Archive for August, 2010

My Internship at Smashing Magazine: Social Sushi and Hard Work

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When I found the ad for the internship position at Smashing Magazine about six month ago, I replied within half an hour. I wrote my response quickly because, for once, I didn’t have to exaggerate my enthusiasm. I was genuinely interested in the position and confident that I fit the job.

I waited a few days for an answer, during which time I could reflect on what I had just done. My academic semester hadn’t even started, so I would have had to make arrangements if I was chosen. Plus, did I really want to move to Germany? The decision came a few emails and a week later: I was accepted and was expected to be in Freiburg in two weeks.

Six months have gone by since then, and I have not regretted anything for one minute. I am now about to leave this city, the friends I have made and this company. To be sure, a lot has happened since February 15th.

A Team Starting-Up Together

With my arrival at Smashing Magazine, Vitaly Friedman and Sven Lennartz have had to manage regular employees for the first time. Because they have worked from home for the past few years, the beginning of 2010 was a big change for them, too: they moved to the same city and got an actual office.

Christina Sitte (the team assistant), Manuela Müller (editor) and I all started on the same day, in mid-February. I was told to expect an office still in the process of being installed, but I actually felt comfortable from the very first day. I guess putting me in front of a computer also helped me to not feel disoriented.

Image1 in My Internship at Smashing Magazine: Social Sushi and Hard Work

Even though I was the only who didn’t speak German, I never felt lost, because everyone here tried hard to speak English as much as possible. I really appreciated it, and I must say I have noticed the same with German people in general. Never would you see French people putting so much effort into making someone feel not left out.

With the intention of binding this new team together, a decision was made to launch a collective project that would belong to all of us: a newsletter for the magazine. That’s when the addiction started. We set up meetings to discuss newsletter topics. The meetings led to lunches, and the lunches ended up becoming our strongest habit (even more regular than our working hours): Social Sushi. These casual Fridays, during which we could discuss anything together (except the newsletter), I will really miss… those and the free rolls.

Image2 in My Internship at Smashing Magazine: Social Sushi and Hard Work
(Photo credit)

Web Design Community

I didn’t end up at Smashing Magazine by accident. After studying photography and then media, I wanted to enter a field that I liked in a more professional way: Web design. This internship happened to be the perfect opportunity for me because, in the absence of real professional experience in the field, I was still able to integrate myself, thanks to my other qualifications. In addition, I had the luxury of joining Smashing Magazine and avoiding having to start at square one. I have been immersed in this community from the very beginning, free of financial and time constraints.

This visibility, though, has been a bit frightening at times. For example, the first day I arrived at Smashing Magazine, I was given my first long-term task: report on the company and relate my experiences as an intern. I had never blogged before (not that I have much more now), and the thought of potentially 200,000 Twitter followers reading all about me didn’t exactly lower the pressure. Among the posts I prepared, this interview series with Vitaly Friedman has been quite popular:

Vitaly in My Internship at Smashing Magazine: Social Sushi and Hard Work

  1. Early stages
    How and why did Smashing Magazine start?
  2. Networking
    What is it like to be at the center of this community, and how do you deal with it?
  3. Running the business
    How do you balance your personal and professional life?
  4. Introspection
    What do you see looking back on the past few years?

And yet, I was looking for exposure in writing for Smashing Magazine. The advantage of being part of such a popular blog is the visibility you get, along with another component: feedback. Whoever the author, the comments from readers will reflect an article’s quality. For this reason, writing rigorous articles was important. This was a driving force for me because it suited my perfectionist side. I made mistakes and learned from them, which is precisely the best thing that could have happened to me.

Difficulties

The only difficulty I faced during this internship was managing my own productivity. Even though I was already used to working a lot on the computer, this wasn’t a full-fledged problem before. When I arrived at Smashing Magazine, though, things changed, because I finally had time to dive into this lively field and engage the extremely responsive community. I started by opening a Twitter account in order to share with readers the daily life of the magazine. By doing this, I stepped into a spiral of endless conversations. At first, I had to force myself not to get dragged into all the articles I was discovering.

