Archives / February 2008

From the NYT, how cell phone companies are trying harder to connect with customers. It's good news, and not entirely a surprise. Apple's especially user-friendly iPhone is doing so well that competitors are finally being forced to listen to their customers. Sure, these companies have employed diligent user experience teams for years. But often it takes hard sales numbers to get management to start really listening up.

The story also mentions the Motorola Razr, a phone that sold very well for awhile, then dropped out of favor. It's pretty obvious why: the Razr was a fashion statement, not a usable device. (Motorola phones have historically had poor interface design.) Fashion is a difficult, volatile business to be in. In contrast, a great user experience is a competitive advantage, and in the tech industry that means creating tools that people can delight in using, not just flashing like a piece of jewelry.

If I was advising Motorola or Nokia, I'd be wary of too much research into the emotional depths of customers - what mood a color puts them in, that sort of thing - and make sure that there's a focus on delivering on customers' unmet needs. Can you make a call? Can you turn off the ringer easily (without it making noise)? Can you take a picture easily? Pretty obvious stuff, and most cell phones aren't very good at it.

Yes, it's also important to focus on physical design - shape, color, etc. - that's part of the iPhone's appeal, after all. But I wouldn't focus exclusively on this - otherwise you're just in the fashion business.

P.S. It's also nice to see Nokia prototyping green devices, like the "remade" (see articles pro and con), a phone made from recyclable materials. Still, though, if it's hard to make a call or take a picture, it's going to be hard to sell to customers.

See also:

• iPhone and Nokia's attempted copy

• Poorly designed Samsung cell phone

• Motorola's poor usability (from 2006; presumably they're getting better)

Lexis-Nexis survey measures information overload in the workplace:

A national workplace survey reports that more than seven in ten American white collar workers feel inundated with information at their workplace, while more than two in five feel that they are headed for an information breaking point.

They should read Bit Literacy (preferably before they hit rock-bottom)!

Download the report PDF.

(thanks, michael)

What's the better "good experience":

• remaining absolutely true to one's principles, creating the best possible experience, and probably staying small as a result?

• or compromising (just a little bit, we promise!) in order to spread the still-mostly-good product or service much more widely?

As the green-organic-socially-responsible movement grows in exposure and success, more and more notable brands are having to engage this question. Big companies want a piece of the small-and-good action, and they're willing to pay for it.

There have been many recent examples - three come to mind immediately: Ben & Jerry's (bought by Unilever), then Tom's of Maine (bought by Colgate), and now Honest Tea.

Seth Goldman, Gel 2004 speaker and co-founder of Honest Tea, recently announced that Coca-Cola is taking a 40% stake in his company.

Some Honest Tea customers are disappointed. Coke is a multinational company whose past behavior has sometimes been at odds with Honest Tea's organic, pro-community stance.

This week Seth posted a conversation he's had with one disappointed customer. The customer sums it up:

I am writing to express my surprise and disappointment upon hearing the recent news that Coca-Cola will acquire a 40% stake in Honest Tea ... As a business that has built its reputation over the past decade on a commitment to healthy organic products, environmental quality, and social justice for its producers, Honest Tea’s decision to partner with Coca-Cola - a multinational corporation that has consistently violated all three of these principles in their global business practices - confounds me.

I salute Seth for his openness in posting the back-and-forth, and still I have to admit that the conversation takes much the same course that I've observed in past examples: "with a teeny-tiny little compromise, look at how much further we can take our vision!"

I'm not saying this is the right or wrong decision; Seth is a good guy and I imagine cofounder Barry is, too... I know they've made a thoughtful decision. But the customer has a point, too. In the end I think the "right" choice is dependent on one's goals. Achieving one's goals might require a certain reach, or size, even with small compromises in the vision. For others, purity is the entire reason for doing the work at all - regardless of who shows up.

For more and more companies who create a good experience, this will be the dilemma: do we want to be pure or big?

I've said for a long time that the solution to information overload is to let the bits go: always look for ways to delete, defer, or otherwise avoid bits, so that the few that remain are more relevant and easier to handle. This is the core philosophy of Bit Literacy.

In recent presentations to various groups, though, I've noticed that there's often a problem. Many people want to change, know they need to change, but have trouble contemplating actually changing their habits to let go.

