Tags: book

83

sparkline

Building links

In just over a week, I’ll be giving the opening talk at the New Adventures conference in Nottingham. I’ll be giving a workshop the day before too. There are still tickets available for both.

I have to admit, I’m kind of nervous about this talk. It’s been quite a while since the last New Adventures, but it’s always had quite the cachet. I think I went to most of them. It’s quite strange—and quite an honour—to shift gears from attendee to speaker.

The talk I’ll be giving is called Building. That might be a noun. That might be a verb. You decide:

Every new medium looks to what has come before for guidance. Web design has taken cues from centuries of typography and graphic design. Web development has borrowed metaphors and ideas from the world of architecture. Let’s take a tour of some of the most influential ideas from architecture that have crossed over into the web, from pattern languages to responsive design. Together we’ll uncover how to build resilient, performant, accessible and beautiful structures that work with the grain of the materials of the web.

This talk builds upon the talk I gave at last year’s An Event Apart called The Way Of The Web. It also reflects many of the ideas in Resilient Web Design. When I gave a run-through of the talk at Clearleft last week, Andy called it a “greatest hits.” For a while there, I was feeling guilty about retreading some ground I’ve covered in previous talks and writings. Then I realised it was pretty arrogant of me to think that anyone in the audience would be familiar with any of it.

Besides, I’ve got a whole new avenue of exploration in this talk. It’s about language and metaphor—how we talk about what we do on the web. I’ve just finished giving another run-through at the Clearleft studio and I’m feeling pretty good about it. That’s good, because I find that giving a talk in a small room to a handful of colleagues is way more stressful than giving a talk to hundreds of people at a conference.

Just as I put together links related to last year’s talk, I figured I’d provide some hyperlinks for anyone interested in the topics raised in this new talk…

Books

Articles

Audio

Books I read in 2018

I read twenty books in 2018, which is exactly the same amount as I read in 2017. Reflecting on that last year, I said “It’s not as many as I hoped.” It does seem like a meagre amount, but in my defence, some of the books I read this year were fairly hefty tomes.

I decided to continue my experiment from last year of alternating fiction and non-fiction books. That didn’t quite work out, but it makes for a good guiding principle.

In ascending reading order, these are the books I read in 2018

A Fire Upon The Deep by Vernor Vinge

★★★☆☆

I started this towards the end of 2017 and finished it at the start of 2018. A good sci-fi romp, but stretched out a little bit long.

Time Travel: A History by James Gleick

★★★★☆

I really enjoyed this, but then, that’s hardly a surprise. The subject matter is tailor made for me. I don’t think this quite matches the brilliance of Gleick’s The Information, but I got a real kick out of it. A book dedicated to unearthing the archeology of a science-fiction concept is a truly fascinating idea. And it’s not just about time travel, per se—this is a meditation on the nature of time itself.

Traction by Gino Wickman

Andy was quite taken with this management book and purchased multiple copies for the Clearleft leadership team. I’ll refrain from rating it because it was more like a homework assignment than a book I would choose to read. It crystalises some good organisational advice into practical steps, but it probably could’ve been quite a bit shorter.

Provenance by Ann Leckie

★★★☆☆

It feels very unfair but inevitable to compare this to Ann Leckie’s amazing debut Imperial Radch series. It’s not in quite the same league, but it’s also not trying to be. This standalone book has a lighter tone. It’s a rollicking good sci-fi procedural. It may not be as mind-blowingly inventive as Ancillary Justice, but it’s still a thoroughly enjoyable read.

Visions, Ventures, Escape Velocities: A Collection of Space Futures edited by Ed Finn and Joey Eschrich, with guest editor Juliet Ulman

★★★☆☆

This book is free to download so it’s rather excellent value for money. It alternates sci-fi short stories with essays. Personally, I would skip the essays—they’re all a bit too academic for my taste. But some of these stories are truly excellent. There’s a really nice flow to the collection: it begins in low Earth orbit, then expands out to the Mars, the asteroid belt, and beyond. Death on Mars by Madeline Ashby was a real standout for me.

The Best of Richard Matheson by Richard Matheson, edited by Victor LaValle

★★★★☆

For some reason, I was sent a copy of this book by an editor at Penguin Classics. I have no idea why, but thank you, Sam! This turned out to be a lot of fun. I had forgotten just how many classics of horror and sci-fi are the work of Richard Matheson. He probably wrote your favourite Twilight Zone episode. There’s a real schlocky enoyment to be had from snacking on these short stories, occassionally interspersed with genuinely disturbing moments and glimpses of beauty.

Close To The Machine: Technophilia And Its Discontents by Ellen Ullman

★★★☆☆

Lots of ’90s feels in this memoir. A lot of this still resonates today. It’s kind of fascinating to read it now with the knowledge of how this whole internet thing would end up going.

Gnomon by Nick Harkaway

★★★★☆

This gripped me from the start, and despite its many twisty strands, it managed to keep me with it all the way through. Maybe it’s a bit longer than it needs to be, and maybe some of the diversions don’t entirely work, but it makes up for that with its audaciousness. I still prefer Goneaway World, but any Nick Harkaway book is a must-read.

Hidden Figures by Margot Lee Shetterly

★★★★☆

Terrific stuff. If you’ve seen the movie, you’ve got about one tenth of the story. The book charts a longer arc and provides much deeper social and political context.

Dawn by Octavia Butler

★★★☆☆

This is filled with interesting ideas, but the story never quite gelled for me. I’m not sure if I should continue with the rest of the Lilith’s Brood series. But there’s something compelling and unsettling in here.

Sapiens: A Brief History Of Humankind by Yuval Noah Harari

★★☆☆☆

Frustratingly inconsistent. Here’s my full review.

The Fifth Season by N.K. Jemisin

★★★★☆

The Obelisk Gate by N.K. Jemisin

★★★☆☆

The Stone Sky by N.K. Jemisin

★★★☆☆

I devoured these books back-to-back. The Fifth Season was terrific—packed to the brim with inventiveness. But neither The Obelisk Gate nor The Stone Sky quite did it for me. Maybe my expectations were set too high by that first installment. But The Broken Earth is still a fascinating and enjoyable series.

Programmed Inequality by Marie Hicks

I was really looking forward to this one, but I found its stiff academic style hard to get through. I still haven’t finished it. But I figure if I could read Sapiens through to the end, I can certainly manage this. The subject matter is certainly fascinating, and the research is really thorough, but I’m afraid the book is showing its thesis roots.

