A good friend of mine has joined a small but exciting business and has found himself in the position of managing a new, fresh-faced and enthusiastic designer. He wanted a few pointers to be a good mentor and keep them inspired in a company that doesn’t have an established creative department or design culture as such. The below was my reply.

I should point out that it’s not exhaustive, I was a ‘off the top of my head’ thing and I’m not teaching them to suck eggs and explain the basics of how to be creative.

Please do feel free to comment if you have any suggestions to add. I’m more than happy to make this a useful guide that others can benefit from.

So, Dino’s tips for managing creatives, in no particular order…

1) Logic beats hunch
First of all… “Logic beats hunch” is always my mantra. If you have actual reasons to back up a design element or strategy, you’ll win most times. Getting into a “But I like red!” debate with someone senior and having to give way to authority / stronger will is always the road to ruin (or mild grumbling) for a designer. If you perfer blue, then “Blue is well known as a signifier of trust or safety, that’s why banks and blue chip companies use it… Red means fast, frenetic, passionate… That’s why McDonalds use it. We shouldn’t use red for a product that aims to make sure people drive slowly to get money off their insurance”. “Oh, ok. Fair point. Carry on…” So my first piece of advice is always challenge them to make sure they have the logic to back their concepts up. It’s why planners are so (rightfully) smug when they know their strategy is watertight. It’s a great feeling when you have. You’re unbeatable… or at least, you’re impervious to attack. So encourage an understanding with your designer that you’ll always do a friendly bit of challenging, then ask awkward questions in a sort of “I’m training you to defend yourself, like Mr Miyagi” way. Sure, they may have to stay up the night before a pitch to make sure they have the ammunition, but that’s called preparation. All the successful people do it.

2) Vive la différence
Then, make sure they’re allowed to use a Mac if they want. Even if a PC is better. Use a mac. It’s makes creatives feel like they aren’t part of the business world. Most developers I know use Macs too, so it’s a big club now. Oh, and never wear a suit. Send her home if she does. You rely on her to portray the boundless rule-breaking and thinking-different that other corporates don’t do. You want her to be in a meeting and look smart. But edgy. Knowing this is how you need to behave and you have permission… And the role to be ‘the creative one’ is empowering.

3) Act on stats
Small point but big implications… Try to foster a culture of looking at results and feeding them back into the cycle. Don’t launch and forget. Launch and learn.

4) Take them to meetings
Take them to meetings. They will hear the same things as you but hear different things to you (well, not YOU, but you know what I mean). By the time a suit or account person has ‘relayed what they said’, a creative in the meeting would have already started to form ideas and use the rest of the meeting to shape it and ask questions. Even if the meeting doesn’t seem immediately relevant, seeing what makes a client tick, where they get animated and how their role sits in the politics of their organisation (and the industry) is invaluable in making sure your creative solution ‘ticks their boxes’.

5) Let creative present their ideas
And on the meetings thing, always try and take her to present THEIR work if that’s what you guys do. My not be relevant but a creative is ALWAYS best to present creative. Can even be an internal show and tell format each month, so their contribution and ideas is publicly recognised. If they come across as shy, then give them some confidence training. Even if they are shy, a designer will often come alive when describing their vision. Sure, a bullish new biz person may come across as more eloquent or confident, but the rawness of a passionate creative will win every time.

6) Encourage their other passions
Find out what makes them tick too. It’s always an important part of an interview for a new designer. What else are they into? Why? I’ll even reject some interviewees as their outside passions come across so strongly, it seems wrong to offer them a job that doesn’t indulge their real passion. Designing should be a passion, not just a job. Of course, if they have complimentary passions, fantastic. Get to know them. They may have some useful or left-field interests that can be incorporated into the daily routine. If they’re into baking, instigate a Monday Cake rota. If they’re into fine art, get them to make something once a month and put it in reception. If they’re into music, get them to make the music for a promotional animation or similar. Often ‘design’ is only a minor part of why people become designers.

7) Give them a roadmap to progress
If possible, create a roadmap for progression. Design is a vague beast at the best of time so it’s easy to get ‘lost’ in the journey, with no hard boundaries for reference or peer approval. Training is an easy thing. Define what skills you may require for a new project element, or whether you will need an assistant in 12 months, or basic proficiency in certain areas need to be attained to get the next pay increase. Putting a structure and goals in a creative environment can be great totem pole to work around and gives ‘business types’ a tangible reason to reward behaviours they want to see encouraged. Normally they have no idea how to quantify how good a creative is. Most creatives don’t either.

