In early 2009 our in-house design team began a massive project: rebranding.

At the time we served about 30 different internal clients (sub-ministries, events, and product development). Each one had their own icon, typeface, and branding style. Our aim was to clean out those unique brands and consolidate everyone into a single, strong brand which could ebb and flow within several contexts and be attractive to a myriad of demographics.

Our in-house team did all the research, use-case studies, mock-ups, and presentations. We worked on the side as we were able, and it took us nearly a year to land the new typefaces and branding guidelines. Moreover, as anyone who has worked for an in-house design team knows, projects of this magnitude are not just about research and implementation. My team and I worked hard to educate our peer departments, internal customers, and the senior leadership all along the way. This naturally made the process longer, but it was enjoyable as well. I work with some of the most wonderful people on the planet, and it was an honor to serve them and the ministry in this project.

Once the new branding was landed it took several more months to implement it into our website, printed material, videos, signage, and more. There are still bits which need to be shored up, but this first step was a big one, and I could not be more proud of my team nor our progress so far.

In this interview Neven and I discuss graphic design, life at Panic, and other miscellany.

The Interview

• Shawn Blanc: Until you joined Panic in 2008 you mostly did freelance work building web apps, correct?

• Neven Mrgan: I did freelance design and development work — mostly on the web — for a few years, and I had more or less interesting day jobs that time as well. I worked as an engineer on very straight-laced business web apps until 2007. This wasn’t terribly fun, and to be honest, I wasn’t too good at it either. Early in 2007 I decided to start sticking to graphic design and UI design, since I was never going to be a kung-fu-grade developer.

• Shawn: Your job with Panic seems like a perfect match in the sense that you fit right in as another clever, funny, nerd. But on the flip side, now you work in a team setting with a company that builds desktop software as opposed working solo on web projects. What led you to take the job with Panic?

• Neven: Regarding desktop software, it was somewhat new to me indeed. Sorry to bring up iPhone this early in the conversation, but it was a big catalyst for me in several ways; it was the first time I was doing non-web UI design. That was the roundabout route I took to designing desktop software.

  As for Panic, the fit was just ridiculously good. They build excellent software, and they do so in a genuinely friendly, likable way. That combination is very uncommon. I was a recently married and ready-to-settle-down old fogie of near 30, and was big on leading a comfortable, quality lifestyle, and working on solid, long-term projects. Panic has those same goals.

  Working on a team was a change after a year of clicking around in our home office. It’s hard to complain about the freedom of that arrangement, but I’ll do my best: a chair in your own house can be a pretty inert environment. It’s a bit of a bummer on a purely social level, and it can make your creative muscle slack as well. That’s been my experience, anyway. I’m happy to be surrounded by really smart folk as I click around now.

• Shawn: Do you ever miss working from home?

• Neven: I have that option currently and I don’t believe I’ve taken advantage of it more than three times (and even then, only because I had to be home for some reason). I can’t emphasize enough how much I like the vibe at my office. It reminds me of how I’d go to my high school’s super-awesome computer lab on the weekend, in the evening, and whenever else I could. I love what I do, projects and people and desk and all — it’s my job and my hobby.

• Shawn: You’ve got a lot of projects running — your couple cool weblogs, The Incident, your full-time job at Panic, and more. What does a day in your life look like?

• Neven: I half-wake up around 7:30 and remain in a hazy, floating, brain-puree state for about half an hour. This is when I get all of my stupidest ideas (like you know how some restaurants menus have a little V next to vegetarian items and maybe a clipart chili for “spicy”; what if they put an F next to “foodie” items? “Can the salad be made foodie?” -“Certainly; we can make it with Pouligny-Saint-Pierre and shave a black truffle onto it.”). Stupid ideas are excellent springboards, boosters for your thought and your daily mood.

  I then check my email and RSS in bed; if it takes longer than five minutes, I save it for after I’m dressed. To do that I pick a Panic t-shirt from the stack I was given when I started (“your employee uniform”) and put my socks on in front of the computer. I briefly chat with whoever is online – usually only Matt Comi, my partner on The Incident. I take the bus to work; twenty minutes of book-reading on the ride, ten minutes of iPod while I walk.

  I work ten to six. The morning is usually time for catch-up, unfinished business from the previous day, or quick production of ideas pickled overnight. Lunch is important because it brings the office together. It’s our most regular team meeting. The afternoon means serious work — Photoshop and Coda — and a snack break around four. I drink Coke Zero and endorse Nuvrei pastries.

  Most days, I try to cook at least one meal; if there’s time to make dinner after work, I’ll give it a shot. If not, Portland has an embarrassment of excellent restaurants. Either way, I eat early and spend the evening working on whatever side projects I have going on. I go to sleep disgustingly late —midnight or 1 am.

