (Good job, team, and thanks.) In the meantime, I had a magical experience, one I’ll not soon forget. And now it’s time to get back to work.

Most importantly, Store Design preorders end in 4 days. At that point, the price will go up, and you won’t be able to get our bundle discounts anymore. We’ll also be providing periodic updates exclusively for those who got in early. If you’ve been waffling on joining us, you may wish to do so.

Store Design arrives at a time when ecommerce desperately needs new ideas. We’re honored, now & always, to have the support to make awesome books like this happen. Thanks for reading, and help spread the word!

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#65
April 11, 2023
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Spread the word about Store Design, protecting value-based design careers, onboarding

I’m thrilled to report that Store Design now has enough preorders to cover printing costs. Thanks to everyone who has preordered thus far, and a special thanks to everyone who ordered teardowns & bundles; a few of those over the weekend pushed us over the finish line.

And as mentioned previously, the more we raise, the better the final product. If we get a hundred more preorders, we’ll be able to release Store Design with better paper stock, a nicer cover, and in higher quantities.

Those who have been around these parts for a while – like, since 2009 – know that we are no stranger to crowdfunding. We started on Kickstarter 14 years ago and have run several major campaigns to fund our work. This one, independently run, is comparatively unconventional. Yet it’s still worked.

We’re trusting you to believe in this and spread the word about us, now & always. If you’ve enjoyed our writing about store design, both here & in our paid group, we’d be grateful for you to write some nice things about us & spread the word.

Free post
#64
March 28, 2023
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