8) Don’t get stuck in a rut
Monotony is your key enemy. If a good designer is good at media creative, after 20 banners, they’ll hate it. Be wary of assigning designers to client teams or content types too. This is a hang-up from tradition ad agencies. Creatives don’t sign up to be factory workers so variety is critical. The added benefit being that the more variety and experience they get, the better and more enthusiastic their output will be, even if it’s an ad one day. If you do get into a rut of producing the same stuff or prodding the same design in ever more granular ways, get a cheap freelancer to take it on and free up the designer you actually care about to do the inspiring things. Never get a freelancer in to take on that exciting project because your in-house designer is maxed out doing dull work. You’ll start seeing CVs ‘accidentally’ left on the printer before long.

9) Pay well
Make sure you’re paying the going rate, if not above for the fact they are not in a creative cauldron. Designers are usually willing to take a pay hit to be around creative and inspiring mentors. Unfortunately, creatives also go for beers with their creatives and inevitably talk about their respective deals. The grass is always #00FF00 on the other side of the fence, so make the fence as tall as you can, and put cakes on your side.

10) Allow them the space to fail
If you are their line manager, a big part of it is upward management – how they manages you. Crucial to this is how much room you give them to explore and maneuver your position too. The worst scenario is micro-managing a design (especially bad if the manager isn’t a trained, and practicing creative). The best scenario is one where you give them room to try and fail… and learn from it. As they say, “if you don’t crash, you ain’t riding hard enough”. Rarely is a design business critical, or at least can’t be finessed later. It may affect effectiveness, but as long as you are looking at tracking and results, they will learn next time and it WILL be better in the long run. So give them some slack. Bite your lip occasionally but do challenge when you have to. Nobody likes a yes man.

11) Stay curious
Visit some inspirational sites or follow people on Twitter. No-brainer but it’s sometimes hard to remember to do this in a busy day. What’s on the FWA? What’s headlining on the Apple App Store? What’s the latest Google Chrome Experiment? What’s Mr Doob up to now? What won the Creative Review award or the yellow pencil? What’s the latest LOLcat/planking/batmanning/whatever meme? For instance, if you’re targeting the youth insurance sector, you need to communicate on THEIR terms, not an insurance / tech company’s terms. I’m not saying you go all “We Buy Any Car Dot Com”, but be aware of you’re audience’s visual language expectations, not the insurance industry’s. We witty, be funny, be serious when you have to. Maybe use a cat.

12) They will leave one day. Have no regrets.
I know it’s not what you want to tell them, but they won’t (and shouldn’t) be there for ever. You should make this clear you know how this workd. You’d LOVE them to be there of course, but change and variety is more important. It also gives them the explicit knowledge that hiring people around them to do their job frees them up to do more important things and achieve higher goals. Again, may not be relevant but the point is an important one, you are responsible for delivering them to their next job full of creativity and passion, thinking you were the best place for them to have been. I know I think that of my first company. Make sure you enjoy the time you have together. Work hard to make it enjoyable. Being honest, supportive and make sure your company is the BEST place for them to be. The circle of life will continue… may as well enjoy the ride.

I’m sure there are other things I’ve missed but it’ll hopefully point you in the right direction.

I’m in day 1 of what’s turning into a very painful process with O2’s insurance sub-contracted call-centre, The Listening Company. The irony of their name will become apparent. I also note with irony O2′s new ‘PR’ campaign “Banishing the Narks and Niggles”… doing away with underhanded practices and cheating customers. Oh dear…

So, a short history. I’m a business customer with O2. I swapped from Vodafone to get an iPhone early 2009. My iPhone appeared with a big crack one day, March time maybe. I keep it in my back pocket and must have sat on and cracked it… or it was in bag and got trodden on. Either way, it didn’t look good. The metal rim split and the screen popped off. I snapped it back in and soldiered on with fluff a crumbs accumulating under the touch screen for a few months until  I figured enough is enough, let’s try that expensive insurance and get this sorted. At this point I should say I’ve been paying for insurance since 1997 and never claimed a penny. So this was my first time.