  This isn’t a schedule I make it a point to stick to. It’s just how things typically play out.

• Shawn: What are your favorite pieces of software?

• Neven: Photoshop, Coda, and Birdhouse.

  I know, I know — give me a chance to explain.

  I complain about Photoshop. Lord, do I. But it’s not only the essential tool for what I do, it’s a great tool also. I’ve done my best to give the competition a shot, and the truth is just that they don’t allow me to make the things I want to make (yet). Photoshop is internally and externally inconsistent, it’s bloated, it’s slow, and it crashes. But I use it more than I use my pants, and for that I love it.

  Coda is an app I work on, so feel free to consider this a shameless advertisement. You’ll have to take my word for it: I used it before I started at Panic, and if I found a better app for web development, I’d promptly switch to it. Life is too short and the web too demanding to be a slave to cheap loyalty. It’s a great app.

  Birdhouse is the only not-preinstalled app on my iPhone about which I have zero complaints. I use it regularly, and I don’t remember it crashing, slowing down, or confusing me once. You could argue that it does a tiny thing, but it does it well.

  Sometimes I think that if this whole computer thing turns sour — if Apple becomes monstrously evil, if the Internet collapses, if I get old and stop grokking new technologies — I’ll switch to farming or cooking or poster design and be just as happy. Maybe that’s true. Some not-so-small part of me would, however, miss the wizardry I discovered some time in 1985 or so as I typed BASIC into my C-64: I can make a screen do things, and do things that do other things, and do different things depending on the things I do back to it. It’s a wonderful game.

• Shawn: Other than for your lack of development skills, why did you begin doing work as a designer and developer?

• Neven: Two beliefs: 1) Things should look good, and 2) Computers are cool. For the rest of my life I’ll be coming up with complicated explanations which boil down to those motivating principles.

  So, I’ve really always wanted to be doing this or something like this. This or drawing comics, which I quickly learned was kind of not so hot.

• Shawn: Was it a lack of drawing skills that led you to computer-based design? (And do you have any old comic book drawings you’re willing to share?)

• Neven: I’m very happy with my drawing skills!

  I decided to stick with computers because they could do things the real world couldn’t. I’m all in favor of creative restrictions — yay Twitter — but pen and ink’s lack of an Undo function doesn’t challenge me to do better work. It just makes me frustrated.

  Now here’s a really out-of-context panel done some time in… 1998 or so, maybe?

  

• Shawn: If I ever want a future in art and design it will have to be with a computer. I can never get pen and ink to translate into what I want.

  You’re not alone in with the belief that things should look good and computers are cool. But everyone has their own definition of what looks good and what the best tools for the job are. How do you define when a design looks good? Has that definition changed since seriously began sticking to graphic design and UI design?

• Neven: One thing I’m learning quickly is to evaluate designs and design ideas in terms of interaction: how they behave under what circumstances, how they work with other elements. That’s sort of new to me, though designing for the web has always been about flexible, unpredictable layouts and such.

  A thing looks good to me when I fall in love with it; that’s test #1. Test #2 is, ok, that’s sweet – what is it? Does it say something, mean something, is it an “it” or an “It”? Test #3 is the more ponderous goatee-rubbing over how the design scales and translates, whether it’s too trendy or too dated, etc.

  Sometimes I learn to eventually accept designs as excellent solutions even if they didn’t hit me right away. And sometimes designs I greet with a WOW bore me very quickly. But it’s very rare that I will love and cherish a design if it has to be “explained”.

  It’s not important that I love everything I design. But hopefully it happens pretty often.

• Shawn: How would you recommend someone with no facial hair go about completing test #3 as a part of their own design critiques?

• Neven: There are a number of question you can ask about a design once it’s grabbed you.

  • Will it scale, not just physically, but across cultures, age groups, platforms, ideas? Will your icon idea make sense to a busy person working in a dark room?
  • Can any part of your design be abstracted and used elsewhere? Would anyone want to steal it? (You better wish they would!)
  • If you’re breaking an established pattern or convention, are you doing so with good reason? With what are you replacing what you’re destroying?
  • What if the things you, yourself, like to use were designed in this way? Remember Kant’s categorical imperative, “Act only on that maxim which you at the same time wish to be a universal law.”

  You will add more questions to your list over time; you will also drop some as times change and as you develop your own priorities (the point is not to be able to answer “yes” to every question on the list).

  Now here’s the important thing: DO NOT write down the list. Don’t put checkboxes next to questions and save it all as a file. Don’t print it out. Don’t ask people you work with to start using it. This way lies madness; or at least boredom, burn-out, and blandness.

