This is a story how I designed a new feedback tool for Wordpress professionals. The client have chosen the name Rollerblade because Rollerblading is ‘Fast, fun and in-line’, like the product is. Imagine someone Rollerblading down the boardwalk on a beach in Los Angeles, weaving through all of the traffic, feeling free and having a great time. Our product is the same. You can whip through tasks, using an in-line interface that is fast and fun to use. Unlike so many Wordpress tools, you can actually do editing and make comments while you are looking at the page you are editing.

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