This –>

“The day that we took lots of images of similar tools that exist on the web, critiqued them, and then used that to inform a better design. This was all on paper - and I very much liked circling good design elements. On paper. It works so much better than the digital. This was Wendy Owen’s (from Get Satisfactions) suggest - and it works brilliantly.”

Also, the next paragraph on building maintainable Drupal-based webtools.