Menu Aztek logo Contact Us
3615 Superior Avenue,
Cleveland, Ohio 44114


Total posts: 31
Last post: April 24, 2017

Stop trying to get everything above the fold. Seriously.

By dave on  April 24, 2017

This cat does not fit in this jar.

"You can't put 10 pounds of sugar in a 5 pound sack" as they say (only the way I learned it, it wasn't sugar in the sack). Yet, over and over we see organizations fruitlessly trying to get every single message from every conceivable‎ internal stakeholder crammed into their homepages. Once they're all smushed in like an electronic clown car and the site launches, the client is right back in the same boat of wondering why they have an ineffective website with lousy bounce and conversion rates.

In feedback meetings you'll hear things like: "If people have to scroll, they'll never see this," "I don't want people to miss this," "These business units ALL need to be very prominent," "make everything stand out more," and so on, and so on. This logic is inherently flawed. Just because something is "above the fold" and on the homepage doesn't mean it will be seen or understood by the user. And if everything is bold, nothing is bold.

That's called the "Signal to Noise Ratio". Consider this statement from Web Syle Guide, which pretty well sums up my point:

"...The restricted space of the screen. Even with today’s larger monitors, the web page is a small space, especially when you have a lot to pack in, as on home pages. Crowding inevitably increases visual noise because it increases accidental associations among page elements and reduces the white space so crucial to visual organization."

To demonstrate this, humor me by answering a few rhetorical questions.

First Question: What's easier to hear and comprehend; a single voice talking, or a noisy crowd all talking & shouting at once?

A single voice: 

Many voices at once:

Ding! Ding! Ding! That's right, the single voice!

Next Question: Take a look at these two rooms. Which room would you prefer to spend time in? Which room can be more easily walked through (navigated)?

Messy room


nicely designed, clean room

Easy choice right? The one that is clean, spacious, and uncluttered. You see where I'm going with this, but let's keep at it.

Question #3, just to drive my point home.

Here is our own home page with lots of content that has been laid out "properly").

Now here is that same page with all that same content packed in to fit "above the fold". 

Ugly isn't it? You can't read anything, you're not sure what's important and really, it just looks like a hot mess. There is no reason to do this to a website, especially when there is considerable data that proves users are very comfortable with scrolling.

So what's the solution? It's easy. Trust your designer's recommendations.

Your designer will help you, and together you will decide what is absolutely most important and what things the user can discover second, third, and fourth. Let that list of priorities guide the layout of your content. Give the content (and your user's eyes) room to breathe.

Design is not as subjective as you may think. There are rules and principles that contribute to a sucessful design solution. Contrast, visual hierarchy, white space, and legibility (to name a few) are all principles your designer is responsible for applying to your website design. You should no more tell your designer how to design then you should tell your mechanic how to fix your car. Unless you don't trust your designer, in which case, you might have a different problem to address on your project.

So here's the last question on our quiz:

Are you still telling your web designer to pack everything in above the fold? Tell us in the comments.

Images used under Creative Commons License:
Liquid Cat: Metro UK
Interior Design: Modern Homes Interior
Compulsive Hoarder: Wikipedia

14 Design Resources We are Thankful For

By dave on  April 24, 2017

What is the design team thankful for?

The best thing about Thanksgiving dinner is the variety of food on the table. From sweet potato casserole, to cranberries to a deep fried turkey, everyone always has a favorite dish. It is no different here at Aztek. While each designer is different, all of us have resources that make our jobs a little easier or give us that extra boost of inspiration to help us produce websites that attract users and give them an experience that helps you accomplish your business objectives.

I asked the team here at Aztek to share some of their “go-to “ resources:

Design Resources We Love

  1. Adobe Photoshop:
    Even though there are some hardcore web designers to regularly call for the death of Photoshop (at least in the creation process of responsive web design), we still can't get through a day without Adobe's super powerful flagship product. People can say what they want about how static comps have no place in a responsive process, but I can "sketch" faster in Photoshop than I can on paper.
  2. Colour Lovers:
    The best starting point on the Web for color palettes and patterns. Even if you're not a designer.
  3. Creative Commons Search
    You can't steal images from a Google images search (it tends to violate copyright laws), so this is the next best thing. There are millions of good images out there that are free to use (with proper attribution of course). Creative commons helps you find them and stay out of legal trouble at the same time.
  4. Text Fixer:
    Forgive the goofy spelling because this tool will solve many of your common text woes. Easily change text from upper to lowercase, alphabetize it, remove extra spaces, get word counts, and even encode HTML characters. Free.
  5. jQuery:
    Most users never really notice, but on nearly any modern website you visit, JQuery is what's making it work so awesomely. JQuery makes JavaScript easy, fast, and powerful.
  6. Unheap:
    As if JQuery wasn't easy and awesome enough, Unheap takes it a step further and gives web designers a super powerful toolbox of JQuery based plugins for effects, interactive interfaces and more.
    Before web fonts, your web designer jumped through some pretty awful hoops to get your company's official font on your website, often with some terrible results in load time and search engine performance. Using web fonts means your website can come in more fonts than just Arial, Verdana, Times or Georgia.
  8. Smashing Magazine: Hands down the best industry magazine for anything web related; Code, design, even the business side of web design.
  9. Feedly: When Google Reader shutdown, Feedly became the haven for all those alienated RSS refugees. And it turns out Feedly is an awesome replacement for your old RSS reader. This is how we stay current with all our web and design industry topics. 
  10. Creattica: An impressive source of design freebies and inspiration, even for “non-web” types.
  11. Modernizr: Not all browsers can handle HTML5 and CSS3, but you really want to use it on your project. Modernizr help those old browsers kinda limp along with the new.
  12. Firebug:
    All projects have bugs to be squashed and Firebug makes finding them and squashing them faster, saving your project many valuable hours and ensuring a better outcome.
  13. Google Docs:
    Not satisfied with being the world's biggest and best search engine, Google had to offer their own free web based competitor to Microsoft Office. You can share documents to edit without worrying about changes being lost, missed or over-written. This example only scratches the surface of Google Docs' capabilities.
  14. Flat UI:
    There's no disputing that "flat design" has made a big splash this year and this site gives designers a starter kit to incorporate the flat look into a project.

