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Diffbot is a tech start-up that provides a set of APIs that enable developers to easily use web data in their own applications. Diffbot analyzes documents much like a human would, using the visual properties to determine how the parts of the page fit together. I created their web site in the spring of 2012, working closely with the VP of Product to figure out how best to surface the utility of Diffbot through clever interactions and clear messaging. The excellent ‘Diffy the Robot’ character had already been created by a Japanese illustrator by the time I’d arrived!

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