Image4 in My Internship at Smashing Magazine: Social Sushi and Hard Work

Social Suicide wallpaper.

Twitter, email and comments were all part of the territory, and I had to handle them correctly. To do this, I did what most professionals do: impose some offline time on myself. This worked quite well, as difficult as it was sometimes. As all creatives and thinkers know, writing requires a level of concentration that is sometimes hard to sustain throughout the work day. And I don’t know about other non-native speakers, but writing in English all the time was harder than I expected.

London

A significant part of my internship was not so much something I did, but rather somewhere I went. I was invited to attend The Future of Web Design conference in London from May 17th to 19th. The event, organized by Carsonified, attracts professionals from all around the world and was important to me for several reasons:

Image5 in My Internship at Smashing Magazine: Social Sushi and Hard Work

  • I attended a great conference that I would not have been able to afford otherwise. For example, the workshop “Words and Pictures: Copy and the Design Process” by Relly Annett-Baker I found incredibly useful.
  • I met incredible people, interactions that were largely facilitated by my “Smashingmag” badge. I was lucky to be introduced to everyone as “the girl who is interning at Smashing,” because that made me not a complete stranger.
  • We had dinner at Google’s office to prepare the announcement of the Google Font API, and I just wanted to say that FTW.
  • The article I enjoyed preparing the most was published by Vitaly in a London’s Starbucks at that time, also related to Google Font API. So, I was immersed in this area when it came out.

The Work Itself

The description of the internship said: “Gain valuable practical experience in online publishing, learn about editorial work, gather first-hand experience in preparing, editing, writing and publishing articles.” And this is what I got. I have been lucky to experience all of the steps that lead to the publication of an article.

Writing for the Web, I’m sure you are all aware, is different than writing for print. On the Web, we scan text more than we read; our attention span is much shorter. If the first few lines don’t grab readers, they just move on to something else. That is why the big editorial guides have special sections on online writing. However, that doesn’t prevent bloggers from writing in detail. What I enjoyed a lot was researching topics and putting it all together.

For my article The Beauty Of Typography: Writing Systems And Calligraphy Of The World, I spent almost a week browsing the Web and gathering material. The article (in two parts) was definitely the highlight of my writing work because I really got into the topic. I could have even spent much more time exploring it.

Image6 in My Internship at Smashing Magazine: Social Sushi and Hard Work

(Photo credit)

I was also particularly interested in editorial policy and understanding how an editor-in-chief manages his content. I observed more than I acted in this respect, but I wrote a few posts about my findings. I was interested in seeing what rules are applied when publishing and also what tools are used to manage the editorial process. If you are interested in learning more about Smashing’s editorial policy, read Being an Editor-In-Chief at Smashing Magazine.

Other than that, I had the opportunity to explore various topics, such as photography (Uncovering Toy Cameras and Polaroid Vintage Effects (With Photoshop Tutorials)) and the idea of community (Behind The Scenes of Smashing Magazine: Interview With Our Writers). I definitely would have liked to have written about more subjects, but time flew by.

Conclusion

I was lucky to have been given so much freedom during my internship. The purpose of the position was to bring new ideas to the company and a fresh point of view. So, I was particularly encouraged to propose initiatives. When writing, I could choose my own subjects and, above all, approach them the way I wanted. For example, I was interested in calligraphy, but not so much in the way it was suggested to me. So, I researched and found a different angle. Even though the stakes for writing this article were high for me, I was given carte blanche.

I gained confidence in myself and, more importantly, in my ability in these creative fields that I had neglected a bit since my studies in photography. Above all, I finally found a way to combine and express all of my main interests, which were more or less separate until now: photography, visual art, writing and new technology. I learned to share my work, and I appreciate this a lot because that is the best way to evolve and gain valuable experience.

This internship has certainly opened doors for me professionally, and I will remember all the people who want to keep in touch with me because they enjoyed what I did. Finally, my collaboration with Smashing Magazine is certainly not over because I will probably keep writing for it in future (after I take a vacation).

Bis bald dann!

