Usability

Sonos: Rockin’ Good Time

I have written about Sonos in this space from time to time. Sonos is a wireless music system that can connect with the digital files on your computer and broadcasts them wherever you want in your home. You can play different tracks in different locations and effortlessly shift from your collection to Internet radio. The software is solid, the user experience elegant and the sound divine. Every few months or so they come out with another great feature. Today it was a version 3.2 of their software. When one hears “upgrade” it properly elicits a grimace. “Am I going to have to carve out my Friday night to get this done?” Not with Sonos. This upgrade is a cinch. They have a one button process that takes care of everything, one step at a time. Imagine no interruptions to “accept the terms.” No “are you sure you want to do this?” It just does it. They add the new controls onto the touchscreen and update your music files so the new features can be used immediately. It all happened in less than five minutes for me and I have over 12,000 songs in my Sonos library.

The newest cool feature is the ability to enable song crossfading. Essentially it eliminates the dead air between songs by fading one song out and fading in another song at the same time, as if it was being controlled by your favorite DJ. It works whether you are in you in your own iTunes library or on your favorite Pandora station. This will be great for parties because we all hate “radio silence” don’t we. That’s the awkward space when we actually have to talk to each other :). If you’ve got a big room and you use their S5 music player (built in speakers) you can set-up two and pair them. One as the right channel and the other the left, for a bigger sonic experience. Kind of like Phil Spector’s wall of sound, but without the murder conviction.

In addition they’ve added lots of new, free radio stations, Pandora has been integrated for a while now, including news, sports, talk and of course traffic. They have an iPhone application which allows me to sit on my patio and program what’s playing without having another device with me (new software version is awaiting Apple approval). They have also given their alarms more power, with day by day customization. Now you can wake up to your favorite music at a different time each day. And just in case you need it, Sonos is now available in 9 languages.

I do have some suggestions. They haven’t worked as hard on categorizing the thousands of radio stations. It seems they rely on the provider to do that. For instance, RadioIO on the Sonos screen is the same as is used on the RadioIO site. But the site has more context and content surrounding the station to aid choices. Certainly this can’t be done on this small a device, but some more thought here could help. They have a search, but it requires typing, and it’s slow. I want my music now! The weather channel is choice after choice of NOAA weather stations without any geographic cues in the titles. Tough. Wonder if you guys could turn the Sonos into a SAME early warning weather device. That would be very cool.

All in all, if you are considering a music system for your home or apartment that works with your digital music library, look seriously at Sonos. I’m closing in on four years now and have never looked back. Yes, Sonos is premium priced, but in my opinion it’s worth it. From the products, to the service, to the seamless upgrades. They work hard at making it all come together.

Rock on.

Mobile = Shift For Designers and Consumers

Humans have always been obsessed with what they need to “take along” whether it’s going to work or play. The advances of mobile phones and apps has led many of us to shift activities we once did exclusively on a desktop/laptop to our smartphone. This is naturally followed by an increase in the number of places we carry out basic computing tasks; now in the car, at a restaurant, waiting for a flight, watching a child’s sporting event, etc. It’s growing quickly partly because people are relieved of trying to remember what they need to bring with. As long as you have your smartphone (Swiss army knife) you feel better prepared. I have been reading, debating and thinking deeply about mobile these last few months.

I attended two mobile sessions at the recent South by Southwest Interactive track (SxSW) in Austin. The first was entitled The UX of Mobile, with Barbara Ballard of Little Springs Design, Scott Jenson from Google, and Kyle Outlaw of Razorfish. I’ll cover the second panel called Time+Social+Location with Naveen Selvadurai from foursquare, Josh Babetski from MapQuest and Greg Cypes from AIM in a later post.

This post mashes together notes from those panel sessions with what’s been brewing inside my brain and recorded in my Moleskine since last fall. It all runs together which makes it hard on the attribution front. The shape of my thoughts was obviously influenced by what’s out on the web and what was shared at SxSW. Thank you to all mobile thinkers.

In The UX of Mobile, the moderator kicked it off by asking each panelist to define user experience:

Allow users to reach goals
Think about the whole system, SMS
It’s everything that causes a user to not want to use your product; scrolling, buttons, etc.

Mobile today is hyper-focused on apps because the mobile browser is lacking (and because of Apple). When the mobile browser catches up to the app experience, there will be a monumental shift away from apps. The mobile web will be where things will get interesting and play out. But simply trying to put the web onto the phone (miniaturization) is not where the value lies. Mobile screens are a new window into the Internet. It’s the closest thing we have right now to wearable computing and so designs needs to account for mobility as well as personal connection. Design for interoperability, take advantage of mobile cache and leverage the cloud. One should design for the “mobile moment.”

Design knowing that interruptions are inevitable (the waiter comes to take your order)
A phone in your pocket can also be useful (vibrate to signal when you need to turn right or left)
Don’t bring the web to the mobile phone, bring the browser (Safari with iPhone/iPad, Chrome)

Mobile demands that you design for the screen. A smartphone has many more features available to the user than a desktop. Barbara Ballard ticked off a great list of things to be considered when designing for the mobile experience. Notations after → are my additions.