Thus my interest in this Times piece, which recounts an unusual behavioral study at MIT. It turns out that lots of people really are wired to hold on, even if they know that it makes no sense.

Most people can’t make such a painful choice, not even the students at a bastion of rationality like the Massachusetts Institute of Technology, where Dr. Ariely is a professor of behavioral economics. In a series of experiments, hundreds of students could not bear to let their options vanish, even though it was obviously a dumb strategy.

The experiments involved a game that eliminated the excuses we usually have for refusing to let go... [for example,] you don’t even know how a camera’s burst-mode flash works, but you persuade yourself to pay for the extra feature just in case.

See also: Interview with Barry Schwartz, author of The Paradox of Choice.

Confirmed & added one last Day 1 event for Gel 2008: a robotics challenge!

(Gel '08 attendees: we'll e-mail you later this week when you can rank your choices on your attendee page.)

Robot Village Robotics Challenge

Learn the fundamentals of robotics and programming from our Robot Village experts in a hands-on overview of sensors, actuators, and the algorithms needed to control them. Compete in a ball sorting competition, which will test and expand on the skills you will learn. Using the Mindstorms NXT robotic kit, and good old-fashioned ingenuity, competitors will be challenged to build a machine that will be able to sort colored balls autonomously and in the shortest time. (No prior experience with robotics or programming necessary).

- - -

If you want to be at Gel 2008, sign up soon - there aren't many tickets left before it sells out.

All conference information: Gel 2008 main page

I'm happy to announce the Day 1 events for Gel 2008. Attendees will be assigned to one morning "icebreaker" event, to start off the conference by meeting other attendees in an interactive format, and one afternoon event.

If you want to be at Gel 2008, sign up soon - there aren't many seats left, and the event will probably sell out soon.

Attendees: I'll e-mail you when the choices are online for you to rank (see details here) - should be within a week.

Morning events

Scavenger Hunt at the Metropolitan Museum of Art
Watson Adventures will lead a scavenger hunt through the Metropolitan Museum of Art, where attendees will be traveling from Egypt to Rome, from India to China, and from Colonial America to regal Paris. No prior knowledge of art is required. See the Gardens of Versailles... Cupid... an ancient Egyptian temple... watch a mummy unwind... what's on Van Gogh's mind... follow George's gaze... learn why Freud's subject has Venus envy... and much more.

Sphereplay
Michael Glenn and Jennifer Sauvageau will teach the art and skill of Sphereplay. Achieve what seems to be the impossible by learning to balance and roll a sphere around your hands and arms. We will explore how playfulness can energize our personal and work lives to help create positive experiences.

Werewolf
Improv Everywhere's Charlie Todd will lead you in a deceptively simple multiplayer game called Werewolf (sometimes also called "Mafia"). It's easy to pick up and fascinating to play. Do you have the skills to convince the group you're not a werewolf, even if you are?

Afternoon events

Authentic Foods Tour
Experience fresh, natural, and organic food firsthand. This tour will include discussion and live sampling at leading culinary locations in downtown Manhattan, hosted by Sarah E. Endline, the Mastermind & Chief Rioter of sweetriot. Stops include the original home of Balducci's, City Bakery, and Whole Foods. This tour is good for anyone who is curious about trends in authenticity and purity design.

Building Bridges with the Guys from Make Magazine
Make Magazine editor Bill Gurstelle and Weekend Project video producer Bre Pettis will lead "Building Bridges," which will show how much fun technology can be. Participants will compete to build a bridge capable of supporting the weight of a human. This event consists of presentations and a workshop. Participants in this workshop will improve their skills at making things and learn about teamwork and cooperation.

Central Park Sound Walk
Douglas Quin will lead you on a listening experience in Central Park to explore the park's sonic spaces and acoustically distinct places, and discover the balance of natural and urban rhythms, sound textures and voices that are part of this unique environment and soundscape. Participants will be given a map of the park and invited to create sound maps, journals, or "scores" of their walk--translating the sound world into their own words and images.

Chelsea Art Galleries Tour
Rafael Risemberg, Ph.D., founder of New York Gallery tours, will lead a guided tour of eight art galleries in Manhattan's Chelsea neighborhood, a world center for contemporary art. You'll see the very newest in painting, sculpture, electronic media and photography. At each stop on the walking tour, Rafael will explain the artwork and lead the group in lively discussion. Come out and see what is extraordinary in Chelsea!

