"Upgrade" page is unclear

I just ran an informal usability test by watching a colleague who wanted to upgrade from Ubuntu 11.04 to 11.10. (Disclaimer: This was only *one* person, but I think the fault identified here is obvious.)

First she did a Google search for "ubuntu" and went to <http://www.ubuntu.com/>. I winced, because I thought this would result in her downloading and reinstalling Ubuntu from scratch. But no, after clicking "Get Ubuntu now", she saw the "Do you want to upgrade?" link and clicked it. Well done to John Oxton and others who worked on the download page.

However ... She took one look at the "Upgrade" page <http://www.ubuntu.com/download/ubuntu/upgrade> and, for want of a better word, panicked. She scanned the links, clicked the first one "see the upgrade notes", and was confronted by a wall of text. Scanning again, she found the "From 11.04 to 11.10" section and clicked the "See the OneiricUpgrades page for upgrading information" link, and hit another wall of text. And when I nudged her back to the main Upgrade page, she tried to click on the buttons in the screenshots.

So, there seem to be three problems with the Upgrade page. First, it contains far too much text. For example, it says: "Before upgrading, it is recommended that you _read the release notes_ for Ubuntu 11.10, which document caveats and workarounds for known issues in this version." This could be more than halved in length: "The _release notes_ contain technical information and known issues."

Second, the steps do not look like steps:
- They are lighter weight than the surrounding text. If anything, they should be heavier.
- There is hardly any spacing between them and the text above, which makes them look like part of the same paragraph.
- They are not numbered.

Third, the screenshots do not look enough like screenshots. For example, they could have a torn-off bottom, showing that they are a picture of only part of a screen, rather than a complete window on top of your browser window.