 Good morning. I hope everybody enjoyed your coffee I was really happy the Dries spoke about all the new and amazing features that go into Drupal A and he even called them our tools But as as our tools improve and we ready like we all work to ready the next level of amazing and powerful tools It becomes even more important to look at What do we built with those tools and how do we do it and why do we do it? So that's I'm really happy to have the pleasure to introduce Eric Rice I've stolen a quote from the internet from one of our competitors The CEO of Sitecore Said Eric Rice is one is a one-man army is simply the most talented creative marketing professional that I have ever worked with So I thought we need to get him here if our competitors are using this weapon. We need to get it Eric is a content strategist Is the CEO of FatDocs Copenhagen FatDocs group is a published author on information architecture usability human computer injection He's also very busy, but luckily for us and Eric is supportive of the Drupal project and community and he worked really hard to be here today So I'm happy to introduce you without further ado. Thank you Yes, but Susan talks good, huh? And thank you all for coming I realized you know for growing coffee is like That's kind of a big thing at conferences this morning. I Just so I can figure out how to do this talk. Let me ask you a few questions How many of you are developers? Okay, and how many of you consider yourself to designers? Okay, about half and half. How many of you have a hangover? All right When you call yourself developers and we're in the front-end track What front-end are you referring to are you referring to the front-end that Drupal gives to? It's users or to the websites that are being produced using Drupal The people who are creating those and the final result Did you understand the question? Okay, you know there you can you can design two kinds of front-end the front-end that people like me see Because I'm a user of the web or the front-end that it for example in Drupal 8 with You know the various best practices that have been built into it the WYSIWYG editor and so on So when you develop front-end are you developing WYSIWYG editors for Drupal and similar things? Or are you designing websites? You building websites Excuse me building websites. Okay Ah Good How many of you are over 50 is anyone here over 50? Oh, all right a couple of us and we admit to it then you remember when we were doing Development back in the 1970s We had a we had a card deck and we we had all these punch cards and we at least in my university We'd give them to somebody who sat behind a little window And then the next day we could find out that the program crashed on card 27 and you'd have to try and figure out okay What went wrong? We talked about PowerPoint decks In the same way we talked about program decks in the old day Well, I decided that for today. I'm actually going to have a deck. So all of you over in the cheap seats Nothing's gonna happen on that screen. I don't want to disturb them. They're busy apparently I So I had some questions those were them The three reasons I shouldn't be here. The first is I don't actually have a degree in HCI or anything else. It's moderately relevant I haven't coded anything in 25 years and Perhaps the worst admission of all is I've never built anything in Drupal So of course you say well, so why the hell is he here? Well for one I wrote one of the very first commercial programs for the Apple 2 back in 1979 I guess it was I wrote a CMS back in 1984 so that I could do the first Danish language Adventure game But more important. Oh, I was also chairman of SideCorp for a while. We won't talk about that But more importantly I am a user I'm I'm I'm the guy who goes in and tries to break things and tries to optimize the user experience for our clients and This is kind of what I'd like to talk to you about today The three purposes for this talk first, I want you to think differently About about your work and what you're doing. I want of course to build the Drupal community and finally I want Want to help increase the joy of using the Drupal product and certainly a lot of very good things are happening with Drupal number eight I Also have three steps that I want to describe to you that I think will help You look at your jobs a little differently than you did when you came in this morning, at least I hope so I'm going to tell you a lot of stories and some of them you'll say well, this is irrelevant to me others. Maybe not so irrelevant Drupal the drop the droplet originally Was a PHP program and PHP stands for personal home page Now somewhere along the the line we got into hypertext Pre-processor, and I'm honestly not quite sure what the hell a hyper test Pre-processor is you know if you have a cake mixer is that a cake? Pre-processor, I mean I don't know maybe the chicken is an ingredient pre-processor because it lays eggs I think there's some strange terms that get used and they're pretty geeky terms at that And that's something that has a tendency to turn off People who are genuinely interested in in in using your product, but can't quite figure out the terminology that's being used They can't quite figure out the code Drupal eight of course is going to do marvelous things to move things in a new direction but Drupal ain't out there yet It's it's an important that we That we do try and make things easy for the people who are using our product And also the people who are using the website And the trees kind of scared the shit out of me when he started because he said well You know we want to ask why and that is exactly the critical question And we're gonna talk a lot about the whys of various things this morning But he says helping individuals build their dream, and I think that that's more a what than a why They're building Do we want to help them build or do we want