I call O2. All good. They transfer me to The Listening Company. 45 mins later, still on hold, now 6.25pm I give up.

Next day, I call O2. They put me through to The Listening Company. 25 Minutes later, “Fatima” picks up the call.

It went something like this:

Fatima: Did you drop your phone?

Me: Nope

Fatima: How it is damaged?

Me: It has a big crack in the case and the screen pops out

Fatima: How did this happen?

Me: I’m not sure exactly, it must have been in my pocket and I sat on it and has been getting worse over the last 4 months.

Fatima: Ok, so I’ve rejected your claim due to wear and tear. There is a plan you can buy…

No matter how much I questioned her on her reasoning for this wear and tear decision out of the blue, she wouldn’t give any information. I was expecting to have a few more questions, maybe even give a detailed description of what was wrong. But the “computer says no” Fatima had ruled. It seems “damage” automatically becomes “wear and tear” if you don’t do anything about it at the time. Clearly bonkers but the key point is that as soon a Fatima pressed the “no” button, that was it. She wasn’t authorised to unpress it. That was that. Doesn’t matter if you subsequently clear up the confusion… it’s done. On your file. Case closed.

I asked to speak to a manager. Fatima assured me there wasn’t one. After a little back and forth, she said, “If you don’t agree, you’ll have to take it up with my manager, I’ll go and get him”… silence… Me: “So you lied to me?”… Fatima : “No I didn’t. Please hold while I get him”.

So I speak to the manager who was perfectly civil and I explain what a model employee Fatima was but that I didn’t think she was helping the company’s image much. Manager explains that he will review the recorded call and let me know later in the afternoon.

Yep, you guessed it. Nothing happens..

Later that day, I call O2. They put me through to The Listening Company. 35 Minutes later, still on hold, I give up.

I’ll will update this post as and when it happens.

However, in the meantime, I thought I’d share some tips on what I’ve learnt during my first claim, other than never use O2′s insurance…
So, assuming you have insurance…

• The insurance is dealt with by a separate company whose sole job is seemingly to not pay out a claim wherever possible. The ‘wear and tear” clause seems to be their best friend.
• First, remember all calls are recorded and are used to settle disputes, so be nice but annoyingly specific when needed.
• Before you start the conversation, I’d suggest you agree very specifically that you want the operator to summarise the entire claim evidence verbally before they make an assessment to double-check that you are happy that the evidence you have given is complete.
• Once they press the ‘computer says no’ button, this can’t be undone and I assume the record stays on your file. Hence why it’s important to feel you had the chance to say EVERYTHING you felt was appropriate and they have repeated it back to you.
• Assuming your was dropped and cracked… if they ask you ‘did you drop it’, say yes. Go straight to claim.
• If they ask you how it got damaged, give it both barrels. Don’t give them any cause to try and call it wear and tear. Don’t lie (obviously) but it seems you have to be as blunt and dramatic as possible of jolt them out of automatically classing it as wear and tear. I.e. “It fell off the table and smashed”. DON’T say “I’m not sure exactly when it happened, I only noticed it last week, I think I may have knocked it but I do it so often, it’s hard to tell what actually cracked it”. You may be describing the same incident, but one will get a much easier path the other they will try and claim that as ‘wear and tear’ to get out of the claim.
• Don’t dither about the timing. It seems this is one of the main contributing factors to the ‘wear and tear’ ruling. So phone up as soon as it happens to avoid being suckered.

As I say, this is my first experience so maybe this is just how it is. Heaven knows how much I’ve paid for insurance over the years and it’s dawning on me just why the insurance sector is so well paid.

It seems I’m not alone either… oh dear. Average of 1.3 out of 5.

Still, look on the positive side, I did learn something today. The Listening Company is an oxymoron.

Just watched Lee Brimlow’s quick demo of Flash CS5 saving out an iPhone app. Watch it!

Now, first things first, we’ve made a few iPhone apps at Digital Outlook already in native Objective C and although I’m nowhere near being even remotely classed as a developer, I have been on a basic iPhone dev course and have spent a good length of time debugging and mildly fiddling with the existing apps we have. I’ve made a few simple apps myself so I’ve got a fair understanding of how it works I guess.