Being web designers, we are constantly discovering new sites that inspire, help and push us to be better. We love finding new resources which will help us bring a new idea or solution to the table for your project.

With all these great resources, it’s time to kick back and enjoy the informational-overload equivalent of a food coma.  We wish you and yours' a very Happy Thanksgiving! 

What resources or websites inspire you? Comment below!

Categories: Web Design | Web Development

Dan Mall (and Element Collages) to the Rescue!

By dave on  April 24, 2017

Recently, I tweeted to Dan Mall (superstar designer and professional nice guy) to let him know how much a blog post of his helped my design process. I was honored when he reached back out and asked if I'd share what I'd been doing.

Dan's blog post helped solve an issue we'd been wrestling with since making the transition to responsive web design; how to communicate visual direction.

For years the web design industry relied on time consuming and overly-specific things called "full comps" (also referred to as "concept designs", or "Photoshop mockups"). No matter what you called them, they all amounted to the same thing: a elaborate set of full web pages designed to the last excruciating pixel in Photoshop. Ones that the client then also expected the final website to the last excruciating pixel.

Not only is this time consuming and a poor use of a client's budget; but it sets the wrong expectation. Especially when doing a responsive website where hundreds of devices and screen sizes might display the website. A fixed pixel painting of a "full" or "desktop sized" website just isn't adequate anymore.

Lots of other smart folks have been trying to solve this issue of the design artifact (the thing we give to the client to communicate the design part). Samantha Warren's concept of "Style Tiles" ( were a huge step in the right direction, but we found them to still be a bit too loose and vague. Not only for our client, but also for our design process (Designers can be specific, control freak types). Even as I tried to embrace the changes necessary to be a good responsive web design practitioner, most of these new techniques left me longing in my own process.

Dan Mall to the rescue.

Dan published an article describing something called an "element collage" that struck the "Goldilocks Zone" for me as a designer who grew up making full comps. Not too specific, not too vague. Just the right amount of detail to establish a design language that could carry us forward in the project no matter the break points, no matter the device.

So we've started using them and the results so far have been tremendous.

  • We can iterate quickly, conserving valuable hours in the project budget
  • Clients understand what they are looking at. There is enough recognizable detail for them to complete a mental picture of what their responsive website might look and feel like, even early in the process
  • As designers the process is a more natural transition for how our brains work.

So Dan, here are two of my favorite recent "element collages". Those of you not familiar with element collages, notice that all the elements are recognizable "web page stuff" without being specific pages per se'. Just a proposal of visual styles and elements for the site. 

Element Collage 1
Element Collage 2


So far, so good.

Thanks Dan.

You can follow Dan on Twitter:  
Or subscribe to his blog:

The Benefits of Responsive Web Design

By dave on  April 24, 2017

"City sidewalks, Busy sidewalks, Dressed in holiday style, in the air there's a feeling of Christmas"

Since Bing Crosby crooned this classic holiday anthem, the consumer shopping experience has seen some dramatic changes. Online shopping has grown as the preferred method of those who wish to avoid the hustle, bustle and frustration of the holiday crowds while still taking advantage of great holiday deals.

Responsive Design: Improve Your Website User Experience Anywhere

Driving these online purchases is responsive design, which means a website proactively adjusts or "responds" to the device that is accessing it. A responsive site is one site, not a separate mobile and desktop version, meaning you make changes one time and in one place and your site is automatically updated for any device.

Responsive design is becoming more and more important to your website's overall success, with mobile usage set to overtake desktop usage by 2014. In fact, a recent Adobe study shows mobile shopping is up 40% year-over-year, with Thanksgiving Day set to outpace Cyber Monday as the biggest mobile shopping day of the season.

It seems as though consumers would rather work off their turkey-induced coma by letting their fingers do the walking on their couch, instead of standing in long-lines in the wee hours of the morning.

Projected Buying Habits for 2013 Holiday Season

  • 51.% of consumers plan to shop online
  • 39.5 % will complete their shopping on retail or other company websites
  • 56.3% of holiday shoppers own a smart phone
  • 34% own a tablet
  • 53.8 % will use their device to complete some for of holiday purchases

While these statistics are significant for the holiday shopping season, a responsive site is critical to ensuring a highly effective user experience year round.

This past fall, Aztek Web presented a State of the Web to some of its clients explaining how websites with responsive functionality are leading the charge into the new age of web marketing. 


In today’s marketplace, consumers will continue to dictate how they interact with your company. You have to be ready to respond effectively to those demands in order to provide the best user experience that contributes to the achievement of your business goals. Even if you are a business-to-business company that sells industrial product, your target buying audience is made up of consumers, who are all human.

Consumers of today demand instant access to the products and services which interest them-whether it’s professionally or personally. Companies which anticipate and proactively plan for a more personalized, user-focused experience will be rewarded with engagement and investment of consumer dollars. Make sure you add responsive technology to your holiday wish list and kickoff the New Year several steps ahead of the rest.

How do you think your target audience interacts with you the most? Share with us here!

Image credit: Wikimedia Commons

FAQ Pages: How "Frequently Asked" is That Question, Really?

By dave on  April 24, 2017

I wish someone would ask how I make such great scrambled eggs. I love my scrambled eggs, and wish people shared my appreciation for them to the point where they asked how I do it.

Nobody wants to know how you make scrambled eggs

But they don’t. Even if they like them, they seldom ask how they're made.

So I wouldn’t put “How do you make such great scrambled eggs?” at the top of the questions people frequently ask me, no matter how much I wish it was true.

Yet so many companies put the equivalent of my scrambled egg queries at the top of their FAQ page.

When was your company formed?” “What is your operating philosophy?” “What makes your product so wonderful?

People don’t really ask these questions. I know you wish they did, but they don’t.

They want to know what your shipping policies are. They want to know your hours and locations. They want to know if your widget will fit with their thingamabob.