Gestures → Human
Accelerometer → Framing
Bluetooth → Extension
Camera → Pictures
Microphone → Voice
Location → Mapping
Address Book → Social
Calendar → Schedule

The mobile phones of today are closer to traveling ecosystems than operating systems. As such, usability testing for the small screen becomes more critical than browser designs. Designers/developers need to test in context, including social context; in short the real world. For me real world testing will mean getting out of the lab and test in cars, libraries, retail stores, restaurants, sporting venues etc. Internet connections are fairly reliable now; always on and fast. The cell phone carriers are not there yet. It’s better than the 9600 baud days, but not yet comparable to the speed we enjoy with today’s modems. When 4G arrives, we will be a heartbeat away from moving everything the mobile device. That will be a watershed moment.

The iPad is a Roaming Device, Not a Mobile Device

Pick up the April 2010 Wired magazine (I’d include a link but the paper version gets to me before the digital version; go figure) and turn to page 75. There’s an extremely insightful article by Steven Levy, Why the New Generation of Table Computers Changes Everything. In it he talks about how Steve Jobs is “writing the obituary for the computing paradigm” and how desktops will vanish and laptops will be used “primarily as base stations for syncing our iPads.” While at SxSW I spent a lot of time with Ian Magnini, principle at MCD Partners in New York. We work closely on strategy, design and visioncasting. He turned to me and said.

The iPad will replace the magazine rack in your home. There will be one in the kitchen, one in the bathroom and one in the bedroom – Ian Magnani

I think he’s dead on. The iPad has a huge mobile drawback in that it can’t fit in your pocket or purse. So maybe it’s not cell phone mobile, but it could be the perfect “roaming device.” I can picture people using the iPad to read magazines, newspapers, books, then launch the browser to order groceries or do online banking all while sitting in a comfy Barcolounger. Battery life is 10 hours and taps return instantaneous responses. Keypad will be the big challenge.

As always, Jobs will ensure that the design experience will be outstanding. I have heard that there won’t be a calculator on the iPad at launch because he didn’t like the experience. It doesn’t matter. Once it’s right, it will be included in a future version.

Much more to come on Mobile.

Advancing the Useful, Usable, Desireable Framework

Forrester Research frequently advocates for their usability framework of useful, usable and ultimately desirable. The first two are table stakes and where designers spend most of their effort. When there is the luxury of time, which almost never happens, then one can strive for that elusive territory of desirability. If users find your design desirable you stand a greater chance of increasing conversion, garnering repeat visits and earning customer loyalty.

frameworkrefine — Forrester Framework (left) My Modifications (right)

Surfing on slideshare.net led me to a presentation that took this concept even further. Essentially the author moved from a classic pyramid to a honeycomb design and added some critical elements to the model. These include, valuable, findabe, credible and accessible. I’m embarrassed to admit that I didn’t favorite the slide show and so I can’t reference the author or link to the actual presentation. My apologies to the person who created this really helpful PowerPoint. Here’s how it was illustrated in the presentation.

honeycomb-model — A Honeycomb Approach to Usability

This concept advances the Forrester model by giving designers and customer experience professionals more dimensions to consider. When I provide direction to my staff and agency, I encourage them to include desirable as a goal from the very beginning, vs. settling for useful and usable and then tackling desirable as a “fast follower.” Oftentimes there’s no time for a fast follower, so getting in as much as possible is very important. Some of these additional attributes found in the honeycomb model above are clearly more structural or work to support reputation, not necessarily spawned from pure usability needs. But they are real aspects users will weigh as they navigate a web site or attempt to use functionality, so accounting and designing for these will be a plus.

This one slide has caused me expand my thinking and build out my checklist. If anyone knows who authored this, please chime in so I can give proper credit.

Forrester Consumer Forum 2008: Maslow is Dead – First in a Series

I attended the Forrester Consumer Forum in Dallas earlier this week. It was my 16th Forrester event which speaks volumes about how I respect the company, value their people and study their work. It’s a day and a half of data, insights and big thinking with a sprinkling of small track sessions scaled down to snack size bites. They are also the consummate hosts. This year’s anthem was Keeping Ahead of Tomorrow’s Customers. An interesting theme, since most of the attendees (including me) were dialing back growth to match a briskly receding consumer. But Forrester did a great job at keeping things upbeat while recognizing the current economic climate and giving us some weapons we could take back and use.

One of the things that has been missing for me during the big top presentations as of late has been bold predictions. The research is still top notch, the analysts are smart, “wicked smart” as Carrie Johnson would say in her Boston accent, and they are frequently ahead of almost everyone. But some of the edge has dulled. I entered the main ballroom wondering if I would get something provocative, forward looking and passionate. My take? I got more stick your neck out than usual, and I was really excited about it.

James McQuivey, Ph.D. began with a talk called Satisfy Consumers for the Next Decade (and Beyond). He brought long lost relatives to life on the stage in an effective manner illustrating his story about why some consumers adopt early, and others late. His theme was: People share a set of universal needs. Satisfy those needs and you will win. He was really getting me to lean in until… Until he trashed Maslow’s hierarchy of needs. He said.

Maslow’s needs are not ordered, not orderly, and in fact they’re messy.