The Power by Naomi Alderman

★★★☆☆

This plays out its conceit well, and it’s a fun read, but it’s not quite a classic. It feels more like a Neil Gamain or Lauren Beukes page-turner than, say, a Margaret Atwood exploration. Definitely worth a read, though.

New York 2140 by Kim Stanley Robinson

★★★★☆

The world-building (or maybe it’s world rebuilding) is terrific. But once again, as is often the case with Kim Stanley Robinson, I find the plot to be lacking. This is not in the same league as Aurora. It’s more like 2312-on-sea. It’s frustrating. I’m torn between giving it three stars or four. I’m going to be generous because even though it’s not the best Kim Stanley Robinson book, it contains some of his best writing. There are passages that are breathtakingly good.

A Thread Across The Ocean by John Steele Gordon

★★★★☆

After (temporarily) losing my library copy of New York 2140, I picked this up in a bookstore in Charlottesville so I’d have something to read during my stay there. I was very glad I did. I really, really enjoyed this. It’s all about the transatlantic telegraphic cable, so if that’s your thing—as it is mine—you’re going to enjoy this. It makes a great companion piece to Tom Standage’s The Victorian Internet. Come for the engineering, stay for the nautical tales of derring-do.

Borne by Jeff VanderMeer

★★★★☆

Not as disturbing as the Southern Reach Trilogy, but equally unsettling in its own way. Shades of Oryx and Crake, but in a more fantastically surreal setting.

The Airs Of Earth by Brian Aldiss

★★★☆☆

A good collection of short stories from the master of sci-fi. I’ve got a backlog of old pulpy paperback Aldiss collections like this that make for good snackfood for the mind.

Algorithms to Live By: The Computer Science of Human Decisions by Brian Christian and Tom Griffiths

A Christmas present from my brother-in-law. I just cracked this open, so you’ll have to come back next year to find out how it fared.

Alright. Now it’s time to pick the winners.

I think the best fiction book I read this year was Nick Harkaway’s Gnomon.

For non-fiction, it’s a tough call. I really enjoyed Hidden Figures and A Thread Across The Ocean, but I think I’m going to have to give the top spot to James Gleick’s Time Travel: A History.

But there were no five star books this year. Maybe that will change in 2019. And maybe I’ll read more books next year, too. We’ll see.

In 2017, seven of the twenty books I read were by women. In 2018, it was nine out of twenty (not counting anthologies). That’s better, but I want keep that trajectory going in 2019.

Sapiens

I finally got around to reading Sapiens by Yuval Noah Harari. It’s one of those books that I kept hearing about from smart people whose opinions I respect. But I have to say, my reaction to the book reminded me of when I read Matt Ridley’s The Rational Optimist:

It was an exasperating read.

At first, I found the book to be a rollicking good read. It told the sweep of history in an engaging way, backed up with footnotes and references to prime sources. But then the author transitions from relaying facts to taking flights of fancy without making any distinction between the two (the only “tell” is that the references dry up).

Just as Matt Ridley had personal bugbears that interrupted the flow of The Rational Optimist, Yuval Noah Harari has fixated on some ideas that make a mess of the narrative arc of Sapiens. In particular, he believes that the agricultural revolution was, as he describes it, “history’s biggest fraud.” In the absence of any recorded evidence for this, he instead provides idyllic descriptions of the hunter-gatherer lifestyle that have as much foundation in reality as the paleo diet.

When the book avoids that particular historical conspiracy theory, it fares better. But even then, the author seems to think he’s providing genuinely new insights into matters of religion, economics, and purpose, when in fact, he’s repeating the kind of “college thoughts” that have been voiced by anyone who’s ever smoked a spliff.

I know I’m making it sound terrible, and it’s not terrible. It’s just …generally not that great. And when it is great, it only makes the other parts all the more frustrating. There’s a really good book in Sapiens, but unfortunately it’s interspersed with some pretty bad editorialising. I have to agree with Galen Strawson’s review:

Much of Sapiens is extremely interesting, and it is often well expressed. As one reads on, however, the attractive features of the book are overwhelmed by carelessness, exaggeration and sensationalism.

Towards the end of Sapiens, Yuval Noah Harari casts his eye on our present-day world and starts to speculate on the future. This is the point when I almost gave myself an injury with the amount of eye-rolling I was doing. His ideas on technology, computers, and even science fiction are embarrassingly childish and incomplete. And the bad news is that his subsequent books—Home Deus and 21 Lessons For The 21st Century—are entirely speculations about humanity and technology. I won’t be touching those with all the ten foot barge poles in the world.

In short, although there is much to enjoy in Sapiens, particularly in the first few chapters, I can’t recommend it.

If you’re looking for a really good book on the fascinating history of our species, read A Brief History of Everyone Who Ever Lived by Adam Rutherford . That’s one I can recommend without reservation.

Flexibility

Over on A List Apart, you can read the first chapter from Tim’s new book, Flexible Typesetting.

I was lucky enough to get an advance preview copy and this book is ticking all my boxes. I mean, I knew I would love all the type nerdery in the book, but there’s a bigger picture too. In chapter two, Tim makes this provacative statement:

Typography is now optional. That means it’s okay for people to opt out.

That’s an uncomfortable truth for designers and developers, but it gets to the heart of what makes the web so great:

Of course typography is valuable. Typography may now be optional, but that doesn’t mean it’s worthless. Typographic choices contribute to a text’s meaning. But on the web, text itself (including its structural markup) matters most, and presentational instructions like typography take a back seat. Text loads first; typography comes later. Readers are free to ignore typographic suggestions, and often prefer to. Services like Instapaper, Pocket, and Safari’s Reader View are popular partly because readers like their text the way they like it.

What Tim describes there isn’t a cause for frustration or despair—it’s a cause for celebration. When we try to treat the web as a fixed medium where we can dictate the terms that people must abide by, we’re doing them (and the web) a disservice. Instead of treating web design as a pre-made contract drawn up by the designer and presented to the user as a fait accompli, it is more materially honest to treat web design as a conversation between designer and user. Both parties should have a say.

Or as Tim so perfectly puts it in Flexible Typesetting:

Readers are typographers, too.

Praise for Going Offline

I’m very, very happy to see that my new book Going Offline is proving to be accessible and unintimidating to a wide audience—that was very much my goal when writing it.