Editor’s Note

Probably the most remarkable about Jessica was her eagerness to learn and her ability to keep working on things to the end and never give up. When we were looking for a trainee, we were hoping for a creative, talented and hard-working person who would be able to bring fresh air and fresh ideas to the magazine and present approaches that we had never thought of. And with Jessica, this is exactly what we got. She has inspired us with her ideas, in the process giving our sometimes vague ideas a definite shape or alternative approach. Her input was sometimes the crucial spark for new projects, which would then develop into beautiful and useful results.

We will miss Jessica a lot, but she will continue working with us as a freelance author, so you will hopefully see her name here quite frequently. This means that the position of intern at Smashing Magazine is open as of now. And that’s where you come in: we would like to give you the opportunity to gain valuable experience in online publishing and editorial work, too. If you are eager to learn, motivated, curious, hard-working and confident about spending three to six months in Smashing Magazine’s office in Freiburg, Germany, please take a close look at the details of the internship at Smashing Magazine, and get in touch with us! We look forward to hearing from you soon.

Thank you, Jessica. It was a pleasure and honor to work with you over these last six months.

(al)


© Jessica Bordeau for Smashing Magazine, 2010. | Permalink | Post a comment | Add to del.icio.us | Digg this | Stumble on StumbleUpon! | Tweet it! | Submit to Reddit | Forum Smashing Magazine
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50 Awesome Anime Characters Wallpapers

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By Aquil Akhter

Anime is derived from the English word ‘animatio’n and it is used in Japanese as an abbreviation of animation. It is the most popular style of animation these days which is quite different from the normal one. Anime characters are mostly very fun, loving, charming and very stylish. Visual characteristics are one of the important aspects of anime. Furthermore, anime is also referred to as a visual medium that mainly focuses visual styles; and such style can vary from one artist to another.

This post contains some very beautiful and attractive Anime wallpapers that will for sure spice up your desktop and brings life to it. Let’s have a look at this collection.


Beautiful Anime Characters Wallpapers

Japanese Anime Girl
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Anime Wallpaper
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Naruto Vs Sasuke Wallpaper
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Fushigi Yoru Wallpaper
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AdOrAbleE
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Anime Wallpaper
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Anime Girl Wallpaper
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Clementia
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Winter’s Peace
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FF wallpaper for Anime Fusion
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Sseleman The White Demon
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Anime Wallpaper
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Soul Calibur 2 Anime
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The Melancholy of Haruhi Suzumiya
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Mystic
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Anime Girl
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Anime Wallpaper 1b
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Anime
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Sephiroth Paper
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Saya and Diva – BLOOD+
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Girl Inside Car
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Unknown 10444
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Anime Wallpaper
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Anime Wallpaper
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Uchiki Net Anime Wallpapers Soul Taker X
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Anime Wallpaper Dragonballz
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Chun-Li
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Anime wallpaper
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Anime wallpaper
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Anime Girl Wallpaper
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Comicwallpapers27 in 50 Awesome Anime Characters Wallpapers

Warrior Anime Girl Wallpaper
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Hentai Girl
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Blue Anime Girl
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Anime Girls Wallpaper
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Lineage The Chaotic Throne
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Tri-pokemon
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N vs. S Wallpaper
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Helping Angel
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So Alone
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Devil slayer
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Happy people
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Anime Wallpaper
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Anime Wallpaper
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Air
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Air
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One Summer Evening
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Shinigami Kurosaki Ichigo
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Strange Angels
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Hallucination
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Comicwallpapers54 in 50 Awesome Anime Characters Wallpapers


80+ Useful PSD Templates For Web Designers

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Reinventing the wheel is rarely a good idea, and this is especially true when it comes to creative activities such as design. The less time you spend on tedious tasks, the more time you have for expressing your ideas and being original. Fortunatel,y the design community is very generous in this regard, huge amounts of resources are freely available online, from simple design templates to complex illustrations. This collection brings you 80+ amazing customizable PSD files to help you out with your future projects, either by directly applying them in your designs or just for learning purposes.

While most of these files can be used for most of your projects, as with any freebie, make sure you read the description about the usage or contact the author if it’s not clear. With that said, we hope you’ll find this collection useful for both your personal and professional work!


