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AT on: The New Design #1

12-4-smallapple.jpgYesterday was weird. Although we've been working on the new design and the new functionality for nearly six months, it was so odd to finally shift over and be working and reading into a totally new layout. And I'm responsible for it all. So, in light of this, I wanted to just take a few moments in this crazy, bug filled day, to answer a few questions that have come up from readers in the open threads, and to thank you all for a. your feedback (keep it coming) and your patience....

1. Where did these new names come from?

When I finally got to the point where I realized that Apartment Therapy was not going to be a big enough umbrella to cover all the sites we were playing with AND that the four subject sites were really different animals and deserved their own distinct name and the room to grow locally (which we are planning), I went looking for new names.

Boy was that hard.

I took ideas from all the editors and we ran names through domain search until we found names that a. conveyed the sense of the site and b. we're actually available. THERE ARE NOT A LOT OF NAMES THAT HAVEN'T BEEN TAKEN (don't own your name yet? buy it now). Our old names were all taken.

The Kitchn was as close as we could get to the original name. TheKitchen.com was too expensive.

Ohdeedoh was unique enough for us to easily get the URL and rather than just trying to get a trendy, designy name, I decided to just go off-road and find something childlike, playful, balanced and memorable. I love the name of the store Kid-O and this is a sort of homage. Ohdeedoh is also Ursula's favorite word (and many other preverbal children's as well).

Unplggd and Re-Nest were the toughest. Tech and Green names are scarce and all of us felt that "green" anything was too trendy. While there was a lot of division among the editors, Plggd was a popular and we changed it at the last minute to Unplggd so it wouldn't sound like a constipation problem. Unplggd as well fit in with our thinking about eliminating wires and using design to make tech look better in the home.

Re-Nest has a hyphen, which we don't like, but it's one word that really communicates what we're trying to do with this site: rethink how we live at home.

2. Why are there so many ads?

Although I admit the new design DOES have a busy look, we actually pruned down a lot and there are not more ads than before. There are actually fewer. I think the new design will settle in after a week or so, but we'll also be tweaking it and working on it more regularly to make it as airy and open as possible.

You will note that we've made our posts bigger, cleaned up the top of the page and pulled more reader content into the sidebar so that you can see more of what is going on. We are not selling banner ads across the top or our site like everyone else.

My overall goal here is to make the site MORE useful to all of us, readers and editors, as I, too, rely on the information here to get ideas and make purchases. Of course, we'll always have to sell ads (unless you want to go to a subscription system, which I don't), but they should ideally be tightly linked to the "home" and "design" and not always be offensive. Of course, the more readers that come, the more power we have over the advertisers, so we're hoping that this site will work, first and foremost, for you.

More thoughts later. Have a great lunch!

Best, Maxwell


p.s. I know that some posts are not publishing on top and you're finding new ones all of sudden down the line. This is not intentional. Every new post will appear at the top as soon as we fix the bugs....

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Comments (45)

I think it looks great. I also know that change is hard for a lot of people (me, I love change...especially dimes). Keep growing your brand and your brand names. There's a reason the CEO of a decor/entertainment empire fears you, you're good at what you do and nimble.

Cheers!

posted by I Love Upstate on 2007-12-04 12:43:58
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The new design is great. Congratulations! I work with graphic designers, who by nature are also interested in product design and space design. When I shared your site with them, some couldn’t get past the clunky (their word) old design of the site. I’ll have to send them the link again so AT gets a second chance.

The reason I love your site is it gives me what the shelter magazines (and their sites) typically don’t : a spirit of inclusion, a nice mix of high design inspiration and “real” design for real people, plenty of DIY ideas for those of us who can’t hire it out, and the voices of many. As long as that stays, I’ll keep coming back.

posted by monroe on 2007-12-04 12:58:54
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What about the order of the posts (i.e. new posts not always appearing on top). That's my pet peeve and many agreed with me. If you don't change that visiting this site will be very discouraging for me (never feeling sure I haven't missed just what I needed) and I'll probably visit less. Since visitation=profit, I hope you'll change that particular "feature."

posted by Matilda on 2007-12-04 13:01:11
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I absolutely love the new design. It was great to open the page, and see something fresh and different. I feel it's even better to navigate, and the sister sites look fantastic! Wonderful job. And of course, I am so happy to see my blog link on the SF page. Yeah!!!

posted by AphroChic on 2007-12-04 13:11:17
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Matilda - the timing issue is being worked on. It complicates matters that different sites are in different time zones. Please be patient while we work through this!

posted by aaron on 2007-12-04 13:11:22
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Why do the links and friends only show along the left when you click through to full posts?

