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Kelly Hoffman
🌶 Spicy topics
Recently, the design team I lead was going through a period of low morale. I noticed this through conversations in 1-1s, our team Slack channel, and most notably in our team meetings. The designers were all working on some very big product problems and while the work was really challenging, the rewarding aspect seemed to…
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Kelly Hoffman
On sharing mistakes
At the end of every week, my boss asks us to write down a lesson we learned. Mine are usually due to a slip up I made. Here’s how it goes: I make a mistake, apologize to the person, and end up saying something along the lines of: “I should have done x, lesson learned…
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Kelly Hoffman
Changing your own oil
I learned how to change the oil in my car before I could drive. Twenty years later, I still change it myself. Sure, I could have someone else do it in the same amount of time for the same amount of money, but I think its important to get under the hood yourself. I feel…
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Kelly Hoffman
Research ain’t clickbait
The purpose isn’t to shock and awe you. You may even guess what will happen next. Or at least, you won’t be surprised. This is okay! It doesn’t mean it was a waste of time. Recently, I was part of two foundational research studies, each for different products. In both, I heard different co-workers say…
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Kelly Hoffman
Broken trust
Within a year or two of joining Automattic, I was part of a small team that was tasked to design and build an improved way of writing posts and pages on WordPress.com. The deadline was super fast but as the only designer on the team, I was excited to make this happen! As we were…
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Kelly Hoffman
Why doesn’t my site look like the demo?
Every year at Automattic, we put down our day-to-day work and do customer support. No matter what position you are in. We all dive in. In my past five years here, I’ve heard more than my fair share of frustrated customers upset that their new theme doesn’t look like the demo; the one that was…
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Kelly Hoffman
How to win viewers and influence them to keep coming back
You’re a small business owner. You created a website that showcases your services, provides contact information, and of course its regularly updated via your blog. You have been posting for a few months and have recently seen an uptick in business as a result. Its a very small increase, but you want to build on…
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Kelly Hoffman
Twenty minutes with your customers
WooCommerce is the most popular way to run a store on WordPress. Because of the nature of WordPress, we don’t have a way to see how people are using WooCommerce like we could if we were hosting the software, but that’s the beauty of open source. We’ve found the best way to learn more about…
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Kelly Hoffman
Little corners
“You loved September Issue? I didn’t know you were into fashion.” I’m not. I just love hearing stories and learning about things I don’t know much about. A documentary about the making of the September issue of Vogue was fascinating to me. I’ve watched it a half dozen times. I’ve always worked at tech companies and…