Maslow's Hierarchy of Needs - Graphic: Wikipedia

As I said, I was looking for provocative statements and guts, and I got both. As a formally trained psychologist I take umbrage to disparaging Maslow. He had sound methods and studied some of the most actualized people he could find to help him create this classic pyramid. I don’t claim it’s perfect, that would not be remotely possible in psychology. But it is a storied framework that has stood the test of time and is to be respected. I don’t believe Maslow intended his concepts to be the basis for business sales, but Mr. McQuivey made a strong case for how the current social media trend should cause us to rethink many things. He then laid out his own take at people’s universal needs.

Connection
Uniqueness
Comfort
Variety

According to Mr. McQuivey, everyone has all four, but they vary in importance by individual, can shift over time due to changing circumstances and people will ultimately trade off one need against another. These are interesting to ponder and even more so as he lays them out in a Needs Profile designed to help marketers target consumers better.

He built his next section on the idea of a Convenience Quotient that can be found in research released earlier in the year. A Convenience Quotient (CQ) tells you how you compare with competitors as well as with other ways to meet the same needs. It applies to products as well as services.

I went from upset to inquisitive to interested by the time he wrapped up. At a high level it made sense, but I didn’t really know how to reliably arrive at a CQ for any of my products or services. Seemed very manufacturing focused. Will need to go back and ponder some more. Perhaps I’ll give him a call.

The event was held at the Gaylord Texan. Essentially it was like being in The Truman Show. A space the size of a city block enclosed in glass and steel. It looked more like a movie set than a resort. Perfectly manicured and very comfortable. We affectionately began calling it “The Bubble.”

Fellow Tweets Amy & Jayne — Tweeters Amy & Jayne

P.S. I attended my first TweetUp in Dallas. It was really a fantastic experience. Twitters send out Tweets and before you know it over 50 people descended on a BBQ restaurant in Grapevine, TX. All kinds of genuine, creative and fun people. Everyone is relaxed and talking about social media, politics, their start up efforts, etc. I felt so comfortable. You can get a better feel for what a TweetUp is by watching this video shot by Top Tweet and an amazing Forresterite Jeremiah Owyang. Check out his insightful and content packed blog here.

More to come on the Forrester Consumer Forum.

Agile Development in Training

Many firms are giving Agile Development a go, and it’s easy to understand the corporate motivation. Get to market faster with the highest value projects. In our company we’re in the 2009 planning cycle and struggling with the prioritization process and a crushing number of initiatives. All projects are scored for value to the firm and a level of effort is assigned by the IT department. As you would expect the highest value projects take the longest. And there are many more on the spreadsheet than we have resource for. So the direction from the top was to go back and see if the highest value/large projects can be scaled back to a small or medium and preserve most of the value. That way we deliver more to the company sooner. Makes total sense

The challenge is getting everyone on board to go back, open up the proposals and do the hard work to throw requirements overboard. Oh yeah, only throw out the appropriate requirements. We aren’t as skilled as we need to be to pull this one off. It seems what the top guy needs is agile development.

We all know the waterfall project development process can’t live in our fast paced world and doesn’t perform in practice because most of the players don’t spend the necessary time thinking and planning. The idea that you can completely polish off one stage and enter the next without going back is unrealistic. The result. It takes too long and no one is really happy with the outcome, especially IT who now has to maintain it.

Agile allows the various disciplines to focus and control their areas of expertise, while interfacing with everyone else. Coding begins immediately and is delivered to the team for review many times during the project. Small changes are made quickly vs. the entire code base having to be scrapped. In the waterfall world you have no choice but to ship it. That means you’re the proud owner of home built on a sacred burial ground; forever doomed. In agile you only toss out small bits of code and keep the project moving. You are never forced to ship the first pass.

In the Cooper Journal email I received today, Alan Cooper, a brilliant programmer and user experience guru, bills his firm as providing Product Design for a Digital World. We’ve used them for persona creation and their work is top drawer. In the email there was a link to Mr. Cooper’s keynote address recently given at the Agile 2008 Conference. It was a fascinating and thought provoking perspective on agile development, how it should be done, and how it differs from the waterfall process. This one slide really caught my eye as a thinking tool.

He continues to deconstruct AG, laying out the various states of mind and stages (agile and fragile). But he goes far beyond technology and process, delving deep into human psychology to explain the various roles necessary to make agile successful and why. It’s the people, their emotions, motivations and desires that drives success out of AG. Overlapping those skills in a rapid cycle environment makes a difference.

I could never refactor his keynote, so I won’t even try. See for yourself, view the keynote slides and Mr. Cooper’s speaker notes here. He has entitled the address The Wisdom of Experience. It truly is. Enjoy.

People Read on the Web

Web designers and usability pundits have said for years that people don’t read on the web. At best they skim, and if you have copy that is not juxtaposed with some attractive image it won’t be read. In those days we were encouraged to put as much as possible above the fold and keep the copy short (one liners were even better). As someone who has been involved in developing for the online channel since 1994, I worked hard to live by this rule. Now I believe it’s no longer valid, and here’s why.

Sharper and larger flat screens are more affordable and allows for comfortable reading with less scrolling
Web 2.0 experience has simplified web page design, removed clutter and keeps users on the same page, even when executing fairly complex tasks
Proliferation of community on the web (blogs) drive people to interact primarily by reading
People have many screens that are connected to the web (analog form factors are isolated) which means they learn to read with all devices

These are primarily hardware and connectivity changes that have taken place in too short a time to say that humans have changed. That means people have done what they do best, adapt. Web 1.0 allowed us to click and travel for the first time with a machine. Much more fun than reading. During the time between 1.0 and 2.0 everyone, and I mean everyone, has put content on the Internet. Web 2.0 has given us the magic to make that content travel from device to device, and be easily shared with others. But unlocking the value of that content demands that we read it.