to help them achieve their dream? There's a huge difference there So I ask you again, so why do you do what you do? Why are you in this business? Is it certain money? Is it because you're gonna save the world? Why do you do what you do? Why is Drupal a better choice than ectron or Episerver or psych core or the other open source things that are out there type of three on brocco What why why are you here? You can't talk Why not okay? Excuse me, okay Yes, right. Yes Right No, all right with that fair enough. I mean I understand how how one builds CMS is Okay, I hear a lot of what and very little why in that You're you're you're building a tool and you describe the tool Let me tell you excuse me I picked Drupal over let's say share point and the higher salaries because of the community I mean it was fun to was fun to learn it was fun to interact and I enjoyed that the tool allowed me to be disruptive To do disruptive stuff and be part of something that was up and coming that was the why I mean I enjoyed changing things instead of instead of just building on the And just there's cool There's nothing wrong with any of these answers. I'm just trying to push you a lot further. Yes, sir I that's a very good why answer. Let me tell you some why stories First of all a years ago. There was a company in Denmark called time manager international and they made sas airline of the year in 1985 and British Airways that had been privatized I Approached time manager and asked if they couldn't do the same thing and they were doing service design programs And I had the dubious honor of standing in Heathrow Airport for three days and interviewing Passengers what were they expecting in terms of service from an airline and so on and there were a lot of surprises along the way By the way, how many of you are Danish? Because I've heard more Danish here than English or German or anything or a check for that matter And we did we come to a Lot of season on landsfiller So British Airways had had a couple of ideas they thought the why of their business was to get people from A to B It was a transport service and they approached their business as though it was a transport service And it wasn't even a very good one at that They they decided flying on time was going to be a great service parameter But the truth is the passengers got really mad if you said well flying on time. Isn't that a good thing? They say no, you're supposed to fly on time. This is why we have schedules. This is we're going we're taking your Airplane because we're going to a meeting. We have people meeting us at the airport We have other flights to catch you're supposed to fly on time And it turned out the service parameters for British Airways were very very different than what any of us had anticipated and one of the reasons for this was quite simply that We didn't use British Airways to get from A to B We use British Airways because we wanted to go to a meeting because we were going to go on holiday It was part of a continuum that included taxis at one end and a bus at the other and When British Airways suddenly realized that they were part of something much much larger they could also change the way in which they approached their market to change their marketing message and People started to like the airline and in fact they became the European airline of the year in 1986 So we were quite proud of that so It's really easy to make assumptions and I'm going to get back to making assumptions based on faulty data in a little while Another story though is How many of you remember the creative Zen? It was an MP play MP3 player the Okay Creative had really good technology. They had really tweaked the MP3 algorithm and it was it was good stuff and it was at a good price point and It was marketed as a five gigabyte MP3 player That's what it is But that's not why that's not anything that inspires confidence in the product or love for the product or builds market share It's just saying this is a great chair instead of saying this is a Whatever the iPod was launched about a year later The technology wasn't as good. The interface was a little questionable at least in the first first to go round But they got to the why thousands of songs in your pocket That is a radically different message than a five gigabyte MP3 player and Where is the creative Zen today and where is the iPod today? If you can figure out the why of Drupal and communicate that Both within your organizations But also to your customers and to your teams You're going to come a lot further and I think that this is one of the areas that Drupal really needs to work on I've spent a lot of time reading about Drupal and I'll tell you It's a little hard to find the why it's a little hard to find the why and when I can't find the why I as somebody who recommends CMS systems to clients have a little trouble Figuring out why I should choose your product our product over someone else's There's a third story that I'd like to Know I think I'll skip that for now. I say anyway Let's think about the why because basically this is these are the three steps if you can figure out the why and if you understand the why of what you're doing and I like the idea of solving problems. That's that's that's a that's a good start point for working out a more sophisticated why The why will then explain the what and when you know the what then you can go out and you can do the how It's kind of the basics of change management the senior The CEOs they they know what I'm sorry They're supposed to come with the vision the why to lead us forward so that the middle managers can figure out the what and the frontline personnel can Do the how same thing if you can figure out the why and I can't find it on the internet and Unfortunately, I didn't hear enough of it this morning, but clearly the thought is there, but it hasn't been crystallized yet It hasn't been formulated. I