I’ve also go a VERY acute understanding of the process and costs involved in creating a native iPhone app from scratch from within an agency. At the beginning, they said “take a Flash app, budget the coding part, double it and add another half”. Cool. Nowhere near. Without going into detail, it seems iPhone App development isn’t quite as simple as it’s made out to be. Yes, your developer may know Objective C, applying it to the iPhone development environment is another thing. Us Flash guys could only stare on as seemingly simple issues took days and weeks to resolve.

So the fact that the Flash SC5 release will compile to iPhone is immense news for me, us and probably every digital agency and Flash freelancer on the planet. Sure there are things it can’t do. Sure you get a bundled app that you can’t ‘add to’ in the native development environment. Sure you can’t use the camera and a few other api’s. And it may be a bit slower than a native app, but take it from me, I’ll take all of those on the chin for the ability to get a creative idea onto the iPhone and into the hands of the world’s mobile consumers.

I can’t wait for CS5 to drop but in the mean time, here are some of my observations from native iPhone development from my Flash perspective.

• Objective C may look like AS3 but it works in a whole different way. From declaring variables to having a .h header file to your .m main class files. Don’t even think of using a ‘Trace’ or C ‘Print’ command. Underestimate the differences at your peril… but don’t be scared either. If I can do it, so can you! (No, seriously, I’m not that clever).
• Debugging already written code is really easy when you know your way way around. Moving graphics, font sizes, swapping sounds, changing text etc. are all pretty straightforward with a simple search to narrow down the location to work on.
• The assets are held externally to the project, so changing graphics, movies, audio etc. is simple too, just swap out the file and recompile.
• The graphics are just plain old JPEGs and PNG files, so your designers are more than up to the job. It’s just like a Flash project as far as that goes.
• If you have time / money, put a rough Flash demo together first. Changing your mind and feature creep during production can be slow and costly.
• The iPhone development suite is really slick (unlike Android I may add!). The on-screen emulator is great and allows you do test it (with a few exceptions) without needing an iPhone or a developer account.
• If your app uses accelerometers, cameras etc. the emulator will fall short as it’s can’t ‘emulate’ an accelerometer. You can get around it by installing an app on your phone to transmit the accelerometer data to your mac, then add a little code to your iPhone build to receive the data and substitute the values in the emulator. Here’s an example of screen-capturing the emulator using this technique. See the Accelerometer Simulator by Otto Chrons for more.
• The icon is VERY important. Make sure you spend time on it. And by the way, the glassy shine and round corners are automatically added to your icon on the phone itself. You can switch the shine off though, but not the corners.
• If you don’t have them in-house, freelance iPhone developers will charge you anywhere from £250-£500 a day.
• If you shop around and do your research, you soon find out that the cheap way to get an iPhone app done is to go ‘off-shore’. South America, China and India are all much cheaper than your average LA, London or New York dev agency. However, they do come with the usual health warnings about production values, creative sign-off and time-zone / communication problems.
• If you have the money and it’s your first app, get someone local to hold your hand and learn from. If not, make sure you have scoped the project within an inch of its life. After the project, budget for an extra half-day for your iPhone dev to explain what he/she did to your Flash dev team. Shame to pay all that money and lose all the knowledge.
• Memory management is now your problem. You have to allocate memory and release it as you go. This is one of the big areas that Apple check when you submit your app to the App Store. You don’t have to allocate actual memory size as in assembly language, but you do have to ‘manage’ closely.
• Do register with Apple and get a developer account. You can get the dev environment for free and start compiling but you can’t transfer anything onto your iPhone without a developer license and associated provisioning files.
• While I mention it, the process to authorise your computer and set up your first app is a bit of a faff. Still not 100% sure I understand it but the instructions on the Apple site are clear enough to get you started.
• The app submission process is pretty simple and the time taken to get a response is anywhere from 2-4 weeks. I know the guys at Apple and even they can’t affect this process, so don’t ask! However, in general, if your app is basic and doesn’t have any advanced functionality such as external database calls or live data, you go into a ‘less risky’ pool, and are generally through in less time. If you are rejected, you go to the back of the queue.
• Make sure you look at what everyone else is doing too. Download everything remotely related to compare. Look at the top 3 in each category too, there’s a reason they are there, whether it’s the content, the execution or the user-interaction. It’s all vital knowledge.
• The ‘Games’ category is the most varied and the most competitive. Before you assume your first app should be a game, consider that it will be up against the EA’s and the Need for Speed’s of this world. If you’re not in the top 20 pretty quickly, you pretty much free-fall until you become all but invisible to the regular browsers.
• To charge or not to charge? 59p says “Aaaah, hell, why not”. £2.99 says “This better be good or I’ll tell everyone it’s a rip off and rate it 1 star”. Initially, you need to go for ratings, so consider an introductory low rate then change it if you see an appetite and good ratings. It’s easy to change the price on the fly.
• And finally, if you can wait until April 2010, consider using Flash CS5! :)

