Democratic technologists and online marketers have organized institutions to allow individuals to collaborate and share ideas–what Patrick Ruffini calls a “free market” of ideas. Republicans, by contrast, often rely on top-down direction and old-guard consultants.

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You should design web pages with responsive techniques instead of creating separate versions of the page for each device, Josh Byers writes. He offers three reasons to use responsive design:

1. It’s better for SEO. In fact, Google specifically recommends that you have only one version of each page.
2. It’s easier to maintain. You don’t have to make changes across several versions of a page, and you don’t have to create separate versions for each new device.
3. It offers a better reading experience. If you follow a mobile-first design philosophy, your content is optimized automatically for all devices.

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How should you describe the content in a personalized application? For example, do you label an e-mail settings page “my e-mail settings” or “your e-mail settings”? Dustin Curtis comes down in favor of the latter:

After thinking about this stuff for a very long time, I’ve settled pretty firmly in the camp of thinking that interfaces should mimic social creatures, that they should have personalities, and that I should be communicating with the interface rather than the interface being an extension of myself. Tools have almost always been physical objects that are manipulated tactually. Interfaces are much more abstract, and much more intelligent; they far more closely resemble social interactions than physical tools.

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If you design web pages or write for the web, you need to stop getting in your site visitors’ way, Pamela Wilson explains in a smart post at Copyblogger.

She recommends that you:

• Write with a visual hierarchy to allow your readers to scan your copy
• Use plain, obvious terms, like “about” in the navigation, instead of something clever but obscure
• Use white space and page layouts to effectively communicate your message

In other words, you should eliminate friction from your pages. Friction describes the psychological resistance the elements on a page may generate in your visitors. Friction can distract your visitors from the goal you have for the page.

How to start overcoming friction

Before you can cut friction and take Wilson’s advice to “work with human nature and not against it,” you’ll need to answer two questions:

1. What is your page’s goal? Is your goal to maximize the number of blog posts each visitor reads? To drive comments? Build your email lists? Sell a product?
2. Who are your visitors? Where are they coming from? What motivates them? What do what want from your site?

Answering these questions can help you drive the design and copy decisions Wilson identifies and thereby friction.

I’ll be speaking in April about how to curb friction on online donation pages.

Steven Hoober has done an interesting analysis of how people actually hold their mobile devices–it’s far more complex than just portrait and landscape orientation–and what this might suggest for interface design.

How people hold and interact with mobile phones. Image: UX Matters

Via Tom Kenny.

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