  My feeling is that many creative endeavors are like this; you should learn specific techniques and aesthetic guidelines, but ultimately you will want to simply do a lot of work and let the aesthetic judgment become a second nature. A good musician can, for the most part, “let their fingers play” instead of focusing on translating each sound-idea into a specific finger movement. A good baker will measure things, but they will only make consistently awesome bread when the dough “feels” right under their fingers. There’s no magic, destiny, or talent at work here, just a gradual process of practicing until the back of your head can do most of the work, not the front.

  So, long answer short, learn as much as you can about the principles of design, about its history, and about other people’s work. But try to let it all soak into your brain through constant creative and functional use, not through cramming or some sort of workflow standardization.

• Shawn: How much, then, do you suppose good design sense boils down to talent versus practice?

  Can tools and rules, in and of themselves, produce a quality designed product?

• Neven: I just realized I’ve been harping on the 90%-perspiration thing without going into why the remaining 10% — “the squishy bit” — is important. It’s frustrating to even think about it because it leads me to a mildly fatalistic state where I just throw my hands up and decide that if good design is a matter of talent and destiny, then it isn’t worth doing since most people won’t even know it when they see it. Which is true, in many ways. Why does a designer spend any time deciding between Helvetica and Univers? Most people won’t know or care either way. Or maybe they will, on some unreachable level — maybe Helvetica will appear more generic (at least today it will), Univers more technical; the former, more “design-y”, the latter, more “informative”.

  A designer will obviously have far more opinions of this sort about the minutiae of design. Now, partially these will be a product of the designer’s education and work experience. Maybe they once read Univers was a good choice for signage, or a teacher told them it was a modern classic. Maybe they’re sick of Helvetica.

  But given enough time, these opinions will become more than restatements of other people’s attitudes. Different aesthetic prejudices — sometimes clashing ones — will come together in one head to create a unique taste and signature.

  A great trick I learned from the science writer Matt Ridley: in debates over nature vs. nurture, remember that one is a function of the other, so it doesn’t make sense to say talent “contributes 30%” or some such thing. They’re linked in a much more complicated way.

  To answer the second question a little more directly: no [tools and rules, in and of themselves, cannot produce a quality designed product].

• Shawn: You’re right that most people won’t know good design when they see it. But in the context of UI design, that’s the point.

  Jeffrey Zeldman wrote a great definition of Web design in an article, “Understanding Web Design“. He said:

  “Great web designs are like great typefaces: some, like Rosewood, impose a personality on whatever content is applied to them. Others, like Helvetica, fade into the background (or try to), magically supporting whatever tone the content provides.”

  Like you said, Neven, the vast majority of people won’t even notice your design. But the very act of them not noticing is (usually) the proof of a good design. On the flip side, of course, are times when the people should notice the design. It’s the Form Versus Function debate that UI designers are faced with every day. The mark of a great designer is one who knows when to chose which side of the issue and how find the balance between both sides.

  The reputation for Panic when they come to a form-versus-function hurdle is to find a simply stellar solution (like Cabel’s 3-Pixel Conundrum). Has Panic developed any official guidelines for working on UI design? Have they ever conflicted with your personal preference?

• Neven: I work under surprisingly few constraints as far as what must or mustn’t be done. We’re pretty aggressive about staying ahead of the curve, so we insist on certain not-yet-widespread widespread technologies (resolution-independent graphics, for one). We love a good visual metaphor — Coda’s taped pages in the Sites view — but it has to make sense, and it can’t be realistic at the expense of usability, or to the point of sickening cuteness.

  If we’re adding a feature, we almost never go “ah, there’s already a standard control for that, we’re set.” We might just end up using the existing design, but not before we poke it within an inch of its life. Why does this menu look like this? What if we had never seen it before — how would we build it?

  As Cabel has mentioned, we’re big on weenies: elements that make a design stand out immediately. There’s nothing wrong with a simple metal window, but there’s nothing great about it either, and more things should be great!

  This is the designer’s nastiest temptation — over-designed, needlessly custom chrome which neither fits nor improves the platform. This is the land of Windows Media Player skins. Often we try to “fit the OS better than it fits itself”, if that makes sense; if we think an Apple widget betrays the hand of an intern, we’ll draw our own, better one. This is the thing people notice the least, but it’s a great personal victory.

  To get back to rules and guidelines, nothing is off the table, really. I realize that when I say that I’m excluding things obviously off the table: round windows, animated toolbars, blue chrome, scripty type. Part of this intangible, complex, wavelength-syncing soup we as a team live in is the baseline of quality and aesthetic we all appear to share: let’s not do Thing X, ever.