People have been saying nice things on their blogs, which is very gratifying. It’s even more gratifying to see people use the knowledge gained from reading the book to turn those blogs into progressive web apps!

Sara Soueidan:

It doesn’t matter if you’re a designer, a junior developer or an experienced engineer — this book is perfect for anyone who wants to learn about Service Workers and take their Web application to a whole new level.

I highly recommend it. I read the book over the course of two days, but it can easily be read in half a day. And as someone who rarely ever reads a book cover to cover (I tend to quit halfway through most books), this says a lot about how good it is.

Eric Lawrence:

I was delighted to discover a straightforward, very approachable reference on designing a ServiceWorker-backed application: Going Offline by Jeremy Keith. The book is short (I’m busy), direct (“Here’s a problem, here’s how to solve it“), opinionated in the best way (landmine-avoiding “Do this“), and humorous without being confusing. As anyone who has received unsolicited (or solicited) feedback from me about their book knows, I’m an extremely picky reader, and I have no significant complaints on this one. Highly recommended.

Ben Nadel:

If you’re interested in the “offline first” movement or want to learn more about Service Workers, Going Offline by Jeremy Keith is a really gentle and highly accessible introduction to the topic.

Daniel Koskine:

Jeremy nails it again with this beginner-friendly introduction to Service Workers and Progressive Web Apps.

Donny Truong

Jeremy’s technical writing is as superb as always. Similar to his first book for A Book Apart, which cleared up all my confusions about HTML5, Going Offline helps me put the pieces of the service workers’ puzzle together.

People have been saying nice things on Twitter too…

Aaron Gustafson:

It’s a fantastic read and a simple primer for getting Service Workers up and running on your site.

Ethan Marcotte:

Of course, if you’re looking to take your website offline, you should read @adactio’s wonderful book

Lívia De Paula Labate:

Ok, I’m done reading @adactio’s Going Offline book and as my wife would say, it’s the bomb dot com.

If that all sounds good to you, get yourself a copy of Going Offline in paperbook, or ebook (or both).

Thanos

I’m going to discuss Avengers: Infinity War without spoilers, unless you count the motivations of the main villain as a spoiler, in which case you should stop reading now.

The most recent book by Charles C. Mann—author of 1491 and 1493—is called The Wizard And The Prophet. It profiles two twentieth century figures with divergent belief systems: Norman Borlaug and William Vogt. (Trust me, this will become relevant to the new Avengers film.)

I’ve long been fascinated by Norman Borlaug, father of the Green Revolution. It is quite possible that he is responsible for saving more lives than any other single human being in history (with the possible exception of Stanislav Petrov who may have saved the entire human race through inaction). In his book, Mann dubs Borlaug “The Wizard”—the epitome of a can-do attitude and a willingness to use technology to solve global problems.

William Vogt, by contrast, is “The Prophet.” His groundbreaking research crystalised many central tenets of the environmental movement, including the term he coined, carrying capacity—the upper limit to a population that an environment can sustain. Vogt’s stance is that there is no getting around the carrying capacity of our planet, so we need to make do with less: fewer people consuming fewer resources.

Those are the opposing belief systems. Prophets believe that carrying capacity is fixed and that if our species exceed this limit, we are doomed. Wizards believe that technology can treat carrying capacity as damage and route around it.

Vogt’s philosophy came to dominate the environmental movement for the latter half of the twentieth century. It’s something I’ve personally found very frustrating. Groups and organisations that I nominally agree with—the Green Party, Greenpeace, etc.—have anti-technology baggage that doesn’t do them any favours. The uninformed opposition to GM foods is a perfect example. The unrealistic lauding of country life over the species-saving power of cities is another.

And yet history so far has favoured the wizards. The Malthusian population bomb never exploded, partly thanks to Borlaug’s work, but also thanks to better education for women in the developing world, which had enormously positive repercussions.

Anyway, I find this framing of fundamental differences in attitude to be fascinating. Ultimately it’s a stand-off between optimism (the wizards) and pessimism (the prophets). John Faithful Hamer uses this same lens to contrast recent works by Steven Pinker and Yuval Noah Harari. Pinker is a wizard. Harari is a prophet.

I was not expecting to be confronted with the wizards vs. prophets debate while watching Avengers: Infinity War, but there’s no getting around it—Thanos is a prophet.

Very early on, we learn that Thanos doesn’t want to destroy all life in the universe. Instead, he wants to destroy half of all life in the universe. Why? Carrying capacity. He believes the only way to save life is to reduce its number (and therefore its footprint).

Many reviews of the film have noted how the character of Thanos is strangely sympathetic. It’s no wonder! He is effectively toeing the traditional party line of the mainstream environmental movement.

There’s even a moment in the film where Thanos explains how he came to form his opinions through a tragedy in the past that he correctly predicted. “Congratulations”, says one of his heroic foes sarcastically, “You’re a prophet.”

Earlier in the film, as some of the heroes are meeting for the first time, there are gags and jokes referring to Dr. Strange’s group as “the wizards.”

I’m sure those are just coincidences.

Service worker resources

At the end of my new book, Going Offline, I have a little collection of resources relating to service workers. Here’s how I introduce them:

If this book were a podcast, then this would be the point at which I would be imploring you to rate me on iTunes (or I’d be telling you about a really good mattress). Instead, I’d like to give you some hyperlinks so that you can explore some of the topics in this brief book in more detail.

It always feels a little strange to publish a list of hyperlinks in a physical book, so I figured I’d republish them here for easy access…

Explanations

Guides

Examples

Progressive web apps

Tools

Documentation

Acknowledgements

It feels a little strange to refer to Going Offline as “my” book. I may have written most of the words in it, but it was only thanks to the work of others that they ended up being the right words in the right order in the right format.

I’ve included acknowledgements in the book, but I thought it would be good to reproduce them here in the form of hypertext…

Everyone should experience the joy of working with Katel LeDû and Lisa Maria Martin. From the first discussions right up until the final last-minute tweaks, they were unflaggingly fun to collaborate with. Thank you, Katel, for turning my idea into reality. Thank you, Lisa Maria, for turning my initial mush of words into a far more coherent mush of words.

Jake Archibald and Amber Wilson were the best of technical editors. Jake literally wrote the spec on service workers so I knew I could rely on him to let me know whenever I made any factual missteps. Meanwhile Amber kept me on the straight and narrow, letting me know whenever the writing was becoming unclear. Thank you both for being so generous with your time.