As the old saying goes, “none of us are perfect, but some are not as not perfect as others”. Ok, maybe I could have said that a little better but it serves my purpose. Just a little bit of time would have made that much better and arguably, made all the difference.

You often come accross everyday situations or objects that make you frustrated with their ‘design’. Milk cartons that squirt at you when you open them, road signs that make no sense, door handles on a door you can only push, cupboard doors that won’t open when the fridge is open. Small stuff but important stuff.

It always makes me think of how it came to be and it’s down to caring. If you want something to be right, chances are you’ll find a way. If you want someone to understand your message, you’ll spend time making sure it makes sense. Even basic presentations show this point. If you truly want your audience to understand you, have fun and feel energised, it will show in the final presentation. A bad presentation shows a lack of respect for your audience in my opinion. Design is no different. It physically hurts when I spot a typo in a blog post I’ve just published! What will people think of me, will it make them respect the information less?

Ok, I’m a bit of an information design leftie and I’m sure I’ve made a load of gaffs along the way (and still do) but the point stands. I constantly question everything. I always want to understand why it went wrong, why it went right. What can be improved? Did my audience enjoy it? Did they find it easy? Did they feel cared for? While we can’t test everything on our given audience, we also don’t have to throw each experience away either. It’s frustrating when creatives fail to realise the value to be had by stopping and questioning their work and the work of everyone around. It’s like some people “play with pretty pictures” and it never sinks in. When they use red, they use it because it look nice. When I use red, I question whether this aggressive, fast, strong colour may have the wrong effect on the audiences reactions to a brand.

It’s the same old thing… care for your audience and your design will shine.

In the last few weeks, I’ve seen 5 good examples…

The icon means it's a bit of everything so what is there 30% chance of?

Explosives generally aren't funny but this sign is funny. Why would the police feel comfortable with a sign that makes them look silly? Come to think of it, why do they need it? It's not like they're going to get a parking ticket.

After a bad help experience, my bank asked why they didn't answer my question? What am I supposed to say here? It's like an infinite loop.

A credit card start date in 1959? And it got though the QA process? Very sloppy.

A typo on a Northern Line tube carriage display? Really?

Just placed a couple of games for Jetix on Freeloader (Jimmy Two-Shows and Kid v’s Kat) and got me thinking of the various ways clients can get kids content out there. Trying to get ‘more bang for your buck’ has always been the mantra at small, nimble digital agencies, and with budgets being squeezed, it’s never more true… or needed. There are still the big ‘full service’ giants that go into auto-pilot and fill their media buying spreadsheet with banners and basic media creative placements.

There’s definitely a sliding scale when it comes to being clever and it seems to go something like this.

Brief: Our kids website has everything on it but we need more hits. Help!

Here are a few solution (in order of cleverness)

1) Run a competition to win a Playstation on the site (of course, only the audience already there will see it)
[PRICE 3/10] [EFFECTIVENESS 2/10]

2) Run a basic banner campaign wherever a quick Nielsen report says your audience are. That’s Yahoo, MSN Today, Google, Disney and the BBC Homepage (and we all know how many 8 year olds use MSN Today)
[PRICE 4/10] [EFFECTIVENESS 3/10]

3) Run a basic banner campaign where your audience actually are. That’s Cartoon Network, Nickelodeon, Miniclip and CiTV (better, but on these content rich sites, can be hard for banners to stand out)
[PRICE 4/10] [EFFECTIVENESS 4/10]

4) Run ‘in banner games’, probably in MPU formats where your audience actually are. See above. (Much better result on the media placement than a standard banner. As long as the “play game” message is clear)
[PRICE 5/10] [EFFECTIVENESS 6/10]