  As for my personal preferences, I’m probably more conservative than the team as a whole. I’m seeing that (slight) difference as a learning opportunity, so I’m happy to report there have been no freak-out arguments over shades of green. You’ll just have to take my word for it, our tastes are creepily aligned — if we weren’t such motormouths, we’d get along fine with an occasional nod or frown.

• Shawn: Has the process of completing a design project changed for since joining Panic? Is there a boss or an Art Director who signs off on your work?

• Neven: “Sign-off” is, like most things with us, a matter of conversation and feeling out people’s reactions more than a structured process. I’m the sort of person who has to get total agreement from others before I’m fully happy, so I usually gauge everyone’s feedback as I work, and this hopefully results in a universally accepted design by the time I’m done.

• Shawn: I have done freelance work from my home as well as being a designer working with a team in an office environment. When I freelanced I had a handful of creative friends whom I could send drafts of my work to and ask for their feedback. Ultimately if my client liked it and I liked it, then it was a done deal.

  In the team dynamic, I enjoy having the ability to tap a friendly co-worker or two on the shoulder to get instant feedback and dialog about the project I’m working on. But there can, at times, be a downside to that setting insofar that more people need to sign off on the finished piece — it’s not just me and the client anymore.

  I prefer the team setting significantly more because it helps me stay more productive, more creative, and more dynamic in approaching problems. But (and maybe it’s just me. But) it can be frustrating when there is not universal head-nodding approval for every project I’m working on or leading.

• Neven: I find that a team of our size — about a dozen — is a really good middle ground between the isolation of working alone and the tar-pit indecisiveness and slowness of focus groups, market research, surveys, and gigantic corporate meeting fests. I am constantly getting new ideas from the team (while bouncing them off everyone). At the same time, I don’t have to sit and wait for a design to make the rounds and get approved by a chain of people.

  Other than company size, a few other things about Panic help make this possible. We’re close in age, interests, and general attitude about life and work. Everyone is great at their job, and this makes it very different from working for clients. The client’s preference and criticism may or may not come from actual knowledge of the product, the audience, and the technology we’re talking about.

  Here at Panic, I know I’m getting feedback from a tech-savvy person smarter than me who is also a regular user of the product. If they have a complaint — and I should also mention they’re good at knowing what matters how much when it comes to design — it means there’s likely a real problem I should solve. Maybe there’s something I forgot; maybe the design should be a little more polished. Or maybe my idea was crap to begin with. I am far less likely to defend the design by simply saying “I think it’s good”. Keep in mind that this often happens when working for outside clients, and it’s not good for the designer. Not letting yourself get challenged will keep you from exploring new ideas. The trick is to be challenged by knowledgeable people you like and respect.

  I don’t know of any online resource for those, though, so… Your parents/karate instructors were right: there are no shortcuts, it’s going to take time!

The End…

Thank you, Neven.

For more interviews with extraordinary designers, developers, writers, and web nerds, visit here.

My name is Phil Coffman and I am an Art Director at Springbox, an interactive marketing agency in Austin, TX. In addition to my day job I write about whatever inspires me at my personal site philcoffman.com and take the occasional photo. I’m also currently developing a new site called Method & Craft that will focus on the creative mind and beauty found within each pixel. You can follow @methodandcraft for the latest on its progress and plans for launch. I’m married to my beautiful wife Cynthia and have a 2yr old son, Ethan.

What is your current setup?

At work I use a Mac Pro with 5GB of RAM and dual-monitor setup comprised of a 23″ Cinema Display and 20″ Dell something. The Cinema Display is my main screen where I run Photoshop, Illustrator, and Safari. The Dell is dedicated to email, Adium, Tweetie, and Bowtie, my iTunes controller. A few months back I started using a Wacom Intuos 4 Medium tablet and have never looked back. I forced myself to use it for a week solid and now use the pen for everything from Photoshop to browsing the web.

Listening to music while I work is vital to my productivity. I have a pair of Sony MDR-V300s that, despite their long cord which gets tangled around my chair, provide adequate audio clarity and help block outside noise when I need to focus.

At home I use a 15″ MacBook Pro (pre-unibody model) with 2GB of RAM, which is not nearly enough. Sometimes I bring my Intuos home if I need it’s flexibility on a project, but otherwise I use an old Dell optical mouse.

At the office we work off servers that are backed up daily. At home I use Time Machine to back-up to an external FW hard drive. That entire setup is then mirrored online using Crashplan.

Why this rig?