Icons, buttons & badges

Glass Video Playback Buttons
via Birofunk

Design Ps Templates 2 in 80+ Useful PSD Templates For Web Designers
Windows buttons PSD
via Vicing

Design Ps Templates 3 in 80+ Useful PSD Templates For Web Designers
PSDFox
via Vathanx

Design Ps Templates 4 in 80+ Useful PSD Templates For Web Designers
Free Button Pack
via Celerayted

Design Ps Templates 19 in 80+ Useful PSD Templates For Web Designers
Aero Avatar and SIG
via FastNFurious

Design Ps Templates 46 in 80+ Useful PSD Templates For Web Designers
Win7 Taskbar Buttons .PSD
via Giannisgx89

Design Ps Templates 47 in 80+ Useful PSD Templates For Web Designers
Customizable Folders
via Bobbyperux

Design Ps Templates 56 in 80+ Useful PSD Templates For Web Designers
Twitter Icons .PSD
via JuliusX

Design Ps Templates 59 in 80+ Useful PSD Templates For Web Designers
Customizable Pins Buttons
via Annatreter

Design Ps Templates 65 in 80+ Useful PSD Templates For Web Designers
Buttons PSD
via El3ment4l

Design Ps Templates 66 in 80+ Useful PSD Templates For Web Designers
Badge-it Yourself
via Manicho

Design Ps Templates 72 in 80+ Useful PSD Templates For Web Designers
Stiker PSD
via TLMedia

Design Ps Templates 82 in 80+ Useful PSD Templates For Web Designers
Nice ‘n’ Simple Subscribe Badges
via PhotoshopStar

Design Ps Templates 102 in 80+ Useful PSD Templates For Web Designers
6 .PSD Icons Vol. 1
via Wearwolfaa

Design Ps Templates 101 in 80+ Useful PSD Templates For Web Designers
6 .PSD Icons Vol. 3
via Wearwolfaa

Design Ps Templates 77 in 80+ Useful PSD Templates For Web Designers
6 .PSD Icons Vol. 4
via Wearwolfaa

Design Ps Templates 76 in 80+ Useful PSD Templates For Web Designers

Simple objects

Magnifa Pro
via Jean31

Design Ps Templates 5 in 80+ Useful PSD Templates For Web Designers
NEW skateboard template
via Nunosk8

Design Ps Templates 6 in 80+ Useful PSD Templates For Web Designers
Stratocaster Classic psd
via LeMex

Design Ps Templates 9 in 80+ Useful PSD Templates For Web Designers
Battery PSD
via Flahorn

Design Ps Templates 15 in 80+ Useful PSD Templates For Web Designers
knife party PSD
via TLMedia

Design Ps Templates 20 in 80+ Useful PSD Templates For Web Designers
Photoshop 3D Cube
via Thedevstudio

Design Ps Templates 27 in 80+ Useful PSD Templates For Web Designers
Office Resources
via PSDTuts

Design Ps Templates 50 in 80+ Useful PSD Templates For Web Designers
Sweet Cakes PNG’s
via Funkyfreshfab

Design Ps Templates 52 in 80+ Useful PSD Templates For Web Designers
Cassette – PSD File
via Manicho

Design Ps Templates 73 in 80+ Useful PSD Templates For Web Designers
Item Coffee PSD File
via AuroraDesign

Design Ps Templates 74 in 80+ Useful PSD Templates For Web Designers
Apple PSD
via Flahorn

Design Ps Templates 14 in 80+ Useful PSD Templates For Web Designers

Electornics

Macbook Air PSD
via Snicket32

Design Ps Templates 7 in 80+ Useful PSD Templates For Web Designers
Airport Express
via DDrDark

Design Ps Templates 8 in 80+ Useful PSD Templates For Web Designers
iPad PSD
via Mppagano

Design Ps Templates 10 in 80+ Useful PSD Templates For Web Designers
PSP psd template
via Jbensch

Design Ps Templates 12 in 80+ Useful PSD Templates For Web Designers
Macbook PSD
via Obsilion