Thanks to my fellow Clearlefty Danielle Huntrods for giving me feedback as the book developed.

Finally, I want to express my heartfelt thanks to everyone who has ever taken the time to write on their website about their experiences with service workers. Lyza Gardner, Ire Aderinokun, Una Kravets, Mariko Kosaka, Jason Grigsby, Ethan Marcotte, Mike Riethmuller, and others inspired me with their generosity. Thank you to everyone who’s making the web better through such kind acts of openness. To quote the original motto of the World Wide Web project, let’s share what we know.

Going Offline, available now!

The day is upon us! The hour is at hand! The book is well and truly apart!

That’s right—Going Offline is no longer available for pre-order …it’s just plain available. ABookApart.com is where you can place your order now.

If you pre-ordered the book, thank you. An email is winging its way to you with download details for the digital edition. If you ordered the paperback, the Elves Apart are shipping your lovingly crafted book to you right now.

If you didn’t pre-order the book, I grudgingly admire your cautiousness, but don’t you think it’s time to throw caution to the wind and treat yourself?

Seriously though, I think you’ll like this book. And I’m not the only one. Here’s what people are saying:

I know you have a pile of professional books to read, but this one should skip the line.

Lívia De Paula Labate

It is so good. So, so good. I cannot recommend it enough.

Sara Soueidan

Super approachable and super easy to follow regardless of your level of knowledge.

—also Sara Soueidan

You’re gonna want to preorder a copy, believe me.

Mat Marquis

Beautifully explained without being patronising.

Chris Smith

I very much look forward to hearing what you think of Going Offline. Get your copy today and let me know what you think of it. Like I said, I think you’ll like this book. Apart.

Timing

Apple Inc. is my accidental marketing department.

On April 29th, 2010, Steve Jobs published his infamous Thoughts on Flash. It thrust the thitherto geek phrase “HTML5” into the mainstream press:

HTML5, the new web standard that has been adopted by Apple, Google and many others, lets web developers create advanced graphics, typography, animations and transitions without relying on third party browser plug-ins (like Flash). HTML5 is completely open and controlled by a standards committee, of which Apple is a member.

Five days later, I announced the first title from A Book Apart: HTML5 For Web Designers. The timing was purely coincidental, but it definitely didn’t hurt that book’s circulation.

Fast forward eight years…

On March 29th, 2018, Apple released the latest version of iOS. Unmentioned in the press release, this update added service worker support to Mobile Safari.

Five days later, I announced the 26th title from A Book Apart: Going Offline.

For a while now, quite a few people have cited Apple’s lack of support as a reason why they weren’t investigating service workers. That excuse no longer holds water.

Once again, the timing is purely coincidental. But it can’t hurt.

That new-book smell

The first copies of Going Offline showed up today! This is my own personal stash, sent just a few days before the official shipping date of next Monday.

I am excite!

To say I was excited when I opened the box of books would be an understatement. I was positively squealing with joy!

Others in the Clearleft office shared in my excitement. Everyone did that inevitable thing, where you take a fresh-out-of-the-box book, open it up and press it against your nose. It’s like the bookworm equivalent of sniffing glue.

Actually, it basically is sniffing glue. I mean, that’s what’s in the book binding. But let’s pretend that we’re breathing in the intoxicating aroma of freshly-minted words.

If you’d like to bury your nose in a collection of my words glued together in a beautifully-designed package, you can pre-order the book now and await delivery of the paperback next week.

Technical balance

Two technical editors worked with me on Going Offline.

Jake was one of the tech editors. He literally (co-)wrote the spec on service workers. There ain’t nuthin’ he don’t know about the code involved. His job was to catch any technical inaccuracies in my writing.

The other tech editor was Amber. She’s relatively new to web development. While I was writing the book, she had a solid grounding in HTML and CSS, but not much experience in JavaScript. That made her the perfect archetypal reader. Her job was to point out whenever I wasn’t explaining something clearly enough.

My job was to satisfy both of them. I needed to explain service workers and all its associated APIs. I also needed to make it approachable and understandable to people who haven’t dived deeply into JavaScript.

I deliberately didn’t wait until I was an expert in this topic before writing Going Offline. I knew that the more familiar I became with the ins-and-outs of getting a service worker up and running, the harder it would be for me to remember what it was like not to know that stuff. I figured the best way to avoid the curse of knowledge would be not to accrue too much of it. But then once I started researching and writing, I inevitably became more au fait with the topic. I had to try to battle against that, trying to keep a beginner’s mind.

My watchword was this great piece of advice from Codebar:

Assume that anyone you’re teaching has no knowledge but infinite intelligence.

It was tricky. I’m still not sure if I managed to pull off the balancing act, although early reports are very, very encouraging. You’ll be able to judge for yourself soon enough. The book is shipping at the start of next week. Get your order in now.

The audience for Going Offline

My new book, Going Offline, starts with no assumption of JavaScript knowledge, but by the end of the book the reader is armed with enough code to make any website work offline.

I didn’t want to overwhelm the reader with lots of code up front, so I’ve tried to dole it out in manageable chunks. The amount of code ramps up a little bit in each chapter until it peaks in chapter five. After that, it ramps down a bit with each subsequent chapter.

This tweet perfectly encapsulates the audience I had in mind for the book:

Some people have received advance copies of the PDF, and I’m very happy with the feedback I’m getting.

Honestly, that is so, so gratifying to hear!

Words cannot express how delighted I am with Sara’s reaction:

She’s walking the walk too:

That gives me a warm fuzzy glow!

If you’ve been nervous about service workers, but you’ve always wanted to turn your site into a progressive web app, you should get a copy of this book.

Table of Contents for Going Offline

A few people on Twitter have asked about the table of contents for my new book about service workers, Going Offline. Fair enough—why not see the menu before placing your order?