Chelsea Market and Meatpacking District Tour and Tasting
Explore two old industrial areas that are evolving into popular destinations in New York City. Discover how these locations are becoming known for gourmet food shops, ethnic restaurants, boutique shopping, and nightlife. Taste delicious specialties from several food shops along the way.

Danny Meyer's Restaurants in Madison Square Park: Behind the Scenes
Join Randy Garutti, Director of Operations at Danny Meyer's Union Square Hospitality Group, for the trifecta of restaurant experience. Learn how to properly taste wine from a professional sommelier at Eleven Madison Park, watch as the chefs at Tabla prepare a traditional Indian dish with American style, and finish in Madison Square Park with a tour and taste of the legendary Shake Shack.

Farm Trip to Valley Shepherd Creamery with Saxelby Cheesemongers
If your curiosity about American farmstead cheese extends beyond the reaches of the cheese counter, this is your tour! Join Saxelby Cheesemongers for a delicious trip to the Valley Shepherd Creamery, a sustainable family farm producing farmstead cheese, yogurt, and gelato from their flock of East Fresian sheep located in Long Valley, New Jersey. Learn how great farmstead cheese is made. We'll tour the creamery, visit Valley Shepherd's aging cave, see the barn where the sheep are raised, and enjoy a cheese-tasting at the farm.

East Village Walking Tour
A walking tour exploring the Manhattan's East Village, a neighborhood made famous by radicals and immigrants alike. This tour combines the history of German, Ukranian, and Jewish immigrants with that of labor activism, the Bowery, and the Second Avenue Stage. Stops may include the Fillmore East, the founding of the International Ladies Garment Workers Union, the Yiddish Arts Theater, and sites associated with Emma Goldman, Margaret Sanger, Peter Stuyvesant, and Sophie Tucker.

Experience Retail Tour
Rachel Shechtman, founder and CEO of Cube Ventures, will take attendees to four retail environments in Manhattan's varied neighborhoods, exploring how brands are moving above and beyond product differentiation and creating unique, engaging experiences. You will listen, taste, touch and move your way through these experiences; each will feature the store's founder speaking and touring attendees around the space.

Interactive Improv Session
Cathy Salit, President and CEO of Performance of a Lifetime, will host an interactive, improvisational session where participants will learn some of the "tricks of the trade" of the improviser and performer - in service of creating a great experience for you, your team, and your customers. (No acting experience required.)

Midtown Architecture Tour
Midtown Manhattan is best known as New York's central business district. It is also home to distinctive buildings in a potpourri of architectural styles from the 20th and 21st centuries. Join author and historian Frances Morrone on a tour he'll lead on behalf of the Municipal Art Society, which focuses on New York's greatest Art Deco and post-modern hits. Stops may include the spectacular and beautifully restored General Electric Building, the Waldorf-Astoria Hotel, Rockefeller Center, the Austrian Cultural Forum and the American Folk Art Museum.

The Original Greenwich Village Food and Culture Walking Tour
Embark on a food tasting journey through an old Italian neighborhood with a guide from Foods of New York. During this tour you will taste a variety of food specialties that has secured Greenwich Village's reputation as being one of the greatest culinary and cultural centers of the world. Discover the secrets to having the ultimate food and cultural experience off the beaten path!

Sacred Spaces Tour
Attendees will visit four sacred spaces on Manhattan's Upper West Side representing a range of spiritual traditions (including the New York Buddhist Church, whose entryway statue is pictured at left). These venues are all new to Gel, so past years' attendees of the Sacred Spaces tour may consider signing up again.

Transportation Alternatives Bike tour
Take a bicycle ride with Caroline Samponaro, Bicycle Campaign Coordinator at Transportation Alternatives, NYC's leading bicycle and pedestrian advocates. As the Department of Transportation adds bike improvements at an unprecedented rate, don't miss out on a live tour of NYC's increasingly bicycle and pedestrian friendly streets from the experts who are helping to make it happen. The nine-mile route will take us along a newly protected bike lane, new Lower Manhattan bike network, East River Bridges, a view of the Statue of Liberty from Battery Park, and along the Greenway. (Bikes and helmets will be provided to all attendees.)

