Tag Archives: apps
By Neil Clemmons | Critical Mass Chicago
There’s a lot being written about the iPad – reviews, new applications, the ongoing debate on Flash, what the device does and what it doesn’t do.
Beyond the device, however, there are some implications and the longer-term impact it will have as we create digital experiences. New devices and interfaces have a profound impact on consumer expectations, competitive moves, and the evolution of digital interfaces. The Wii ushered in new interface concepts and ideas. Same with xBox and xBox Live. The iPad will do the same in its influence on the conventions and expectations of our industry.
We have several of the Wifi iPads in our offices and have had a number of discussions with our team about its implications. Some see immediate opportunities for the iPad to ‘fit in’ to their lifestyles. Others are still debating if it replaces something or is a supplemental access and consumption device. It’s bigger than a phone with no ability to do more than SKYPE calls. But it’s not quite a notebook with all the file access and productivity tools – so the iPad makes compromises in both directions. The limitations will change in time as new applications, new peripherals, an updated OS, and improved connectivity come.
One thing the smartphone and iPad do is to force a focus on ‘what’s important’ versus ‘what’s possible.’ As sites or applications evolve, they become more bloated, more confusing, and lose the punch they can have. Redesigns of a site or an application can be liberating, in removing the old conventions. But invariably we worry about ‘moving the cheese’ of the habituated consumer and thus add rather than subtract in making experience design tradeoffs. This is where Apple and the developers of iPad apps demonstrated tremendous courage in leaving behind the conventional interfaces and tools. We need more courage to advance the customer experience.
What’s the take away after a week of using the iPad from an experience standpoint?
Here are the 7 Areas of Implications for digital marketers:
#1 – Fragmentation.
Josh Bernoff (Forrester) wrote about the Splinternet earlier this year. That theme is in full force on the iPad. Media and content fragmentation continue as new devices enable content consumption in new and different formats. Information ubiquity that started with the smartphone is further exacerbated with a new form factor. iPhone apps that are played on the iPad look OK, but you’re much more engaged by an iPad native app. The need for liquid experiences that adapt to the screen become even more important as we look at alternative form factors.
#2 – Development Challenges.
We have to think differently about how content and experiences are created, disseminated and maintained. Monolithic frameworks start to break down when there are hundreds of thousands of developers creating new experiences. And with Apple changing their developer terms and conditions, it looks like Apple will expect you to use their tools and frameworks, rather than many of the cross-platform frameworks. We have several clients working with Android, iPhone, Blackberry and other instances for applications. The iPad and follow-on products from other vendors based on Windows 7, Chrome, or Android tablets will further exacerbate the challenge of consistency and maintainability.
#3 – Personalization.
We’re at the early stages of more personal (and relevant) consumption of media – that means the customer is even more in control of the experience. Most will seek out an application rather than a web browser to consume their content where possible. Android, the iPhone OS, Windows Phone 7, Blackberry are all targeting what Mary Meeker with Morgan Stanley says will be a bigger market than the desktop PC market by 2014. The browser lives on at the desktop, but many of these new devices will take a very different approach to content and experience access. Remixing content from feeds, apps, alerts, and personalized experiences will become even more important. Add in the intersection of social to these experiences and you quickly see that use cases with these new devices will become even more personal.
Last week, a number of CMers flew from all of our offices into Austin for one of the year’s most hyped industry events. For 6 full days, we were completely absorbed in the world of SxSW–the speakers, the vast campus, the BBQ, the karaoke… and lots of noise! We’ve come back (well, those that didn’t stay for the rocking music portion!) to our respective offices and departments with lots of inspiration and lessons, to be shared more in-depth in a few days. For now, let’s look at some of the quick hits in the Pro and Con lists for SxSWi 2010 from my perspective, with cameos from a few others who managed to make it back!
Let’s start with the areas that were lacking and work our way up to the highlights, shall we?
I’ve seen a lot of posts about how the “content was weak.” Chris Pirillo even went so far to say that the “speakers weren’t entertaining,” and gave some great feedback for next year. I know I felt a bit underwhelmed, but I directly attribute that sentiment with the fact that most SxSW sessions are pitched 8 months in advance. How can those topics stay relevant with the pace of cultural change? They can’t.
That rant aside, I did find reasons to be inspired by my industry peers…
1. The crowd speaks for itself. I can’t find a SxSW source, but hck2 says that registration was up 40% this year. Geek love is forcing new application and ideas into the mainstream. Location based apps like social networking, video, & QR codes were not only used, but used a lot!
2. Not only were real-time social apps used, but they were used for utility. A while back, we were using augmented reality and iphone apps just because they were a bright & shiny objects. Now, we’re using them together to provide utility and to add value to “traditional” consumer experiences. While the SxSW app wasn’t perfect, I used it constantly to navigate my way through the maze of conference rooms and panel topics. And, while I’ve been on foursquare for a while, I’ve never felt prouder to get a badge titled “Porky” or “Panel Nerd.”
3. Conferences don’t exist to deliver a “silver bullet” or the next “disruptive” idea. They should, however, inspire smart people to cultivate ideas on their own. Here are a few that kick-started my creative thinking: #mindcontrol, if you want to be inspired by how “influence” works… and the “Snark It” app by Powered, if you want a good laugh.
Lastly, I had a wonderful time sharing ideas, banter and beers with all my @criticalmass SxSW travel companions: Jessi Odenbach (@jessio), Greg Arnanitakis (@The_Promethean), Dave Vieser (@dvieser), Adam Bracegirdle (@richinminerals), Mike Lanyon (@lanyonm), David Fasullo (@livebrush) and Kerry Janes.
Here are some of the lessons they were each inspired by…
David:
Inspiration Point 1: “Committing to an idea is the hardest part. Starting an idea doesn’t make you a startup.”
Inspiration Point 2: “It’s not just about telling your story. You need to be competitive in how you add value.”
Jessi:
Inspiration Point 1:“Looking to the future, employees will have a growing need to be well advised in multiple disciplines. Designers need to know social media. Social media needs to know technology. And so on. Our worlds are colliding and we need to expand ourselves even more.”
Inspiration Point 2: “No brand will build a lasting relationship with consumers without a valuable digital engagement.”
Greg:
Inspiration Point from the Gary Vaynerchuk: “His emphasis on doing what you love for a living is inspiring, but above all else he pushes loving your family and spending time with them being more important than a job. Work-life balance matters. A whole lot.”
Adam:
Inspiration Point from Brendan Dawes: “On some level, to be a good designer you just need to be an interesting person.”
What were you most inspired by at SxSW? What lesson did you learn that will change the way you work/create/adapt/ideate/think?
