Spicy Web Designer Interview with Jeff Toll

Jeff Toll is a web designer from Sacramento California in the United States. Jeff graduated from Sacramento State University where he graduated from Graphic Design. Since then he’s become an award winning designer capturing such design awards as CSUS Design Annual in 2004 and again in 2005 as well as International Education Conference in 2003. He currently works as a creative director at BKWLD and does a lot of freelancing in the meantime.

1. How did you first start in web design?

Before focusing on interaction design I was really into traditional art. Art was something I had been involved in since I was a child. My first real inspiration dates back to the good days of Mark Kisler (http://www.draw3d.com/). From that point I was really hooked on drawing and got more serious about it as I grew older. I studied art in college while at the same time perusing a business degree. Water color, sketching and charcoal were my strong suites. I was torn between the thought of making money (business degree) and doing something I loved (art). At around the age of 23 I really got into Dj’ing and started buying Drum n’ Bass albums. The album art work blew me away, I had never really stopped to think about graphic design, so this was my first introduction. From there things instantly clicked. I changed my major and dived head first into design. I then quickly graduated and the rest was history. The core principles of design learned I in college has allowed me to be diverse in all mediums. Interaction design in particular.

2. How long have you been designing for the web?

I have been designing for the web since 2002.

3. Some web designers praise and worship the “User Experience” as being the most important part of the project? How do you feel about this? Is the user experience the most important part of the design?

Yes. User experience is everything. As corny as it might sound, I feel an “effective yet memorable” user experience is the designers “new black”.

4. Where did you go to school and what there a course and really opened your eyes to what was possible in the world of design? If so, Which course or courses was it?

I attended Sacramento State University (CSUS) and studied in their graphic design program. The most inspirational course(s) I took were my first basic flash and html classes. I knew absolutely nothing about the web at that time. I didn’t know an swf file from an ftp client. Totally clueless. Once I was schooled on what was behind the internet and how it all actually worked, I was hooked on interaction design.

5. Do you currently freelance on a full-time or part-time basis? If you are a part-time freelance designer do you work for another company?

I currently work as the creative director for a Sacramento, CA based interactive agency called BKWLD (Bukwild). I still work freelance after hours; lots of them.

6. I see by going through your site that you’ve worked on a wide range of projects every since you’ve gotten out of school and won various awards as well. What has been the highlight of your design career so far?

Man that’s tough. As far as a general highlight of my design career I would say looking back at my early work (which was mainly production based) and now comparing it to my original concept work. Meaning taking credit for conceptualizing an idea/message/goal, pitching it to the client, executing original art direction while creating an overall intuitive UI and functional website. Basically the whole shawbang!

7. What are the biggest challenges that you face as a web designer currently?

Full screen flash haters! Just kidding! Naw, but really I would say responsibly pushing technical design boundaries which serve a true purpose. For example, designing a site that requires elements of  “Papervision” or motion graphics etc that serve a true purpose and aren’t used just for the sake of using them. So many designers are doing a great job at responsibly integrating amazing new technology with beautiful yet functional design. To make it as an interactive designer you really gotta hustle staying up on the latest web technology.

8. When you first started in web design who did you look up to in terms of other designers (either web or other)?

Oh man, so many! The three designers that first pop up in my head are Scott Hansen, Dusty Brown and Robert Reinhard.

Scott Hansen (iso50.com) would be number one by far. He got my foot in the door with interactive design though he is mainly print now. I worked with him for about a year and really learned a lot. Amazingly talented dude!

Dusty Brown and Robert Reinhard (bkwld.com) are two other designer/programmers whom I learned a ton about programming languages from. These guys allowed me to understand the limits of interaction design and how to technically push them.

9. What web technologies could you NOT live without on a daily basis?

Google Analytics, Gmail, Mint Analytics, Facebook, Vuze, Transmit, streaming i-tunes audio, Wells Fargo Online and most importantly AIM! I serious could not live without AIM.

10. When did you first know that you wanted to get into design in general? Was it something you knew you wanted from the time you were a kid? or did it evolve along the way? Did anyone ever object to your career choice?

Yeah it was something I always wanted to do but, the financial security was always concerning. When I tell people whom I haven’t seen in a while that I’m now a designer I always get the same sorta response, ” ahh I knew you’d do something creative for living Jeff”.