I love using AT as a gateway and figure that it'd be helpful for continued traffic if it functions that way for other people as well.

posted by Doug on 2007-12-04 13:12:42
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I love it!!! keep up the good work Maxwell :-)

posted by JuliaL on 2007-12-04 13:17:59
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RE: Sequence and timing of posts. I, for one, wouldn't mind (and would almost expect) that SF and LA would have a bunch of posts in a row in our overnight hours. So what -- that was some of the fun for me in logging on in the morning - I would see the first couple of NY posts and then click over to SF & LA and have a bunch of new posts from their afternoon. I don't think the time zone thing is a factor -- just post them in the actual sequence regardless of time zone.

posted by robyn on 2007-12-04 13:23:59
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I like the new names. Thanks for the explanation. It's fun to hear the thought process. I especially like the fonts associated with each new name.

posted by erinn on 2007-12-04 13:25:22
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Excellent Job. It works in firefox. You previous design constantly gave me a 500 error when posting a comment. Now no problem in firefox.

...follow the white rabbit...

posted by ffffffrabbit on 2007-12-04 13:26:00
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I need to get into Products, Services & Stores. Where are they?

posted by anne on 2007-12-04 13:30:59
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On a lot of the posts it read Comments 0 when in fact there are a lot of comments.

posted by anne on 2007-12-04 13:33:56
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when I click the "read more" on the guest room entry, it says "404 not found"...

posted by rockalita on 2007-12-04 13:39:53
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What's with the abbreviated posts in the feeds? I do not like it, Sam-I-am. I know you want people to click through so you get the ad revenue, but that's what the comment section is for.

Bring back full-content feeds!

posted by dancingspring on 2007-12-04 13:41:30
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Dancing, we're looking into feeds and will keep you posted.

posted by gochrisgo on 2007-12-04 13:43:57
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Although it will take some getting used to I like the redesign and it does make sense. Like the links to the other sites at the bottom of the page. Also noticed that some threads list 0 comments when there are actually several when thread is opened.

A little confusing and it's unclear to me whether when comments are made on a thread that appears on the Main AT page if your comments also show up on the same posting on the regional site and visa versa?

posted by jimkk on 2007-12-04 13:51:17
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Love the change. It looks more professional, clean and white-ier. I can see the advantage. The ads don't bother me and the left hand panel of links of interest and "what's happening" is a great idea.
Great work.. I know that it must've been taken a while to get all the bugs ironed out.

Thanks!

joel pirela
www.blueantstudio.com

posted by joel maria pirela on 2007-12-04 13:52:21
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I've read some of yesterday's comments, but refrained from making one myself. Change is hard for most people. It's natural to feel more comfortable with what one knows. I want to use the new design for a while, before making any judgments. But I do feel confident that, given your design talent (and your team's), we will end up with an improved AP.

I can hardly wait until the search function is ready, I need to use it!

posted by greer on 2007-12-04 13:59:32
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I read the site through RSS - is anyone else having problems? I can't link through to the posts properly.

posted by jenc on 2007-12-04 13:59:43
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Ok, but what happened to services?

posted by 212gretchen on 2007-12-04 14:10:54
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Whhoooooaaaaahhh CHANGE!
Ok, Ok, Give me a few days, I'm slowly getting used to it!

Its nice to hear the origin of the names, it wasnt immediately apparant what they all meant.....

Congratulations, this looks like a lot of hard work!

posted by Clairepetrol on 2007-12-04 14:17:40
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Kudos on the new design :)

The one comment I do have is regarding the small grey font used on the left hand column (specifically, the fonts used under Top House Tours, Top Posts, Links, etc. - i.e. "Jennifer Bartlett's 134 Charles Street") look very "scrunched up" and skewed in my newest versions of IE and Firefox. They are readable but only with a bit of concentration.

posted by LunaC on 2007-12-04 14:53:07
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I just clicked over to ohdeedoh, and attempted to answer a survey when I realized that I wasn't logged in. Is it possible to keep me logged in when I'm in your family of sites? Pretty please? I realize that would require some serious work on your part...

posted by alina on 2007-12-04 15:17:50
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I DO like the overall layout & usability of the new design. Great job - thank you!!! It used to be click-heavy and cumbersom to first go through the NY pages, then the SF pages, and then other area pages (LA, Chicago, Tech, Kitchen), and half of the time the posts would be re-posts from the other pages.

================================

/start crazy-brain mode
The disease which is my nit-picky brain:

From my amateur design/branding perspective - I don't like the font mix. I very much like the Helvetica body text, and wish it were also the font of the submit & preview comment buttons, which are currently in Arial. What bugs me is the serif font for the post titles when viewing the main pages. The larger font & gray is enough to make the text stand out as "title" text - it doesn't need serifs too. The serif font also, to me, screams "Retro!!!", when most of the content is modern design. Eventually, can we get a title font in the same font family (sans serif) as the rest of the text? :)

And if any more professional design/branding folks would like to disagree with me, please do! As an amateur font/design geek, I love enlightenment.