Word Lover's Boot Camp: Make your own word
Erin McKean, lexicographer & editor of The New Oxford American Dictionary, 2nd Edition, will drill you on the basics of word creation, give you the "raw materials" for new words, and help you invent your own word to let loose into the English language. The maker of the "best new word" (as voted on by the participants) will win a new dictionary.

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All conference information: Gel 2008 main page

Atlantic Monthly on the false promise of multitasking:

[R]esearchers asked a group of 20-somethings to sort index cards in two trials, once in silence and once while simultaneously listening for specific tones in a series of randomly presented sounds. The subjects’ brains coped with the additional task by shifting responsibility from the hippocampus—which stores and recalls information—to the striatum, which takes care of rote, repetitive activities. Thanks to this switch, the subjects managed to sort the cards just as well with the musical distraction—but they had a much harder time remembering what, exactly, they’d been sorting once the experiment was over.

Even worse, certain studies find that multitasking boosts the level of stress-related hormones such as cortisol and adrenaline and wears down our systems through biochemical friction, prematurely aging us. In the short term, the confusion, fatigue, and chaos merely hamper our ability to focus and analyze, but in the long term, they may cause it to atrophy.

It's better to let go of all the irrelevant information and focus, simply, on what's important now. (Read Bit Literacy for the full-fledged method built on this premise.)

The Sharper Image has filed for bankruptcy. I visited a store a few years ago and wondered who would buy any of those expensive novelties.

One reason they've failed, I think, is because the Internet makes customers better informed. If you can figure out, within a couple of clicks, that a gadget is overpriced and not very well designed, no store environment is going to sell it.

Also, turns out that The Sharper Image was basically an air purifier store: 28 percent of revenue!

Sharper Image was an early seller of air purifiers, which it sold, rather briskly, under the name Ionic Breeze. But in 2005, a Consumer Reports study suggested that the product might be dangerous to users because the purifiers generated small amounts of ozone. Sales plunged. Air purifiers, which accounted for 28 percent of the chain’s sales in 2005, fell to 9.4 percent of sales in 2007.

The NYT reports that Google is rolling out Google Health at the Cleveland Clinic.

Especially interesting since it relates to two Gel 2008 presenters: Marissa Mayer from Google, and Bridget Duffy, Chief Experience Officer at the Cleveland Clinic.

(If you want to be at Gel 2008, sign up soon - there aren't many tickets left.)

An eternity ago, in Internet years, I started my career at an early online startup called Yoyodyne Entertainment, founded by Seth Godin. Yoyodyne created online multiplayer games paid for by sponsors, which would get advertising space throughout the game.

This being the mid-90s - like I said, this was a long time ago - the most popular Internet technology was still that "killer app," plain old text e-mail. So most of the games we created were the kind perhaps best suited to the medium of e-mail: trivia games.

A sample question might go like this:

He's no hack, having won Best Supporting Actor for his role in "Unforgiven." What's his first name? (Just reply to this note.)

If you replied "Gene", as in Gene Hackman, you'd get the points and move on to the next level.

By today's standards these were low-tech games, to put it lightly - but the experience of creating Yoyodyne games taught me something that has paid dividends in my career ever since, even to the present day of AJAX, iPhones, widgets, social networking, and - dare I utter the blasted phrase again - Web 2.0. It's a truth about customer experience (or user experience, usability, whatever) that I think will continue to hold true no matter what happens online.

I have to tell you how it all started, because it wasn't obvious at first, like it is now.

When we began creating online trivia games, we looked to a comparable model of success, maybe the most successful trivia game of all time: Jeopardy.

And what distinguished Jeopardy over the also-ran shows that littered game show history? (Other than the inverted question-answer format, that is.) It was, we concluded, the bulletproof writing and sourcing of the questions. There were supposedly two rounds of fact checks on every Jeopardy question, and an army of writers getting the wording just so, eliminating ambiguity while maintaining a sense of style.

And so we got to work, writing questions, imbuing them with style and personality, fact-checking carefully, eliminating any ambiguous wording, and so on.

Our games began to roll out, and people played. Five thousand here, ten thousand there - these were real numbers in the mid-90s, and sponsors paid up.

Still, there was a problem. After players signed up for a game, not enough of them would play through the whole game. In fact, a fair percentage wouldn't even start by answering the Round 1 question. We needed more participation.

Then came the week when a sponsor bought a new game at the last minute, and we had to deliver a game on a very short deadline. There was no time to write smart Jeopardy-style questions: we just had to get some fact-checked questions out the door.