  1. Introducing Service Workers Does what is says on the tin. It also talks about switching to HTTPS. This chapter is online at A List Apart so you can try before you buy.
  2. Preparing for Offline This chapter talks about how you register a service worker, and introduces the concept of promises in JavaScript.
  3. Making Fetch Happen Yes, this chapter title is a Mean Girls reference; fight me. The chapter explains fetch events and shows how a service worker can intercept them.
  4. Cache Me if you Can This puntastic chapter is all about caching, and shows you can use caches in your service worker script.
  5. Service Worker Strategies This is the heart of the book, where you get decide what kind of strategy you want to implement—when to go to the network, when to go a cache, and so on. And as a last resort, you can have a custom offline page.
  6. Refining Your Service Worker Building on the previous chapter, this one looks at how you can use different strategies for different kinds of files—images, pages, etc.
  7. Tidying Up This chapter is about good service worker hygiene like deleting old caches. It also introduces some more coding style options.
  8. The Offline Experience By this chapter, the service worker script is done. But there’s still plenty of room for enhancements on that custom offline page, including the use of offline storage.
  9. Progressive Web Apps The book finishes with an explanation of progressive web apps, and a step-by-step guide to creating your own web app manifest.

Sound good? Pre-order your copy of the book now and you’ll have it in your hands ten days from now.

Announcing Going Offline from A Book Apart

I decided that I wanted a new mug.

I already have one very nice mug. It was sent to me by A Book Apart because I wrote the book HTML5 For Web Designers back in 2010. If I wanted another nice mug, it was clear what I had to do. I had to write another book.

So I’ve written a book. It’s called Going Offline and it’s available to pre-order now. It will start shipping a few weeks from now.

I think you will enjoy this book. Here’s why…

You have a website or you make websites for other people. You’re comfortable with HTML and CSS, but maybe you’re a bit apprehensive about JavaScript (like me). You keep hearing lots of talk about service workers and progressive web apps. You’re intrigued. But you’re put off by the resources out there. They all assume a certain level of JavaScript knowledge. What you need is a step-by-step guide to help you make your website work offline …a guide that won’t assume you’re already comfortable with code.

Does that sound like you? Then Going Offline is for you.

Thinking about it, a more accurate title for the book would’ve been Service Workers For Web Designers …although even that would assume too much existing knowledge (like, what the heck a service worker is in the first place).

Pre-order Going Offline today and it will be in your hands in just a few weeks.

Alas, I have no idea when my new mug will be ready.

Digital Marketing Strategies for the Busy “Web Master” by Sarah Parmenter

It’s time for the second talk at An Event Apart Seattle (Special Edition). Sarah is talking about Digital Marketing Strategies for the Busy “Web Master”. These are the notes I made during the talk…

Recently Sarah was asked for her job title recently and she found it really stressful. She wasn’t comfortable with “Art Director”. And, even though it would probably be accurate, “Social Media Expert” feels icky. A more fitting title would be “Social Media Designer” but that’s not a thing. Ironically the term “Web Master” probably fits us better than it did back in the ’90s.

We have a bit of a defeatist attitude towards social media at the moment. It feels like that space has been claimed and so there’s no point in even starting. But we’re still in the first 10,000 days in the web. There is no social media, Gary Vee says. It’s a slang term for a collection of apps and websites that now dominate attention in our society.

Sarah likes the term “consensual hallucination” (that I borrowed from William Gibson to describe how we did web design for years). It applies to social media.

Once upon a time we had to sell the benefits of just being online to our clients. Our businesses now need to get into the mindset of “How can I help you?” and “What can I do for you?” We’re moving away from being sales-y and getting down to being more honest. We’re no longer saying “Look at what I’ve got.”

The average time spent on social media per day is 1 hour and 48 minutes. The average time spent on the kind of sites we make is 15 seconds.

Quarterly design reviews are a good idea—strategically designing your social media campaigns, reviewing successes and failures.

The first thing to mention is vanity metrics. You might need to sit down and have “the talk” with your boss or client about this. It’s no different to having hit counters on our sites back in the ’90s. While we’re chasing these vanity metrics, we’re not asking what people really want.

Google brought a roadshow to Sarah’s hometown of Leigh-on-Sea a while back. There was a really irritating know-it-all chap in the audience who put his hand up when other people were asking about how to get followers on social media. “You need to post three times a day to all social media channels”, he said. “And you need to use the follow-unfollow method with a bot.” Sarah’s eyes were rolling at this point. Don’t beg for likes and follows—you’re skewing your metrics.

“What about this Snapchat thing?” people asked. Irritating guy said, “Don’t worry about—young people use it to send rude pictures to each other.” Sarah was face-palming at this point.

But this event was a good wake-up call for Sarah. We need to check our personal bias. She had to check her own personal bias against LinkedIn.

What we can do is look for emerging social networks. Find social networks that aren’t yet clogged. People still fixate on displayed numbers instead of the actual connection with people.

We all have a tendency to think of the more successful social networks as something that is coming. Like Snapchat. But if you’re in this space, there’s no time to waste. Sarah has been interviewing for social media people and it’s fascinating to see how misunderstood Snapchat is. One big misconception is that it’s only for youngsters. The numbers might be lower than Facebook, but there’s a lot of video on there. Snapchat’s weakness is “the olds”—the non-intuitive interface makes it cool with young people who have time to invest in learning it; the learning curve keeps the parents out. Because the moment that mums and grandmums appear on a social network, the younger folks get out. And actually, when it comes to putting ads on Snapchat, the interface is very good.

What can we do in 2018?

  • By 2019, video will account for 80% of all consumer internet traffic. If you’re not planning for this, you’re missing out.
  • Move to HTTPS.
  • Make your website mobile ready.

Let’s ban the pop-up. Overlays. Permission dialogs. They’re all terrible. Google has started to penalise websites “where content is not easily accessible.”

Pop-ups are a lazy fix for a complex engagement problem (similar to carousels). It’s a terrible user experience. Do we thing this is adding value? Is this the best way to get someone’s email address? They’re like the chuggers of the web.

Here’s an interesting issue: there are discount codes available on the web. We inform people of this through pop-ups. Then it when it comes to check-out, they know that a discount is possible and so they Google for discount codes. You might as well have a page on your own website to list your own discount codes instead of people going elsewhere for them.

There’s a long tail of conversions, particularly with more expensive products and services. Virgin Holidays has a great example. For an expensive holiday, they ask for just a small deposit up front.

Let’s talk about some specific social networks.

Facebook

Facebook Pixel should be on your website, says Sarah. It collects data about your customers. (Needless to say, I disagree with this suggestion. Stand up for your customers’ dignity.)

Facebook is a very cheap way to publish video. Organic Facebook engagement is highest on posts with videos. (I think I threw up in my mouth a little just typing the words “organic”, “Facebook”, and “engagement” all in a row.) Facebook Live videos have six times the engagement of regular videos.