don't think that we're helping people build their dream I think we're trying to help them achieve their dream and I this is not a Semantic nitpicking. I think it is a basic fundamental difference in the way you look at the product You're about to move from something that was very very geeky to something that is very very user-friendly It's certainly I mean a far cry from Drupal 6 So people are also going to also be Making different demands of you than they have in the past. There are a lot of things that are going to change My next question is How many of you actually go out in the field and watch people use Drupal some of you Remarkably few Do you know how people actually use what you build yes Never in the way you expect Thank you. That was exactly what I wanted to hear now as a speaker at Drupal con see we get these we get these these these decks Given to us and said this is the format. This is this is what we want you to do now Let me ask you. Why do we have a cover slide for a speaker at a conference? What is why do we have it? To show that you're in the right room. Okay, what else? That you're at the right conference what you were you were in doubt you thought this was WebExpo Just in case. Oh Lewis Okay, what so what other things would you want to get out of that slide? Yes Okay Capturing the essence of what you want to communicate what other basic information if we're looking to look at this in terms of content strategy What do we want to be putting on that slide? Excuse me surprises Okay Because I was thinking of you know in more mundane terms like the Twitter handle for the the the person who's speaking the name of the person who's speaking It might also help if you did this in a typeface that could actually be read Let me tell you I actually I cheated because I do have a little clicker here and I do have a couple of slides This is this is the basic template So half of the page the one at the top the one that's easy to see if you've got somebody tall sitting in front of you It's telling you that you were at Drupal con in Prague Click to add title and click to add subtitle. There is nothing about Twitter. There is nothing about the name of the presenter The the typefaces are so big in this that you can't have a title that's much more than about 11 characters This is not a good template But on the other hand this is kind of the way Drupal thinking has been for an awful long time We are not thinking about the why we have these things and I'm not trying to be nasty here I'm just trying to point out that you are about you're on the cusp of a major change There's something very very exciting in your community all the stuff that Dries talked about this morning Just blew me away the accessibility issues. There are all kinds of things that are marvelous The WYSIWYG editor. I mean as a content provider This is something that I can't wait to see and I'll tell you, you know, we use site core in my company I don't think site core necessarily follows best practices But it is what it is. So we have our Drupalcon thing and Somebody needed to back up and say why do we do this before they start designing logos Screw the logo. You're not here because of their logo. You're here because there's a conference to attend You want to capture the essence of what the talk is going to be about and so on and so forth How many of you know a designer by the name of Charles Eames? Charles and Ray Eames. They they did this chair, which is kind of iconic. This was designed for the Hollywood film director Billy Wilder Who did some like it hot and and other classics? Charles Eames and this goes Exactly to your point Say it again. They never use it the way you expect it. This is Charles Eames at a hotel in London He worked standing up So he stacks the hotel furniture so that he can work Now I don't think the hotel had this in mind when they designed it How many of you are staying at the Corinthia across the way? Okay, how many of you have been fighting trying to figure out where the light sockets or the plugs were so that you could Charge things how many of you had to unplug the coffee machine so that you could charge your phone Well, you know the Corinthia if you know the history. It's a 30-year-old hotel. It was sort of the socialist It was a prestige project for Czechoslovakia and it was built about the same time as the conference center here So you're not supposed to have things that you plug in and even though it's been remodeled Nobody has put in extra plugs. There's nowhere to plug in a computer. There's nowhere to plug in a phone There's no they have they have hairdryers, but there's no place to plug in a hairdryer And if you do you can't if the cord is too short So you can't actually see the mirror if you've crawled underneath the desk and unplugged something else So, you know, it hasn't really been thought through The Corinthia is marketing itself as a very modern hotel, but they haven't really gotten to where they need to be They're still living with some things from the past and there are going to be things from Drupal 7 that are Going to live for a while, but it's your job when you've defined the why to start spotting out what needs to be done It's not just a question of patches and So, you know, if you don't know why you do what you do I urge you spend some time think about this because when you've got the why You'll know what the what is and you'll know how to do it. I Think that too many people not just in this community But in many developer communities spend so much time thinking about the what sometimes they forget a little bit Why they're there Why they're why they're trying to make the world a better place if they're doing that at all I have some thoughts about Drupal in general. I think it's really good that Drupal has finally accepted best of breed Products and is starting to integrate. This is one of the problems we have