And so the game came out looking something like this:

What city is both the capital of Colorado and the hometown of the NFL's Broncos?

The whole game went like this. Easy but bland.

When the game launched, we were more than a little surprised to see higher participation rates than any other game we had running. The players loved it. But... what about Jeopardy? we thought. What about working carefully on the questions? We had put less time and energy into this game, so why would we be getting rewarded for it?

It's pretty obvious now what was going on, but it took a few weeks, and another game or two, to piece together what was at work. But we finally got it: the vast majority of e-mail trivia players out there weren't looking for Jeopardy mind-stretchers. Just the opposite, in fact. They wanted to open their e-mail, read a quick question, and know the answer right away, without having to think, do research, or indeed make any physical movement but a few keystrokes. Furthermore, they wanted quick feedback that they had gotten the question right and were doing great.

In other words, they wanted some perceived value - "you got the right answer!" - without having to work for it.

The easier the game, the more people played.

Stated more precisely, the easier we made it for users to achieve their goal, the more users would try it in the first place.

It was around this time that I began noticing that sites were springing up everywhere on the new World Wide Web, and most of them made it incredibly difficult for average, non-techie users to achieve the stated goal on the site. Most search engines were almost as hard as a computer science quiz, e-commerce sites were buggy or poorly featured, and media sites were practically nonexistent.

Thus came my epiphany, circa 1996. Could it be that the young Web industry was heading in the wrong direction? Didn't these companies realize the importance of allowing users to achieve their goals? More pertinently for me, would at least some companies be willing to invest in learning what drove online success?

Luckily, having started Creative Good in early 1997, I guessed the correct answer on all three: yes, not yet, and yes. That's one trivia quiz I'm glad I got right!

A selection of Oscar-winning animated shorts from the past 20 years. (The film's winning-Oscar-year is noted to the left of the title.)

• 2006: The Danish Poet - Part 1, Part 2.

• 2003: Harvie Krumpet

• 2000: Father and Daughter

• 1999: The Old Man and the Sea - Part 1, Part 2.

• 1998: Bunny

• 1996: Quest

• 1994: Bob's Birthday - Part 1, Part 2.

• 1992: Mona Lisa Descending a Staircase

• 1991: Manipulation

• 1990: Creature Comforts (a classic by Nick Park)

• 1989: Balance (one of my all-time favorites, which I originally saw at an animation festival during college)

...and the 2007 nominees

Rhett & Link, Gel 2008 presenters, have just released The Dead iPod Song.

Chris Jordan would approve, I'd think... see Chris's Gel 2007 video clip.

(If you want to come to Gel this year, sign up soon - there aren't many seats left.)

If you're really ready to let the bits go, the NYT profiles several B&Bs where there's nothing to do.

(As for letting the bits go, see Bit Literacy.)

I'm happy to announce our newest speaker addition to the Gel 2008 lineup:

Nayla Al-Khaja, a documentary filmmaker from Dubai.

Here's a piece on Nayla (and others) at Hollywood Reporter. Nayla is part of the young and growing film industry in the UAE and has had some unusual experiences that she'll share at Gel.

If you want to be at Gel 2008, sign up soon - there aren't many seats left.

Two new pieces by Kevin Kelly worth reading:

• The Bottom is Not Enough, on the challenges of bottom-up design

• Subterranean Tutoring, on being a geek dad trying to raise geek kids.

See also:

• Kevin Kelly's must-read article on what's "better than free"

• All mentions of Kevin Kelly recently (there have been many)

What's more important to study, profit margins or customer experience? I occasionally see the press covering successful, customer-centric companies in a strange way. More often than not, the article focuses on the profit margins, or other traditional criteria, rather than the customer experience - the driver of the success.

Case in point is a recent Times article discussing the success of the online retailer Diapers.com. After noting the company's growing profit margins, the article delivers this hook:

The real trick to making the business work, though, is in how the company ships its less profitable goods. Rather than simply stuffing packages of diapers into a box that is roughly the right size for shipping, Diapers.com wrote software to analyze a customer’s order and select from among 25 different boxes to avoid U.P.S.’s charge for oversize shipping.

No doubt, the software helps. Operational improvements do lower costs and thus raise profit margins. But is that really the driver of the success?

