that canadian girl

When designing a new site feature or planning a new campaign, I always create with a rule of thumb in mind: “Lower cognitive friction and make it as effortless as possible for the user to participate.” Less fields in the signup form, less clicks to a destination, a better FAQ page… Then I heard Ted [...]

Dan Germain blogged about the ultimate job at Innocent Drinks, one of creative writer. Anyone who knows the Innocent brand and loves it as much as I do will agree that these are big shoes to fill. The writing is one of the assets that make the (somewhat overpriced) smoothies seem so much more appealing [...]