A designer's second spit on the Hammer's website

Last year, the Open letter fire was a mess, and even alerted to the old, wood thought of today the author of a new chapter, Groove is still sharp, but only the compulsive disorder designers find >>>

[Core Tip]: The copywriter, the front end of the wonderful, process confusion and lack of talent, the picky designer has a new slot point.

Author public number: Ocdesigner, welcome attention yo

Lao Luo:

Hello, Meet again. Before I introduced I said that is a compulsive disorder designer, and later found that some people with obsessive-compulsive disorder washing hands can wash one hours, compared with them, I still say that I was in fact an eye can not contain sand product manager more appropriate.

I wrote an open letter to you last September about the 10-piece spit on the Hammer's official website. However, after a good interaction with you, 95% of the problems can be modified and evaded. So there is a new open letter.

The open letter: an open letter to the old man! A designer's spit on the Hammer's website

I. Disclaimer

As outsiders, some "guesses" may not be accurate. But I believe some of them are degree issues, not problems. Any direct or indirect loss has nothing to do with me because of the credulity and the information in the reference. If you have any objections to this statement, please stop reading the letter.

Ii. use of the environment

Computer hardware: MacBook Pro (Retina, 15-inch, Late 2013)

System version: OS X 10.10.4 (14e17e) [System language is Chinese]

Browser: Safari 8.0.7 (10600.7.5)

All screenshots are from May 9 to 10th

Iii. Summary of issues

Copy, wordy.

Front End Flower

Process confusion

Talent missing

Iv. Specific Instructions

　　(a) a lengthy copy

1 the "argument" of the functional introduction text is not persuasive and the logic is confusing.

Each screen of the site should be a persuasive "slide", each small title is an argument, then the text on it should be the argument, and the Hammer's official website text is to write a pass.

Via Hammer Technology website

The small title (argument) of the figure seems to be to discuss "os aesthetics, ease of use and humanization. The main body of the sentence (argument) is: "To the degree of", "grinding to the extent" and "to the extent of", the combination of super long attributive three parallel sentence, no clear subject, read people's fog, but also with the "beautiful", "easy to use" and "humanization" there is no corresponding relationship.

The second paragraph of the sentence backbone is "new features that make you no way back." "How much gives a person a very scary feeling. In addition, the "Seven Years a encounter," the 哏 by default everyone knows? Buried the baggage but not shaking, give a person a different shoe in the sense of decline.

Via Apple China Civil Service network

The picture above is an example from Apple's official website. Small title (argument) "ios version". Main text (argument) sentence backbone: "ios 8 system features and features will be presented", the subject is clear, the completion of the task is clear. "

The main line of the second sentence is "This is not only a perfect match, but also an excellent experience." "understandable and accurate.

2 The long-winded copy "implements" the website and the product.

The copywriter should be short and precise. Can't proving and "tell the story". Such copywriting may bring interest and communication (marketing) at the beginning, but when the user repeats it, it is as boring as a cold joke that has been told.

VIA Hunan TV "Real Man"

A cumbersome copy is like an unwanted voice, which starts with it to be "funny" and then "ridiculous". In the video above, Wangbaoqiang is also vocal when training to pull the trigger, saying that the instructor might be more aware of his launch action than without a sound effect. And when he was reprimanded for 10 times, the voice was superfluous and ridiculous.

Sometimes, for the sake of exemption or explanation, it seems that the hammer has to say a long introductory text. The text retains the original purpose of our design function, and it also provides an interesting and descriptive explanation for the use of functionality.

However, if this is a slightly higher use of the function, the description of the word is always annoying, after all, now no one wants to read, especially repeated reading.

Via Hammer Science and Technology English website

Via Hammer notes English interface

"what ' s The point?" Foreigners cannot get to the "dot" that is becoming an obstacle to internationalization.

The writing of product and website copy should be "Go popular" and "Go to regionalization". It will be a disaster to write the text and sentence patterns that are popular on the web today. In addition to the one-year non-update period it will not be popular early, more because the formation of cultural differences "哏" usually can not be well translated and passed to foreigners.