They don’t care how you decided on your company name. Sorry. At least not most of them.

So feel free to put up all the pages you want about your company, sharing everything you wish people wanted to know. Write the whole history of how your great great grandfather started the company on the corner of Main and Elm with money he raised by selling his wooden leg. Scribe a small epic on how that the particular shade of cornflower blue in your logo was inspired by a cache of eggs found by your daughter on a nature hike when she was three... Just don’t put them in your FAQs.

FAQs are powerful tools, and an excellent destination for your customers. They can save users time and energy when looking for answers on your site. They can improve search engine traffic by providing information, phrased in the form a question (which may be more likely to match their search query). To harness that power, you first need to be honest with yourself about what people ask. How do you determine that?

Don’t ask the CEO. Ask The People.

  • Check and see which questions are repeatedly asked through your "Contact Us" form
  • Conduct a survey of your customers
  • Ask your sales people what comes up when talking to potential and existing customers alike
  • Ask the receptionist what people ask most often when they call in (do not put “Is Tony available?” on your FAQs page)

In short, defer to real questions asked by people outside your organization, not the ones you think they should or might ask. Only then will your FAQs finally be frequently asked.

What’s the most ridiculous FAQ you’ve ever seen? What sites have the best FAQs you’ve noticed?

Image Credit: Wikimedia Commons

Categories: Content Marketing

StirTrek 2014 - Learn Long and Prosper.

By dave on  April 24, 2017


Last week, nearly our entire team had the good fortune to attend StirTrek, a one day conference with tons of great web and technology related content. Our large group was able to cover many different sessions and learned about lots of great topics. We've put some of the highlights below.

TL;DR: it was both awesome and affordable. We'll be attending again next next year.

Modern Web Diagnostics with a Glimpse into ASP.Net - Anthony van der Hoorn 

  • "Glimpse" is a powerful tool to analyze the full life cycle of a page request from the client, to the server, and back to the client
  • It is free and open source
  • We've already found a place for Glimpse in day to day development work

Team Peace of Mind: Harnessing the Power of Flow for Happier Teams & High-Quality Deliverables - Derek Hubbard

  • In psychology there is a state of mind called "flow" where productivity is highest
  • Conditions needed for "flow" to be highest:
    • You must have a clear goal
    • You must have feedback on your actions
    • You must be a good balance between challenge and skills
  • Three tools for increasing "flow" among team members

Killing Dinosaurs With Javascript - Guy Royse 

  • This session was a Live code demo of the Meteor application platform which incorporates some of the latest JavaScript technology like Node.js and MongoDB
  • the platform is promising for writing in-house monitoring apps where any change in code, markup, or data will automatically push updates to client browsers
  • This was my favorite talk of the day. I installed Meteor when I got home and started hacking.

Adventures Beyond the Page Fold - Exploring UX Mythology -  Benjamin Bykowski

  • A good general overview of the "conventional wisdom" web usability that is actually myth.
  • Benjamin gave good stats on the outdated "above the fold", "fill up that whitespace", and "everything must be three clicks away" common client requests.
  • The talk was not ground breaking per se' but it's always good to hear reinforcement on good UX from other professionals.

A humbling experience through web accessibility - Hany Elemar

  1. As the title says, it was humbling to realize that I inject a sighted bias in to my work
  2. The presentation included a live before & after demo of a screen reader on some accessible/not accessible HTML that was enlightening. 
  3. There are relatively easy ways to make all content visible to screen readers (hint: do not use CSS display: none;)
  4. Aria land mark roles are easy to add to your HTML and go along way to improving the accessibility of your website.
    <nav role="navigation">
    <h2 role="alert">
  5. Tools 
    1. Total validator browser plugin - free!
    2. Juicy studio accessibility toolbar - Firefox plugin
    3. The Accessibility Project

Stop multiplying by 4: Practical software estimation - Chuck Reeves

  1. This talk focused on the industry joke about doing an estimate and them multiplying that number by four before telling your boss.
  2. Eye opener: Up to 20% of the time it takes to do a project should be spent doing requirements (EX: a 100 hour project would need as much as 20 hours to do the requirements)
  3. Even a simple contact form's requirements should not be taken for granted, it's more complicated than you think.

How We're Failing to Secure the "Internet of Things" - Mark Stanislav

  1. "Internet of things" devices refer to devices in your home that communicate and are sometimes controlled over the Internet.
  2. There is a serious danger of attackers penetrating through these devices because nobody is securing them, there are no standards. 
  3. Who knows who has access to your network through these devices through proxy connections? 
  4. Consumers trust the manufacturers to put the proper safety controls and testing in place, but that is not actually what is happening.

Javascript is taking over the world, and it's fantastic - Kassandra perch

  • Live coding examples of the power of Javascript
  • Using JavaScript to run not only digital but physical spaces, using JavaScript to control robots and micro operating systems
  • The Javascript ecosystem/community is expanding rapidly, get involved

What Have I Done? - Brent Schooley

  • Great speaker, very entertaining, comfortable with the crowd.
  • Good pointers on productivity
  • Using the Pomodoro technique to increase focused work, employers often say they want 'multitaskers' what they want is good quality work in multiple disciplines
  • Use lists that are broken down into smaller "accomplishable" tasks so you can focus on actually completing something.
  • The talk was heavily focused on specific software tools, and of those, mostly for the MAC.
  • Rescue time browser plugin -

Touch Me, I Dare You - Josh Holmes

  • By far, our team's favorite talk of the conference
  • "A great touch experience starts with understanding your user’s context and includes understanding the difference between touch and a mouse"
  • Gestures and touch are changing the way we interact with the web and programs. This is only increasing with tablet and mobile use.
  • Don't just design for mobile - design for how the device will be used.
  • A mouse click is 1px x 1px, the average finger touch point is 42px and down, the difference is huge
  • New JavaScript libraries make implementing touch features easier. Hand.js and pointer.js are good examples
  • Next/Prev links for multi-page articles, use "rel='next'" for mobile to make read-friendly pages
  • - for making Windows 8 friendly live tiles
  • Use feature detection (pointers et al) not browser detection, as browsers are updating too constantly for this to still be a trustworthy manner of feature enabling
  • "Hover sucks. Don't use it." - or at least, don't rely solely on it. 
  • Instead of mouse events, use pointer events
  • Think about how your users are physically using devices
    • holding with two hands, typing with thumbs
    • holding with one hand, using pointer finger
    • holding on lap, typing on a keyboard
    • multiple points of touch at one time?
      • Microsoft has a Surface that can do 100 points of touch.