I use a Mac Pro at work because I’m often dealing with heavy Photoshop files and need the horsepower. The 5GB of RAM helps keep everything running quickly. The dual-monitor setup is a must for me as I prefer to work fullscreen in Photoshop and want as much screen real-estate as possible. While I use the 2nd monitor mostly for secondary applications like IM, email, etc., I often use it to display documents related to what I’m working on such as a copy deck or IA.

The Intuos has dramatically changed how I interact with Photoshop. My design style lays heavy on the fine details, and the fluidity that a pen provides over a mouse is simply unmatched. Being able to add the element of “pressure” has come in handy more times than I can count. On the very rare occasion I’ll use the Wacom mouse to get uniformity with the Photoshop brush tool, but most of the time it just sits there collecting dust.

I’m very picky when it comes to which wallpaper I use on my machines. At home I sometimes don’t have as much of a say , but at work I use a dark wood panelling photo. Having a dark, B&W image alleviates distractions and makes it easy to find things on my desktop, although I try to keep things orderly as much as possible.

What software do you use and for what do you use it?

• Adobe Photoshop: all of my comps and design work including wireframes
• Adobe Illustrator: logo work or the occasional vector asset
• Safari: web browsing
• Tweetie: to stay in the loop
• Adium: to connect with my coworkers and friends with various IM accounts
• iTunes: music
• Bowtie: to control iTunes via the keyboard
• Entourage: email
• Quicksilver: custom keyboard triggers for screen captures and quick launch of apps
• Cyberduck: FTP (although I have Transmit at home and will probably transition at work as well)
• Dropbox: for file sharing between home and work

Do you have any other gadgets?

I use my 16GB iPhone 4 all day. I commute to work via lightrail and use that time to listen to podcasts, read, check my RSS feeds & twitter, and play games like Angry Birds and Words With Friends. The evolution of the iPhone 4 from the 3GS is amazing. I love the retina display, and the 5MP camera is just remarkable. When not taking photos with my iPhone I use a Nikon D80 paired with a 50mm 1.8 and 28mm 2.8.

How would your ideal setup look and function?

I’m happy with my work setup, so my ideal setup pertains to home. I don’t take my MacBook Pro anywhere to get work done, so ideally I’d upgrade to an i5 27″ iMac so I could take advantage of the larger screen, horsepower, RAM, and storage. I’d also pick up an Intuos to go with the iMac since I’ve grown so accustomed to using a pen over a mouse.

More Sweet Setups

Phil’s setup is just one in a series of sweet Mac Setups.

I think it’s safe to say the web is not the domain of just the geeks anymore — we all live here. And those of us who work here should have sophisticated, native tools to do our jobs.

It’s a fantastic article by Jason with an overview of the tools used for Web design, along with his pitch for what the “InDesign for HTML and CSS” program could look and act like. In short, Web designers are in need of a fluid and interactive canvas to design on, not a static one.

Besides all of the new typography, navigation, color and multimedia, the real story is the fundamental rethink of what a story page should be. For too long, the formula of online news has been a spine of text that media elements hang off of like a sad Charlie Brown Christmas tree, competing with ads and widgets for attention. What these new pages do is suggest that a story is more than a jumble of these parts, in fact, it works best when every element ties together cohesively.

This weekend, msnbc.com launched a sweeping redesign of the most important part of their site: the story page. The result is something unlike anything any other major news site is offering and is a bold step in a direction no competitor has gone down (yet): the elimination of pageviews as a primary metric. [...]

We like big risks with big payoffs though and we feel that when you take care of the user and the advertiser at the same time, you’re probably onto something.

The new design really is fantastic. It’s readable, clean, has all related content inline, and seems to be showing the least amount of ads I’ve ever seen on a news site. Also: how clever is that “upscroll” header?

(Via Powazek.)

Half the apps on my iPhone’s Home screen alone involve reading as a predominant, if not exclusive, feature. Mail, Messages, Safari, Tweetie, Instapaper Pro, Simplenote, and Reeder: these are my most-used apps, and each one is used for reading in some way or another. And yet the app which serves no other purpose than to read, seems to be the most frustrating to use for said purpose.

• In Mail I read and reply.
• In Messages I read and text.
• In Safari I read and surf.
• In Tweetie I read and tweet.
• In Instapaper I read and drink coffee.
• In Simplenote I read and write and edit.
• In Reeder (or any other feed reader app, such as Byline, Fever, Google Reader, NetNewsWire, NewsRack, MobileRSS, etc.) I read.

The predicament with feed reading apps is most certainly not in the quantity of the selections; rather, the quality. This is not to say that most of the legitimate feed reading apps on the iPhone have not been developed with care — but as agents of delivery for my favorite authors, and as contrivances meant for enjoying lengthy bits of text, I prefer a simple app that does less and does it better.

