There was a moment that it seemed like a proliferation of flickr-like webservices would result in a network of deep shared pools of cultural resource, from which every user could build expressions and applications, but the “entrap and surveil” economics of platforms kicked in.
And now we have no history, and rather than communicating via visualizations of our own shared cultural record, we are left waiting like dogs for treats as facebook decides to surface one of our own images from 3 or 8 years ago. Don’t try to search the graph! Advertisers only.
Saturday, April 21st, 2018
Friday, April 20th, 2018
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.
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.
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.
I expect not understanding how progressive web apps are built (service workers, manifests, https) will be a skill deficit in 6-12 months, much like not understanding @RWD has been for a few of years.— Lívia De Paula Labate (@livlab) April 15, 2018
Once again, the timing is purely coincidental. But it can’t hurt.
Thursday, April 19th, 2018
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.
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.
Tuesday, April 17th, 2018
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.
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.
Sunday, April 15th, 2018
The audience for Going 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:
I pre-ordered it, and I’m excited about it. I’ve been curious about service workers for a long time, but have been nervous about actually writing one.— Matthew J Derocher (@mjamesderocher) April 13, 2018
Some people have received advance copies of the PDF, and I’m very happy with the feedback I’m getting.
Seriously applauding the author for explaining how to run a local server in passing, in like 3 lines.— Lívia De Paula Labate (@livlab) April 5, 2018
People do not understand how this is a massive barrier to designers who are interested but don’t know how/are new to coding.
Here I am all self-congratulatory “yes, yes, I am understanding service workers much now…”— Lívia De Paula Labate (@livlab) April 6, 2018
How is this happening: it did not tell me upfront I needed to learn it, it did not even tell me it was going to teach me.— Lívia De Paula Labate (@livlab) April 6, 2018
Ok, I’m done reading @adactio’s Going Offline book and as my wife would say, it’s the bomb dot com.— Lívia De Paula Labate (@livlab) April 15, 2018
You can check the thread above for some impressions, but definitely read it. It is a _very_ gentle introduction to technology we are going to use A LOT.
Honestly, that is so, so gratifying to hear!
Words cannot express how delighted I am with Sara’s reaction:
Today I finished reading @adactio ’s new book: Going Offline. As someone who rarely ever reads a book cover to cover, this alone says a lot about how good the book is.— Sara Soueidan (@SaraSoueidan) April 13, 2018
It is *so* good. So, so good. I cannot recommend it enough: abookapart.com/products/going-offline
I’ll tweet about this in time, but for now: THANK YOU for a WONDERFUL book. I can’t believe how approachable you made SWs with your writing style. I’d recommend it to everyone in a heart beat.— Sara Soueidan (@SaraSoueidan) April 12, 2018
She’s walking the walk too:
I’m expecting weird or inconsistent behavior / bugs at this point (still need to test!) BUT I can finally say that sarasoueidan.com is now officially a Progressive Web App. 🎉— Sara Soueidan (@SaraSoueidan) April 13, 2018
✅ HTTPS (long ago)
✅ Service Worker (since yesterday)
✅ Manifest (added today)
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.
Friday, April 13th, 2018
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?
- 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.
- Making Fetch Happen Yes, this chapter title is a Mean Girls reference; fight me. The chapter explains
fetchevents and shows how a service worker can intercept them.
- Cache Me if you Can This puntastic chapter is all about caching, and shows you can use caches in your service worker script.
- 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.
- 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.
- Tidying Up This chapter is about good service worker hygiene like deleting old caches. It also introduces some more coding style options.
- 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.
- 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.
Wednesday, April 11th, 2018
Aaron was kind enough to write the foreword to my new book Going Offline. Here it is in full.
In Going Offline, Jeremy Keith breaks down heady concepts into approachable prose and easy-to-follow code examples. He also points out service worker gotchas and shows you how to deftly avoid them. Invest a scant few hours with this book, and you’ll gain a solid understanding of how to put this new technology to work for you right away. No, really—within fifteen to twenty minutes of putting it down.