The Success and Failure of Moving to a Message-Oriented Application Architecture -  Jim Christopher

  • Using queues rather than direct access to machines can increase efficiency and avoid lost data issues
  • Recommends RabbitMQ
  • Very useful in data transfer heavy applications

I Only Want to Write My App Once: Using Xamarin to Build Multi-Platform Mobile Apps - Jerrell Blankenship

  • Good overview of Xamarin, it's implementation, pros and cons
    • Positive: true native apps, giving users the experience they expect
    • Negative: this means you need to write a separate UI for each, but can integrate with the same business layer
  • Because of Apple's proprietary tendencies, you can only compile and build iOS UX on a Mac (download xCode on networked Mac/VM)
  • Database info in the core, db access in app for platform-dependence (SQLLite in Android/iOS)

OOP - You're doing it completely wrong - Kevin Berridge

  • Best talk I attended
  • Break down objects to their simplest parts; This way they can be reused and shared
  • Messages - Objects should not know where they are, other objects should now know how they accomplish what they do, just that it will get done (blind trust, context independence)
  • Not Single Responsibility, Single Purpose - everything a class does should be related to this purpose, otherwise you need a new class
  • Top down or bottom up? Start top down to build the system, then as you go on and see how you can further abstract and reuse classes, refactor

Creating a Plug-in Architecture in .NET -  Ondrej Balas

  • By creating an IoC container, one can make your application extensible using plug ins
  • Implementing plug-in architecture; people can write their own plug-ins, and simply copy over DLLs, or you can release plug-ins that will add/change functionality without needing a full re-work
  • Mainly for enterprise level development

Designing with CRAP - Caitlin Steinert

  • This turned out to be a "Design for developers" crash course
  • Book recommendation - "The Non-Designer's Design Book"
  • CRAP = Contrast, Repetition, Alignment, Proximity
    • Contrast
      • Not just contrast between colors but contrast between element sizes, type styles, etc.
      • Use sparingly - too much contrast can be confusing
      • Don't be shy - contrast needs to be big to be effective
    • Repetition
      • Once you set up a convention for an element or module style, repeat it. Don't change the look of every element every time.
    • Alignment
      • Left, right, top, and bottom alignments are strongest. Horizontal center and vertical center alignments are weak.
      • Alignment makes a non-aligned element stick out more visually. This is why tabbed navigation works so well.
    • Proximity
      • Elements that are closer to each other are perceived as related to each other.
      • Elements that are farther away from each other are perceived as unrelated.

Stir Trek overall

  • PRO:
    • Packed house, but fairly well organized
    • Breakfast and lunch (Jimmy Johns lunch) provided
    • Atmosphere was casual in the movie theater setting,
    • Good comments from audience in almost every session
    • Swag! (Free T-Shirt and USB memory stick)
    • Good diversity of topics
    • Relatively significant number of women in attendance. Not as many as one would have hoped for, but the gender gap is slowly closing.
    • Team had fun and learned a lot. 
    • Talks were tracked by general category (web, mobile, security, soft skills, etc)  and all those track sessions were in the same theater, which made planning your day easy.
    • Live coding on the theater screens was awesome.
    • majority of speakers were knowledgeable in the industry, good presenters.
  • CON:
    • No Wifi
    • Some sessions' content seemed much different then the title and descriptions led one to believe.
    • A small number of presenters were not very good speakers (or maybe the others were just that good).
    • The movie theater seats tended to be very uncomfortable and not conducive to taking notes
    • Some neighboring theaters were still playing regular movies and the loud surround sound was distracting to other speakers' sessions.
    • Bathrooms cleanliness by the end of the day was let's say, "minimal".
    • Hallways were crowded between talks. I felt bad for the public trying to attend a movie that afternoon, forced to navigate the masses.

Many of the things we learned, we've already begun putting into practice. Our team has been buzzing all week with the great ideas we picked up at this excellent conference. Did you attend? We'd be interested to know what you thought.

No amount of design can fix your lousy content.

By dave on  April 24, 2017

Yes, trying to fix bad  content with a shiny new design is considered lipstick on a pig.

"Well this is exciting. it's Q1 and management has approved the budget to finally redesign the company website. It's not a huge budget, but boy oh boy is it gonna be great to finally fix all the things we hate about our current website. I mean it's just looks old. And besides, there are a ton of new features and capabilities we want it to have!"

Where to even start? We want big rotating homepage doohickeys, new colors, new fonts, maybe some sweet drop shadows to really make our new logo "pop"...

Huh? What about the content you say? Forget that for a minute; What's it gonna look like? What about all the cool new stuff it's going to do? How can I give you content if I don't know what it's gonna look like? Can't you just design it and we'll figure out the content later? We don't want to waste the project budget on content, we want all these new features!"

Stop. Right. There.

No amount of new design or features can overcome lousy content - It just can't. Nor is there a designer in the Universe talented enough to prove otherwise. A designer's job is to present information to the intended audience in a way that enhances it, makes it clearer, and more impactful. But they can't do that if they don't have the content. And, they can only do so much if all they are given is bad or lazy content. As the saying goes, "Garbage in, garbage out".

So what to do?

The content first.

I know, it's a bummer...and it sounds like the least fun part of the project. Just a few moments ago your mind was positively racing with all the possibilities of the new design, features and capabilities. And now, some killjoy designer is telling you to put the brakes on the fun design part and work on the boring old content? Shouldn't they be as excited as you to get to redo an awful old website?

Not if it means the project fails in the end.