In total fairness asking for the “best feed reader app” is like asking for the “best shirt”. Just as John Gruber so aptly laid out last April when writing on the the UI playground of Twitter clients. John said:

[D]ifferent people seek very different things from a Twitter client. TweetDeck, for example, is clearly about showing more at once. Tweetie is about showing less. That I prefer apps like Tweetie and Twitterrific doesn’t mean I think they’re better. There is so much variety because various clients are trying to do very different things. Asking for the “best Twitter client” is like asking for the “best shirt”.

It is my safe assumption that readers of this website also prefer apps which do less, but do it well. And so read on for a high-level look at some of the more popular iPhone feed readers, what I find good and not-so-good about them, and my suggestions for amelioration.

Reedie

As of this writing the iPhone App Store has nearly 4,000 apps in the News category. This is where all the RSS reading apps are listed. If you search for just “RSS” you’ll get over 700 results, or roughly 18% of the 4,000 news apps. Searching for “RSS Reader” nets you 203 results, and if you get even more specific and search for “Google Reader”, you get 50 apps.

But now compare this to the Social Networking category. It has 2,600 apps, and searching for “Twitter client” returns only about 65 results. There are over three times as many RSS reader apps than there are Twitter Clients in the App Store (based on search results).

Of the 4,000 news apps, the most downloaded are the dedicated apps provided by popular news sources such as the New York Times, USA TODAY, the Associated Press, NPR News, Wall Street Journal, and etc. The first RSS feed reading app you listed amongst the most popular News apps is “Free RSS Reader“; with NetNewsWire Free right on its heals. Surely “Free RSS Reader” is the most downloaded RSS reader by virtue of name alone.

In the most popular social networking apps, the first Twitter client listed is the free version of Twitteriffic. Over its life in the App Store it has received 139,000 reviews, mostly positive. Now compare that to Free RSS Reader which has about 17,000 reviews (mostly negative).

And thus we find a conundrum: the amount of RSS readers for the iPhone that of Twitter client apps, and yet the tables are turned when it comes to quality.

According to a small poll I conducted via Twitter, the app people spend the most amount of time reading from while on their iPhone is Instapaper, followed closely by Tweetie and then Mail.

Tweetie and Instapaper are two classy apps. They are easy to read from, easy to get around in, and a ton of fun. But tweeting and reading things later should not be the only place where all the action is. I would love to see a top-notch, Tweetie-level, RSS reader for the iPhone…

Reedie.

Why? Because when Tweetie 2 blew every other Twitter client out of the water it also sunk a few apps that were in a different part of the pool, and it’s time for a comeback.

There are tons of nerds who were using Twitter way before Ashton was and who have been riding the RSS train for years and years. And since nerds are the pickiest of all when it comes to usability and interface design, they are the ones most in need of a great feed reader app for their iPhone.

Secondly, what Twitter has done for Twitter clients, so has Google Reader done for feed reader apps. As Loren Brichter said during his interview with Macworld:

One of the fantastic things about Twitter clients is how easy it is for users to jump from one to another. Just type in a username and password and off you go. It’s possible for anyone to write a Twitter client nowadays and have the opportunity to completely blow everyone else out of the water.

Granted, the initial set up of a new Twitter account is really simple compared to the same for Google Reader. Twitter asks for your name, desired username, and password, and then you’re free to follow friends and strangers at will. A process significantly more straightforward than creating a Google account, activating Reader, and then finding and populating it with RSS and Atom feeds.

But the type of people that would use a feed reader (nerds!) are also the types of people who already have Google accounts (we’ve been beta testing Gmail since 2004), and who are even more likely to have an OPML file sitting around ready to be imported.

Up until today, all of my software reviews have been about programs which I find fantastic. But today I’m trying to get out there that I see a chance for improvement in the iPhone App market. But the only way I know how to pinpoint the opportunity is to highlight those who are trying to meet it, and (in my opinion) not quite hitting the mark. It’s not that I have only negative things to say about the following apps, it’s just not all moonbeams and rainbows. Also note that I hold Brent, Sean, Milo, and the other developers all in the highest regard. They are busting their butts to make great software; thank you, guys. Please keep it up.

Google Reader (Mobile Web App)

The online RSS feed reader that took over the world. It was a big day when they began offering public APIs for developers to sync to and from G-Reader, and it was a smart move for NewsGator to abandon their home-brewed syncing platform to allow NetNewsWire (on desktop and iPhone) and FeedDemon to sync via Google Reader.