5) Run an integrated promotion on highly trafficked a site that actually engages your audience. Support it with tools and content that makes their lives better. Maybe an upgrade to an existing avatar maker or a chance to be famous. (Giving your audience tools to enhance the experience they already value is the key point)
[PRICE 6/10] [EFFECTIVENESS 6/10]

6) Rip the good games from your client’s site and get them placed on highly trafficked (and mostly free) game sites. Freeloader, Addicting Games, Shockwave etc. (every kid likes games. These sites may be crowded, but they are popular. Hard to target a certain age or country though)
[PRICE 3/10] [EFFECTIVENESS 7/10]

7) Create a bespoke game a put it on Miniclip (known for high quality content and trusted. Not cheap to place a game but the numbers usually stack up. Sometimes double figure click-throughs and engagement times of over 10 minutes)
[PRICE 9/10] [EFFECTIVENESS 9/10]

Some take a fair while to build momentum. Some (banners) will die as soon as they stop running. Some, like Miniclip come on instantly with big numbers, so you’d better be ready to deal with them.

However it’s done, main point is to be certain of your end goal (or “what success looks like”) and to know EXACTLY who your audience is. Don’t assume it’s kids when it may well be parents that decide for them you need to reach. Use stats. Know what the new formats are. Know what the innovative new ‘cool things’ are. Know what the various creative delivery platforms are launching next. Know what partner sites want to achieve and try and help them achieve it, they may give you more promotion. And lastly, know where your audience actually is. I despair at Nielsen ratings and Net Promoter scores. They are wildly inaccurate for the kids market as they seem to include a fair amount of their parent’s activity too, so need to be backed up with a pinch of common sense.

Over the next few months, we (Digital Outlook) has a few varied and cunning marketing strategies in the kids space, so it’s a good chance to see how they perform against each other. Always keen to find new ways… as long as they hit target head-on. Will keep you posted.

I was asked to talk at an NMK (New Media Knowledge) a year or so ago on the subject of creating digital content for kids. That lovely organic proliferation thing happened and my ‘top 10 tips’ got syndicated around the web. Don’t get me wrong, that’s brilliant and thank you to whoever posted it first, hopefully it helped the odd lost soul searching for a quick tip or two. However, I couldn’t help thinking it was the tip of the iceberg. It peaked unexpectedly soon. I’d much rather give as much as possible than a simple, bite-sized ‘top 10′.

I’ve been creating kids focused interactive content since 1993 so, political correctness aside, I know a thing or two about the subject. As a freelancer, this was my secret weapon. My secret stash. My heirloom almost. At my previous job, my title was a bit made up, but nonetheless read “Head of Creative Technology’ for Jetix (the kids TV broadcaster). So I’d also had fair exposure to the inside scoop of a ferociously commercial broadcaster. Ok, I’d worked for the BBC for a few years on and off but the experience out there in the multi-channel, win-at-all-cost world of commercial TV was invaluable. My job was primarily to service the brands that advertised on the TV channel. Creating ‘joined-up’ projects that drove TV audience to the web site to continue their relationship… and vice versa. Whether it be Power Rangers, Action Man, Nintendo, Playstation, McDonalds or a big movie release, you name it, I probably did a game, a microsite or a competition for it.

I also dabbled in interactive TV on both the Sky and Liberate platform, mobile services, multi-player engines, research platforms and consumer products. All in all, a great place to learn.

Luckily, when I left Jetix, I had the presence of mind to make a note of what was buzzing through my mind at the time. It’s not the be-all-and-end-all of kids’ design online and some of it is probably old fashioned after only 3 years (note the lack of social networking and dvirtual worlds!) but it’s still a fairly good primer for anyone in the kids interactive space. So here goes, hope it helps…

Download as a Word document here.

Tips for creating kids web sites

What are the main usability concerns that come up when designing sites for kids?
Kids are a hard bunch. They are unpredictable and fickle, loyal yet can be disloyal, easy to attract yet easily distracted, they’re honest but would be the first to try and hack a highscore table if there was a PSP up for grabs. Assume at your peril.

