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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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