Sarah just said the word synergy. Twice. Unironically.

Facebook changed its algorithm last year. You’re going to see less posts from business and more posts from people.

Facebook advertising does work, but if it doesn’t work for you, the problem is probably down to your creative. (We’re using the word “creative” as a noun rather than an adjective, apparently.)

Google

With Ad Words, measure success by conversions rather than impressions. You might get thousands of eyeballs looking at a form, but only a handful filling it out. You need to know that second number to understand how much you’re really paying per customer.

trends.google.com is useful for finding keywords that aren’t yet saturated.

Google My Business is under-used, especially if you have a bricks’n’mortar store. It can make a massive difference to small businesses. It’s worth keeping it up to date and keeping it updated.

Instagram

700 million active users (double Twitter, and three times WhatsApp and Facebook Messenger). A lot of people are complaining about the changed algorithm. Social networks change their algorithms to deal with the “problems of success.” Instagram needs to help people with the discoverability of posts, says Sarah (again, I strongly disagree—it disempowers the user; I find Instagram’s we-know-best algorithm to be insultingly patronising).

Hashtags are the plumbing of the social media ecosystem. They’re not there for users to read. They’re for discoverability. Eleven hashtags are optimal.

Instagram Stories are a funny one. People are trying to use them to get around the algorithm, posting screenshots of photos to a story.

Archiving is a handy feature of Instagram. For time-sensitive content (like being closed during a snowstorm), it’s very useful to be able to archive those posts after the fact.

Planoly is a great website for managing your Instagram campaign. You can visually plan your feed. Only recently did Instagram start allowing scheduled posts (as long as they’re square, for some reason).

Influencer marketing is a thing. People trust peer recommendations more than advertising. You can buy micro-influencers quite cheaply.

(Side note: I think I’ve seen this episode of Black Mirror.)

How much do influencers cost? Not as much as you think. The average sponsored post rate is $180.

Case study

We need to have a “Design once. Use Everywhere.” mindset. Others we’ll go crazy. Away is doing this well. They sell a suitcase with built-in USB chargers.

The brands dominating social media are those with the most agile teams with exceptional storytelling skills. Away are very brave with their marketing. They’ve identified what their market has in common—travel—and they’re aiming at the level above that. They’re playing the long game, bringing the value back to the user. It’s all about “How can I help you?” rather than “Look at what I’ve gone.” Away’s creative is compelling, quirky, and fun. They work with influencers who are known to create beautiful imagery. Those influencers were given free suitcases. The cost of giving away those bags was much less than a traditional marketing campaign.

Their product is not front and centre in their campaigns. Travel is front and centre. They also collaborate with other brands. Their Google Ads are very striking. That also translates to physical advertising, like ads on airport security trays.

On Facebook, and on all of the social networks, everything is very polished and art-directed. They’re building a story. The content is about travel, but the through-line is about their suitcases.

When things go bad…

To finish, a semi-amusing story. Cath Kidston did a collaboration with Disney’s Peter Pan. Sarah had a hunch that it might go wrong. On paper, the social campaigns seemed fine. A slow build-up to the Peter Pan product launch. Lots of lovely teasers. They were seeding Instagram with beautiful imagery the day before launch. There was a real excitement building. Then the coveted email campaign with the coveted password.

On the site, people put in their password and then they had to wait. It was a deliberately gated experience. Twenty minutes of waiting. Then you finally get to the store …and there’s no “add to cart” button. Yup, they had left out the most important bit of the interface.

Sarah looked at what people were saying on Twitter. Lots of people assumed the problem was with their computer (after all, the web team wouldn’t be so silly as to leave off the “add to cart” button, right?). People blamed themselves. Cath Kidston scrambled to fix the problem …and threw people back into the 20 minute queue. Finally, the button appeared. So Sarah looked at a few bits ad pieces, and when she hit “add to cart” …she was thrown back to the 20 minute queue.

Sarah reached out to try to talk to someone on the web team. No one wanted to talk about it. If you ever find someone who was on that team, put them in touch.

Anyway, to wrap up…

Ensure the networks you are pursuing make sense for your brand.

Find your story for social media longevity.

See also:

Offline itineraries with service workers

The Trivago website is a progressive web app. That means it

  1. is served over HTTPS,
  2. has a web app manifest JSON file, and it
  3. has a service worker script.

The service worker provides an opportunity for a nice bit of fun branding—if you lose your internet connection, the site provides a neat little maze game you can play. Cute!

That’s a fairly simple example of how service workers can enhance the user experience when the dreaded offline situation arises. But it strikes me that the travel industry is the perfect place to imagine other opportunities for offline enhancements.

Travel sites often provide itineraries—think airlines, trains, or hotels. The itineraries consist of places, times, and contact information. This is exactly the kind of information that you might find yourself trying to retrieve in an emergency situation, like maybe in a cab on the way to the airport or train station. Perhaps you’re stuck in traffic, in a tunnel. Or maybe you don’t have a data plan for the country you’re currently in. Either way, wouldn’t it be great if you could hit the website for your airline or hotel and get your itinerary, even if you’re offline.

Alright, let’s think this through…

Let’s assume that an individual itinerary has its own URL. That URL is a web page of information, mostly text, with perhaps an image or two (like a map). Now when you make your booking, let’s have the service worker cache that URL (and its assets) for offline access.

Hmm …but there’s a good chance that the device you make the booking on is not the same device that you’d have with you out and and about. Because caches are local to the browser, that’s a problem.

Okay, but of these kinds of sites have some kind of log-in mechanism. So we could update the log-in flow a bit: when a user logs in, check to see if they have any itineraries assigned to them, and if they do, fire off an event to the service worker (using postMessage) to cache the URLs of the itineraries.

Now that the itineraries are cached, the final step is to create a custom offline page. As well as the usual “Sorry, the internet’s down” message, we can say “Sorry, the internet’s down …but here are your itineraries”. (This is kind of like the pattern you see on blogs like mine, Ethan’s, or Mike’s—a custom offline page that lists cached URLs of articles you’ve previously visited).

That’s just one pattern off the top of my head. It’s fun to imagine the different ways that service workers could be used to enhance the experience of just about any site, but they seem particularly relevant to travel sites—dodgy internet connections and travelling go hand-in-hand. At Clearleft, we’ve been working with quite a few travel-related clients lately so that’s why these scenarios are on my mind: booking holidays, flights, and so on. But, as I’ve said before and I’ll say again, every website can benefit from becoming a progressive web app.

