Ten Years, Ten Speakers: Part II

As part of our A Decade Apart celebration—commemorating our first ten years as a design conference—we recently asked more of our favorite speakers from the past decade what they were doing professionally ten years ago, in 2006. Here are some more of their answers. If you missed Part I, have a look back.
Richard Rutter
I was a matter of months into the adventure that is Clearleft. We’d already moved into our first office and hired our first couple of employees, but we had no real idea that in ten years we’d be in our own four-story building with nearly thirty people working for us.
At the time we were working a lot for dotcom start-ups, which I seem to recall was great fun, albeit somewhat stressful as everything had to be done on a shoestring budget. Also we were feeling our way in how to combine design work with business and development processes—Agile hadn’t really entered the scene at that point.
Back then I was also blogging far more than now—something I’m trying to get back into. Short, to-the-point posts were a common thing back then, perhaps surpassed by even shorter tweets now, not necessarily in a good way. Looking at my 2006 archive, one post caught my eye in particular: “there’s a different approach to web page layout which is gradually getting some traction. The idea is that the layout is changed to best accommodate the window size.” The rest, as they say, is history.
Sara Wachter-Boettcher
I became a copywriter at a small print-advertising agency. As the team’s resident eagle-eye, and lowest-paid staffer, I was responsible for proofing and copyediting every piece before it went out the door—including the little brochure-ware websites we were increasingly being asked to create. Only, I wasn’t actually proofing websites. I was proofing print-outs of websites, delivered to my desk on large-format paper each day by our traffic manager. And proof them I did: right down to marking up line breaks I didn’t like. I imagine our developer chuckling to himself, adding a few arbitrary <br/>
s to the page, hitting print, and then immediately removing them.
Less than a year later, I’d left that gig to become a web writer at another agency—and I haven’t reviewed a printed website since.
Jaimee Newberry
I was a Partner and Director of Interactive at a boutique animation/interactive agency called eatdrink. A lot about what I was doing then, and with whom, makes me smile today. I loved my work and I loved my team, I learned so much about how to, and how not to, work with clients and personalities of all types.
If 2016-Jaimee could go back and share some insight with 2006-Jaimee, I would tell me this: “Speak up! Write and share more about what you’re doing and what you’re learning. You love to write—don’t suppress that. It will be a great tool of growth in the coming years for you and for others. Don’t hide quietly/shyly in the background all the time. Learn out loud.”
Dan Mall
I was busy speaking and writing about how to use Flash and web standards in harmony, as well as helping to open the Philly office of Happy Cog. Great year!
Brad Frost
I was a junior at James Madison University, where I took a Dreamweaver course and a Flash course as part of my Media Arts and Design major. The major was a combination of media studies and hands-on multimedia design training. I dove headfirst into it all, making obnoxious Flash sites and animations. My summer job in 2006 was designing my university’s English department website, which hilariously is still up.
The following year, two weeks before I graduated, our class was visited by two alumni who worked for AOL. They said “if you’re interested in this whole web design thing, you should read this book called Designing With Web Standards by Jeffrey Zeldman.” I graduated and sat unemployed in my sister’s apartment reading Jeffrey’s book, realizing everything I’d learned was wrong. And, well, here we are.
Jeremy Keith
I was spending most of my time talking and writing about Ajax. It was the hot buzzword back then and everyone was going ker-razy for Ajax. My concern was with how people were using Ajax. Instead of treating it as an enhancement, I was seeing a lot of sites that made JavaScript and Ajax a prerequisite just for retrieving information. I ended up writing a book called Bulletproof Ajax wherein I described how Ajax and progressive enhancement make a perfect match. I even coined my own terrible buzzword—Hijax.
We don’t talk about Ajax that much these days but we do talk about React, Angular, Ember, and other JavaScript frameworks that are driven by Ajax. Me? I’m still banging on about progressive enhancement. I’ll probably still be banging on about it in another ten years. It’s an approach that has stood the test of time and keeps proving its worth again and again.
Ten years ago I was writing on my blog. Lots of other people were writing on their blogs back then too. That would soon change, though. Twitter and Facebook were picking up steam and soon they’d be luring bloggers away with enticing and seductive short-form convenience. I’ve stubbornly continued writing on my own site. I fully intend to keep on writing there for the next ten years too.