Design Ps Templates 13 in 80+ Useful PSD Templates For Web Designers
Iphone 3g PSD HD
via JoelAtlas

Design Ps Templates 18 in 80+ Useful PSD Templates For Web Designers
Sony Playstation 3 Slim .PSD
via Zandog

Design Ps Templates 21 in 80+ Useful PSD Templates For Web Designers
Apple iPhone 4G .PSD
via Zandog

Design Ps Templates 22 in 80+ Useful PSD Templates For Web Designers
free psd apple display
via Djeric

Design Ps Templates 23 in 80+ Useful PSD Templates For Web Designers
PLASMA TV
via Bobbyperux

Design Ps Templates 29 in 80+ Useful PSD Templates For Web Designers
Apple remote
via Bobbyperux

Design Ps Templates 30 in 80+ Useful PSD Templates For Web Designers
Psd ipod touch
via Djeric

Design Ps Templates 31 in 80+ Useful PSD Templates For Web Designers
RIM Blackberry PSD
via DigitalPhenom

Design Ps Templates 36 in 80+ Useful PSD Templates For Web Designers
Microsoft ZUNE PSD
via DigitalPhenom

Design Ps Templates 37 in 80+ Useful PSD Templates For Web Designers
Dell Vostro psd
via DigitalPhenom

Design Ps Templates 38 in 80+ Useful PSD Templates For Web Designers
The MacBook In Black.
via Kamikaze00X

Design Ps Templates 39 in 80+ Useful PSD Templates For Web Designers
iPhone PSD file – Updated
via Manicho

Design Ps Templates 41 in 80+ Useful PSD Templates For Web Designers
Vector iPhone 4
via PSDTuts

Design Ps Templates 49 in 80+ Useful PSD Templates For Web Designers
PSP psd template
via Jbensch

Design Ps Templates 57 in 80+ Useful PSD Templates For Web Designers
iPod nano-chromatic – Apple
via Zikkzak

Design Ps Templates 60 in 80+ Useful PSD Templates For Web Designers
iPad GUI PSD
via AdobeTutorialz

Design Ps Templates 63 in 80+ Useful PSD Templates For Web Designers

Illustrations

Globe Resource
via SneakyTomato

Design Ps Templates 1 in 80+ Useful PSD Templates For Web Designers
PSD man
via Xjesx

Design Ps Templates 11 in 80+ Useful PSD Templates For Web Designers
Breathe psd
via Seizure

Design Ps Templates 35 in 80+ Useful PSD Templates For Web Designers
Oh, my eyes
via Coreaux

Design Ps Templates 45 in 80+ Useful PSD Templates For Web Designers
High Res PSD Planets
via Edubz02

Design Ps Templates 43 in 80+ Useful PSD Templates For Web Designers
Live forever. – PSD
via Melzinhabc

Design Ps Templates 53 in 80+ Useful PSD Templates For Web Designers
Space Light PSD
via Jferguson757

Design Ps Templates 62 in 80+ Useful PSD Templates For Web Designers
Lord Pram .PSD file
via Icetrix

Design Ps Templates 75 in 80+ Useful PSD Templates For Web Designers
Books and Lily
via Fordesigner

Design Ps Templates 78 in 80+ Useful PSD Templates For Web Designers
The eagle under sunset
via Fordesigner

Design Ps Templates 79 in 80+ Useful PSD Templates For Web Designers

Box-, CD & DVD Case Templates

DVD Case+Art – PSD file
via Manicho

Design Ps Templates 16 in 80+ Useful PSD Templates For Web Designers
DVD Plastic Case – PSD file
via Manicho

Design Ps Templates 17 in 80+ Useful PSD Templates For Web Designers
FREE Product Box PSD
via DigitalPhenom

Design Ps Templates 24 in 80+ Useful PSD Templates For Web Designers
DVD Label – PSD Template
via 2N2

Design Ps Templates 28 in 80+ Useful PSD Templates For Web Designers
DVD Case Inlay – PSD Template
via 2N2

Design Ps Templates 69 in 80+ Useful PSD Templates For Web Designers
Plastic DVD Case
via Dezignus