Oh, and don't get me started on the current "Do It Now!" banner in the upper left. It's in color font, when no other text is in color in that column. The title is in title case, and the "January Jumpstart" is in small caps. Wha??? And then the colors are the same as the 2 largest cities represented - my brain is saying, "Is 'Do It Now' for the LA folks, and 'January Jumpstart' for the NY people?"

/end crazy brain mode
:)

posted by cara on 2007-12-04 15:23:49
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I like the new layout even better than the old. I'm glad that all of the cities are on one page now so everyone can get equal attention.

I always wondered why more us of east-coasters did not frequent or comment on the other cities' sites (I do all the time). Now it's just more simplified.

Thank you.

posted by orangejuce on 2007-12-04 15:58:17
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Will you be activating an RSS feed? I'm having the same problem that jenc has...what's up with that?

Thanks! Otherwise, really like what I see. It's a heck of alot of work to do - and I think overall you did a great job.

posted by sacto on 2007-12-04 16:14:45
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Second day.
Still hate it.
hate hate hate it!
So confusing. So Cluttered. So disappointing. I've just spent 45 minutes trying to simply navigate the re-design posts. I usually spend 30 minutes at lunch navigating ALL the at sites, reading and commenting on posts i'm interested in.
I realized you may have decreased the number of ads (which NEVER bugged me before, and that I often jumped over to), but I can't tell what's what. What's a post? What's an ad? What's a new feature? What's a deeper part of the blog, like store, community,house tours, or products & services.
Damn.
This was one of my home pages.
Now i'm immensely frustrated and CANNOT send friends here to explain my ongoing home "work" because I think it will just confuse them.
What the Hell?!!?!

posted by staciaD in N.Cal on 2007-12-04 16:28:13
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btw,
Here's what I posted over at The Kitchn site:
Left my very disappointed comments over at the very confusing main AT site (or was it new york?, and was it a completely different site?, and WHY?).
HATE THIS!
I am profoundly bummed.
And I find the separation the Kitchen section dumb and ironic. A main component of the Cure and AT's philosophy is to cook at home, to bring warmth and life to your apt by using your kitchen. (Which is why I'm assuming there was a Kitchen section on a 'design' site - am I wrong?)
As I've been doing the cure for the last year (deep treatment girl here) I've been looking forward to the day when I would switch my home page from ATNY to ATKitchen.
Whatever.
I promised I would keep coming back through the holiday's to give it a fair shot and so I will. But this just sucks. I really feel like I've lost something.
I'm sure readership will remain high, but I can't help feeling there will be a large turnover in who is here from long time AT participant's to new AT SHOPPERS.

posted by staciaD in N.Cal on 2007-12-04 16:42:41
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i'm so glad i can now page back to the posts i missed in the last day or two!

this new design is also very successful in getting me to check out the sister blogs (that i've always known they were there, but never bothered to visit)

but in the end, i still don't like the new redesign -- it feels cold and as if the close-knit community has been burst open to the whole country. as lovely and as crowded as Target on a Saturday afternoon.

posted by miss on 2007-12-04 18:12:12
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hahaha, sorry, the plggd comment really cracks me up. i'm still getting used to the design and finding bugs. i'll come back when i'm more with it.

posted by gleek on 2007-12-04 18:18:16
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it is taking some time to adjust to the new site, there are just too many ads and it makes a.t. seem more like a machine than grassroots.
but maybe that's what you want.

posted by two_eighteen on 2007-12-04 18:29:10
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Yesterday I left a post complaining about a couple of things, including the absence of the "Products" lists. If it's okay, I would like to expand on that one.

I discovered AT during a year-long redecoration project in which I replaced virtually every piece of furniture I owned. I purchased all but a couple of pieces over the Internet. AT's Products list was invaluable and, in the course of the project, I became a daily AT visitor.

Now I am accessorizing (dinnerware, etc.), and I've continued to visit the Products list for information and inspiration--until it disappeared in the roll out of the new "improved" site. Before then, the Products list had become my first stop when contemplating a purchase.

Your Shopping Guide is helpful, of course, but except for the shops with web sites, the listings are of limited use to people who don't live in an AT city (people like me, as my screen name suggests). Indexing the shops by product type is helpful, but only marginally. I want to know about products first, sources second. Your Shopping Guide is the other way around and for that reason is far less useful. Please bring back the Products list.

posted by tampasteve on 2007-12-04 18:46:12
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the new layout is very distracting, especially with all the new ads. it's overwhelming ...

posted by y3 on 2007-12-04 18:59:50
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Can you guys look into the RSS thing I sad yesterday? I almost always read through my RSS then click through to look at full posts and pics I want, but How do I know you're talking about SF vs Chicago? Are there plans for that?