The article goes on to wonder how well Diapers will compete against Amazon, the only other major site that sells diapers, noting Amazon's own operational improvements.

There's something missing here. It's the most important factor in online business: the customer experience. Process improvements lower costs, and price is an important factor in the experience, but the website itself is a major element of any online success.

Here's a quick test. Let's say I'm a parent - OK, I am that parent - shopping for Pampers Cruisers, a popular make and model of infant diapers. Here's what I get when I search the two competitors for "pampers cruisers."

Below, Amazon gives me this page, which forces me to scroll to see what sizes are available...

...and each product link leads to a standard product page, below...

...which is OK, except for the link to "used & new" diapers. (I'll stick to the new ones, thanks.) All in all, not bad, but not great.

But compare this to Diapers.com, below, which gives me a results page that requires no scrolling to find the right link.

Clicking either of the "Pampers Cruisers" links takes me to a page showing the grid below, which is obviously custom-made for the selling of these particular diapers.

Having taken a quick look, which site creates the best customer experience:

• Amazon's page that shows all the sizes in a long list, as though they were books?

• Diapers.com's focused results that lead to a grid, designed expressly for the buying of diapers, which clearly shows the various quantities, unit prices, and "buy" links for each size?

I'm not surprised that Diapers.com is doing well. Their operations allow them to match Amazon's low prices, but they go further than that. While Amazon sells diapers no differently from how they sell books, the Diapers.com shopping experience is tailored to the buying of diapers.

Remember this: if competitors have similar prices, the easier site has a competitive advantage.

If all this seems obvious, one must wonder why the press rarely points to the customer experience as the driver of a company's success. (One notable exception is this recent Times column on Amazon, in fact). Let's hope that editors everywhere will begin to see the light.

How to mistake-proof designs with "poka-yokes." Mentions a couple of ideas from Uncle Mark, too.

For years I've heard of the totemic power of color - in raising brand value, making a website look trustworthy, and all sorts of intangible stuff that too often distracts companies from the value of a simple, easy user experience.

I guess I was wrong all along. I recently came across some magic house paint that can reduce appetite, raise blood pressure, and apparently do everything but wash the dishes. Spotted in a Manhattan store window:

Above, "encourages relaxation" and "suppresses appetite, eases mind." Silly me for thinking they were just shades of green and purple.

Above, these are anything but red and teal. Try "stimulates the appetite, raises blood pressure," and my personal favorite, "acts as anti-inflammatory (!!), slows metabolism."

So think twice before making a comment about the bizarre color choices on someone's walls. It might just be keeping down their joint pain (and keeping up their blood pressure!).

NYT's David Brooks on the difference between Obama and Hillary (emphasis mine):

Hillary Clinton is a classic commodity provider. She caters to the less-educated, less-pretentious consumer. As Ron Brownstein of The National Journal pointed out on Wednesday, she won the non-college-educated voters by 22 points in California, 32 points in Massachusetts and 54 points in Arkansas. She offers voters no frills, just commodities: tax credits, federal subsidies and scholarships. She’s got good programs at good prices.

Barack Obama is an experience provider. He attracts the educated consumer. In the last Pew Research national survey, he led among people with college degrees by 22 points. Educated people get all emotional when they shop and vote. They want an uplifting experience so they can persuade themselves that they’re not engaging in a grubby self-interested transaction. They fall for all that zero-carbon footprint, locally grown, community-enhancing Third Place hype. They want cultural signifiers that enrich their lives with meaning.

(thanks, scott)

Side-by-side comparisons of what's promised in fast food ads, and what's actually delivered.

(thanks, 37signals)

Couldn't resist posting this one.

Thanks to coifmo66 (and Peter F for finding it).

Upload your own Broken photos in the This Is Broken group on Flickr!

I'm happy to announce four "special appearances" coming up at Gel 2008 in April. They are, in order of first name,...

Bob Mankoff, Cartoon Editor, The New Yorker;
author, The Naked Cartoonist

Marissa Mayer, Vice President, Search Products & User Experience, Google

Sam Brown, Founder and artist, explodingdog.com

Stewart Butterfield, Co-founder, Flickr

There aren't many tickets left, so if you want to be there, sign up soon!

I spotted this last night during CNN's election coverage.

How many problems can you spot in this one graphic?

Quick survey to help you pick your candidate, if you're voting in today's big primary elections in the US.