Really great design and execution. Are you responsible for the animations (on the marketing site and product itself) and other components? If so, what was your learning process (a book, website, etc.)?

My co-founder @8apixel and I co-designed it (we make competing designs then choose/merge the best ideas.) We both shared in coding the front-end.

Coding front-end and animations is just searching google for examples + practice. I didn't find a shortcut, sadly! I fiddle with CSS animations until they match what I imagine them to be. Ceasar (http://matthewlein.com/ceaser/) is really good for getting kinetics right.

It's also a huge help when designers better than you give you feedback and suggestions; because they can picture a different finished product to you. During Red Pen's development I would share Red Pen with other designers who would give me feedback about Red Pen on Red Pen (whoa).

Back-end learning was harder because I came in (a year ago) with little Ruby or Rails knowledge. Why the Lucky Stiff's ebook on Ruby was inspirational (and it had cartoons cats!!). Rails for Zombies was a nice primer to Rails. The rest was Google. Knowing devs was a bonus because I could hire them to cover my arse (security audits and performance optimisation.)

I'm mostly a programmer.

I used to do a similar thing on Basecamp. Annotate the picture with OS X's Preview.app and then drag and drop to upload it.

Collect the textual feedback and then upload a new work again. Repeat that for like 10 iterations.

Also, I upload the works for remote peer reviews. Not real-time client reviews.

In those cases, there isn't a strong advantage in using Red Pen.

Just share my thoughts.

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What's your main differentiator from an app like say, InvisionApp?

Invision and similar apps like it, technically, do everything Red Pen does. But in doing everything, they become overwhelming to use. The clients I worked with on freelance struggled to understand Invision: the signup was lengthy and distracting, the mode switching confused them, they lost their place in the hierarchy— it required me to prod them to use it, and it produced shallow feedback. Conversely, I have a folder of Red Pen customer emails who report their clients produce significantly greater feedback.

This word's meaning has been hugely diluted but "experience" matters. If you're trying to communicate something, you want your message to come across as you intend. If you want someone to be honest with you, you want them to feel at ease. That's the difference. It's easy to give feedback on Red Pen.

Got it - so the Basecamp strategy of "We’d rather our customers grow out of our products eventually than never be able to grow into them in the first place." - http://signalvnoise.com/archives2/growing_in_vs_growing_out....

That's an excellent way to put it.