Aarron Walter
I was a college professor and freelance web designer obsessed with microformats, RSS, and PHP. UX wasn’t really a thing at the time—we were still thinking about information architecture (IA). I was building my first web app and making so many mistakes. My PHP was not exactly organized in a tidy MVC structure. It was server-side/client-side soup!
I remember seeing Todd Dominey speak at AEA at Turner Field in Atlanta that year. I was blown away by his candid explanation of how he built SlideShow Pro into a company. Nine years later, he joined my team at MailChimp. Life’s a funny circle.
Jonathan Snook
2006 was a transitional time for me. I had recently started freelancing and had my first taste of going to a web conference: SXSW Interactive. It was such a great experience to be able to meet people that I had only previously connected with online through forums and blogs. It connected me with a book publisher, which led me to write books. It also connected me with the conference organizers, which led me to start speaking. Those connections are ones I still cherish, and I am grateful for the opportunity to make new connections with people every day.
Veerle Pieters
I was running Duoh!, my design studio, just as I do now. Only, I believe 2006 was a turning point for me. Exciting times were about to come. My blog was becoming rather popular. I attended my first SXSWi conference, where I spoke on a panel and met most of my internet friends in real life for the first time. That was double excitement for sure.
In terms of workflow and tools I can’t say things have drastically changed for me, but that’s probably due to the fact that I’m mostly focused on pure design work and less on coding. I’m still using pretty much the same software tools for designing. Some things are just done more efficiently due to the development of the software. Other things are harder and take way more work such as designing a fully responsive site.
Kevin M. Hoffman
I was the director of electronic communications for a prestigious art and design college in Baltimore. I had a staff of one awesome person, and together we built big and small websites as needed. I remember an image optimization tool being indispensable, but I can’t remember its name for the life of me. I also deeply loved my “blackbook,” which was the black MacBook Pro at the time.
I had no idea what the next ten years would hold, but I certainly didn’t expect to be speaking at a conference as prestigious as An Event Apart. I remember attending it when I could afford it, going all the way back to AEA Atlanta at Turner Field in 2006.
Oh wait, our awesome ten-year-old son was born in 2006! Whoops, I probably should have led with that one.
Building a Remote Work Culture: An Interview with Jaimee Newberry

Jaimee Newberry is a designer, consultant, coach, speaker, writer, and all-around awesome person. She contributed to the broadcast of the 2000 Summer Olympic Games, helped lead mobile strategy and design for Zappos, and was Director of User Experience for Black Pixel. We recently talked with Jaimee about podcasts, tiny challenges, her new book, and her talk for the upcoming AEA DC and AEA Orlando: Special Edition.
It’s been two years since we did one of these. What have you been up to in the meantime?
Yes! I think we did this in late 2014. I’m excited to share a few of the most recent things.
The Unprofessional podcast wrapped in 2014. But this year co-host Daniel Steinberg and I knocked out Season 1 of the “tinychallenges” podcast. It’s also been quite an honor to be a guest on a handful of shows including Release Notes, Debug, and iOhYes.
In terms of professional coaching, I’ve coached more than 40 individuals and teams with culture, process refinement, career path/development, collaboration, and communication. This has been some of the most fulfilling work of my life, and I’m still going!
But the biggest and possibly freshest news is that in February 2016 I accepted a role as Chief Operations Officer for the premiere iOS+Mac+Android dev and training company, MartianCraft. We’re a 100% remote team—we are honored to serve some of the largest and sharpest teams in the world! I love this team and I’m excited to be a part of such an incredible company.
What sold you on joining MartianCraft, and what are you most looking forward to doing there?
Joining MartianCraft was not only about the ability to continue working 100% remotely from my home, and the understanding that I’m an independent mother with two young girls. It wasn’t only the amazing, talented, and kind individuals who work here, or the offer to accept a role that feels like, “Finally, at last, it fits!”
What sealed the deal for me was that working with MartianCraft never once made me feel my gender. I’ve worked in a lot of environments that felt like a “boys’ club.” But from our first conversation about the potential to work together, to agreeing to come aboard full time in the capacity of COO, at MartianCraft I’ve simply felt like an empowered human being. I’ve felt listened to and clearly understood, rather than dismissed or placed in a glass case. I’ve felt elevated, rather than shelved. I’ve felt supported and encouraged.