Humans are very good at reading. The novelty of being able to click around on the web has worn off and so we are once again getting down to business by reading and interpreting the written word.

I just sat through two days of focus groups where we combined traditional usability testing and market research. I was skeptical at first, but it has worked out very well and validated my reading theory. The users ignored single lines of copy and gravitated to the larger paragraphs on each and every screen. The images on the page didn’t have much impact. What resonated was site structure (where should I go?) and words that told a story. Narratives are much more powerful than one liners on web sites.

Users are much more sophisticated today about the web. Less wowed by the technology and more thoughtful about what’s being presented. The idea of the web is understood and now second nature. That doesn’t mean we should publish War and Peace, but it does mean we can be more conversational with our visitors.

Don’t let the dot point marketers take over the copywriting duties, or allow your company to gush all over itself (Let us tell you how great we are…). Be fun, informative, interesting and get to the point. But when it needs more, write it.

NeuroMarketing – New Tools For Engaging Customers

Fast forward to some time in the future. The marketing game has completely changed, having evolved beyond test and control, research, etc. Imagine you can understand how your customers react to your products. By react I mean physical responses such as eye movements, heart rate, breathing pace, galvanic skin response and body language. You can map these responses to human emotions and cognitive thinking styles. Next you capture how your customers form relationships with your products (abstract, concrete) and how their social preferences interplay with and drive consideration. But wait there’s more. Throw ideolgical values (taste, morals) into the calculus and you will be able to mold a product that satisfies all basic human pleasures and by definition is the most desireable item on the market. You are are flying, and instantly promoted.

Science fiction? Is it even possible? It is possible, and the technology is available now. Welcome to Part III in my weblog series from the Forrester Marketing Forum 2008 (Los Angeles, April 7-9). The Forum’s theme was customer engagement. In this installment I make an attempt to summarize and connect four separate presentations (two breakouts and two keynotes), that starts to show marketers how to create more engaging online experiences by making them more pleasurable and deisrable.

At the heart of this task is a new type of practice called NeuroMarketing. It’s in very early days, having been largely confined to labs using expensive equipment that was uncomfortable for the subjects. As with any technology, it’s getting smaller and cheaper. There is only so far marketers can go with our current practices. In my view it’s critical to employ new tools that can measure human response and desire. Let’s get started.

First – The Four Pleasures Framework by Patrick Jordan. Mr. Jordan is a design, marketing and brand strategist and holds a PhD in psychology. He has worked with major brands to create campaigns and products using his pleasures framework.

The objective is to help people feel good about your product, your brand/company and about themselves. The four pleasures are:

Physio – Physiological, the body and its senses
Psycho – Psychological, the mind, emotions, cognition and interests
Socio – Relationships, social connections in the abstract and concrete
Ideo – Ideological, the values, taste and morals

During his talk Mr. Jordan cited real-life examples for each of the pleasures. To illustrate physio, he spoke about how the car maker Fiat has an entire lab and team devoted to only three parts of a car. The steering wheel, gear shift and inside door handles. Through research and observation, Fiat discovered that these were the first three things a customer actually touched when in a car showroom. The salesman would usually open the door, the customer would step in, put her hands on the wheel, then on the gear shift. When she wanted to exit she would have to touch the door handle. If the designers could elevate the sensory experience of these physical parts to one of pleasure, product consideratin is off to a flying start.

He provided examples for each pleasure, but I won’t go into them here. For those explorers that want to give it a try, he offered this brief summary.

Create robust personas
Conduct indepth ethnographic research
Immerse yourself in your customers
Look at what’s going on in the media

Second – Amplifying Engagement: Measuring Customer’s Emotional Reaction to an Experience, was given by Jeremi Karnell, President, One-to-One Interactive. His company(s) are working in the NeuroMarketing space, and he defines it this way.

NeuroMarketing is a new field of marketing that studies consumers sensorimotor, cognitive, and affective response to marketing stimuli.

He discussed what he calls the mind-body nexus of engagement, consisting of perception, attention, brain function and behavior. His firm developed the Quantemo Engagement Index, a scientific approach to measuring a target audience’s emotional reactions to digital media. In short, they put sensors on subjects (simple things like bands, nothing sticks to the skin) show them web sites, ads, emails, then report on heart rate, galvanic skin response and breathing. The sensors can also detect eye tracking and body movement. Are the subjects leaning in (interested), or sitting back (bored). These measurements are graphed and presented alongside the usability testing video and reports to give designers more data points to validate or refine designs or marketing messages. Can be employed against your competitors sites as well.

Third – Creating Personas that Support Engagement was given jointly by Neil Clemmons of Critical Mass and Mike Madaio from QVC. I won’t go into defining personas or how to use them in this post. You can easily find that through a simple search. The value in this talk was how Critical Mass extended the Forrester useful, usable, desireable usability model by adding sustainable and social to the persona matrix.