Books I read in 2017

Here are the books I read in 2017. It’s not as many as I hoped.

I set myself a constraint this year so that I’d have to alternate between reading fiction and non-fiction: no reading two fiction books back-to-back, and no reading two non-fiction books back-to-back. I quite like the balanced book diet that resulted. I think I might keep it going.

Anyway, in order of consumption, here are those books…

Leviathan Wakes by James S.A. Corey

★★★☆☆

I had already seen—and quite enjoyed—the first series of the television adaption of The Expanse so I figured I’d dive into the books that everyone kept telling me about. The book was fun …but no more than that. I don’t think I’m invested enough to read any of the further books. In some ways, I think this makes for better TV than reading (despite the TV’s shows annoying “slow motion in zero G” trope that somewhat lessens the hard sci-fi credentials).

Black Box Thinking by Matthew Syed

★★★★☆

This was recommended by James Box, and on the whole, I really liked it. There’s a lot of anecdata though. Still, the fundamental premise is a good one, comparing the attitudes towards risk in two different industries; aviation and healthcare. A little bit more trimming down would’ve helped the book—it dragged on just a bit too long.

The Separation by Christopher Priest

★★★★★

I need to read at least one Christopher Priest book a year. They’re in a league of their own, somehow outside the normal rules of criticism. This one is a true stand-out. As ever, it messes with your head and gets weirder as it goes on. If you haven’t read any Christopher Priest, I reckon this would be a great one to start with.

Deep Sea and Foreign Going by Rose George

★★★★☆

Recommended by both Jessica and Danielle, this is a well-crafted look into life on board a cargo ship, as well as an examination of ocean-going logistics. If you liked the Containers podcast, you’ll like this. I found it a little bit episodic—more like a collection of magazine articles sometimes—but still enjoyable.

Bloodchild by Octavia E. Butler

A false start. This is a short story, not a novel—I didn’t know that when I downloaded it to my Kindle. It’s an excellent short story though. Still, I felt it didn’t count in my zigzagging between fiction and non-fiction so I followed it with…

Star Maker by Olaf Stapledon

★★★☆☆

Science fiction from the 1930s. The breadth of imagination is quite staggering, even if the writing is sometimes a bit of a slog. Still, it seems remarkably ahead of its time in many ways.

The Sense Of Style by Steven Pinker

★★★★☆

I spent a portion of 2017 writing a book so I was eager to read Steven Pinker’s take on a style guide, having thoroughly enjoyed The Language Instinct and The Blank Slate. This book starts with a bang—a critique of some examples of great writing. Then there’s some good practical advice, and then there’s a bit of a laundry list of non-rules. Typical of Pinker, the points about unclear writing are illustrated with humorous real-world examples. Overall, a good guide but perhaps a little longer than it needs to be.

Aurora by Kim Stanley Robinson

★★★★★

I loved everything about this book.

Writing On The Wall by Tom Standage

★★☆☆☆

I’ve read of all of Tom Standage’s books but none of them have ever matched the brilliance of The Victorian Internet. This one was frustratingly shallow. Every now and then there were glimpses of a better book. There’s a chapter on radio that gets genuinely exciting and intriguing. If Tom Standage wrote a whole book on that, I’d read it in a heartbeat. But in this collection of social media through the ages, it just reminded me of how much better he can be.

Grass by Sheri S. Tepper

★★★☆☆

Recommended by Jessica and Denise, this was my first Sheri S. Tepper book. It took me a while to get into it, but I enjoyed it. There’s nothing groundbreaking here, but it’s a solid planetary romance.

Bird By Bird by Anne Lamott

★★★☆☆

This has been recommended to me by more people than I can recall. I was very glad to finally get to read it (myself and Amber did a book swap: I gave her A Sense Of Style and she gave me this). As a guide to writing, it’s got some solid advice, humorously delivered, but there were also moments where I found the style grating. Still worth reading though.

The Gradual by Christopher Priest

★★★★☆

I just can’t get enough of Christopher Priest. I saw that his latest book was in the local library and I snapped it up. This one is set entirely in the Dream Archipelago. Yet again, the weirdness increases as the book progresses. It’s not up there with The Islanders or The Adjacent, but it’s as unsettling as any of his best books.

A Brief History of Everyone Who Ever Lived by Adam Rutherford

★★★★★

I think this was the best non-fiction book I read this year. It’s divided into two halves. The first half, which I preferred, dealt with the sweep of human history as told through our genes. The second half deals with modern-day stories in the press that begin “Scientists say…” It was mostly Adam Rutherford gritting his teeth in frustration as he points out that “it’s a bit more complicated than that.” Thoroughly enjoyable, well written, and educational.

A Closed And Common Orbit by Becky Chambers

★★★☆☆

I had read the first book in this series, A Long Way to a Small, Angry Planet, and thought it was so-so. It read strangely like fan fiction, and didn’t have much of a though-line. But multiple people said that this second outing was a big improvement. They weren’t wrong. This is definitely a better book. The story is relatively straightforward, and as with all good sci-fi, it’s not really telling us about a future society—it’s telling us about the world we live in. The book isn’t remarkable but it’s solid.

The Dream Machine: J.C.R Licklider And The Revolution That Made Computing Possible by M. Mitchell Waldrop

★★★★☆

This is the kind of book that could have been written just for me. The ARPANET, Turing, Norbert Wiener and Cybernetics, Xerox PARC, the internet, the web …it’s all in here. I enjoyed it, but it was a long slog. I’m not sure if using J.C.R. Licklider as the unifying factor in all these threads really worked. And maybe it was just the length of the book getting to me, but by the time I was two-thirds of the way through, I was getting weary of the dudes. Yes, there were a lot of remarkable men involved in these stories, but my heart sank with every chapter that went by without a single woman being mentioned. I found it ironic that so many intelligent people had the vision to imagine a world of human-computer symbiosis, but lacked the vision to challenge the status quo of the societal structures they were in.

Broken Monsters by Lauren Beukes

★★★☆☆

Lauren defies genre-pigeonholing once again. This is sort of a horror, sort of a detective story, and sort of a social commentary. It works well, although I was nervous about the Detroit setting sometimes veering into ruin porn. I don’t think it’s up there with Zoo City or The Shining Girls, but it’s certainly a page-turner.