Here are some quick tips:
•    Call to action! This is crucial. Don’t even think of getting on your high-horse and refusing to write ‘Click Here’. You’ll get vastly better clickthrough figures if you tell kids what to do. A big, red, throbbing button with ‘Free games!’ written on it is going to get a lot of use!
•    The three no-brainer content ideas are games, free stuff and cool brands. Any of them in isolation work, but get all three and you’re rocking. Play this wicked game, get to level 3 and win an Xbox 360! Job done.
•    Kids are prone to change the way they use web content depending on their viewing environment. A boy in a competitive class environment is very different from a boy at home. Know your target audience!
•    Text isn’t read by kids. Even short intros are skipped if there’s a ‘WIN STUFF’ button nearby. Keep text short and big.
•    Tone of voice is crucial. Too adult or authoritative and you’ll loose them. Too obviously ‘kool’ and you’ll be rumbled within seconds. If you don’t know the top 5 swearwords and cool phrases of the moment, consider getting a kid specific copywriter in.
•    Say to yourself what the page is trying to do, as though explaining it to your mum, keeping it simple and non-patronising. Those words are usually the ones that should be on the page.
•    Keep the eye-journey simple. The old top-left to bottom-right is usually a good place to start.
•    Consider your competition prizes carefully. A ps2 may still sound cool to us but there will be a thousand competitions on the web that day to win one too. Money-can’t-buy or quirky prizes can often be cheaper and more effective. Walkie talkies, mobiles, win your weight in chocolate, adopting a hedgehog, even the trade promo stuff you chuck away could be exciting to a kid.
•    Kids also love secrets or being in possession of content that give them playground status. This can take the form of collecting points, joining an online community or a simple printout.
•    Data Protection and privacy laws are there for a reason, so be very wary of any idea that involves gaining personally identifiable data from a kid. It’s a huge subject but in general, always try and get their parents permission, never let them upload content to a live site without moderation (highscore names, images, comments etc.) and keep any requested data simple.
•    Don’t agonise about the finer details of the design. Kids will just go for the cool content anyway, regardless of what surrounds it. Having said that, it’s often the silly, quirky extras you slip in that make all the difference. Fart noises on buttons, hidden items, cool cursor effects, draggable stuff and so on.
•    Help them at all times. If kids get confused, they loose interest very quickly and will never come back. If you need to drag something to start a game, use a big flashing arrow with ‘Drag this!’ on it. Reducing confusion should not be underestimated.
•    Don’t assume kids use computers the same way as you do. Most kids only check their email a couple of times a week. They see their mates at school every day! So think before you launch into that email based viral for 5 year-olds. Parents are also wary of their kids being unsupervised on the web and use isn’t as freely available as we assume. Kids also have consoles for games, so there are a lot of reasons Mum and Dad’s cranky old computer won’t be the first thing they turn on after school. Bear this in mind!
•    Help I’m lost! A simple mental map of where they are in a site is vital. If possible, display where they are and allow them you retrace their steps.
•    Don’t assume they know all the conventions like clicking the logo to go to the homepage or two vertical bars mean pause.
•    Avoid including a web based feedback form if you can help it. You’ll get bombarded with anonymous and annoying drivel. It’s nasty, but a ‘Mailto’ that fires up the kids email app really makes them think as it’s not anonymous any more.
•    If you are working across many countries, make sure you are aware of local laws relating to kids privacy and competition laws.
•    Be aware that some parents would prefer their kids to learn something while browsing the web. If you can make your site educational as well as entertaining, you’ll have a powerful weapon to win over the parents too. Often they are the gatekeepers to internet use for the younger kids, so having them on side will make repeat visits more likely.
•    Kids like to pretend they are older than they are. It’s better to be apparitional and slightly out of reach the to pitch it too young and be condescending.

What do you aim for in “look and feel” terms?
•    Don’t go sophisticated. Think blunt, bold and colourful.
•    Loads of movement is good but make sure the thing you want them to click moves more.
•    Make buttons look pressible. Drop shadows and highlights help to make buttons look 3d and pressible.
•    Big strong call to actions are king.
•    Lots of pictures and reduce text to a minimum where possible.

How does the process of generating content differ from creating “regular” sites?
•    The process isn’t any different but the ideas that you come up with need to take account of usage habits and legal restraints.
•    Do you really need that highscore table? What if a kid puts their mobile number in? There are plenty of ways to maintain the challenge of a highscore system without resorting to a standard database model. This example is true of many things we take for granted like competition forms, email a mate or uploading your photo.
•    Pay-off or rewards are more important than for adult sites. A simple ‘Game Over’ isn’t ideal. If they put the effort in to complete a game, the reward should be worth it.