I have been doing a lot of thinking along these lines lately, and this really made it clear. The more offline experiences migrate to the online world, the more tools designers and marketers will need to be effective. The rapid growth of social computing is being accelerated by technology advances. This will require new ways to think about how to create online experiences that will keep up. Expanding the persona/user-centered design paradigm is a natural next step. Mastering these techniques will be critical to engaging users in your online properties.

Fourth – Designing for Engagement by Forrester Principal Analyst, Kerry Bodine. Her talk orbited around desirability. She didn’t offer a textbook definition, but instead quoted Supreme Court Justice Potter Stewart’s opinion in Jacobellis v. Ohio (1964) as he attempted to define obscenity.

I shall not attempt further to define the kinds of material I understand to be embraced within that shorthand description; and perhaps I could never succeed in intelligibly doing so. But I know it when I see it…

I know it when I see it. Clearly desirability is a subjective call and as unique as humans. But like so many other things the mind processes, it’s real. That’s why NeuroMarketing is going to be important. It pulls the subjective, which is very difficult for marketers to deal with, into focus using something more concrete than a gut feeling.

Kerry Bodine – Photo: Steve A. Furman

Ms. Bodine showed the standard usability strata Forrester has been promoting for years, and suggested it should look more like a point to point map, increasing the role desirability should play when designing. This is a subtle change, but one that challenges designers and web architects to think about desirability along side the other dimensions at the outset, vs. something to aspire to after launch. Makes more sense.

I would love to see Forrester refine, actually update, their persona framework to address the rise in social computing and match what they have done with this change. Since 2002, I have worked with Cooper to create the personas we use today. Their persona philosophy and methodology was a natural fit with how we think about segmentation.

Ms. Bodine used a number of personal and observed examples of desirable experiences. One as mundane as ordering room service in a hotel. Her summary and advice to marketers was as follows.

Learn to recognize desirability when you see it
Give desirability the recognition it deserves
Find a way to create desirable experiences

My take on what it means

Online marketers (DM guys and product managers) need to get much closer to interactive design than they are today. The pure plays are way ahead of the analog legacy firms (less baggage). Traditional direct marketers have the luxury of creating dozens (sometimes hundreds) of test cells and corresponding creatives. But they do this, for the most part, not so much through observing human responses, but by mechanical test and control (trial and error). I’m not suggesting that this is not a valid science, but it leaves out the human emotional reactions that are hallmark to the web’s interactivity.

Online testing tools available to raise interactive marketing practice to DM levels are getting better, but most firms don’t have the understanding, budget, expertise or technology infrastructure to acquire, implement and use them. They cannot support a network of sites or instances of sites or even regions on pages necessary to conduct robust DM-like testing. Don’t get me wrong, some firms are doing this well, but they are the exception. In my company we had at one time over 14,000 direct marketing test cells for one product! Nothing even close to that online.

I know it’s counterintuitive, but the online channel in most companies is fairly static because of tracking challenges, staff support, lack of a content management system and the reality of having to integrate with back end databases and systems real time. Content management suites like Interwoven, are helping, but they are big enterprise solutions. Could there be an Interwoven Lite market out there?

NeuroMarketing, is real today and could be baked into the normal project plan without extending the time line or breaking the budget. It can give the online marketer a new and powerful tool that doesn’t result in an extra large IT project.

What do you tell your CMO when asked to explain desirability? “I know it when I see it” is probably not going to do it. Use the mind. Neurons tell the truth.

In Summary

Create personas now. If you already have them be sure they are up to date.
Get buy in on personas from your DM marketers and Product Managers.
Bring them into the design and development process early and keep them there through the validation cycles.
Integrate NeuroMarketing techniques in your usability testing plan.

Read my other Forrester Marketing Forum 2008 posts here for Part I and here for Part II.

Hulu Raises the Bar on Social and Television

I have been having a lot of fun playing around with hulu.com for the past few weeks. It’s a joint venture between NBC and News Corp. It’s in private beta right now, so you have to make a request to gain access. Here is how Hulu describes what they are in an October 29, 2007 press release.

Hulu is an online video service, offering viewers a vast selection of streaming, on-demand, premium programming on a free, ad-supported basis. Hulu content includes full-length current and archived television programming as well as clips and an initial selection of feature films.

When you first log-in the marquee promotes feature properties in a slide show. Below that, content is displayed in identical rectangular bricks down the page. The thumbnail images are chosen carefully and easily recognizable by the visitor. No need to give one or the other more weight. Since the advertising is embedded within the videos on the player page, there are no annoying banners or takeovers to avoid. This makes it inviting and you immediately feel like exploring. Looks like my finely honed “banner blindness” skills will be going to waste here.

Only three navigation choices plus a search box are offered across the top. All landing pages from these links are intuitive. You can also dive right into the clips from the boxes or links found on any of the pages. Users will be familiar with the content, so there is little risk in starting the video. How many times have you wished you hadn’t seen some of those You Tube videos? The search box is smart and the results page contains a left hand navigation with a rich array of filtering choices.

When you find something to watch, simply click and sit back. Once on the player page, a short commercial from the sponsor runs. The progress bar below the screen has small white dots, signaling when the commercials will appear. You can scroll back and forth within the clip, but not through the promotional spots. Kind of opposite of Tivo. Once a spot appears, a countdown lets you know when you can expect your show to restart. The spots are short, 10 seconds or so.