Here's the reality of what happens when you don't put content first:

  • The designer doesn't know what to design, so instead of enhancing good (or even great) content, he/she does the old "lipstick on a pig" routine. Result? Your design is lackluster and generic.
  • The developer doesn't know what kind of content you're trying to manage, so he builds a CMS that doesn't do exactly what you need it to do. Result? Wasting budget and frustrating everyone on the project (and you still wind up with a CMS that doesn't do exactly what you need).
  • The SEO team has no content to optimize and the site doesn't perform well in the search engines. Result? Low search engine visibility and low traffic to the new site.
  • The content is half-baked and doesn't resonate with your target audience. Result? Your visitors never convert to customers.
  • The project is delayed for weeks or even months because there was no content in the pages to launch on time with. Result? The frustrated teams lose focus and enthusiasm for the project and your boss is pretty unhappy.

See a trend here? You can't expect to succeed without content first...And no good designer wants their name attached to a failed project.

It's easy to get caught up in the excitement of a site refresh or redesign; but resist the temptation to believe a new design or piece of functionality will cure what ailed your previous website. Take a deep breath, call in your content strategist, and hire a good copywriter to be part of the project team.

Oh, and after the project launches, don't short-change the SEO either (because that's another thing a new design can't fix). But that's another blog post for another day...

Image Credit: Wikimedia Commons

Rustbelt Refresh Recap 2014

By dave on  April 24, 2017

Matt Griffin

The aztekweb team returned from Rustbelt Refresh this year excited (and a little overwhelmed) with all the great ideas flying around. This event was unanimously one of our favorites in recent memory. The speakers and topics were top notch and the event is extremely well run. Here are some bullet points from each session collected from our team:

Content in a Zombie Apocalypse - Karen McGrane

  • There is a ‘zombie apocalypse’ of new devices and screen sizes our content needs to adapt to
  • Don’t just ‘shovel’ content on pages
  • It's very possible that web-enabled TV is the next big way to consume web pages. I should spend some time doing all my personal web browsing on my TV to see how good or terrible it is.
  • Stop thinking about web content as "pages"
  • Start thinking about how to make content work on ANY device. For example, wearable devices like "smart watches" may also be the next thing. How will sites work on those devices?
  • Don't think of content as "blobs", but instead as "chunks" - more rigidly structured and categorized
    • PDFs are an example of the worst kind of "blob" content
  • When planning a project, use content modeling
    • "Create Once, Publish Everywhere"
    • What kind of content is it? Not a "page" or a "carousel", but things like articles, FAQs, coupons, etc.
    • Consider the attributes of the content. Example: recipe
      • Kind of content is "recipe"
      • Attributes could be chef, season, ingredients, techniques, etc.
  • Karen hates PDFs as much as we do and was very blunt in reminding people that "NOBODY IS READING YOUR PDF"
  • "Every browser since the dawn of time has rendered emphasis as italic. Not in an audio interface, they don't!"
    Important to realize an audio output of your text content will be consumed and experienced differently.
  • "We have to give up this shared hallucination we've been living under, that we have any control."
  • "Whatever the next big thing is going to be, we are going to have to figure out how to get our content on it."
  • Seems like what we need is a sort of "Content Markup Language". I'm patenting ".cml"

Working Closer to the Medium - Matt Griffin

I didn't take many notes for this session, but it was more or less about wireframing and "designing" directly in the browser to save time and code, and to get away from the pixel-perfect Photoshop mode of designing.

  • Front end design has moved away from the PSD mock up and into a collaborative browser based process
  • New web solutions require an iterative process that involves collaboration with client and web team
  • Front end starter kit -
  • A good question to ask when starting a project: How would you (the client) define success for this project?
  • Matt shared a lot about their project process, particularly around kickoff meetings and early deliverables.
  • The idea of doing wireframes in the browser from a "stater kit" makes sense. I'd like to see us move away from 3rd party wireframe tools.

Shepherding Unicorns - Jen Myers

  • Apprenticeships in the web can be a great asset to start a career, more than just an internship. Take an active role in the students development.
  • The best way to learn is often to teach, this still applies to design and development
  • Mentors are sorely needed in this industry

The Developer’s Ampersandwich - Jenn Lukas

Deliberate Performance - Tim Kadlec

Tim Kadlec

  • Fat bloated sites are increasing in size yearly, 38% more in size last year
  • Set a performance budget that limits size of pages and stick to it
  • Amazon increased sales in the millions a year ($157 million) by speeding page loads up 1%
  • Tim is a great champion for web performance in our industry. 
  • Performance should be "baked in", not done later; because you'll never go back and do it later.
  • Performance is a design consideration. Poor performance leads to unhappy users.
  • You need a 20% change in performance for users to notice the difference. So if a site takes 5 seconds to load, you need to trim it down to 4.
  • Lack of performance = lack of planning
  • Be a performance masochist
  • Pre-optimization is better than post-optimization

Alice in Videoland - Rachel Nabors

  • This talk exposed the challenges of interactive story telling without the use of old standbys like Flash. 
  • Slide files are here:

Enhance! - Jeremy Keith

  • Start simple, use standards based html and css as a backbone
  • The first website made is responsive (makes you wonder if your work will be future –friendly this long)
  • When you remove your complex JavaScript and other advanced code does your site break? Can your users still get content?
  • As websites get more complex developers need to resist overtly complex solutions. Keep the logic as simple as possible.
  • Keith challenges the idea of web apps and closed system apps as being the only option. This limits the true power of the web as an open continuum.
  • Why create hacks for older browser that don't support the new features? If they don't support it, they don't need it.
  • Read "A Dao of Web Design" by Jon Allsopp
  • Now more than ever, progressive enhancement is important and necessary
  • HTML and CSS are fault tolerant; Javascript is not
    • Web sites should not be dependent on JS to work. See Instagram with JS turned off.
  • Even layout is an enhancement
  • If a browser doesn't support a feature, don't try to make a hack to give that feature. Use "Aggressive Enhancement".
  • Use feature detection, not browser detection
  • Support every browser, but optimize for newer ones.
    • It is not our job to make a site work perfectly in IE8. It is our job to educate people not to use an old and broken browser.
  • Does a website need to look the same in every browser? NO.
  • If you are stilling hacking sites together to get it to look right in IE8, you're part of the problem.
  • Postel's law: Be conservative in what you do, be liberal in what you accept from others 
  • What's a Web App? A website that doesn't work when JavaScript is turned off."
  • I move that Jeremy Keith should be made "President of the Web"

We'd like to extend our thanks to the folk who organize Rust Belt Refresh, especially for keeping such a high quality event in Cleveland. We can't wait for next year.