I’m most looking forward to strengthening, and sharing externally the amazing stuff this team does internally—from experimenting in our MartianCraft Labs, to refining the process of what it means to work and collaborate remotely, internally as a team, and with our clients. Kinks in remote culture definitely come up, and we actively work them out. We’ve got a lot of information to share!
I’ve been experimenting with quite a few other things, as well. I started an experimental YouTube vlog, I’ve been writing a good amount of Medium posts and #coffeewithjaimee
sketches, while also trying/testing new apps, hanging out with my kids, and most recently putting some focus back on my physical health.
All this experimenting resulted in starting something more officially called #tinychallenges
. The idea is to break things down really small, like two minutes or less per day, in order get out of our own way and DO MORE. Experiment, learn, mess up, try again. Put stuff out into the world. Every day is an opportunity to push ourselves and grow, even if only in the tiniest of ways. Over time, these #tinychallenges
add up to life-changing things.
Tell us more about #tinychallenges!
I started experimenting my way through 2013 with small, random challenges after a severe case of burnout triggered by the loss of my dad in 2012. Eventually, I committed to doing a random monthly challenge for every month that had 31 days in it. Because of the momentum and fun, it quickly grew into something I did every single month. Every new month, a new challenge. I was never very consistent with how I tagged these projects in the early days. Sometimes it was #31days
, #30days
, sometimes #randomadventures
; it varied depending on what I was doing.
My friend Brad Heintz, upon joining me for a one-month challenge, suggested unifying the name to something easier to follow and join. We landed on the name: “tinychallenges.”
Our Slack community continues to grow, a related podcast was born as well, and I’ve been invited to share my story all around the world, about how I used tinychallenges to eradicate excuses and build-up to writing the first draft of my first book, which is currently with an editor, and will hopefully be ready to share with the world by 2017! It’s my favorite talk to give!
A book? Congratulations! What’s the title and topic?
Thank you! I’m super excited! It’s called, They Call it a Comeback: The Essential Guide to Surviving Life Burnout. It’s the book my primary audience has been asking me for, for a couple years. I’ll reserve further details until the book announcement, hopefully this fall.
You have a talk in DC and Orlando called “The Art of the Sell.” What will attendees take away from it?
My goal is that designers and developers will take away some really practical skills that will tighten up the way they talk about their work, and how they communicate in their day-to-day interactions. In our line of work, we have to be salespeople. We sell our ideas internally to our teams and managers. We sell our work to prospective and existing clients. Selling is in every fiber of our work as designers and developers.
In the past, selling was a skill I fumbled through by wearing a lot of different hats over the past 18 years—from production artist to Chief Operations Officer and everything in-between. I did it wrong a lot. And, while I’m constantly realizing how much more there is to learn, I’m excited to share what I’ve learned so far. I believe my information will make life a bit more blissful for designers and developers in regard to the fine art of working with other human beings.
What has you most excited these days?
Three things that cover a broad range of my day-to-day activities, outside of being a mom:
- Helping teams/individuals with culture, process refinement, collaboration, and communication.
- Hammering out the sticky points in remote-employee culture through experimentation. I love this work and I’m honored that I get to do it not only with my team at MartianCraft, but that we get to help other incredible teams through coaching and training, as well.
- Finishing my first book.
Congratulations again on the book, Jaimee—we can’t wait to read it!
Jaimee Newberry will present “The Art of the Sell” as part of An Event Apart DC and An Event Apart Orlando: Special Edition, to be held at Disney’s Contemporary Resort October 3-5, 2016. Don’t miss your chance to see this enlightening session and many others—register today!
Laziness in the Time of Responsive Design by Ethan Marcotte—An Event Apart video

As screens and input types evolve, we’re managing more complexity in our designs than ever before: our layouts are becoming more flexible and responsive; our interfaces, more immersive. Maybe we can look for simpler approaches?
In this unique presentation captured live at An Event Apart Austin, Ethan Marcotte (creator of responsive web design and author, Responsive Web Design and Responsive Design: Patterns and Principles) walks us through some seemingly complex (what else?) responsive designs, and shows us how we might do a whole lot more with a little bit less.