Yes this is another entry into the already crowded and confusing social network world, but unlike so many other sites, these guys are getting a lot of things right.

First, being a major media production and distribution company with popular entertainment brands, they instantly have permission to play in this space. The selection is huge and spans across dozens of content providers, not just NBC and FOX. You Tube is fun and entertaining, but the production value, or lack of ,wears me down quickly. You Tube also has a huge limitation. It will not play outside the web. Television and film can be anywhere here’s a screen and the emotion pretty much remains the same.

Second, the visual grammar of the site is crisp and clean. It feels more like a publishing landscape than a web site. Certainly not a blog. A pristine white background makes the logos, images and actors pop off the page. The copy is slightly gray but readable and easy on the eyes. The focus is on content. Everything works together as you navigate through the site.

Third, the usual social network features are available, but not in your face. One of the problems I have with many social sites, especially Facebook, is they have become very busy and confusing over the last few months. This coincides with “application mania” and dense and growing population. Facebook has introduced some new features to address this with their show more / show fewer profile boxes, but at some point they will need to redesign. That will be an ugly exercise. Hulu is absolutely full on social media, but doesn’t allow that to get in the way of the viewing experience. The user-generated content fits into Hulu’s templates, rather than allowing their site to be controlled by it.

When mousing over the screen the controls emerge. You can share the clip with a friend, even select a specific section of the show by dragging the progress bar handles. This allows the user to further customize their message. You can rate the clip, see details on what you are watching (original air date, etc.) and get an embed code for your blog (I can’t embed any of the videos here, because WordPress strips out flash tags). A feedback form is provided for quality or any technical problems. You can watch it full screen or launch a pop-up, even lower the lights (the white background fades back to gray) to simulate a TV viewing room experience. Of course you can write a brief review for others to read; a must. There are links to Amazon to buy DVDs, not a surprise, as Hulu’s CEO Jason Kilar used to work at Aamzon. We’ve seen most of these features before, but not this elegantly and intuitively integrated in the user interface.

There is a Hulu blog and I found an interesting “time capsule” post that could only be pulled off by one of the long standing networks. On February 19, 2008, President’s Day, they included clips from three former Presidents, JFK, Ronald Reagan and Bill Clinton. Fascinating viewing when you think about what we are going through this election year.

Social Influence Marketing (SIM) is buzzing right now as companies and marketers search for the business in social media. Hulu appears to be getting close. It’s not perfect (it’s Beta after all) and I am unsure of the brand play, as there is no equity in Hulu. But it’s the most excited I’ve been about Television in almost 15 years. And the best part, it’s not Television! Check it out.

Kindle Makes Electronic Books A Reality, Without the Web

A colleague of mine who is an avid reader of books (the analog paper kind) is very excited about her new Kindle from Amazon. She was kind enough to bring it in for me to play with over lunch last week; here are my observations.

The Kindle is Amazon’s first foray into launching a big time consumer electronics product. They describe it as a “Wireless Reading Device” as it gets its content from a satellite vs. over the Internet. It means there is no need to configure it with your router, or commit to a contract like you must with a cell phone package. This feature is extremely important in appealing to hardcores who love to read and aren’t necessarily technical optimists. The Kindle is only one step removed from the book vs. living at the other end of the spectrum in the computer world. Amazon has really nailed the description and positioning of this product.

You are always connected to Amazon’s server where you can purchase books, newspapers and magazines effortlessly. The Kindle will hold about 200 books before running out of memory. No need to seek out a hot spot. But the real reason the long predicted electronic book growth may have finally arrived, is the advancements in E Ink technology. The problem has always been how to make a screen as crisp and satisfying to the eye as printed type on paper. The visceral experience books provide holds tremendous appeal, particularly as publishers have evolved their materials and technology over the years. Paper books have had roughly a 500 year head start over electronic books. That momentum will make it hard for the E Book to gain a foothold.

As I clicked through, the device was quite a nice experience. The screen is of course the main event, and reading was satisfying. The font was clean and appropriately spaced. Navigating back and forth sets off a fade out/in transition that is a little jarring at first, but something I’m sure you would get used to quickly. The user interface was intuitive and relied mainly on a small roller located at the bottom right. It is equivalent to an iPod or Blackberry track wheel. Several times I accidentally hit the large click bars found on the right and left sides of the Kindle that caused the page to change before I was ready. The letter buttons at the bottom (not quite worthy of calling them a keyboard) were arched, making thumb access easier.

This device delivers on the Wireless Reading promise. Certainly more work on the design will be necessary, but this is the first generation. There are some pretty big missed opportunities; the cover is one. The Kindle nestles nicely into a black leather book binding cover. But it is plain. No opportunity to engrave your initials into the leather, no fancy stitching, and no branding whatsoever. Also, if you have the Kindle in a briefcase (and you will) the cover presses against the interface and causes unintentional clicks.

All in all, it’s a great first generation; congratulations Amazon. But will it succeed as a consumer electronics product? It’s $399, which buys a lot of analog books. Right now it is out of stock, so if you really, really want one you can’t get one. And since Amazon has no bricks and mortar locations, consumers can’t try it out before deciding to fork over the cash. Sure the iPhone was $400 to $600, but if you wanted one it was available. and you could try it in the Apple stores. This points to an overall weakness in Amazon. Their marketing and advertising needs some shoring up. I view them as a research and development stock and they have proven innovation with their web platform and recommendation engine that is best-in-class. This launch is in natural keeping to that core.