Design Ps Templates 70 in 80+ Useful PSD Templates For Web Designers

Notebook templates

Old Paper PSD
via TLMedia

Design Ps Templates 25 in 80+ Useful PSD Templates For Web Designers
Old Book
via Villa-arts

Design Ps Templates 40 in 80+ Useful PSD Templates For Web Designers
Old Paper Art
via Villa-arts

Design Ps Templates 44 in 80+ Useful PSD Templates For Web Designers
Old Book
via Allicaleb

Design Ps Templates 58 in 80+ Useful PSD Templates For Web Designers
My Moleskine
via Dennern

Design Ps Templates 67 in 80+ Useful PSD Templates For Web Designers
Notebook psd
via TLMedia

Design Ps Templates 68 in 80+ Useful PSD Templates For Web Designers
PSD book
via TLMedia

Design Ps Templates 26 in 80+ Useful PSD Templates For Web Designers

Various design templates

CARD TEMPLATES.
via San29

Design Ps Templates 34 in 80+ Useful PSD Templates For Web Designers
Free Film Frame
via Bobbyperux

Design Ps Templates 42 in 80+ Useful PSD Templates For Web Designers
Business Website Template no.1
via PAULW

Design Ps Templates 48 in 80+ Useful PSD Templates For Web Designers
Cardboard Business Card
via PSHero

Design Ps Templates 84 in 80+ Useful PSD Templates For Web Designers
Business Card template 1
via An1ken

Design Ps Templates 51 in 80+ Useful PSD Templates For Web Designers
PSD- layouts
via Tomer666

Design Ps Templates 54 in 80+ Useful PSD Templates For Web Designers
Old photo paper image set
via Libelinha77

Design Ps Templates 61 in 80+ Useful PSD Templates For Web Designers


Craft An Irresistible Price By Focusing On Your Users

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Price influences behavior. In order to craft an excellent user experience, the price — and how your users interact with that price — must be central to the development of the product, especially applications. No user will welcome an application if the cost is prohibitive. This makes price every bit as important as design, information architecture and wireframing, and it goes deeper than just getting people to click “Buy.â€� By focusing on users in setting and maintaining a price, you will increase revenue, lower overhead and, most importantly, significantly improve the user’s (read customer’s) experience.

For just about a year now, between designing and developing client’s websites, I have been running a little app that I created with co-workers. In that time, we have launched, added features, raised the price, added more features and just now begun the early stages of marketing the product. So far, we have done all of this without borrowing a cent, and we have managed to at least cover our costs, if not generate some modest profit. I have no doubt that this success comes from our choices of model and price point.

This article is not about “How to price your app.� There are plenty of good resources for learning how to find the right number. Pricing for use is a framework for continually adjusting your price, when needed, to suit your profit goals and the experience of your users.

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Your price is the nail from which you hang your masterpiece. Image source

[Offtopic: by the way, did you know that we are publishing a Smashing eBook Series? The brand new eBook #3 is Mastering Photoshop For Web Design, written by our Photoshop-expert Thomas Giannattasio.]

Me First

In any pricing endeavor, think of yourself first. Many people think that apps have no overhead. They basically believe that “selling an app is free money, pure profit!� (ahem, Mr. Anderson). As a professional who has been running a application for just under a year now, I can tell you, this is patently untrue.

Digital goods and services have a very tangible overhead: time — time to innovate over competitors, time for customer support and time to cultivate your unique point of view. Each of these requires constant effort if you want to succeed. If you cannot afford this time, you will sacrifice your product, and possibly your livelihood.

Keeping the app running is the only imperative in pricing, so first make sure that your price covers your costs. After that, pricing is really a matter of how much you can gain — and not just in profit, although that will affect your bottom line.

User-Centric Pricing

Matt Linderman of 37signals said it best: “Pricing can be usable, too.� I would only add that pricing not only can be but should be usable. Predict (or just ask) what price point would feel reasonable to your target users, and when they will want to pay for your product. You already agonize over how users interact with your product; why not agonize about how they interact with you at so sensitive a time as when money is involved?

