I'm sort of torn by this. I really love the idea but the site doesn't do a very good job explaining how it works or what is going on. While it seems like you'r

I'm sort of torn by this. I really love the idea but the site doesn't do a very good job explaining how it works or what is going on. While it seems like you're attempting to tell a story of the process on the front page, you're getting the user lost. Pardon me while I take the time to list a few gripes but please note that it's only because I really love this idea. 1) Your very first screen is a picture of buttons that appear to be pointed at a tree, with "Take a Photo" prominently displayed. When I see that, the most eye-popping thing on the page, I see nothing about what the app does. It looks like it's for taking pictures in nature. 2) The phone book. Really? For junk mail? Phone books + mobile apps have a very distinct connection. It's confusing, again, when I see you taking photos of a phone book. Does that mean I get to import phone numbers some how? I'd recommend starting with that original piece of junk mail. 3) Take us on the journey and let us step back and forth. As another user commented, let us move with the bullet points. They're useless otherwise. 4) Story that makes sense: Picture of junk mail. "Take a picture of the junk mail you don't want to receive." Show the logo highlighted -- "Our system identifies the logo associated with the junk mail." A picture indicating a message. -- "We notify the organization on your behalf to stop sending junk mail." Show the logo or the picture in the success screen -- "We will notify you upon the success of removing you from their mailing list." Let us see the life of that single piece of junk mail all the way through, in every step of the story, so we have something to follow. 5) Since you've decided to go down the route of associating this service with a message of doing good for the world, why not make that a more prominent point? A big "Why?" link underneath your black bar with a popup that showed the information and numbers you gave us in your comment http://news.ycombinator.com/item?id=3570470 http://news.ycombinator.com/item?id=3570470 would be a nice addition. Anywho, just a few ideas. I think you've got a good thing going here and for the right reasons, too. Hopefully you will take the ideas folks have here to heart.