with our CMS We had the same problem with type of three. We have the same problem with psych core They both had proprietary blogging tools and nobody ever blogs at fat ducks because nobody can remember from one time to the next How you're supposed to do it? So one of the other things that you can think about before you get too terribly creative in trying to be different or whatever Is that there is a logical function called? retro ductive Inference and that means you learn something in one place and you're able to use those skills somewhere else So this is why we have We have logos that people recognize even though the logos themselves or I'm sorry icons Don't seem to make sense to anybody. I mean just think of all the people who gladly click on a little diskette To save their work and you sort of wonder how many of these people have even seen a diskette But we accept it as that's that's our icon of choice and that's fine Because you've seen it in Microsoft. You've seen it on your Apple. You've seen all kinds of places. I mean, we've got a Western Electric telephone Receiver designed in the 1930s by Henry Dreyfus I mean when's the last time anybody had a telephone like this not recently, but that's the icon we accept So the best of breed breed things generally do build on Retroductive inference they they build on things that people know they can they can they can take skills that they've learned Somewhere and use them somewhere else and the screenshots that I saw this morning were really very very good because you know I could I could hit the ground running with these tools. I knew how to work them. I can't do that in in Drupal 7 The core is good and you need to work on that My clients tell me though I don't really get Drupal because there's this This thing at the bottom and then I've got all these these Lego blocks And I really don't know how I'm supposed to assemble a site. I think that that's a Misconception, but it's something that you're gonna have to work on so that people do understand that it's maybe not as as Intimidating as they think it is when you read that there are almost 30,000 different developer modules That's kind of scary that can turn off a lot of people who are marketing directors and others who are Ultimately buying your services Because they don't really understand the tool they'd rather buy something proprietary because then you know if anything goes wrong They know who to blame It's not a very good attitude, but that's the kind of thing that we hear There is a a trade-off open source generally means more development time it shouldn't but it often does And a lack of accountability Whereas if you buy a site core or an ectron or an epicerver then you You know who to talk to but the problem is they have Exorbitant license fees and there's also a lot of coding in that too So you have a tremendous opportunity with Druble 8 to go in and really start changing things and making things interesting and accessible to ordinary people. I'm not talking about people who are Are our side impaired or anything like that, but accessible to just average people like That guy who was one of your personas this morning who said, you know, I just I had to give up I couldn't do it. That's a shame and this is why Things like wordpress are doing so well because they go in they say, hey, you know It's dead easy and you hear you buy a theme for 20 bucks and you know, how much functionality do you actually need? Another little disappointment from this morning was that all of the websites shown all around the world looked like Cookie-cutting cutter models of each other and you can buy this shit on Dottster for 60 bucks a pop with code and picture rights There are a row of tabs at the top a big useless picture and three things you can click on underneath That's the design right now. We've got to move beyond that user experience is not a big useless picture But that's what we're designing and with the exception of the penguins in Antarctica every one of the sites looked like that There was one that actually had a form out on the right, but that but for the most part It's just the same same same same And I know some of these sites and they're not particularly function rich You could probably have done it in wordpress You've got to move beyond that you've got to show the world why Yours is a much more interesting product If we look at the future of our industry, I think it's important to think You know, are we a CMS or are we a digital platform? I think that we are a digital platform. We are not just a publishing tool to the internet But we need to publish to multiple channels and in different ways and this isn't just a question of being responsive or adaptive This is a question of actually doing Something that is responsive to the needs of the user and not just the needs of the device I if I need to figure out how The Prague metro system works I can go on the internet and I can find their map and I can chart out a route But if I'm standing in the middle of Prague, I want to point my smartphone And I want it to tell me that the nearest station is there and it's 200 meters away That's a very different kind of experience And this is what we need to be doing. We are not thinking enough about it It's not just mobile first mobile first by the way is a very dangerous term because Cheapskate clients in a down economy have a tendency to say well It's mobile only and so they'll do something that'll work on us not a smartphone But doesn't actually work on a laptop or a large screen I Mentioned before about making assumptions. Let me tell you a story. Let me see how my time is doing. Oh, we're in good shape I want to tell you a story How many are there any Americans in the audience? Okay, one two, three four. Oh, you're not sure Okay, no, I'm just asking I'm just all right. I'm gonna tell you a story Listen closely It's a cold January day and The