Tuesday, April 10th, 2018
But while I’ve never “opted in” to Facebook or any of the other big social networks, Facebook still has a detailed profile that can be used to target me. I’ve never consented to having Facebook collect my data, which can be used to draw very detailed inferences about my life, my habits, and my relationships. As we aim to take Facebook to task for its breach of user trust, we need to think about what its capabilities imply for society overall. After all, if you do #deleteFacebook, you’ll find yourself in my shoes: non-consenting, but still subject to Facebook’s globe-spanning surveillance and targeting network.
Facebook’s “shadow profiles” are truly egregious …and if you include social sharing buttons on a website, you’re contributing to the data harvest.
If you administer a website and you include a “Like” button on every page, you’re helping Facebook to build profiles of your visitors, even those who have opted out of the social network.
If you are responsible for running a website, try browsing it with a third-party-blocking extension turned on. Think about how much information you’re requiring your users to send to third parties as a condition for using your site. If you care about being a good steward of your visitors’ data, you can re-design your website to reduce this kind of leakage.
Saturday, April 7th, 2018
Cennydd is writing (and self-publishing) a book on ethics and digital design. It will be released in September.
Technology is never neutral: it has inevitable social, political, and moral impact. The coming era of connected smart technologies, such as AI, autonomous vehicles, and the Internet of Things, demands trust: trust the tech industry has yet to fully earn.
Thursday, April 5th, 2018
Doc Searls Weblog · Facebook’s Cambridge Analytica problems are nothing compared to what’s coming for all of online publishing
What will happen when the Times, the New Yorker and other pubs own up to the simple fact that they are just as guilty as Facebook of leaking its readers’ data to other parties, for—in many if not most cases—God knows what purposes besides “interest-based” advertising? And what happens when the EU comes down on them too? It’s game-on after 25 May, when the EU can start fining violators of the General Data Protection Regulation (GDPR). Key fact: the GDPR protects the data blood of EU citizens wherever they risk having it sucked in the digital world.
Well now, this is a clever bit of hardware hacking.
Surfaces viewed from an angle tend to look shiny, and you can tell if a finger is touching the surface by checking if it’s touching its own reflection.
Tuesday, April 3rd, 2018
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.
I think you will enjoy this book. Here’s why…
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.
Monday, April 2nd, 2018
Perspectives other than our own bring a breath of fresh air. They open doors and allow light to flood in. They wrap us in a warm, comforting blanket by letting us know other people go through similar struggles. There is a tonne of writing out there that exists because the author suffered through something. Suffering tends to give you a strong desire to prevent others experiencing similar pain.
Digital Marketing Strategies for the Busy “Web Master” by Sarah Parmenter
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 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.)
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.
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.
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.
Friday, March 30th, 2018
A Firefox plugin that ring-fences all Facebook activity to the facebook.com domain. Once you close that tab, this extension takes care of garbage collection, ensuring that Facebook tracking scripts don’t leak into any other browsing activities.
On moving from silos to your own website:
Over the last year, especially, it has seemed much more like “blog to write, tweet to fight.” Moreover, the way that our writing and personal data has been used by social media companies has become more obviously problematic—not that it wasn’t problematic to begin with.
Which is why it’s once again a good time to blog, especially on one’s own domain.
But on the other hand…
It is psychological gravity, not technical inertia, however, that is the greater force against the open web. Human beings are social animals and centralized social media like Twitter and Facebook provide a powerful sense of ambient humanity—the feeling that “others are here”—that is often missing when one writes on one’s own site.
That’s true …which is why brid.gy is such an incredibly powerful service for, well, bridging the gap between your own personal site and the silos, allowing for that feeling of ambient humanity.
Sunday, March 25th, 2018
The word “leak” is right. Our sense of control over our own destinies is being challenged by these leaks. Giant internet platforms are poisoning the commons. They’ve automated it.
Wednesday, March 21st, 2018
I’d love to see some change, and some introspection. A culture of first, do no harm. A recognition that there are huge dangers if you just do what’s possible, or build a macho “fail fast” culture that promotes endangerment. It’s about building teams that know they’ll make mistakes but also recognize the difference between great businesses opportunities and gigantic, universe-sized fuck ups.