A wise man once said:

There are known knowns; there are things we know we know. We also know there are known unknowns; that is to say we know there are some things we do not know. But there are also unknown unknowns—the ones we don’t know we don’t know.

Here at Doejo, we believe that design can be a force for good in the world, but it requires acknowledging that the best design comes from the bottom up—that is by helping to fulfill the goals of the people for whom we make things. And that starts with not just knowledge of the problem, but the knowledge of how problems become known.

When branding agency Lindsay, Stone & Briggs approached Doejo to perform a UX review (or “heuristic evaluation“) of the store locator feature on the websites of Ariens snowblowers and Gravely lawn mowers, we made recommendations based on usability and aesthetics.

Gravey store locator screenshot

Some of the shortcomings included:

  • Map does not display error message for a location with no results
  • Depending on the location of a marker, the marker’s info window might pop up “under” the search input, obscuring the information
  • Map zooms in and out on mousewheel/trackpad swipe when intent is to often scroll down the page
  • The back button does not go to the previous page after performing a search
  • Search facets (also known as “filters”) use radio buttons, which exclude the combination of more customized searches

And some of the more interesting concepts:

  • Bearing in mind that the number of dealers is not overwhelming, consider showing a national or worldview of all locations
  • Consider a two-column view of location-map that websites like Foursquare, Pinterest, and Yelp have adopted, that also allow location and map to be seen at the same time; also consider hovering over map markers to highlight the corresponding dealer in the results
  • Consider an “SMS me” or ”Email me” a favored dealer’s location details

Firmitas, Utilitas, Venustas

Our recommendations were based on what “works well and looks good”—a modification of the principles of firmitas, utilitas, and venustas by Roman architect Vitruvius.

But there’s a creeping sense that something might not be right. Isolated, a store locator feature makes perfect sense. But how do we know that people use the store locator in the way that it was intended? How does it fit into the larger website? How do people buy power equipment? What are they ultimately trying to do—and how can one make claims of what ought to be based on what is?

Without breaking down into an epistemological crisis, Doejo conducted two brief phone interviews with the business owners of two Ariens dealerships. We mentioned the store locator, but mostly let conversation flow open ended around their experiences with customers. What we found surprised us:

  • Customers want a “general snowblower”
  • Customers ask “what’s the cheapest one you got?”
  • Customers don’t recognize the relevancy of snow frequency, lot size, or lot surface material
  • Customers can’t make the correct purchase because they lack the self awareness required to adequately self assess

Although they fell outside of the UX review’s agreed scope, we had ideas about designing a “which snowblower is right for you?” quiz, perhaps ending with the store locator, or even a basic design with buttons labeled by audience category—instead of a grid of products that burdens customers with trying to figure it out by themselves. Given more time, Doejo would have spoken to and watched customers to understand how people buy equipment, and designed an experience around their goal-directed perspectives.

Jakob Nielsen can’t tell you when or where “visibility of system status” is appropriate for your software design, and Don Norman can’t tell you what your affordance should look like or how it should work.

Doejo made the recommendations for the websites’ store locators—but by making two phone calls in 30 minutes, Doejo also made recommendations that could potentially earn Ariens hundreds of thousands of dollars in revenue and make people more satisfied and confident in making the right purchase.

If making design decisions centered around the goals of your users sounds like something interesting to you, get in touch with Doejo about your next project.

Usability comes before beauty, but utility comes before usability.

Let’s see changing the font do that.

Rich Cornish

matt day

Matthew Lissner, long serving Money Man at Doejo, is stepping down tomorrow. His role as Accountant, though critical, has been dwarfed by his contributions as Master DJ, bisque connoisseur, HR aficionado, Elite Yelper, giraffe puppeteer and honorary head of Doejo’s music department.

He has touched all our hearts with his read-out-loud-tweets and made us laugh at things we would never want to admit that we found funny. Not to mention all that he did to keep our finances in order.

In honor of Matt, Doejo has distributed t-shirts with his likeness that employees will be required to wear every February 27th, which will be known as Matthew Lissner Day henceforth.

Matt, we love you and wish you the best :).

Zhenia Koval

Learning Django at Doejo

Let’s face it. Code is scary.

Which is why Doejo hosted the first gathering of the Friendly Django Meetup group last week, a place where beginning developers could learn about the Django web framework in a friendly environment. Django powers websites like Instagram and Pinterest.

Over 25 people came to work through Django 101, a hands-on workshop to install the software to get a working Django website. We drank tea, wrote code, and made friends.

2015-02-09 18.59.25

If you’re interested in learning how to code—and for free!—then join the meetup group to hear about all of the future workshops. The group will also have more practical resources on its official website.

Rich Cornish

Screen Shot 2015-02-09 at 10.43.41 AM

2014 was a great year for Doejo empire so we decided to celebrate!!!




Zhenia Koval

Before mp3s, burnable cds, napster and kazaa there was the CD. We asked everyone to answer “what was your first CD?”. Here’s what we got, if only I still had my Aiwa boombox around. Can you name them all by album cover alone? This may get embarrassing…

update – spotify playlist at end of post

Al Candelario

Bryan Paranto

Chris Geitz

Dan Sosedof

Darren Marshall

Garrett Galayda

Jay Hoppie

Jeff Merrick

Jon Wheeler

Kenny T


Matt Lissner

Noah Rothschild

Phil Tadros

Rich Cornish

Richelle Rolli

Rinat Khaziev

Tif Harrison


Garrett Galayda

Creative Director