Kevin Spacey uses the "f" word...a lot (and other reasons Content Marketing World 2014 was awesome).

By dave on  April 24, 2017

Content Marketing World

We love Content Marketing World. Every year, we walk away with tons of ideas and a renewed energy for our industry that we just don't get from other professional conferences. The conference feels less like work and more like a second honeymoon where you learn to fall in love with your profession all over again.

Since #CMWorld 2013, we have embraced the concept of Youtility (helping self-educated buyers instead of selling to them). We nailed down our persona creation process. We started mapping personas and messaging to specific pages in our sitemaps and wireframes. And in the process, we created higher-quality work that generated quality leads for our clients.

This year's takeaways promise even more changes for the better. Below are some of our favorite points from Content Marketing World 2014.

Andrew Davis

Andrew Davis - Inspired Content: How Brilliant Storytellers Create a Sudden Urge to Act

  • Andrew challenged the traditional "sales funnel" Reminded everyone "We haven't changed what we're doing since there were no airplanes...NO AIRPLANES!"
  • Many websites follow the Ptolemaic model (where they think the rest of the solar system revolves around them) but we need to embrace a Galileo model (where they are just another planet orbiting something much bigger than themselves)
  • Instead of the funnel he asked that we consider the Consumer journey that is a series of smaller interactions kicked off by a "Moment of Inspiration"
    • "People don't buy raw meat, they're inspired to have a steak"
  • Think like television executives - What if we made a movie? What would that look like?
  • Google Trends is the most underutilized marketing tool on the planet.
  • Valuable content increases demand for services, products
  • Plus, he gave away 4 secrets to create "moments of inspiration" But if you didn't go to the conference, you won't know what they are.
  • MOI leads to ROI

Katrina Craigwell

Katrina Craigwell - How GE Determines What Channels Make the Most Impact

  • They create different kinds of content for the following types of audiences: Insiders, Decision makers, Enthusiasts, and Consumers
  • They rely on Instagram because using visual story telling helps tell more complicated stories
  • They actually work with content creators, invite them to come work with the brand. Such as DJs, cinematographers, and so on.
  • Encouraged us to approach YouTube not as a repository for videos, but as a channel to be programmed
  • Advice for companies without a tangible/physical product: Show how your customers are benefiting from your services instead. How you are affecting their operation.

Kristina Halvorson

Kristina Halvorson - Strategy First: Look Before You Leap

  • Don't prioritize campaigns over really listening to customers needs
  • Ask "who, what, why, where, when"
  • If your content is for everyone, it's kinda for no one.
  • What happens to content that goes everywhere? It dies.
  • Provide some constraints so you have focus. Otherwise you just spin your wheels
  • The tools have taken the place of the strategy
  • The goal of marketing is to know the customer so well that the product sells itself.

George Stenitzer

George Stenitzer - How to Speed the Journey from Content to Cash

  • We need to do a better job considering the buyer's journey. We're making it too hard for consumers to buy.
  • There are four steps to the buyer journey:
    • Recognize a need
      • Content can magnify the problem or help the buyer better understand the problem
      • Upset the customer's sense of status quo
  • Evaluate options
    • Content should make it easy to compare your services and competitors
    • Consumers are going to research your competition, even if you don't put info about them on your properties
  • Resolve concerns
    • Use content to tell customer stories
    • Use content to showcase your expertise in that buyer's industry
  • Negotiate contract and buy
    • Use content to reinforce the purchase decision
    • Use content to cross sell your other services

Jay Baer

Jay Baer - Creating Content that Provides Mobile Youtility

  • Jay's premise has long been that your marketing should be so good, that people would be willing to pay for it.
  • Social media is not a friendship, it's a familiarity, and it's about an inch deep
  • Everyone is busy, but relevance creates time. When people say they don't have time, they're saying you're just not that important.
  • If you ask people the right way, they will do whatever you ask them. Example: The Ice Bucket Challenge
  • You cannot change people's culture at bayonet point, they have to think it was their idea

Tom Martin

Tom Martin - Using Content as your New Sales Force

  • We live in an age of self-educating buyers who can cut the sales force out of the equation if they so choose.
  • More than half of buyers create a short list of vendors before they reach out
  • Because people self educate they are invisible,there is no subscriber list to buy. People don't have to give us their personal information anymore.
  • We need to make sure our content goes where the consumer is...which may not be our website.
  • Biggest mistake of content marketers is that it has to be on your site. Instead, invest in creating awareness of your stuff no matter where it was.
  • The self-educating buyer doesn't want to be sold to. They think they've got the salesperson. But they don't know what they don't know. So they are likely to come across misinformation. And it's the salesperson's job to identify when this happens. When sales helps educate the self-educated buyer, you get the sale.
  • Never produce anything once. You can reuse ideas from content to create more or repurpose it. Plan this first!

Mark Schaefer

Mark Schaefer - How to Make Twitter Your Content Marketing Best Friend

  • We can find our customers and their conversations through Twitter, we can go where they are
  • What if you had a friend who said you can only come to my house, I will never come to yours? Pretty lousy friendship
  • You should count as a metric how many likes, links, and retweets you give away, not how many you receive
  • People are attracted when you're helping them.

