You found the hidden area! From here you can check me out on different social networks like Twitter and LinkedIn.

Creative Director’s Blog

Answers to questions about creative direction.

Screen Shot 2012-12-31 at 8.10.56 PM
What is the perfect length for an online video? Maybe ½ of what you (or your client) think it should be.

Typically, when a client has approached me with an idea for a website video, they tend to tell me that they’re picturing something in the neighborhood of 2-3 minutes. When they put pen to paper they tend to write a 4-5 minute script. It’s tough to reel our ideas down to the right length, but I have a few insights to help you steer your videos to the perfect duration.

First, one ground rule. “Watchabilty” is defined by the percentage of people that make it to a certain point in your video. I use 50% as my gold standard. So if I create a video and less than 50% of viewers make it to, say, the 6 minute mark, that tells me that my video should be less than 6 minutes. Read more →

Zendesk thumbnail video
Video can play a key roll in shaping how a site visitor remembers their experience on your website.

UX Magazine recently published the article “Should We Focus on User Experience?” where they make a strong argument for taking some of the focus off of designing the ideal user experience and refocusing on creating positive memories associated with your site. The argument being that if a user can’t recall having had a positive time on your site, the design of your site has done little to earn a second visit.

Does The Premise Hold Up?

The answer comes down to this… 1 hour after leaving your site, some memory is left with your visitor; but what about 24 hours later? Did your site do enough to inspire them to noodle you around in their heads? Enough to make it stick? If not, then a tree has fallen in the forest, but no one stuck around to hear it strike the ground. The article explains it well:

In an almost dictatorial way, our remembering self selectively picks what parts of an experience it wants to remember. And later, it makes its decisions based on those memories.

Read more →

37signals’ book on alternative ways to run a business has become essential reading in the startup world. Let’s take a closer look to see if it’s worthy of that status.

Read more →