Jeff Croft

I’m a digital product designer and developer in Seattle, WA. I currently work with nGen Works, and recently co-founded Lendle, a Kindle book sharing service.

Some of my clients include Facebook, Microsoft, Yahoo!, Copious, The New York Review of Books, The Lawrence Journal-World, and the University of Washington.

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

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  • Blog entry // 02.15.2011 // 11:11 AM // 24 Comments

    Go ’head, Mr. Lendle

    About a month ago, I got a call from Brian Ford, who happens to be my cousin. Brian’s wife, Carolyn, had come up with an idea and Brian wanted my thoughts. Amazon had recently rolled out a new feature that allows users to lend Kindle books to others using their e-mail address. This, in effect, means you can really only lend books to people you know (because you probably don’t know many stranger’s e-mail addresses). Carolyn’s idea was simple: what if there were a site that could hook you up with a stranger that has the book you want, so they can lend it to you?

    Although I owned exactly zero Kindle books and in the past five years have literally written more books than I’ve read, it sounded like a pretty great idea, and I was interested in building it. The first thing I did was call up my homeboy Nathan Borror, whom I trust implicitly on all things, but especially all things web and all things books. Nathan runs social book site Readernaut, and I figured he’d be able to help me understand the ins and outs of how a service like this might work, and he’d probably also know if something similar was already out. Nathan dug the idea and said wasn’t aware of anyone else already doing it. I was sold. That same night, I dug into Amazon’s Product Advertising API to see if I could make this thing happen.

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