Ruth Stevens

Ruth Stevens - A to Z: Planning Your Content Library

  • Companies understand content marketing is important, but they are struggling to:
    • Produce enough content
    • Produce engaging content
  • Planning a content library helps overcome these challenges.
  • First, make sure keep your consumers' buying process in mind
    • Remember that there are multiple people with different roles involved in the process, and each role has unique objectives.
  • Second, audit your existing content
    • You probably have more than you think
      • Webinars, eBooks, blog posts, videos, whitepapers, press releases, etc.
  • Last, Create a spreadsheet that covers:
    • Buyers and their roles
    • Where they are in the decision process
    • Identify what content you have that can be used for specific buyers at specific parts of the decision process
    • Identify your content gaps and start writing

Jenny Magic

Melissa Breker

Jenny Magic, Melissa Breker - Getting Started with Adaptive Content - Collaborate With Your Tech Team Using Existing Content Tools

  • Adaptive content is possible if you know what to ask for. If you don't ask, the answer will always be no
  • Two key decisions and use technology to adapt to the user
    • What content to adapt
    • Based on what logic/conditions
  • Adaptive content has 3 to 10 times the conversion rate
  • Don't start with the technology
  • User personas are not a creative writing process. They're a summary of real people based on research. If not, call them something else
  • Key takeaways:
    • Personalization is coming
    • Content before technology
    • Tools must match strategy
    • Start small for big wins

Doug Kessler

Doug Kessler - Mastering Tone of Voice

  • In text-based content, tone of voice is powerful.
  • Most companies devote little time to tone of voice. The emphasis is on creating the content only.
  • How to manage tone of voice:
    • Make it part of someone's job to stay true to your tone of voice.
    • Decide who you are as a company.
    • Use voice to differentiate.
    • Capture your tone of voice in a style guide.
    • Choose three simple words to describe you and keep those in mind when you write.
    • Devote time to your microcopy.
    • Beware of lawyers. They destroy tone of voice (sorry to our law firm clients).
    • Embrace good jargon. Good jargon is precise (it furthers the conversation) and it proves to the targeted reader you know what you're talking about.

Scott Stratten

Scott Stratten - Data, Digits & Dummies - What You Know about Content Marketing May Be Wrong

  • Your actions are the brand
  • The content is useless if the people don't back the story up.
  • Sometimes content is simply giving a damn about the customer
  • Don't just try to be first, be right first
  • Your company will screw up. Publicly. When they do, realize that screw ups are a content opportunity to take it head on, be honest, and come out looking better than before the screwup happened.

Kevin Spacey

Kevin Spacey - Closing Keynote

The CMWorld team definitely have mastered saving the best for last. Leading up to the conference, lots of people asked what does Kevin Spacey have to do with content marketing? The key answer? Storytelling; a key element to efffective content marketing. Kevin Spacey knows his way around a good story like nobody else working today.

And he did not disappoint. Mr Spacey made a superb effort at researching his topic and audience, proving to any sceptic that he was indeed the right fit for the closing keynote over his work in the Content Marketing industry. And just to prove it he dropped some key marketing buzzwords and followed them up with a snarky "See, I know your f#*&ing terminology!" And judging by the standing ovations he received, 2,500 content marketers were totally fine with that.

You Can Have Your Dogfood and Eat It Too

You Can Have Your Dogfood and Eat It Too

By dave on  April 24, 2017

"Dogfooding" is a term to used to describe a company using its own product or, essentially, practicing what you preach. Early last week, several members of the Aztek Development Team had the opportunity to travel to DogFoodCon in Columbus. This Microsoft-centric conference had everything from Azure to Xamarin; focusing on the .NET technology stack and the tools they've developed to assist customers with their products.

The conference started on a high note, when Byron Tardiff, Azure Program Manager, flew in from Redmond to talk to us about the usability and scale of Azure Websites. Oh, and he also demoed, for the first time in public, a migration tool to move web applications hosted on Windows Server 2003 environments to the cloud; a very cool exclusive!


After each session you could spot an orange Aztek t-shirt in the hallway, faces lit up with new ideas. We were already dreaming up some big changes back at the office after the day one keynote.

Whether it was sessions like, 'World War D! Surviving the Apocalypse' by Brett Whittington that stressed the importance of disaster recovery plans (and testing those plans), or an introductory talk on Xamarin.Forms by Eric Polerecky, everyone at DogFoodCon was knee deep in Microsoft technologies.

Eric and his team even went as far as to learn a new tool in Xamarin just so they could continue using Microsoft .NET for their iOS development, much like the Aztek team has this year.

The organizers of DogFoodCon did a great job ensuring the session list was a hit, everyone was engaging and having a good time (there was an excellent game night after day one, where Aztek's Mike Hagesfeld set the Pac-Mac high score).

We all took in so much information over those two days that we cannot possibly keep it all to ourselves, and we would like to share some of our notes and takeaways with you...

Overall Conference Notes

  • Generally a very good conference
  • A good balance between general overview presentations and more specific, detailed example work
  • Learned a lot about some new (and new to me) technologies, as well as further expansion on some stuff I have been using - BIML, AngularJS, VS2013, etc.
  • Generally very good presenters - good energy, knowledgeable

Mongo.Baseball - David Hoerster

  • Mongo is a document database (i.e. not relational like SQL Server)
  • Mongo issues JSON documents, which are like relational tables

Related Apps

  • MongoDB integrates Mongo with Visual Studio and is available in NuGet - currently free
  • Robomongo is a UI for Mongo - currently free

The key difference between document DBs and relational DBs is piping.

  • Document DBs allow you to "pipe," or stage, your calls, so each function returns a staged dataset on which you apply the next function, rather than blackboxing the work
  • Once an operation completes, it passes the staged data to the next operation

Implementing Mongo for C#

  • Mongo fro C# does have entity types and allows LINQ calls, BUT these occur on the client and eliminate the advantage of using a document DB
  • Instead you needs to use Bson, and create a separate BsonDocument for each call
  • This implements the piping and ordering, but can result in ugly multi-tiered calls

Mongo has calls that relate closely to SQL/LINQ calls: $project = select, $match = where, etc.

There is no "join" operation, but you can pull in a record/records from a needed document, then use those values in your BsonDocument calls to another document.