posted by Kim on 2007-12-04 19:18:30
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Just wanted to second the full content RSS feed. I'm not going to click on every single post and then expand the post and then go back to read the next post. I read a lot of blogs and just want to chug through them. If the post is interesting I'll click over to leave a comment. I'm really bummed about this, I'm afraid I'll miss something below the cut but I just don't have the time to keep clicking over, it takes too long. Half the time there's like a sentence below the cut and so much time is wasted, it's very frustrating. I miss the way it was, it was so perfect, and the posts were really great.

posted by Lorie09 on 2007-12-04 22:38:37
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One suggestion I haven't seen mentioned is that the size of the TITLES of the posts should be made bigger and bolder. (Or maybe the font size on my monitor is set too large? Either way, this site looks weird on my monitor, where it didn't before.) Changing that might help with the commenters who found that 'their eye didn't have a place to rest upon as a focus'. It would help clarify the separateness of each post, and maybe just a small change like that would help with what people are calling 'a busy look'.

And what cara says above regarding the mix of fonts and colors seems exactly right to me. As she suggests, "Eventually, can we get a title font in the same font family (sans serif) as the rest of the text?"

posted by Sea on 2007-12-04 23:26:32
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To be frank, I find the new design to be kind of boring and middle of the road-- more like HGTV than Design Sponge. But I guess that's OK as long as the info is still there. Unfortunately, at the moment, Search doesn't work and neither does the shopping guide-- I suppose that will be fixed. Most people seem to like it though, so I'm obviously in a tiny minority. Personally, I used to read the blog every day, but my level of interest just took a nosedive. I prefer the older, "unprofessional" design-- sorry!

I don't mind the ads; it costs money to keep something like this going. But I wish it was a little more groovalicious.

Anyhow, best of luck!

posted by david c on 2007-12-05 01:51:32
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Actually, I just looked at Design Sponge and I think it looks terrible too... maybe I'm just out of style myself. ;-)

posted by david c on 2007-12-05 01:58:18
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I have a panicky/anxious feeling because I feel like new posts keep popping up after older posts. Am I crazy? Is this really happening? I'm most familiar with the NY site, so that's mainly what I'm referring to. That's my biggest beef.

Stuff like the name changes I can deal with, but missing posts is making me lose my mind! The font issue Cara brought up is also bugging me, although not as much as the possibility of missing posts. I like to be thorough.

posted by Angie in Montreal on 2007-12-05 10:22:20
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At home on my Mac, I still cannot post in Firefox. I'm using Safari right now, but I'd rather not have to switch browsers for just one site.

The Firefox problem has cut back my posting a lot. I still do it from work a bit, but only for short posts.

posted by Jean on 2007-12-05 10:50:08
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When I open the site in Firefox, the ads start frenetically flashing and jumping to different parts of the page. Only after a few seconds do they move to where they're supposed to be. Anyone else having this issue?

posted by emster77 on 2007-12-05 18:09:47
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I also logged on today to give the new design a 2nd chance, but it's waaaaaay to cluttered for an easy read (I miss the old nice looking easy-on-the-eyes layout).

Hard to tell between ads and editorial....

And still having a heck of a time on my laptop seeing everything properly....not all of us have big nice screens!

posted by KrapArtist on 2007-12-05 21:24:25
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At the moment, it's impossible to access the older House Tours like mine. When you go to the bottom of the thing of the recent ones, and then it says something like "Older House Tours" it doesn't click through to it.

But if I find an old "link" to mine that I click through from an old e-mail I find in my "sent" folder, that I had sent a friend, I get there just fine.

posted by Curtis on 2007-12-07 12:35:26
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While i'm all about change and growth...one of the things i liked about aptherapy was that it had a diy/indie feel to it...the new interface seems boring and overly typical. The jumping ads are obnoxious. Its nearly impossible to find previous posts "questions", "features", "tours", etc....arrrgh! too much too fast?

posted by plasticransom on 2007-12-07 14:05:46
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I'm sorry, but I really don't like the new design at all. I'm baffled by all the raves. I've given it awhile now and I just find that I don't want to visit the site at all anymore. When I'm on it I get visually overwhelmed by all the small text on the left and the ads on the right. It looks so much more generic and commercial that I'm really surprised. I think it's the top of the home page that's the worst. It's less jarring as you scroll down. There are WAY too many colors, moving images, all of that small font squashed on the left...between the orange, fuschia, peach, and turquoise...hell you might as well have pop-ups given how un-visually calming it is. It might as well be the website for Bed, Bath, and Beyond. I can't focus on anything and won't even attempt to find something specific on the site. I'm saying this because I love what you guys do. Really, if this website were a living room, could you honestly say it was successful and welcoming? I say it's time to purge and pick a couple of strong colors. Some strong image or block of color to ground the eye? I rarely comment, but I thought it was worth the effort this time. I'll be sorry to be weaned of my AT addiction...

posted by mirnada on 2007-12-11 23:28:09
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