The mobile version of Google Reader is not too shabby. More than one well respected nerd uses it instead of any number of native iPhone apps which sync to it. And I actually prefer the mobile version over the full web version. However, the mobile version doesn’t support many of the favorite features found in a native iPhone app such as emailing articles and links, saving to Instapaper, and a few others. But it is a classy, speedy mobile web app. And it’s free. Hello.

Byline

Version 1.0 came out in July 2008. It cost a whopping $10 and sported a much more Mail-like UI. Three months later Milo release Byline 2. Then version 2.5 came out in July 2009, and now 3.0 is due for release soon (and will be free for existing users).

Version 3 will finally support Instapaper and Twitter, as well as a few other cool new features and UI refinements. But for the most part it will still look and feel just like the most current version. If you’re not already sold on Byline, version 3.0 will surely not be Just What You Always Wanted. But for the many, many fans of Byline that already exist this next release is sure to be a home run worth waiting for.

There’s quite a bit to like about Byline. For starters, it’s been around for nearly two years — it was one of the original iPhone feed reading apps and has continued to see forward movement. What makes Byline stand out is its caching of your feeds. If you do a lot of offline reading (or if you live in New York or San Francisco) a huge motivation to use Byline may be its ability to store the text and images of your feeds, as well as linked-to Web pages, right on your iPhone. It will also remember stars and unread/read state, and it all syncs back to Google Reader when you’re next online. (The 3.0 version will even have the ability to cache your feed content while the screen is locked.)

However, my biggest quibble with Byline is the GUI. I know that Milo has to develop graphics that look good on many different generations of iPhones and iPod touches, and that he is proud of the look and feel of his app. But in my opinion the heavy gradients used throughout the app are too much, and give an overall impression of immaturity to the app. If it’s not a delight to look at and read from, it’s less of a delight to use.

Since most people voted that if they were reading, chances are they were in Instapaper or Tweetie, I thought it would be interesting to contrast the heavy gradients used in Byline to the subtle gradients used in Tweetie to to the complete lack of gradients used in the iPhone’s Mail app:

(FYI: Even though Instapaper won the “most read from app” question, since it uses the same no-gradient design as Apple’s own Mail, I chose Mail for the comparison so as to have a native Apple app in the mix.)

NetNewsWire

Though NNW is arguably the best desktop RSS reader on the planet the iPhone version is not quite as mind blowing as its older brother.

NetNewsWire for iPhone is quick, reliable, and just the right balance of feature-richness versus simplicity. One of its most clever feature by far is the option to choose which feeds are downloaded and synced by your iPhone. Especially handy for those crazy folks that like to sit right in front of the RSS fire hydrant. However NNW feels more like a utility program built for accessing feeds, rather than a contrivance for enjoying them.

Mobile RSS Pro for Google RSS

Here is a clever app. Clearly the developers have put a ton of time and thought into this. And though a few of the features are simply re-works from some of Loren’s popular Tweetie 2 user interactions (such as swipe to reveal options below a listed item, and pulling down a list to refresh), they’ve got some additional great things going for them:

• MobileRSS Pro saves state perfectly (better than any of the feed readers listed here).
• It’s fast.
• It’s got a good-looking, ‘dark’ theme (it’s called “Black” but it’s actually blue).
• The way they implemented the unread badge count for each feed as a little tag that hangs over the edge of the feed list columns is very cute.

But despite all this, the app just doesn’t feel right due to a handful of little things which make it feel unbalanced:

• Such as the way my gmail account in shown large type at the top.
• The large vector icons for “All items”, etc…, contrasted against the small favicons for the each feed.
• I only have one folder, and at the bottom of the root screen it says, “52 Feeds, 1 Folders” (oops).
• On the item view list of any given feed it has my gmail account name crammed into the ‘back’ arrow, with the title of the feed somewhat off center, and then a little ‘info circle’ icon pushed to the right-hand side.
• It uses the familiar “share” / “export” icon at two different places in the app, yet for for two completely different things: (1) when viewing an individual article, tapping the icon brings up options to email the article’s link, save it to Instapaper, or etc…; (2) when viewing an entire feed with its list of articles the same icon is there, and tapping it in this context gives you the options to sort by oldest/newest or to mark all as read.

With a little bit more polish and attention to detail, MobileRSS Pro could be a much more classy app.

Fever

Shaun Inman’s Fever is the best dressed web-based feed reader out there. (I wrote about it at length when it first came out last June.) And the mobile-optimized version of Fever is just as great. It is a delight to use, easy to read from, and is always in sync with itself (duh!).

The downside to Fever’s mobile version is the same as any other mobile web app: no state saving, no caching for offline reading, and little to no sharing/saving features.