charismatic 43 year old Chief executive of his country has just been sworn in Okay His predecessor is standing next to him a general who 15 years earlier Had led his country's army in a war that ultimately led to the defeat of Germany After the swearing in The young chief executive 43 years old Stood and watched parades in his honor for five hours and then partied until three in the morning Are we all on the same page here? Do you know who I'm talking about? Who am I talking about? excuse me The eyes and how I wasn't 43, but he was a general What Kennedy? How many of you thought it was Kennedy? Okay, it isn't it's actually Adolf Hitler There are a lot of similarities between they were both 43 years old Kennedy and Hitler they both were Preceded by generals I sucker punched you to some extent by asking how many Americans there were just to try and prime the pump and get you to Think in terms of something other than I it was very careful in introducing my general I said no no no no he was a general that led his country's army In a war that ultimately led to the defeat of Germany. I didn't say that he was on the winning side This is a problem when we go out and we do our research. Yes, sir Oh, well, that's all right. We are That's that's okay. That's good You're gonna hear about big data throughout this conference because that's what people are into now I mean when the Harvard Business Review puts something on the cover You know that everybody's gonna talk about it for a long time You also know that with the subject's been around for about two years before Harvard Business Review starts to write about it That's a different matter entirely But big data if we take a look at there's a there's an international chain of stores called Walmart and I Mean they have a turnover that's larger than the gross national product of many many countries They They collect enough data. I can't remember how many Padabytes they do but every hour if they printed this data out it would fill 20,000 filing cabinets Every hour that's big data It's not a question of collecting the data, but it's a question of trying to see the patterns and what happens is here I I gave you a lot of data and say can can you spot a historic something in it? But in fact there's a pattern that repeated from January 1933 You've got to be very careful when you start analyzing the data to make sure that you're asking all of the right questions that you've done something that actually Really differentiates what you're working on from what your assumptions may may lead you to in this case The question that was missing was what date was this? Again, this is all going back to the why because if we don't understand why we're doing things We're gonna end up building the wrong thing a little more about the future I have an acronym I call ESP like extra sensory perception I think that this is where a lot of things are going to be going in the future And the first is that we are going to be able to extract patterns Our phones are going to be able to extract patterns from what we're doing certainly Google is already doing this Walmart with all their data discovered that in Florida when there's a hurricane They sell out of a small pastry that you put in the toaster called a pop tart strawberry pop tarts And so they went in and they analyzed the data and they said okay when there's a hurricane everybody buys these crappy little pastries And then in strawberry why not blueberry or any one of the other flavors That was the pattern and using the pattern then they went out and they started to interview people Well in Florida when you have a hurricane the power goes out So you end up eating cold? Spaghetti out of a can or something else you have no electricity No air conditioning you have no phone service So you have a lot of canned goods and that's what you need to eat for the week or two until Services is restored it turns out that strawberry pop tarts are one of the few flavors that you can eat Without gagging because it's a dry When the power is out when you can't heat it up Who knew? Walmart knows hurricane on its way to the south stock up on strawberry pop tarts So we've got to start looking at you know, what kinds of things can we spot? It's not just a question of patches and and and this but to figure out the why where are we going? What are we doing so extract patterns? That's what our Tools our platform needs to be able to do and then it also has to become Situationally aware and I'm thinking of course location. That's pretty easy all the phones have GPS, but also a Motion-based we have magnetometers and we have accelerometers already in our phones You know, does it know what whether I'm standing still or whether I'm moving? These are the kinds of tools that are going to have to be built into Drupal so that people can can use this kind of Information so that if I am in Prague at 9 in the morning Maybe I'm looking for a bank and if I'm in Prague at 9 in the evening. Maybe I'm looking for a bar Let it start to make at least some basic predictions. Somebody mentioned Personalization this morning. I guess it was Dries And I think we're going to see a lot more Personalization because there just is so much information out there if we are going to use augmented reality or Google Glass I mean, there's a lot of stuff that is changing our world right now We're going to have to start building tools that make all of this possible for us So I guess basically that's that's my message to you It's it's not very deep, but I think ultimately it's going to move you forward You've got to think about the why you know unhappy customers can result in really really really bad things and happy customers a One over by good design, so that's really what I have to say. Thank you very very much We have about 15 minutes for questions Anything you all want coffee is what you want Yes This We're talking about two