Cap Watkins

VP of Design at BuzzFeed.

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More Solutions, More Problems

Recently I stumbled across an old presentation that I and the other two design managers, Kim and Jay, put together in my first few months at Etsy. The topic revolved around the current challenges the design team faced, as well as new ways of looking at ourselves and our roles. I remember so distinctly giving that presentation to the whole team and feeling a sense of pure focus: here are the challenges we face, and here are some things we can do right now to make our lives and products better.

Looking back now, it’s kind of amazing how far we’ve come since that first meeting. The product design team has grown and evolved a metric ton in the last two years. Those challenges we identified in 2012 are, largely, in our rearview mirror. We did it. We achieved.

It turns out, though, that overcoming those first challenges only revealed (and at times created) new ones. Like peeling an onion...

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The iPhone 6 - A Practical Review

Leading up to purchasing and receiving the iPhone 6, I read a lot of the pre-release reviews from the usual suspects. And while they were certainly interesting and helpful (stress testing the hardware, battery, etc.), I find that there are a lot of small, practical things that aren’t covered (or maybe I miss them) that wind up appearing in my everyday usage. So! Here’s a practical guide to the new parts of the iPhone 6.



 It’s Really Beautiful

Seriously, Jony Ive must have discovered, drank from and escaped the Temple of the Crescent Moon or something, because everything that comes out of Apple’s hardware department (besides those weird-ass new Airport Extreme Base Stations) is unbelievable. I don’t understand how they make those silky curves, or how a phone that big can be that light. There’s literally no one else I can think of playing in the same league. The curved sides...

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Sticking a Fork in Passion

When I was young, I wanted to be a doctor.

Unsurprisingly, my parents were in full support of this idea, buying me a kids’ microscope set, lots of books on the human body and, of course, this fantastic CD-ROM set:


I got into a bit of trouble in elementary school, actually, when I brought BodyWorks printouts of the entire human body (both male and female) to class so I could show off my newfound scientific knowledge to my friends. In my defense, it was visuals of the internals, but I guess that was close enough. Until I was sixteen, I really thought I’d wind up as a physician.

Then, at the beginning of my junior year of high school, I got a failing grade on a paper for my English class. Dr. Granger Babcock was having none of this five-paragraph-essay bullshit and, quite appropriately, let me know that my first essay wasn’t going to pass. He explained in detail the power of the...

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The Boring Designer

Whenever I’m looking at a product designer’s work, I find myself continuously asking the same question: which solution is the boring one? Maybe it’s born out of seeing apps choose flash over function, or trying to understand just one too many indecipherable icons-as-buttons. Whatever the case, here’s an ode to the boring designers among us. The designers who…

Choose obvious over clever every time.

If you haven’t read Randy Hunt’s book on Product Design, you haven’t lived. I’m stealing this first one right out of there. When given the choice between hiding things on hover or displaying them right away, the boring designer always chooses the latter. Sure, it might be harder to achieve that perfect visual balance your graphic design teachers drilled into you, but you love a good challenge, right? You value your users’ experience over your own. Maybe you wince a little at the “compromises”...

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Experimentation vs. User Experience

Lately, I’ve noticed that I’m following people on Twitter that I can’t recall actually following. Then last evening, I finally noticed that I’d inadvertently tapped that little person-with-a-plus icon in the bottom right with my thumb while scrolling through posts:


Twitter only adds this button to Retweets and Favorites of stranger’s tweets in your feed to make following new folks more convenient. Checking back through my following list, it seems like I’ve done that quite a few times by accident (and I’m not alone). What’s more, it’s a very subtle action. You get only the tiniest indicator that you actually did something (and no animation):


Not hard to miss if you’re purposefully tapping, perhaps. But incredibly easy to miss if you accidentally tap the icon with your thumb. Additionally, undoing that action is a double-confirm. So even if you notice you accidentally followed a...

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The Fight

I was giving a talk the other night and, during the question and answer session, a designer described a difficult situation he was facing at his company. After he finished, one of the other speakers told him it was probably time to quit, to vote with his feet. His answer was probably right, of course. I’ve definitely been there a couple of times in my career - exhausted and finding no purchase with my company. That’s how so many tenures at companies end. Frustrated, tired.

At the end of the day, though, it’s not simply being tired or frustrated that leads us to move on. Because, spoiler alert, every job at times will be frustrating and leave you exhausted. The kicker is being frustrated and tired and not believing in your team, the product you’re building or the company itself. It’s a feeling that you can’t change things for the better, or that it’s just not worth the effort. I’ve so...

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Should Engineers Design?

Why should I learn to code if engineers don’t have to learn to design?

The last few times I’ve spoken about how Etsy’s product designers are expected to help write the front-end for their features, I’ve gotten that question during each Q&A. And after receiving similar responses on Twitter when I wrote about why designers should code, I’m convinced that the topic seems worth addressing. So, a few thoughts…

That’s a pretty bummer response.

I can’t remember which logical fallacy is being violated by the question, but using a perceived injustice to prevent yourself from acquiring new skills and responsibilities seems like a losing attitude. What other learning experiences are you denying yourself just because you see other people not learning things?

Engineers do design.

In fact, the only way the above question even makes sense to me is if you either a) think design is all about Sketch...

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“Good Enough”

This afternoon, I met up with a designer who was in town for a few days. We were catching up and talking shop over drinks, when she brought up an issue near and dear to every designer’s heart (paraphrased).

We ship things sometimes and it’s not how I pictured it. It’s not as great as it could be. We do these two week sprints and people keep saying that it’s good enough, so we ship at the end. But I know it’s not as great as it can be. And we keep saying we’ll go back to fix it, but I know we probably won’t. I look at other products and how well-designed they are and I just don’t see how to reach that level.

We all know that feeling. You’ve got a vision or even a fully-realized design and the end-result that gets shipped seems lacking. There was a corner case that wasn’t totally accounted for and kind of looks weird. A feature that turned out to be more difficult to implement than you...

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My Design Process - Part 3

  • Part 1
  • Part 2


You’ve discussed, debated, designed, prototyped and user-tested. Time to build! Yeah, you too. I’ve already written about the real reason designers should code, but here’s another: you’re about to wish you could. As your engineering pals start putting this product together, they’re going to uncover an untold number of corner cases you never accounted for in your design. They’re going to come to you and ask, “Hey, what happens when you have a digital order that’s customized, but also purchased from a Wedding Registry?” You’re going to stare blankly for a second, half your brain processing the request, the other half waiting to see if they’re kidding.

They’re not. Your layout is broken. And while you could sit there and verbally explain every little tweak and fix, life is much simpler and, frankly, happier if you just jump into the code yourself. Some of my...

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My Design Process, Part 2

Missed part 1? Read it here.


Time to grab your design tool(s) of choice and get designing. This could mean pencil and paper, Photoshop, Illustrator, Sketch, Balsamiq, html/css, or anything else you prefer. The goal is to get to something clickable as quickly as possible. The great thing about having done all the up front work, is you probably have pretty good ideas for what might be solid directions by the time you get to this step. Try them all as quickly and cheaply as possible. Remember the pros and cons you were listing during the competitive analysis process? Do the same here. Admit where your design is weak and see how that balances with its strengths.

Solicit feedback regularly and consistently. Get eyes on what you’re doing, start tossing what’s clearly a dead-end and iterating on what feels right. Collaboration is definitely your friend at this point. If you’re down a...

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