Monthly Archives: June 2008
We were talking the other day about guiding principles that form the foundation of a great experience. David Armano surfaced this excellent list from Google. What’s interesting is that it is in their corporate information. They hold these guiding principles close to their core. And it shows.
When these principles work in an experience they call them getting “Googley.” The principles are simple but powerful ideas that show why Google is so strong in delivering customer value. It’s a well-known fact that Google’s customer value has delivered a lot of business value to their shareholders. Who says business, brand and customer cannot be aligned in an experience?
Last week I had the opportunity to get outside of the office, go out into the real world and interact with peers and industry colleagues in New York city (and Brooklyn too!). Sharing/exchanging ideas with smart people from diverse backgrounds is one of the best parts of my job and this last recent opportunity was no exception. On Monday, I moderated a panel at Widget Web Expo featuring (from left to right) Steph Agresta of Internet Geek Girl fame, Ian Schafer from media agency Deep Focus, Steve Rubel of Edelman, Matt Dickman of Fleishman-Hillard and David Malouf from Motorola. I was also able to present my evolving POV on Micro-Interactions to about 50+ Interaction Designers at IXDA’s NYC chapter. And lastly I got to share those same thoughts at Icon Nicholson. Here’s a few thoughts from my experience over these two days:
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- Adapting Websites to Users (Based on Cognitive Style)
- The Real Business Model for Web 2.0: Corporate Clients
- Is Now the Time for Real Brand Utility
- Do Humans Really Need Location Based Services?
- Making Research Actionable: An Introduction to Design Criteria
- Generation Y: Welcome To Their World
- Mydeco Room Planner
- The Eco Zoo
- Mentos Kiss Fight
- Lee Crum (Artist Portfolio)
- Adapting Websites to Users (Based on Cognitive Style)
- The Real Business Model for Web 2.0: Corporate Clients
- Is Now the Time for Real Brand Utility
- Do Humans Really Need Location Based Services?
- Making Research Actionable: An Introduction to Design Criteria
- Generation Y: Welcome To Their World
- Mydeco Room Planner
- The Eco Zoo
- Mentos Kiss Fight
- Lee Crum (Artist Portfolio)
Engagement is the mantra in marketing. Impressions are passé. And word of mouth is an emerging aspect in marketing that we’re only beginning to understand. But engagement – how actively a customer uses and engages with a program or site component – is something we embrace as a key measure of success. The challenge in the past was that between client stakeholders, customer research, competitive assessments, and our own team insight and ideation process, we had a laundry list of features and function that could be implemented. Which were the top priorities? And how could we determine “tie-breakers” on the features and functionality as well as the likely timing to implement?
About three years back, we began to apply more discipline to the application of design personas. Interestingly, that regimen can apply to measures of engagement as well. We now regularly use simple scoring methodologies to prioritize the features, functions, and program elements that are most likely to connect with the highest value customers. It’s a relatively straight forward process once design personas are developed. And the process ensures that customer needs are kept front-and-center when making feature / function decisions. Finally the scoring methodology meets with high client and team buy-in.
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