different things Whether website usability is good or bad that's up to the designers either you know how to do internet interaction designer You don't and there are various best practices and there are design patterns and all kinds of other things There are a lot of resources and we've got a lot of research and case studies now that show how good web design is affected however When somebody wants to upload new content, they're not going to call you they're going to do that themselves there There are that is why that's where Drupal comes in and if you cannot figure out how to upload content or add a picture Or change your metadata then there's a problem and this is exactly the problem that many users of Drupal face It came from a very very geeky background and you've made quantum leaps, but you're not there yet if you look at typo 3 typo 3 just sort of petered out and It's completely geeky and even two different Implementations of the same site on typo 3 will look different in the back end. So there are some people who got rich You know reskinning this so that they could hide all the geekiness That's not the way to design. That's just a patch Well, I beg to differ. I I hear from people that no we can't use Drupal to do that now Maybe that their implementation of Drupal is crap Yes, it is because if people have the perception that this is a difficult product to use then they're not going to use it Our job now is to make sure that people understand that the perception is wrong. I drive a Jaguar everybody laughs Oh, you have to have two Jaguars You have to one in the shop and and one on the road This was because they built really shitty cars in the middle of the 70s Yeah, ever say the last 10 15 years they've made very good cars But there's still a stigma attached to that particular mark and and Drupal has a stigma of being a very a Very technically sophisticated product that's difficult for ordinary people to to approach and Yes, you can do a very good implementation But there are a lot of people who aren't doing good implementations and hopefully with with aid that a lot of the crap That I see out there is not going to be happening and it's not a question of the end user design It's a question of the back end for the publishers for the content providers for the Publishing rights. I mean we should we did not choose Drupal for our site Not because I'm married to Sidecore in any way, but your language layers sucked our site is in nine languages and We couldn't administrate it properly in Drupal. We couldn't do the things we wanted to do now That is one of the issues that's being addressed in eight and I think that that's going to make a major change for you Also, there are a lot of good things on the way. There are a lot of good things in the current current version Lisa Reichelton all the people who worked so hard on making Drupal seven a reality Really worked hard. I mean it's quantum leap from six to seven But there's a perception and it doesn't mean the perception and reality are the same thing But it's something that we need to fight against Okay, your question It might be that in the 50s You know, I agree with you entirely I Think that Sidecore is geeky. I think episode is deekey. I think ectron is geeky my goodness some of the best known CMS is the really hardcore ones say 15 years ago were Vignette story server and interwoven. I mean you didn't even get code You got a stack of books that told you how to put together a website It was a crazy and it was violently expensive and you could have 20 developers sitting in a meeting room for half a year coding this site it was it was crazy and Today things are much much easier, but I think that this is also an opportunity for Drupal that that that because everything is still a little Not so understandable to Old-time journalists and others who are assuming content provider roles I think you have an opportunity really to do something and to change that perception But there's hard work in front of you. Yes, sir Well, you've got Joe and so that's that's that's certainly a Last night I spent about ten minutes trying to find out where my own session was and when it was going to start The information architecture was appalling so friends, you know all of these kinds of things send out signals the Click the take the survey link. I mean it's this is a PowerPoint. What? How do you click on that link? I These things need to be thought through and and I don't think that they always always are and and you do have a remarkable Opportunity now and I beg you all to go out there and to and to really change the world you can do it Right well that was that was best practices. It's interesting. You mentioned the mentioned cars because up until 1916 that is to say 20 years after the first commercial automobile in 1896 That was the first time the standard H pattern was introduced as a shift in the 1916 Cadillac and by 1920 There was a lot of standardization For the simple reason that people were Now in the car rental business and you had you didn't have time to teach people to drive every time you've rented out a new car Took Henry Ford a long time To the if you've ever driven a Model T. This is a completely screwball car And has absolutely no relation to the way we have we would think of cars being driven today You shift gears by holding down a pedal and then releasing a pedal and the gas is actually a lever on the steering column It's it's not an easy car to drive but Standardization is coming and we're seeing that in the way that whizzy wig editors for example look the order of the icons Is first it's bold then it's italic then it's underlying We have a lot of standards that that we're working on and that's good So retro ductive inference we can use things we learn one place and use them someplace else But you're also right about user experience being part of it because if the whizzy wig editor works