Add Some DDD To Your ASP.NET MVC, OK? - Steve Smith

DDD = Domain Driven Development

  • In DDD, software models to the customer's understanding (speaking in "items," "carts," and "sizes" rather than "tables" and "fields")
  • DDD breaks complexity to manageable pieces
  • The key to and of DDD: ubiquitous language
    • Everyone using the same words for the same things, but within the bounded context (i.e must be the same within this application, not between applications)
    • That is, a "customer" must always be the same thing within Application A, but may be something very different within Application B

Key terms

  • Domain expert: the person who understands the application, and what it is trying to solve

  • Problem domain: what needs to be solved
  • Core domain: where the actual problem solving takes place

Despite unique modelling between application, you can use models between applications.

  • The anti-corruption layer manages entities that are shared between bounded contexts
  • For example, the meaning of "customer" is very different for a shopping app and a billing app, but an ACL can communicate about them between the two

"Aggregates" associate sub-entities to their parents so sub-entities can't be directly accessed.

  • For example, if you have OrderItems associated with Orders, an aggregate makes sure you cannot directly access an Order's OrderItems without going through the Order (the OrderItems essentially do not exist outside of the realm of their owning Order)

Value objects - defined by attributes, as opposed to entities, which exist apart from their attributes.

  • For example, the color Red exists only in its redness, and is the same as all Red, whereas a person named Steve Smith is different than another person who shares the same name attribute of Steve Smith

Avoid overuse of primitives - create new value objects that check for requirements.

  • Example: don't use a string for an email address, since there are specific properties for an email address that are not shared amongst all strings
  • Other example: a date range can be an object, as opposed to simply reusing code to check start and end dates

Domain Events - notify someone or something that something happened.

SignalR - a new technology that communicates with browser and can be used to push notifications.

  • This can be integrated with domain events, so when something within the domain happens, it triggers a notification, rather than waiting for an event.
  • Example: logout after a time, without waiting for an event to take place

Working with BimlScript to Ease and Automate Your SSIS Development - Jeff Mlakar

  • Most useful presentation I heard at the talk
  • Allows cross-VisualStudio development of SSIS packages
  • Can be developed in BIDS (Business Intel Dev Studio)
  • Business Intelligence Markup Language
  • BIDSHelper - on CodePlex
  • BimlScript lets you dynamically generate Biml using C#
  • BIDSHelper lets you generate Biml in BI package, then create package from Biml
  • Biml Structure - parallels SSIS
    • Connections
    • Packages
      • can be multiple
      • Constraint Mode = linear or parallel
  • Tasks
    • executeSQL
      • DirectInput for actual SQL
  • Dataflow
    • Tranformations
      • source
      • dest
      • assumes full table mapping, but can map columns
  • BimlScript - comes with BIDSHelper
    • <# C# CODE #>
    • VS does not recognize biml, so squiggles, but there is a Check for Errors
    • <#= VALUES #>
    • RootNode = already generated biml (can combine biml files)
      • goes through tiers
      • can set tier <#@ template tier="N"#>
      • executes tiers 0,1,...N
    • Using directive: <#@ import Namespace.Name #>
    • DLL Includes: <#@ assembly name="C:\dir\file.dll"#>
    • Template can also include language (default is C#)
    • Can dynamically get through source/dest data
      • To add method: <#+
      • <#+
      • list<x> GetListX()
      • {
      • code
      • }
      • #>
  • Cool stuff
    • Can create files used by all packages, e.g. file with tier = 0 with connection info
    • BIDSHelper has options to set for cut/paste issues
    • RootNode.GetBiml returns all Biml generated in files you are running
      • Is run on Check For Errors to get full Biml before running
    • Suggested Naming Convention: N_FileName (N = tier #)
  • Can't reverse engineer existing SSIS to Biml
  • Varigence.Hadron.CoreLowerer.SchemaManagement
    • Gives: conn = RootNode.DbConnections["source"]
    • dbInfo = conn.ImportDb(...) gives TableNodes, etc.
    • table.Columns, column.GetBiml() gives Biml column definition
    • table.GetColumnList() to get full column list
    • table.GetDropAndCreateDdl() for dynamic drop & create
    • foreach (var col in table.Columns) if column.DataType = DbType.AnsiString), etc.

Getting Started with AngularJS + WebApi - Eric Wise (@swcguild)

  • Excellent presentation - good energy, lots of good information
  • Single page apps - multiple views, no full postbacks
  • Get angularjs from nuget - Route and Core (one main package has EVERYTHING)
  • Bundling - add core before route to avoid problems
  • @scripts.render(..) for bundles
  • Angular
    • ng-app attribute for a control - this container uses angular
    • ng* = angular command
    • ng-model="propname"
      • anywhere it finds {{propname}} it will use that value
    • ng-init="modelname=XXX" (e.g. "modelname=[val1,val2,val3]")
    • ng-repeat="model in modelname" pulls out val1, val2, val3
      • use on attached element (i.e. <ul>
      • <li ng-repeat="val in modelname">{{val}}</li>
      • </ul>
    • can use filter:modelname using otherwise established modelname
      • (possibly can filter on field with .fieldname)
    • ng-controller="ControllerName"
    • ng-view - says this is where to put my view snippet
  • Controllers
    • contain calcs and business logic
    • $scope transports between controller and view
    • create script function ControllerName($scope)
  • Modules
    • Modules contain routes contain controllers and views
    • Name ngapp with module name (ngapp="moduleName")
  • Routes
    • declare with route (angular.module('moduleName',['ngRoute'])
    • function ($routeprovider)
    • .when('/Route1') controller = 'ControllerName' templateUrl='Page'
    • ng-click - on anything, ties to desired function
    • in controller, write needed function: $scope.functionName = function()
    • to add: $scope.modelName.push({val1='x', val2='y'})
  • Factories
    • moduleName.factory('factoryName',function($http) {
    • var factory = {};
    • factory.functionName = function () {}
    • }
    • Check code from here on in :)
  • Get Angular Batarang for showing aangular scope - chrome plugin

Photo Credit: "Dogfooding" by DivIQ


Categories: Web Development | Events