With so much being offered for free these days, paying for an app can be considered an annoyance. Ease this pain as much as possible by making it simple for customers to work payment into the flow of their lives. This could be as basic as setting up an automatic payment system, or it could require a complete re-evaluation of your pricing model.

An Attractive Price

Somewhere between covering overhead and your zeal for profit (Go on, admit it), there is a sweet spot of what you can realistically charge for your product. This is where it gets dangerous — and where many tend to undervalue. Set your price too low and you leave money behind that could be used for growth and reinvestment. Too high a price could be an insurmountable barrier to potential customers.

Ask yourself, “Does this price feel right?� Feel plays a major role here, and intuition is the perfect barrier to push against. If the price feels right, the product will feel right. In Human Action, Austrian economist Ludwig von Mises writes that prices are social phenomena. According to him, “the ultimate source of the determination of prices is the value judgment of the consumers.� So, what would a reasonable customer pay for your product?

A Model Tailored to Your Users

A pricing model determines when users pay you. The best model is tied closely to your audience and the way they will use your product. Forcing the wrong model on an app (to increase profitability or just generate more consistent revenue) can cripple the product.

Freelancers, for example, work mostly on a per-project basis, and any solution they may recommend to a client would need to be easily slipped in as a line item on an invoice. A one-time fee would be the most appropriate model in this case. If the freelancer might come back to the app frequently, though, a monthly or yearly fee would be more palatable. Any cost incurred by the customer must be exceeded by the return in both value and frequency of use. If the app comes with a monthly fee, then users should feel like they are getting their money’s worth every month.

Barber in Craft An Irresistible Price By Focusing On Your Users
Prices are fluid. Gas, groceries, electronics and many other products fluctuate in price, and consumers accept this as much as manufacturers embrace it. Image source

Be Flexible

If you feel your price is already too low, raise it. Too high? Drop it, and be a hero to your users. Recently, we raised the price of our app by more than 50%, and I kept a close eye on our stats for the months around the change. Comparing the time frame one month before to the month after, we saw a loss of 17% in number of sales, but a gain of 9% in revenue. Same effort, same overhead, but now more profit to reinvest in support and innovation.

Prices are fluid. Gas, groceries, electronics and many other products fluctuate in price, and consumers accept this as much as manufacturers embrace it. When accompanied by new technology, the price of a high-end television is ridiculous, but the reason is not that the perceived value is so high. New technologies require new production methods, new parts and much more customer service, all of which add to overhead. Early adopters recognize this and are willing to pay the premium. New apps meet similar demands for support and marketing, and the pricing should bend to these needs.

The “U� In Usable

Your price is a workhorse. It can help you solve problems before you ever set up a help desk. It can stymie the competition and even do some marketing. It sets expectations for your product the moment it is introduced, and it continues to work on your behalf (to your benefit or detriment) throughout the entire user experience.

Support Where You Need It

Very early on in the development of our app, we understood that pricing was key to our internal operations, especially support. Our small shop did not have the resources to deliver the kind of support expected of a high-priced app, so we set an initial cost that reflected the investment of time we could afford. This lowered user expectations and allowed us to run our customer service sustainably. As the product grew stabler through revision, and therefore more profitable, we were able to raise our price to more accurately reflect what we considered to be its true value.

Your price determines how demanding or forgiving the person at the other end of the support line will be. Assess your resources and what you can realistically cover. Then, modify your price to fill gaps in service that you cannot afford to offer. Or if you have the manpower, raise the price to reflect the added support time your team can deliver.

Protection Money

If you’re selling to other developers, would they rather improvise their own solution? Would pirating your product be easier for them? Dismissing this possibility on purely moral grounds ignores the free nature of the Web. Look at peer-to-peer sharing: as soon as Apple and others eliminated the arcane barriers of music sharing, people were willing to ignore their compunctions about pirating. Only then did the issue become a question of morals.

Your price protects your product. Choose a price that is easier to pay than to circumvent by stealing or hacking. This frees you to focus on making an excellent product, rather than policing deviants.