The revolutionary, disruptive, and redefined 哏 in Figure 1 were originally from Apple ads, but the bad thing was that the English version of the Apple ad never appeared in the words, which caused the "point" to be lost. Some of the users referred to in Figure 2 are actually from China, and cynical users are still being translated, and there must be something wrong with them.

　　(b) The front end of the wonderful

1 The Web site in a number of text display is done by the picture.

This is not conducive to dissemination (SEO and replication), the cost of modification and maintenance is also increased. When you need to update and modify the text, there must be design intervention and a number of materials to be updated in the end, lengthened the work chain.

Via Hammer Technology website

These typography or simple or complex "text and pictures" are all implemented by loading an entire picture in the image above.

There is no reason to use the picture to show the most basic elements of the page, the elements of the text in all the way to the picture, not only affect the speed of the Web page loading, waste server resources, but also do not respect the system itself text rendering, display effect is not the best.

The text displayed above is almost without any peculiarity in the typesetting style, which is implemented by simple code, which facilitates maintenance of the update and accelerates the development of the mobile version (element reuse).

2 The inertia of the front-end is also reflected in the ultimate effect of responsibility, but not the implementation of the responsibility.

The variety of styles and the use of material materials should not be a pretext for laziness. All the styles I see can be done "cleanly" by the code.

Via Hammer Technology website

In order to achieve the page texture shading, the front end uses a 2350x7146 background image.

Divide a layer, cut a piece, or do nothing, directly a whole picture put up. To restore the "design diagram" with the "design diagram", the effect of the restoration is of course "a good one". However, the more it looks like "tall" page behind, the way to achieve is low to the extreme.

In fact, it is not because the hammer adhere to the "quasi-object style" will encounter this problem, game sites are often used "reel" style to publish announcements, etc., but have not seen so no technical content to achieve the way.

　　(iii) Process confusion

1 The maintenance and management of the code exposes the confusion of process management.

For example, the support of the Retina screen, the same form of content, a piece on the support, one does not support, visible lack of norms.

At the same time, where the common code is not established common code, many different code at the same time will cause bugs changed and changed.

Via Hammer Technology website

High-definition screen compatibility or incompatibility is not a matter, is the matter is not clear demand, there will be no clear action.

Hammer of course can care about or do not care about the share of high-definition screen, also can care about or do not care about the experience of high-definition screen. But in any case, this is the need to be fixed at the outset, so that standards can be implemented and regulated.

On the same page, the same type of material, some is Retina material, some is not, there is no reason. Lack of standardized management, the inevitable flow of chaos.

Via Hammer Technology website

One world, one dream. The same style with common code, maintenance updates can be efficient and convenient.

Hammer Technology's official in the bottom style completely the case, but use a separate maintenance of multiple code. Such practices often lead to a resurgence of bugs, as shown in the picture, which has been updated with the text of the record, and the old style is still appearing on the site because no common code has been invoked.

The lack of awareness of the establishment and maintenance of common code exposes the lack of process management of product managers.

2 when the project is advanced, the "related" or "affected" items are not updated.

The relevant departments do not know what the available resources in their hands, much less understand the project involved in the hands of what. or know and do not remember the update.

Via Hammer Tech public account

Via Hammer Technology website

Figure 1 of the hammer Science and technology public account on May 4 issued a recruitment notice, recruited a copy editor and other recent talent. Figure 2 The last update of the official website was March 20, and no public numbers were found.

"This has the effect first sends this, turns over again to update that." "The project is to promote the process management, which is the greatest wealth of work accumulation."

Apple will launch a conference to the new products, the first will be the online store first. Such processes are their best practices, and they give users a fixed expectation.

Understand their own resources and business, in order to arrange and plan a reasonable flow. When the project is advanced to analyze which items are affected, and through distribution or their own completion of the way to avoid the impact of the project lag and error, and finally the rational process to summarize the solidification, can become the company's important wealth.