An Event Apart Seattle 2011: Recap & Thoughts

I was very excited to attend the Seattle stop of the An Event Apart tour this year. Last year I was out of town when it happened and was bummed. Thankfully I got my ticket early this year and was able to schedule it in advance.
I went expecting to be excited about HTML5, Standards and CSS3...the usual. And I was; many talks were exactly what I thought they'd be; cool new technology and topics that felt somewhat familiar already. However, I came away with knowledge I wasn't privy to previously and felt this information was more important to my work and my business as a whole.
Day One
Jeffrey Zeldman
Jeffery Zeldman kicked off the conference with a humorous yet insightful coming of age story of the internet. Full of lots of little anecdotal, quotable quips; it was quite enjoyable.
Jason Santa Maria
Brooklyn's Jason Santa Maria was a great presenter. He talked about web fonts and how they are creating new opportunities for designers; he also touched on typography as a whole.
I learned that being able to discern between a typeface's characteristics will help able you to select similar fonts or choose a contrasting typeface. Santa Maria also indicated that typography was largely an art of contrast (as is much of art). Juxtapositions are what make typography interesting.
He also talked about relationships between color, weight and line length. For example, the longer the line of text, the more space should be used between lines. Stronger colors used on text should also incur more line height.
One great point I took away is that we as designers shouldn't try to always do something wildly different for each design. Find typefaces that resonate with your personal style and develop a "personal palette"; get to know those typefaces really well.
Kristina Halvorson
Kristina Halvorson also blew my mind with her talk "A Content Strategy Roadmap." The founder of Brain Traffic hammered home how content strategy is a very typically overlooked part of the average web design workflow. Sure we all do IA, Design, Development, et al, but content is always that thing that gets tacked on at the end of a project and "isn't our responsibility".
Halvorson said that the content isn't the problem, it's the process or map we standardize on to complete our projects. Her talk made it clear that a good content strategy can inform the project at all touch points and should really drive much of the deliverables for a project. Some key points:
- Determine who is responsible for the content; the "content owners."
- Don't jump to conclusions about content; dig deeper; find the good stuff.
- Define the deliverables.
- Ask how content fits the business objectives.
- Ask how the content gets updated.
In short: content is your fucking job. We all need to remind ourselves of this fact.
She also introduced a new concept to me which is that of developing "Page Tables", a guideline of sorts that tells clients/copywriters what they are creating copy around.
Every time I develop a functional spec, wireframe, etc, I start with asking "ok, what's the content? how is it displayed? how much of it is there? how is it updated?" Content touches it all and really should be in the proverbial driver's seat.
Scott Berkun
Local hero Scott Berkun gave an insightful talk on "Why Designers Fail." As an industry, our successes are determined by how we fail and how we respond to that failure. He noticed that compared to most industries, we in the design industry rarely have a failure analysis protocol; that is to say, examining our failures and learning from them.
He talked about the different kinds of failures and noted that we must experiment to create knowledge. One highlight was his discussion of designer Matt Wiley's process. The designer recorded himself designing a magazine layout. The "try this, no, try that, no, doesn't work" method of failing to succeed is immediately apparent in his decision-making process. Berkun pondered why we don't look at this type of documentation as designers more often. Pretty fantastic.
Sarah Parmenter
Sarah Parmenter's talk was quite good as well. Through examples and anecdotal evidence, it became clear how psychology can affect user experiences. Parmenter boiled down psychology in design to five points:
- Speed (KISS - Keep it Simple Stupid. People think fast.)
- Simplicity (Clear messaging)
- Surprise (Challenge conventions)
- Social Behavior (Herding behaviors and social proof)
- Stirring Emotions (Inspiration negatively or positively)
We can tailor experiences to influence users to interact and react, buy and like. She even gave some great examples of dark patterns, using design patterns to negatively influence users. Her talk was fun and her slides were really well designed (no surprise there; her style is super rad).
Luke Wroblewski
At the end of the first day, Luke Wroblewski gave an amazing talk on "new mobile moves." To get us loosened up, he had the entire crowd do some move's from MJ's Thriller. Was pretty hilarious. Wroblewski really made it clear that we should be designing for mobile before designing for desktop. Mobile internet usage is growing so fast that it's going to be overtaking desktop usage in the next few years. Luke encouraged us not to make a website and then dumb it down for mobile, but to design specifically for what mobile was fantastic at doing, and then design the website around those features. He also talked about how interaction with mobile devices differs from desktop interactions and gave tips on designing for those interfaces.
Day 2
Eric Meyer
Eric Meyer started off day two with a number of CSS demos basically for "fucking" with the user. It was a nice way to start off the second day. I felt like it was funny that he just had a bunch of CSS files, but thought maybe it could've been presented in a much quicker format (like design a website for it with a demo on each page instead of copying and pasting). Unfortunately, some technical issues kind of killed his flow a bit.
I would've liked to have seen his demos in about 10 minutes and then have him talk about the state of the CSS3 spec for 40 minutes. Who defines the spec? How do the different browser vendors contribute to it? How does a feature implementation get into multiple browsers? I hate to admit that I was thinking "it's 2011, we all know this stuff by now."
Jeremy Keith
If Jeremy Keith wasn't everyone at An Event Apart's hero already, he was after his talk. Keith eloquently described how our design principles lead to a set of design goals and design patterns form or are utilized to achieve those goals. Keith showed examples how good/bad design principles lead to patterns that can help or harm an end-user. I think Keith's talk was my favorite of the event. I wish I could write more about it but I'm still thinking about it right now.
Aarron Walter
Aarron Walter's talk was accompanied by some great illustration. Walter's was a positive, motivating talk on prototyping, testing, and generally putting your ideas out into the world. He used his own company MailChimp (which, coincidentally, is one of my favorite sites right now...beautiful) to show examples of wireframing, prototyping, sketchboards, et al. He encouraged collaboration; having a buddy to validate your ideas.
Andy Clarke
I'd heard a lot about Andy Clarke before this event, but he was even more entertaining then I expected. Clarke gave a fantastic presentation on CSS3 transforms and (mostly Webkit-based) animation. He showed a CSS3 animated version of the Mad Men intro, and then walked us through how it was done. A beautiful demo and some practical implementation knowledge; awesome
Clarke then proceeded to blow everyone's mind with a working demo of Animatable, a browser-based CSS3 animation-creating tool that generates semantic markup. It looked something like the Flash timeline, but with a more rich timeline tool and palette system. It was safe to say that I was super impressed. You should definitely follow the Animatable team on Twitter for updates about this imminent tool.
Alexa Andrzejewski
Alexa Andrzejewski, the founder of the Foodspotting application recounted her trip to Japan and explained how urban design can inform user experience. I thought this was one of the more touching, personal talks. She cracked me up when she said that "there are no stupid people, only stupid interaction designers."
Tom Coates
Tom Coates seems like an absolutely brilliant technologist. He was also hilarious. Dude had everyone in stitches. Coates gave loads of examples of emerging technologies that are or could be networked. Even though he was really silly, it really made you realize how much awesome stuff is happening right now and how much potential for growth there is. Was a great end to the conference on a fun and positive note.
Thanks, AEA!
Overall, the conference was fantastic. The food was good, venue was perfect, the music was great, and I met a bunch of new friends. Definitely made it clear to me how fantastic Twitter is as an ice breaker ;)
