Emails From A CEO Who Just Has A Few Changes To The Website

Date: May 14th, 2016 at 2:44:05 AM PST From: Ed Pratt <[email protected]> To: [email protected] Subject: Website Changes

Hey guys,

Just looking at the website. I know I said I loved it yesterday, but looking at it now, I hate it. It feels too cluttered. Too many words.

@Design team — pls mock up what it would look like with fewer words.

-E

Date: May 14th, 2016 at 2:45:08 AM PST From: Ed Pratt <[email protected]> To: [email protected] Subject: RE: Website Changes

And fewer images.

-E

Date: May 14th, 2016 at 2:48:13 AM PST From: Ed Pratt<[email protected]> To: [email protected] Subject: RE: RE: Website Changes

Hey guys,

The navigation is confusing. We should make it all one page like everybody else.

@Design team — make it all one page like everybody else.

-E

Date: May 14th, 2016 at 2:50:19 AM PST From: Ed Pratt <[email protected]> To: [email protected] Subject: RE: RE: RE: Website Changes

And add infinite scrolling. I never want to reach the end of the page. Ever.

Date: May 14th, 2016 at 2:51:02 AM PST From: Ed Pratt <[email protected]> To: [email protected] Subject: RE: RE: RE: RE: Website Changes

Actually don’t.

-E

Date: May 14th, 2016 at 2:51:02 AM PST From: Ed Pratt <[email protected]> To: [email protected] Subject: RE: RE: RE: RE: RE: Website Changes

What if the homepage was just a picture of a white wall? Think about it. People will be like “Where am I? What’s happening?” and isn’t that the whole point of having a site?

@Design team — white wall it.

-E

Date: May 14th, 2016 at 2:54:32 AM PST From: Ed Pratt <[email protected]> To: [email protected] Subject: RE: RE: RE: RE: RE: RE: Website Changes

This “About Us” section is a fucking mess.

@Design team — white wall it.

Date: May 14th, 2016 at 2:57:21 AM PST From: Ed Pratt <[email protected]> To: [email protected] Subject: RE: RE: RE: RE: RE: RE: RE: Website Changes

You know what? Scrap the words altogether. Words are cliché. You know who hated words? Hemingway.

-E

Date: May 14th, 2016 at 3:17:01 AM PST From: Ed Pratt<[email protected]> To: [email protected] Subject: RE: RE: RE: RE: RE: RE: RE: RE: Website Changes

Hey,

So I’ve been looking over the site a little more and here are a few more changes:

-More words. -More images. -Separate pages for each section. -Add an “About Us” page.

@Design team — pls mock that up and get it over to me by EOM (end of morning).

Thx -E

Date: May 14th, 2016 at 3:20:12 AM PST From: Ed Pratt <[email protected]> To: [email protected] Subject: RE: RE: RE: RE: RE: RE: RE: RE: RE: Website Changes

Hey guys,

Just took another look at the website. Looks great.

Thanks, -E