fine But then you can't figure out how to save your work or something else goes wrong user experience ultimately is The sum total up in your head Following a series of interactions between people processes and machines can be between two people can be between two machines If two servers are fighting it out in the background and I'm waiting for a download My experience is bad So it's also up to us when we look at our modules to choreograph this experience across multiple touch points also within the program Yeah Just I think when having a discussion like this, it's easy to get defensible or defensive But I mean the fact that type of three sucks worse and we might be on par with site core It doesn't liberate us from from our both the need and the Well the need to to move on and improve I mean, it's also our opportunity because everybody if everybody else is standing still and we continually try to Like take a critical look at ourself and improve our user experience. We will get ahead. So I mean, yeah Site core might be just as bad and everybody knows type of three sucks But we should still keep improving the user experience and keep asking ourselves. Why I hope I didn't insult Selling you in any way because I don't I don't I don't I don't mean to but I can come here And I can jabber for an hour about all the wonderful things about Drupal, but you already know that that's why you're part of the community I come in as somebody who deals with clients and marketing directors and others And these are the things that I hear and these are the things that I've experienced There was a hand here Yes, sir Well, you said something very interesting and this is not anything that I've ever heard before I understand what you mean But I have never heard this expressed by anyone that Drupal is a tool to build a CMS It's true But this isn't the public perception All right So if people think that they're going to get a CMS and they're going to be there that Interaction with the product is going to start out In a very negative way and so these are the things that I I think that we need to get get beyond Perhaps there need to be sort of standard Drupal packages. So here is the CMS here is the e-commerce tool Here is here's the customer experience management Kit to go on top of your CMS here is the stuff that we can add on to To introduce social media into the publishing flow of what we're doing So there are lots of opportunities and I mean none of this in a bad way towards the the Drupal community It's just it it's a waste of time if I just come up here like a cheerleader and rah rah rah. I Come from Yeah, I talked to people who don't necessarily like the product and I'm trying to share this with you sir I So does lift Hansa and and and and Volkswagen. I mean it's it's the largest CMS system in Germany You something To this later gets all the information And It's a good point People ask me so well, so what would you recommend in terms of a CMS and and their Drupal is on the list And so if you want to open source, this is the one that I would choose I wouldn't go with you or some of the other things out there, but as long as you can keep the technical parts away from the people like me who no longer code and and just want to be able to go and use it pretty much as you know some an easy way to get content online or to To correct a layout or whatever. I mean there there's a Continuum of what we know nothing. We know a lot We know we know something on this line This is what we know. This is what we need to know in order to use the product and our job In terms of creating intuitive interfaces is to make sure these things are as close as possible to each other It's really not more complicated That applies to everything we do. You can go to one website and they expect to be able to use the skills that they Learned one place and apply them someplace else. How many of you had been to the Prague airport before a couple of days ago? Not not so many of you. So this is was your first time at the Prague airport. Wow cool Did you have trouble finding your baggage? No It's because airports are incredibly standardized as opposed to train stations across Europe I'll tell you what let's just stay save the problem The point is that there are wayfinding conventions that are being used at airports and although Prague may have certain Problems all airports have certain problems. My point though is that baggage is called baggage claim Everywhere in the world. You can't even agree on what tracks are called and Across Europe at train stations. Now if some consultant comes in and says We're going to be very innovative and I go up and I hand somebody my passport and The woman behind the counter says yes, and and you'll find your plane at at port cue So what port cue is it? Well, we had an innovation consultant and and you know you may know it as a gate But we call it ports and cue is the 17th letter of the Latin alphabet. So you may know it as gate 17 But we call it port cue have a nice flight This would drive us crazy. This is what happens in a lot of typo 3 couldn't even label metadata correctly I mean there are three categories of HTML metadata. There's a meta title keywords description They invented their own terms People who actually knew how to code couldn't go into typo 3 and figure out how to use it. This is crazy These have been around for 20 years. Tony Bern has been doing this all his life The reports are very expensive. They cost several thousand dollars, but all of these things are benchmarked If you if you Google Tony Tony Bern b y r and e you'll find a lot of information But he has a site called CMS something or other I can't remember the the title of it, but there is there's a lot of benchmarking material out there Listen friends you didn't get your coffee. Let's at least make sure you get your lunch Thank you so much for listening and thank you for coming