Ethan Marcotte is a designer/developer who is passionate about beautiful design, elegant code, and the intersection of the two. He cofounded Editorially, and over the years his clientele has included People Magazine, New York Magazine, the Sundance Film Festival, and The Boston Globe.
Enjoy all the free videos in An Event Apart’s library. And for your free monthly guide to all things web, design, and developer-y, subscribe to The AEA Digest. Subscribers get exclusive access to our latest videos weeks before anyone else!
Meeting Expectations: An Interview With Kevin M. Hoffman

Kevin M. Hoffman has been a designer for more than 15 years now, and in that time worked on small libraries, the University of Baltimore, Nintendo, MTV, and the United States Holocaust Memorial Museum. We caught him between meetings to share a few thoughts about his favorite tool, conversational interfaces, and meeting design.
How’d you get your start in design, and on the web, if the two are different?
My first taste of both web and design work was in graduate school during the mid-1990s. I helped build a tool that allowed community organizations to perform property database searches. It helped them identify delinquent property owners in economically challenged areas. It was a trial by fire, as it was for most people building websites in those days. You just designed and built the thing! And then checked that thing in Mosaic and Netscape 2.
Processes for working together have become a lot more formalized since then, and mostly for the better. However, I do believe that a little bit of that “wild west attitude” has a place in our work.
You design meetings. Meetings are a thing you can design? How so?
You can definitely design meetings, and just about anything else. To design a thing means two checkboxes are checked: you’ve determined a desired outcome, and there is consideration for how people actually use or experience the thing. Painful meetings often fail on one of those two fronts.
Meetings often happen out of habit rather than intention, which fails the first checkbox. Typically, there’s not a clear, shared understanding of a specific outcome for each meeting, other than “be more further along than where we were when we started.” How do you measure that? How do you prove it? You can’t do either, really.
In terms of consideration of users, meetings can treat “meeting users,” or attendees, horribly. We don’t fully engage the brain, and fall back on listening as a primary method of accomplishing a goal. It’s as if a website only expected you to read body copy, with no thought to headings or visual ways of communicating ideas. The user experience of reading lines and lines of copy is mentally exhausting. The user experience of sitting in conversational meetings can be exhausting for the same reason.
You’re giving a talk called “The Five Meetings” this year at AEA. It’s clearly about meetings, but what will people take away from it?
Two things. First of all, I hope people come away with the belief no one is powerless to change the kinds of meetings they have in their organization. Not everyone is in a position where they can call, or even lead, a meeting, but everyone has a shared responsibility for the quality of that time together. There are simple things you can do—structures to fall back on, conversational hacks, and ways of changing the lens on a topic—to improve them.
Second, that even though some of us follow a prescribed set of meetings, either by process—agile, waterfall, or making it up—or by culture—conservative large company, startup, or one-person shop—we all share a lot more struggles, project to project, than we realize. I’m looking forward to hearing everyone talk to each other about all the meetings and meeting challenges they have in common, and being a part of that conversation. That’s where the best insights happen: the conversations after a talk!
What are some tools, tricks, and/or techniques you can’t work without?
Any tool that is designed for groups to use together, rather than individuals to use alone. Current examples include Google Docs, Slack, Dropbox, Github, and a tool I’m working on with some really smart friends called Boardthing. I absolutely cannot work without a place to draw what I’m thinking. I also can’t work without breaks, and lots of them!
What has you most excited these days?
I’m super excited about conversational interface systems. In the technology space, I really think Apple has its work cut out for it when you look at Siri’s performance compared to Google Now or Amazon Echo, in terms of making people’s lives easier. I do think Siri does well in specific situations, such as Homekit or the Apple TV, but general-purpose use isn’t quite as smooth as Android, in my experience. Conversational interfaces can certainly be awkward at first, and honestly feel a little like science fiction to an organization that isn’t designing for them yet. But using tools like IBM’s Watson API, it’s not really that hard for anyone to build that kind of logic into websites and applications.
Kevin will present “The Five Meetings” at An Event Apart Washington DC, July 25-27, 2016 . Don’t miss out on this essential information—plus eleven other great presentations for people who create digital experiences.