Steve Jobs, Apple’s visionary was quoted at the Macworld Expo as saying, “It doesn’t matter how good or bad the product is; the fact is that people don’t read anymore,” he said. “Forty percent of the people in the U.S. read one book or less last year.” I think Mr. Jobs has missed the point. Book sales definitely fluctuate, but the publishing business is in no danger of collapse. It did not stumble the way the music industry has done, and their physical destinations get better and better. Readers read. Gen X and Y will likely welcome a digital reading device.

The big question is can Amazon do it alone? Partnerships with publishers and/or bookstores may be necessary for Amazon to succeed. But why would publishing houses or the big book chains want to partner? Isn’t this cutting into their business? The answer is, not now, and not for a long time. I see the Kindle and other copycat devices that will surely be launched, as complimenting the book for many, many years. The Kindle is great for travelers, commuters, vacations and those that are heavy newspaper readers, but only occasionally read a book.

I used to run a small, regional bookstore chain in the ’80s, and as a result have a love of the book. Every time I move it takes weeks to pack up my collection. But I am also keen on technology. As such, both electronic and analog books could easily occupy a space in my life. Another example of convergence in action.

There are probably a lot of people in my category. So as the design improvements are made and the price becomes reasonable, I predict this type of device, will find a place in the market. Amazon got their first.

Netgear Fails to Connect on First Impression

In a previous post I wrote about a great out-of-the box customer experience I had with an Olympus E-510 SLR digital camera. Of course for every great experience there is likely to be one not so great. I think you know what’s coming. Very recently I opened up a new wireless router, the Netgear RangeMax WPN824, all eager and ready to install it. Here’s what happened.

One day a few weeks ago, none of my 5 computers or Sonos boxes could access the Internet. OH MY GOD! WE CAN’T GET ONLINE! My oldest son felt violated. Apparantly losing Internet access is comparable to having a plague on your house. This is red alert time, so I sprung into action. After all we do EVERYTHING online, even order groceries, so that means no food. I checked all the cable connections and rebooted the modem and router, and still nothing, despite all lights flashing green. A call to Comcast told me that my connection was live and strong, and my modem was working, so it must mean a dead router. My first router was also a Netgear (RP614) purchased back in 2000, when you could only get hardwired models. It cost me $50 about 8 years ago, so it seemed fair enough to me that I would need to replace it.

Did some online research, then headed for the local Best Buy. Lots to choose from, but since I have Macs as well as PCs in my home, my choices were narrowed. Netgear had treated me well, so I picked up the WPN824 and came home to install it.The out-of-the-box experience was not what I had expected it to be. Here’s the post describing the Olympus digital camera experience. Netgear’s box was well designed and informative, but the magic stopped there. The CD had some quick start instructions that told me to insert the CD and click on the index.htm icon. But it was repeated in 7 other languages. Hate that. I reviewed the Getting Started sheet and followed the Apple Mac instructions to the letter. It promised me a Smart Wizard Configuration Assistant would be conjured up to lead me seamlessly through the process. After about 5 minutes of rubbing the lamp, and using up my 3 wishes, no one appeared to help me, and I wasn’t online. Here’s the CD sleeve.

The box promised 24/7 technical support, so I reached for the phone. In short order I was speaking to a pleasant gentleman (probably in an offshore call center). He was excellent. Asking specific questions to understand what was going on, and giving me extremely good direction. I asked him why the Smart Wizard didn’t show up, and he informed me that the CD does operate on a Mac.

“Why does Netgear pack Quick Start documentation in the box that gives me instructions for installing on a Mac when you know it doesn’t work?”

He deflected the comment and focused on trying to solve my problem. When I threw him another curve ball he said, “That’s no problem, we can work around that.” In less than 10 minutes he had the router configured from my Mac G5 and insisted on staying with me until I had accessed the Internet with all my computers. So kudos to Netgear for having a well trained and available staff.

However, I am not a nascent when it comes to technology, and fully expected to get up and running with the new router on my own. So while Netgear has done a good job training their most expensive customer service channel, they failed at helping their customers in the much less expensive self-serve channel. Most of what was provided to me in the box was either wrong, or would not work with my operating system, despite claiming compatibility on the box. They should trade in their so called Smart Wizard for one that is more effective at conjuring. By paying closer attention to their out-of-the-box experience they will can deliver a better customer experience for less money.

Obviously I am back online (having averted yet another crisis) and fully expect my Netgear router to serve me for years to come, just as the last one did.

Apple’s Site Search Drives Brand Consideration Through Prospect Experience

Apple has always been one of my favorite brands as well as my first choice in computers. I have long admired their web site for how on brand it is, the clean look, crisp copy and easy navigation. My one criticism is that it doesn’t even try to remember me. They never present a home page informed by where I have gone on their site or what I may have purchased from them (and it has been a lot over the years). The same can be said for their email marketing programs. Not a premium placed on targeting the content to me. Great emails to look at, but rarely do I click through and browse or buy. However, their site search capability has caused me to think about overlooking those shortcomings. If you visit the Apple site they have the normal search box in the upper right hand section of the page. Looks like what you see everywhere. But when you start typing everything is different.