Is it fair to say that you can you be more experimental with children’s sites? Can you get away with more animation, video, sound for example?
•    Not really, but it depends on what your non-children’s sites are. Digital Outlook concentrates on the entertainment sector, with a large focus on film sites, so innovation and wacky concepts are always welcome.
•    In certain areas, you have to be less experimental to avoid diluting the message. Messing about in a 3D contextual navigation sphere may sound cool but kids just want the cool/free stuff… Now!

Do you think children are generally more technically savvy than their parents?
•    In general yes, but only because they have less inhibitions to trying and failing. Grown-ups are more wary of just clicking stuff to see what happens as life has taught them that it could bite. I’ve never pressed the mysterious orange button on my washing machine for exactly that reason. My 2 year old son had pressed it hundreds of times. Kids are encouraged to learn by experimenting and so are better placed to discover and therefore learn from new experiences.

Are kid’s sites more interactive than sites for grown-ups? More experience lead than information lead?
•    Again, it depends on you sector and other work, but in general there need to be more whiz-bang buttons and games on kids sites to keep them entertained for longer.
•    Having said that, some grown-up sites are super-interactive. Look at Google Earth! The amount of interactivity is not the issue, it the style you use that can be perceived as more kids or adult focused.
•    Again, experience or information sites have their equivalents in the kid and adult world. Anyone into Pokémon or Digimon will know the vast amount of information kids can hold and they spend hours on sites learning the relative merits of a Bone Club attack over a Bubblebeam. Likewise, film sites for grown-ups are almost entirely experience lead.

What kinds of research do you perform before and after building sites aimed at children?
•    If it’s your first site, arrange to go to a school or playgroup and take in a CD Rom of something similar. Watch how some kids take control while some have never used a mouse before. It’ll be an eye opener and you’ll soon drop a lot of the arty-farty designer stuff you’ve held dear for so long. This is where it gets raw…
•    Check out other sites in the same areas. Buy a couple of magazines aimed at your target market. Ask friends or family.
•    We always test everything before it goes live. Er, let’s be honest, we haven’t always got time, it’s expensive and is unnecessary in many cases. You’re experience should start to remove the need for some testing once you’ve learnt the hard way, but it’s extremely useful to do a testing session a couple of times a year to keep your assumptions realistic.
•    Some clients (the Government for instance) insist on it. Try to go along or at the very least, sit down with the testers. A report is useful but you often get the underlying human story from the people that were there.
•    You don’t have to like kids to create web sites for them, but it helps! However, you do need to think like a kid to make it a fun and fulfilling area to work in. If you don’t have empathy or a social connection, you’ll struggle to come up with ideas that deliver what a kids actually wants.

Have you consulted with educational specialists or child psychologists in the course of building sites for kids? What kind of advice did they give?
•    Again, they are very useful at the beginning of your career and handy to pop in on now and again, but in most cases experience, client knowledge and common sense can see you through most projects. But not using one at any point and assuming you know what you’re going is not an option! It’s also important you not only listen to the advice but understand it before you put it into practice.
•    If you are doing a specifically educational project, then you have to be aware of the educational needs of kids at key stages in their education. Knowing the limits of a 4 year old and a 6 year old are essential in a maths puzzle.
•    The advise they give is way too important and fundamental to the way you approach kids content to cover here but has remained basically consistent over the past 15 years, so be realistic about keeping up to date. Definitely subscribe to kids industry publications like Kidscreen but don’t concentrate too much on the science. Following trends on the street is often more relevant than following rules.

Are there any specific legal concerns when building for kids? The COPPA legislation in the States comes to mind?
•    These points are copied from above…
•    Data Protection and privacy laws are there for a reason, so be very wary of any idea that involves gaining personally identifiable data from a kid. It’s a huge subject but in general, always try and get their parents permission, never let them upload content to a live site without moderation (highscore names, images, comments etc.) and keep any requested data simple.
•    If you are working across many countries, make sure you are aware of local laws relating to kids privacy and competition laws.

Are there any differences in cost between kid sites and sites aimed at a general audience?
•    No. Often a general audience sites is more expensive to finalise as you have a wider range of feedback to take into account. With kids sites, you have a smaller but more focused audience, so the potential for wildly varying feedback is hopefully reduced.

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