Understandable Design: An Interview with Stephanie Hay

Stephanie (Steph) Hay is an Ohioan who loves video games, CrossFit, and BBC programs. She’s also a journalist who pioneered content-first design and Lean Content testing, two low-risk methods for proving traction before building a product. Stephanie co-founded FastCustomer and Work Design Magazine, and made 1nicething.com. These days she’s in Virginia at Capital One, where she leads Content Strategy and runs “What’s Up Thursday,” a weekly share-out for the entire design team of 250 people across 11 locations. We caught up with Stephanie to discuss work/life balance, human-centered design, and following the fun.
How’d you get your start in design, and on the web, if the two are different?
It’s around 2004, and I’m working at George Mason University. A guy by the name of Will Rees, one of my best friends to this day, is teaching me to use Contribute. I write a sentence, publish it, and POOF it’s on the web. I edit the sentence, re-publish, POOF it’s updated. I’m hooked instantly with the speed. Especially because, while in grad school, I found myself having to re-pack hundreds of alumni letters into envelopes because the Dean edited a few lines after the first round had already been printed and packed. NEVER WOULD I GO BACK TO PRINT AGAIN! Or at least that’s what went through my brain at the time.
What can you tell us about working at Capital One and sharing knowledge across a geographically far-flung set of teams?
The amount of customer feedback and data at our fingertips is incredible. The design talent is amazing. And the willingness to share with and learn from one another is astounding. I often describe Capital One as a startup at scale; we’ve got ridiculously smart and excited people who want to change the world like NOW, and we have the ability to learn quickly from millions of customers who interact with us every day across multiple touch points. The biggest challenge to sharing knowledge isn’t our geography; it’s WHAT to share and WITH WHOM, because there’s so much good stuff happening by default, and so many people to learn from. That said, we have a weekly design team session called What’s Up Thursday, where designers share things that are inspiring them or lessons they’re learning. We try to make it an oasis during the busy work week; a chance to slow down and get in our local rooms and on video conference together, see each others’ faces, meet new team members, tell some jokes, and truly stay connected with our design colleagues.
You’re giving a talk called “Designing for Understanding” this year at AEA. What’s it about, and what will people take away from it?
The session title has a dual meaning. The first is externally oriented: Are we focused on seeing our customers understand, meaning the users will KNOW what’s happening without having to think or interpret our work? If so, we instantly boost the quality bar. We set new expectations of what’s possible and rise above the noise of STUFF. This goal of designing for understanding slips away if we get too myopic about usability—does it work, and to what degree—or about consistency—is it the same user experience across touch points?
The second is internally oriented: Does our design teach us what customers are feeling and thinking? If so, we get better at communicating with each other about what needs to change or improve, and why. If not, then we can find ourselves redesigning iteratively in a shot-in-the-dark kind of way; one where our assumptions or opinions are driving changes rather than customer needs and behaviors.
People will take away stories that illustrate both meanings, plus a key mindset + methods for making it work at work.
What are some tools, tricks, and/or techniques you can’t work without?
I can’t work without balance. I find balance in things like going to the gym, pulling weeds around the house, playing Animal Crossing, getting in driveway conversations with neighbors, eating Pho with my husband, and watching Game of Thrones or Miyazaki films. Very similar genres, no? And naps. Also, I can’t work without a good joke to start a conference call. Not every time, but enough. A mentor once told me, “follow the fun,” and that’s been a pretty good motto to live by whenever humanly possible, both at work and at home.
What has you most excited these days?
My team. I have SUCH kind, creative, inventive, and hilarious people on my team at Capital One. They inspire me and make me cry with joy and pride, then tease me for being such a softie—but sheesh, I can’t help it. My team includes 15 folks at all stages of their careers, focused on different kinds of content design and storytelling or events management. And to know we’re part of a larger design organization driven by hard-but-rewarding human-centered work… and that our work connects with millions of people every day… and we still have so many opportunities to connect even more. Yep, that’s pretty danged exciting.
Stephanie will present “Designing for Understanding” at An Event Apart Chicago, August 29-31. Don’t miss out on this essential information—plus eleven other great presentations for people who create digital experiences.