I started typing in iPhone. As I was typing a flyout appeared immediately below the box, populated with real time search results that changed with each letter typed. But these search results look more like a web page or a software window. They are categorized, contain descriptions and images, and in some cases prices are displayed. You can always link to a full results page, which is also improved over a normal search results page.

Here is what I got when I typed in iTunes. If you key in something that is not on the site it says “no shortcut was found” and directs you to another page where you might get a “did you mean” suggestion. This is similar to how the Spotlight feature built into their software works.

This experience enhancement gives consumers yet another glimpse into what it is like to own a Mac before owning one. Apple understands how important it is to manage the customer experience (or perhaps prospect experience, as their market share is still small) at every interaction. This is particularly important online, as consumers have a short attention span and are jaded quickly if something doesn’t work or live up to their expectations. Obviously this is much easier to accomplish when you are searching your own site and products vs. the open Internet. But Apple has executed with elegance in design. Apple is now the third largest manufacturer of computers behind HP and Dell. In their stores they have all but eliminated the cash register, as the advisers on the floor can use a hand held device to ring your purchase and email you a receipt. Seems they are always about bringing innovation to someone else’s expertise.

Internet Appliance for the Nuclear Family

As computing evolves, networks expand and technology converges, we are seeing an explosion of new appliances hit the marketplace designed to help consumers remain connected to their new webbed world. There are lots of them that do many things, but the designers who think about culture and society alongside technology will sell the most units. The way people/families live and work today will shape the framework for choosing features and functionality for developers going forward. I’ve spent some time thinking about this and have come up with four imperatives for success.

WiFi access, to allow users access to the web, e-mail, blogs, anything that is on the Internet
Support for the online community/social networking world by allowing photos and video to be viewed, selected, edited and uploaded. This real time journaling feature is one of the main reasons to have one of these appliances
Provide a rich and fun experience for kids, easy switching to the kids account that is sanitized through parental controls
Lightweight, rugged, long battery life, and a simple, easy to use interface for all members of the family

I recently had the opportunity to briefly play with one of these new appliances the Eee PC. It is manufactured by ASUSTeK Computer Inc. and sells for under $400. It is white, small and rugged. The software window is displayed on a 7″ screen that is bright and easy to see. The interface has tabs allowing the user to select, Internet, work, learn or play spaces on the screen. This makes it simple to know where to begin. It constantly seeks a WiFi signal and will easily join so you are up and running with a Firefox web browser. You can check e-mail, update your blog, or keep tabs on your friends on Facebook.

It runs on Linux, but they indicate it’s Microsoft XP compatible. I found it relatively easy to use, but a little difficult to control the cursor with the thumb pad. The keyboard has a full set of keys, but because it is hardened, there isn’t much feel when you are typing. You can load on your digital photos and and video clips and upload them. There are also a nice selection of games. You can store music as well. The flash drive size is limited to either 2G, 4G or 8G.

I can easily see myself tossing it into the car for a road trip to keep kids entertained as well as using it myself to update a blog or photos site. Could also serve as a first computer for younger kids, since it is small, lightweight and can keep up with them. I wouldn’t call it a productivity tool, but that’s alright (we have enough of those already) as this milepost is very promising.

The web site that promotes the Eee PC can be found here. It is full of slow loading flash and it is not easy to navigate around from section to section. They are missing an opportunity here. I would also say the product name is not memorable, and the company name even less so.

I’m a PC and I’m a Mac: Enough Said

They do a lot of things right in Cupertino. In Redmond, well let’s just say they do a lot of things. Size does matter, but design ultimately wins the day.

A Simpler Plan

” Everything should be as simple as possible, but no simpler.” Albert Einstein

Wednesday, November 8th is World Usability Day. No it’s not another Hallmark Holiday, you don’t need to rush out and buy a card at the last minute. It may seem somewhat contrived and perhaps even unimportant as you sort through the hundreds of details that demand your attention through the press of the day. But you really do care about this one. Fortunately there are thousands of highly skilled and well trained humans who obsess over ensuring things are easy to use. There is so much stuff in the world that we have to use or we can’t learn, or do our job successfully, or give our children an edge. And most of it is driven in some way by technology.

Indeed it is a world of growing complexity. Our free market system and open society has done an excellent job of giving consumers/citizens lots of choices, while removing some as well. Computer chips are in everything. Software, menus and navigation systems are everywhere from microwaves, to remote controls, to alarm clocks, even your children’s toys. You name it, a user must program and then use it. We all hate having six remotes in the family room just to watch TV or switch to a DVD, but have you ever purchased and tried to program a universal remote? You need to carve out your entire Saturday to get all six of those devices into the one remote. Don’t even ask me how many days you will need to explain it to your spouse. Your kids, now that’s another story. They can just pick it up and start using it.

Kids just have a knack for this stuff. I have a 3 year old that picked up my iPhone and was browsing the photo library and making a call in minutes. Maybe that’s the answer. We should just let the kids design all the user interfaces.

So do what you can to support World Usability Day. If you are a designer, take more time and design it better, if you are a programmer, get out of your cube and talk to that designer and ask, “Who will be using this program?” If you don’t do any of this stuff as a job or hobby, then just use some stuff on November 8th. In fact use everything in your house and car. After all you paid for it.

If you want to know more you can link to the World Usability Site here.