Accessibility For Everyone by Laura Kalbag

★★★★☆

Because the previous non-fiction book I read was so long, I really fancied something short and to-the-point. A Book Apart to the rescue. You can be guaranteed that any book from that publisher will be worth reading, and this is no exception.

Ninefox Gambit by Yoon Ha Lee

★★★★☆

There was a lot of buzz around this book, and it came highly recommended by Danielle. It’s thoroughly dizzying in its world-building; you’re plunged right into the thick of things with no word of explanation or exposition. I like that. There were times when I thought that maybe I had missed some important information, because I was having such a hard time following what was going on, but then I’d realise that the sense of disorientation was entirely deliberate. Good stuff …although for some reason I ended up liking it more than loving it.

High Performance Browser Networking by Ilya Grigorik

★★★☆☆

A recommendation from Harry. The whole book is available online for free. That’s how I’ve been reading it—in a browser tab. In fact, I have to confess that I haven’t finished it. I’m dipping in and out. There’s a lot of very detailed information on how networks and browsers work. I’m not sure how much of it is going into my brain, but I very much appreciate having this resource to hand.

A Fire Upon The Deep by Vernor Vinge

I picked up a trade paperback copy of this sci-fi book at The Tattered Cover bookstore in Denver when I was there for An Event Apart earlier this month. I had heard it mentioned often and it sounds like my kind of yarn. I’m about halfway through it now and so far, so good.

There you have it.

It’s tough to pick a clear best. In non-fiction, I reckon Adam Rutherford’s A Brief History of Everyone Who Ever Lived just about pips Steven Pinker’s A Sense of Style. In fiction, Christopher Priest’s The Separation comes close, but Kim Stanley Robinson’s Aurora remains my favourite.

Like I said, not as many books as I would like. And of those twenty works, only seven were written by women—I need to do better in 2018.

Hooked and booked

At Booking.com, they do a lot of A/B testing.

At Booking.com, they’ve got a lot of dark patterns.

I think there might be a connection.

A/B testing is a great way of finding out what happens when you introduce a change. But it can’t tell you why.

The problem is that, in a data-driven environment, decisions ultimately come down to whether something works or not. But just because something works, doesn’t mean it’s a good thing.

If I were trying to convince you to buy a product, or use a service, one way I could accomplish that would be to literally put a gun to your head. It would work. Except it’s not exactly a good solution, is it? But if we were to judge by the numbers (100% of people threatened with a gun did what we wanted), it would appear to be the right solution.

When speaking about A/B testing at Booking.com, Stuart Frisby emphasised why it’s so central to their way of working:

One of the core principles of our organisation is that we want to be very customer-focused. And A/B testing is really a way for us to institutionalise that customer focus.

I’m not so sure. I think A/B testing is a way to institutionalise a focus on business goals—increasing sales, growth, conversion, and all of that. Now, ideally, those goals would align completely with the customer’s goals; happy customers should mean more sales …but more sales doesn’t necessarily mean happy customers. Using business metrics (sales, growth, conversion) as a proxy for customer satisfaction might not always work …and is clearly not the case with many of these kinds of sites. Whatever the company values might say, a company’s true focus is on whatever they’re measuring as success criteria. If that’s customer satisfaction, then the company is indeed customer-focused. But if the measurements are entirely about what works for sales and conversions, then that’s the real focus of the company.

I’m not saying A/B testing is bad—far from it! (although it can sometimes be taken to the extreme). I feel it’s best wielded in combination with usability testing with real users—seeing their faces, feeling their frustration, sharing their joy.

In short, I think that A/B testing needs to be counterbalanced. There should be some kind of mechanism for getting the answer to “why?” whenever A/B testing provides to the answer to “what?” In-person testing could be one way of providing that balance. Or it could be somebody’s job to always ask “why?” and determine if a solution is qualitatively—and not just quantitatively—good. (And if you look around at your company and don’t see anyone doing that, maybe that’s a role for you.)

If there really is a connection between having a data-driven culture of A/B testing, and a product that’s filled with dark patterns, then the disturbing conclusion is that dark patterns work …at least in the short term.

Posting to my site

I was idly thinking about the different ways I can post to adactio.com. I decided to count the ways.

Admin interface

This is the classic CMS approach. In my case the CMS is a crufty hand-rolled affair using PHP and MySQL that I wrote years ago. I log in to an admin interface and fill in a form, putting the text of my posts into a textarea. In truth, I usually write in a desktop text editor first, and then paste that into the textarea. That’s what I’m doing now—copying and pasting Markdown from the Typed app.

Directly from my site

If I’m logged in, I get a stripped down posting interface in the notes section of my site.

Notes posting interface

Bookmarklet

This is how I post links. When I’m at a URL I want to bookmark, I hit the “Bookmark it” bookmarklet in my browser’s bookmarks bar. That pops open a version of the admin interface tailored specifically for links. I really, really like bookmarklets. The one big downside is that they don’t work on mobile.

Text message

This is something I knocked together at Indie Web Camp Brighton 2015 using the Twilio API. It’s handy for posting notes if I’m travelling somewhere and data is at a premium. But I don’t use it that often.

Instagram

Thanks to Aaron’s OwnYourGram service—and the fact that my site has a micropub endpoint—I can post images from Instagram to my site. This used to happen instantaneously but Instagram changed their API rules for the worse. Between that and their shitty “algorithmic” timeline, I find myself using the service less and less. At this point I’m only on their for the doggos.

Swarm

Like OwnYourGram, Aaron’s OwnYourSwarm allows me to post check-ins and photos from the Swarm app to my site. Again, micropub makes it all possible.

OwnYourGram and OwnYourSwarm are very similar and could probably be abstracted into a generic service for posting from third-party apps to micropub endpoints. I’d quite like to post my check-ins on Untappd to my site.

Other people’s admin interfaces

Thanks to rel="me" and IndieAuth, I can log into other people’s posting interfaces using my own website as the log-in, and post to my micropub endpoint, like this. Quill is a good example of this. I don’t use it that much, but I really should—the editor interface is quite Medium-like in its design.

Anyway, those are the different ways I can update my website that I can think of right now.

Syndication

In terms of output, I’ve got a few different ways of syndicating what I post here:

Just so you know, if you comment on one of my posts on Facebook, I probably won’t see it. But if you reply to a copy of one of posts on Twitter or Instagram, it will show up over here on adactio.com thanks to the magic of Brid.gy and webmention.