Jeff Croft

I’m a product designer in Seattle, WA. I recently worked at Simply Measured, and previously co-founded Lendle.

Some of my past clients include Facebook, Microsoft, Yahoo, and the University of Washington.

I’ve authored two books on web and interactive design and spoken at dozens of conferences around the world.

I’m currently accepting contract work and considering full-time opportunities.

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April 2011

  • Blog entry // 04.25.2011 // 2:06 PM // 6 Comments


    When I first joined the team that built Django, back in late 2005, they were hard at work doing something they called “Magic Removal.” Apparently, Django’s first few iterations had been way too magical, and it had now been deemed desirable to break down the illusions and make it very obvious how everything was being done.

    This seemed absurd to me. In my very limited understanding of Django at the time, I totally agreed—it was magic. It made things that I’d previously never been able to do not only possible, but so easy and—dare I say—fun. I couldn’t understand why anyone could possibly want to remove that magic.

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