It all started with this pledgie by Luis Lavena. Realizing the need to continue supporting the Ruby community on Windows, I decided to give some real help and redesign the Ruby Installer page.
The constraints
All design thrives from constraints and this project had plenty of them. Starting with checking out the projects current state of web presence, other similar projects and webpages were analyzed.
Afterwards I knew what the project needed most: making things clear. And since not all visitors share the same background and reasons for visiting the website, separation was needed. Three types of visitors were identified and accommodated:
"What is Ruby?"
These visitors just heard about Ruby and want to try it out. Besides a link to download the installer, they need information, step-by-step tutorials, et cetera. All websites create friction. The visitor's momentum, his/hers desire to try Ruby would be kept by reassuring him why we fell in love with Ruby and how can Ruby improve his life.
"Show me the download link"
This type of visitor wants a big download button and no fuss. They know what Ruby is and are not interested in the community or the development of the project.
"I want to help"
A Ruby enthusiast, who is interested in the development of Ruby Installer. Stating clear why, and how the project needs help will facilitate conversions. Information about development, a way to gather the community, is required.
The process and the result
After defining the goals and the basic structure I started designing the actual thing. Choosing the versatility of the 12 column grid, the design was mainly done in the browser. Iterations were quickly churned and I can't tell you how much SASS(+Compass) helped.
After the grid, the layout and the typography were settled, I jumped in Photoshop to give it a finished look and feel. The palette is really basic: reds and grays. Simplicity and cleanliness were a clear purpose, but I think touches of elegance were conveyed through a subtle use of drop shadows.
I know how important this website for the Ruby Installer project, and the Ruby community in general, is. It may be that, using a friendlier, more usable website, more programmers will give Ruby a try.
[link removed]