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Interview with Jennifer Schwed of JensWorld.com

Back in the early incarnations of web design (1997), things were very basic and most people were applying their print backgrounds to the web. Soon they realized that it was a completely new discipline with new rules. While the basics such as color and type could apply, web design required knowledge not just of design but of programming languages and coding in this thing called HTML. Over the years, tools like Macromedia, now Adobe Flash®, came to market raising the level of design and flair someone could put into a site. At first it was overused with everything in Flash®, but now for the most part, it is used intelligently to add value and interactivity to a web site.

During this time people who made presentations moved from physical overhead slides to using tools like Microsoft PowerPoint® and Apple Keynote®. Unfortunately, most still use these tools creating very boring text-dense presentations that put people to sleep. Some who were forward thinking began to utilize Adobe Flash® as their medium for creating interactive presentations. While updates are not as easy to do in Adobe Flash®, using Flash® you can accomplish things you would only dream about with tools like Microsoft PowerPoint® or Apple Keynote®.

This is where the two worlds of Jennifer Schwed converge.

About 12 years ago, she started Jensworld.com as her personal brand/ freelance/ portfolio site. Over this time she has worked on many web sites and her skills as an artist have established her as a well-known web designer in the freelance world. Most recently she has built sites for the Politico, Washington Post Newsweek Interactive (WPNI) and Health Central. She also launched a separate business called “The Artful Presentation” which brings the two disciplines of graphic design and presentation design together.

Her site, ArtfulPresentation.com, is hosted by Network Solutions and she has been a customer for many years. Recently, I was able to chat with her about being a Network Solutions customer, her experiences as a small business owner and maybe find out why most people still create boring presentations. Here is the transcript of that interview:
Steve: You have been working in graphic design since the early days of the web. What are the main things you have seen evolve for the better and the worse?
Jen: Certainly there are many, many improvements as the web evolves. Increased speed and bandwidth allow for greater creativity because we’re able to add a bit more to file sizes and use elements like video without having to worry as much about download times, buffering, etc. The web experience continues to get better with time and so far, I can’t say that I’ve seen anything negative result from the growth and innovation that seems to occur on an almost daily basis. It is equal parts exciting and intimidating to watch this form of communication grow at such an explosive rate.

Steve: You have been a Network Solutions customer for some time. When did you become one and why did you decide on Network Solutions?
Jen: I bought my very first URL, jensworld.com, from Network Solutions eleven years ago and I’ve been using their services ever since. Most recently, I bought the domain name, hosting service and email for my new business, The Artful Presentation, through Network Solutions. The reason I went with them was because I needed a company I could rely on for quality customer service—and a good natured customer service that would be willing to entertain all of my questions 24/7. Even more importantly, I felt confident that Network Solutions would make sure my site was always online, that I’d be notified of any technical problems should they arise and any issue I did encounter would be resolved quickly and professionally.

Steve: What kind of services do you utilize Network Solutions for in your business?
Jen: For the Artful Presentation, I host my site and email with Network Solutions, which means that I utilize the FTP, check my site stats and use their online interface to check email.

Steve: Your firm spun off “The Artful Presentation” offering as a separate business to meet the needs of customers looking to build powerful interactive presentations. Do you work all in Adobe Flash®? How do you feel this type of medium is used most effectively in a business environment?
Jen: I create presentations in a variety of programs. PowerPoint® is still popular and I do use it a fair amount. I like to use Flash® because it adds another dimension to a presentation; brings it to life. There is also the option of incorporating Flash into PowerPoint® using Adobe Presenter®.

There are a number of ways to use Flash® presentations effectively. I think the free-running presentations work well as a short introductory movie that precedes a slide presentation. Taking one to two minutes to show a short movie on the upcoming topic gets a crowd engaged and piques interest. I’ve also designed Flash® presentations for online media kits. This allows potential advertisers or customers to get a feel for what your company offers in a unique way—like an online commercial.

Steve: What types of services do you offer in your core business in addition to what you offer at “The Artful Presentation”?
Jen: I’ve been working as a designer for the last twelve years and though I started out in interactive design, I’ve worked to broaden my skill set. I offer design solutions for print and video, as well as web. I’ve created large scale sites from wireframe through to design. I do a great deal of online advertising and I design email campaigns and e-newsletters, too. I’ve also been contracted as a Creative Director to oversee the course of a project.

Steve: What is a typical process that you take a client through so that they get all their ideas out and you can clearly manage their expectations of the project?
Jen: Each client is unique and I don’t have a formula as everyone’s needs are completely different. For presentation work, I look to develop the story first. Sometimes, the client knows exactly what they want to say and how they want it displayed. Other times, I’ll create a storyboard for the client based on the big picture, meaning that I’ll break down the message into something that resembles a linear story for a short movie. I work very closely with the client to help them understand their audience and how to deliver their presentation so that the message sticks and makes an impression. Depending on the client, the approach might be very straightforward or it might require layers of presentation that include video and music and a full show.

Steve: Since you have been through the booms and busts of the economy, you have seen the ebb and flow of marketing budgets and the sometimes contradictory things that happen. How does this impact your type of business?
Jen: So far, I’ve been fortunate in that the clients I’ve had understand the necessity of powerful messaging and the creative services needed to meet those goals. A tough economy should challenge you to restructure your business development plans and can actually serve as motivation in rethinking marketing and promotion of your company. But regardless of the ebb and flow, it’s a must to deliver the best possible quality of service for current clients while maintaining a lasting and positive relationship.

Steve: To close our interview I would like to get a “Top 5” from you. Since many people struggle to put together good presentations, what are the Top 5 things you would recommend to people trying to put one together?
Jen:

1. A storyboard. Creating an outline of the story you want to tell will clarify how you can create the most engaging presentation.
2. For a click-through presentation used by a speaker and a set of slides, I can only repeat time and again: keep the words on the slide to a minimum. Underline your point and be prepared to speak to the audience—not read to them.
3. When you have a free-running presentation/video that precedes your speech, pull out the bold points to emphasize and keep the runtime to less than two minutes.
4.  Gather all of the content that you think would be effective in communicating your message. Photos, video clips, logos, taglines should all be pulled together and then sorted through once the storyboard is complete. This allows you to have all of the needed components in one place and gives you the ability to see which elements elevate the message and bring it to life.
5. Hire me!

Steve: So if someone would like to contact you and learn more about you company, how would they do that?
Jen: I can be contacted via email or phone: Jennifer@artfulpresentation.com and/or 703.282.5162

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