I stopped using Fever about four or five months ago when I took a break from RSS feeds all together. Through the holiday season I hardly ever checked my feeds. Similar to the olden days I would visit individual sites on occasion by typing the URL in by hand; and I was happy.

So happy in fact I decided to slash my OPML and only subscribe to that small handful of sites which have a history of enriching my day.

I wanted to keep Fever fully loaded so as to make use of the Hot list on occasion, but I didn’t want the bloat of loading all those feeds in a browser every time I wanted to check RSS. So about six weeks ago I came back to NetNewsWire on my desktop and populated it with only 25 time-worthy feeds.

Now, my current RSS setup is Reeder on my iPhone and NetNewsWire on my Mac — all synced via Google Reader.

Reeder

Reeder’s approach to their app design is brilliant. They’ve sought to bring back some of the nostalgia of reading while on a digital device by virtualizing the look and feel of an old, trusted book. And they did this without sacrificing the ‘touchability’ of a well-designed iPhone app.

The custom GUI goes beyond just the torn-paper markers and off-white background. The pop-up menu for sharing an item unique, being more akin to what you may see on Android OS instead of using the standard buttons on iPhone OS. And there are a few custom, intuitive swipe gestures which can be used to mark individual articles as read, unread, or starred.

In his review of Reeder on Download Squad, Nik Fletcher aptly wrote: “Reeder balances the familiar with custom elements, and as a result the interface looks great when browsing (and reading) content.”

So yes, Reeder is more unique than any of the aforementioned feed reading apps while still feeling familiar and friendly. It is by far the best feed reader app available in the App Store right now. Yet some of its cleverness feels too clever, and since Reeder is so close to being beyond great, its shortcomings seem so much shorter.

For instance, the status bar takeover is neat, but is it necessary? I find myself distracted by it every time open the app. It always makes me think of the stoplight countdown before a Super Mario Kart race begins: Beep. Beep. BEEEEEEEP!1

Secondly, the GUI is not contrasty enough. I love the texture and the vintage, off-white coloring, but it can be difficult to quickly see the difference between a read and an unread item, as well as the lighter colored text which makes it not quite as easy to read on. But this is a subtle quibble…

My primary gripe is the lack of saving state. Regardless of where you are in the app when you quit out of it you will always start back at the beginning when you re-launch it. Compare this against the convenience of state saving found in Instapaper. Instapaper actually saves two types of states: (1) those of individual articles: if you are reading an article and then return to the item list view, and then come back to that article later, it will open in the same place you left it; and (2) overall state: upon a re-launch of Instapaper you will always find it just as you left it.

Reedie

A good feed reader is quick, reliable, and readable. But a great feed reader has to be all of those and more. It has to be clever, very polished, and, of course, fun.

My ideal feed reader app would look like some sort of marriage between Tweetie 2, Instapaper, and Reeder. It would have the sounds and UI elegance of Tweetie 2, the typographic and state saving bliss of Instapaper,2 and the uniqueness of Reeder. (For bonus points it would swipe the swipe-top-navigation-bar-to-go-home feature from Tweetie 2.)

I don’t want another iPhone feed reader, I want a better one. Because apps like Tweetie, Twitteriffic, Birdhouse, and Birdfeed are all outstanding Twitter clients — each one is clever, polished, and fun. And who says feed reading can’t be as enjoyable as tweeting?

This relatively new weblog started by Joshua Brewer and Joshua Porter at the beginning of this year has some absolutely fantastic content, and, of course, a beautiful design. (I very much love the top navigation bar.)

You may want to start at week 1, where you’ll also find this gem of a quote: “You cannot not communicate. Every behaviour is a kind of communication. Because behaviour does not have a counterpart (there is no anti-behaviour), it is not possible not to communicate.” — Paul Watzlawick’s First Axiom of Communication

One of the best responses was by Chad Hagen:

Staying creative is hard work. Honestly, I don’t think when I got into art school I was very talented at all. I struggled to stand out. I struggled to stay in school. Staying creative was hard work. BUT, the one thing that kept me focused was my desire to be good. I wanted to be really good. I wanted to be as good as those people that WERE talented. I used to think I would eventually, if I worked hard enough, master art like a math equation and then I could relax and just make great stuff and let everything else follow. That time definitely never came, and I know now I never want it to, because the most important thing that keeps me creative is my wanting to be good. So if I’m ever in a rut, the best things to get me out of them is to put myself in places that engage that desire to be good. In a general sense this means to get out and be expose to others creating. In my opinion, there is no better way to trigger your own creativity, than to see what great things others have made or are making. Going to museums, galleries, shows, etc. always inspires my mind in a way that make me want to get back into my own work and make good things. Be good.

(Via Khoi.)