The Loudest Voice

Price can market a lot for you. With a lower price, whatever income you lose, you make up for in word of mouth. People love to brag about doing things cheaper and more efficiently. With our product, we set a low price because we deliberately excluded many of the features offered by higher-priced competitors. Our perspective is that simplicity rules, and that point of view is demonstrated in our pricing.

A higher price, on the other hand, could position your product as the market leader and make it more palatable to a wider audience. The majority of people want to pay up to a 30% premium for the leading product on the market, according to Keith Moore, author of Crossing the Chasm. A higher price sets expectations for better service and a better quality of experience.

Pricing At Work

Plenty of great, usable prices are out there. There are also many prices that users barely tolerate. Let’s explore both (but mostly the former).

Campaign Monitor

Cm-pricing in Craft An Irresistible Price By Focusing On Your Users

We wanted a model that was as simple as possible and didn’t require any commitment. For a product like ours, the first-run experience is critical for converting an interested party into a long-term customer. Pricing (and especially requiring credit-card details) can add a lot of friction to this process.

— David Greiner, co-founder of Campaign Monitor

Campaign Monitor’s pricing is as simple as it gets. It provides no barrier to entry and is completely transparent. By building a model around low one-time fees, Campaign Monitor’s product suits the needs of everyone from freelancers to large corporations.

MacRabbit’s Espresso vs. Adobe’s Dreamweaver

Price-compare in Craft An Irresistible Price By Focusing On Your Users

Aesthetics aside, Espresso’s price feels simple. Dreamweaver’s forked pricing adds complication, and the $200 gulf between an upgrade and the full product suggests a bloating of price and possibly features. Both companies offer a trial, which is essential to demonstrating value to new customers.

37signals’ Basecamp

Basecamp-pricing in Craft An Irresistible Price By Focusing On Your Users

Pricing for 37signals’ Basecamp feels right for the audience: professionals. It may be a little steep for individuals who want to organize a group conversation, but a free plan is offered (though heavily de-emphasized). Basecamp is a product that customers use every day, so a monthly plan feels worth the cost. I should know: I have been using it for seven years.

Think Vitamin Membership from Carsonified

Thinkvitamin-pricing in Craft An Irresistible Price By Focusing On Your Users

Whether the experience is understandable and fair will determine whether the user signs up, so it’s the most important thing. It sets the “value” for the user. It prepares them for what kind of quality they will be getting. The higher the price, the more they expect.

— Ryan Carson, founder of Carsonified

The Think Vitamin membership gives users a good understanding of how price aligns with perceived value. In a tiered system, each level should be tied to cost, whether it be in the form of support, bandwidth, memory or, in this case, proprietary information.

Typekit

Typekit-pricing in Craft An Irresistible Price By Focusing On Your Users

Typekit is a great product at a very reasonable price, but it comes with unnecessary inconveniences. By tying recurring costs to domains, it makes for difficult interfacing with project-based design work. This renders the product useless for designers who want to use great typography but chafe at the thought of burdening their clients with the cost of fonts or absorbing the cost themselves for clients they may never work with again. Typekit greatly alleviates, but doesn’t solve, this by offering unlimited domains in the “Portfolioâ€� option.

If You Know User Experience, You Know Pricing

Pricing is merely estimation, our best guess at the perceived value of our offering. But this does not mean that we should do it blindly. To quote von Mises again, “All prices we know are past prices.â€� According to him, prices never reach a final state of equalization. As long as people continue to grow and change, so will their behavior, and so will our markets — just as our products and their interfaces do.

Focus on your product and its target audience. Work towards pricing that makes cents for you and sense for your users, and continue to refine it to show that you understand and respect your current customers. Do not shy away from intuition or change. Set a price with confidence, knowing that you can adapt as needed.

Usability is relevant beyond the screen; it reaches as far as a user’s wallet. You’ve already honed the skills to create great experiences. Now apply those same skills to crafting a price and model that balance your product’s needs with the expectations and behavior of your customers.

(al)


© Nathan Ford for Smashing Magazine, 2010. | Permalink | Post a comment | Add to del.icio.us | Digg this | Stumble on StumbleUpon! | Tweet it! | Submit to Reddit | Forum Smashing Magazine
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