Books have existed for ages with the ability to teach trades, stimulate thought, influence behavior and provide an escape from our reality. This week, we asked everyone here at Lifeblue about the books that have stuck with them most and have helped to perfect their practice by changing perspective and thought.

  Phillip and Savannah recommend The Tipping Point by Malcolm Gladwell.

Phillip claims that this book “is one of the single reasons I entered the agency world and eventually started this company. It intrigued me in the understanding of how people and things influence change in the world.  It made me want to see how I could help influence or change consumers’ behavior.”

Savannah likes this book because “it takes the phenomenon of the epidemic and analyzes the key components that facilitate in the spread of thought and behavior in a way I had never before considered. Gladwell’s conversational writing style and gripping content make for a quick read, and Gladwell is one of those authors who succeeds in altering the perspective of any reader.”

  Russel recommends Delivering Happiness by Tony Hsieh.

“It’s probably more because I just read it, but it is a light-hearted, easy read. Its practical application of focusing on building and providing for everyone around you from your customers, vendors, and team members that you can create an amazing culture. In a nutshell, everyone wants to be a good person and provide for others, so facilitate that in every way possible.” 

   Shyam recommends Getting Real by 37Signals. 

“Seth Godin said it best: ‘Every once in a while, a book comes out of left field that changes just about everything. This is one of those books. Ignore it at your peril.’” 

  Cindy recommends The Seven Habits of Highly Effective People by Stephen Covey. 

“I haven’t read the entire book recently, but I refer to it frequently and it has stayed as a foundation in my mind for many years. I remember taking a leadership class while at SBC in the early nineties based on this philosophy and book. I got my golden egg and it was a pivotal moment in my career and has stayed with me as fundamentals for the past 20 years.  While the book is now 20 years old, the paradigms and principals are extremely relevant. I often have to remind myself of the habits and revive the lessons it teaches in balancing personal, professional and the best ways to navigate your life. The foundation is an important lesson in paradigms and how we can choose to view our world.”

  Cristal recommends Visual Meetings: How Graphics, Sticky Notes & Idea Mapping Can Transform Group Productivity by David Sibbet. 

“I was attracted to this book for its many illustrations of flow charts, mind maps and thought sketching. This is not a book I chose to read cover-to-cover, but rather I keep it handy for quick reference when in need of quick inspiration when preparing a presentation, collaborating a meeting or mapping ideas for a project.” 

  Justin recommends Designing with Type, 5th Edition: The Essential Guide to Typography by James Craig.

“This book really changed my perspective on typography. It’s a great book for any designer, whether they are a beginner looking to understand typography or a pro seeking self-improvement.”

  Jonathan recommends Hardboiled Web Design by Andy Clarke.

“Andy Clarke’s book doesn’t go over a terrible amount of HTML5 and CSS3 material that you can’t find elsewhere, but that’s not the point.  He seeks to empower developers and designers, encouraging them to ditch the old, passive way of approaching web design in favor of a bold and uncompromising style of thinking.  We have some wonderful tools now at our disposal, so let’s allow ourselves to use them.” 

  Chad recommends Pro PHP: Patterns, Frameworks, Testing and More by Kevin McArthur. 

“A well-written book on (mostly) advanced PHP concepts that doesn’t waste much time on the basics. For me it was a nice overview for things like the Zend Framework, PHPUnit and Phing that I hadn’t really dug into yet. The author Kevin McArthur presents the subject matter very clearly and the ‘just the facts’ section at the end of every chapter is great.” 

Have any books you recommend for us? Let us know!

“The customer comes first.”

Business 101, right? So why is it that some web designers and marketers often forget that clients’ needs and desires are just as important to consider as those of the audience the content is serving?

Matt Donovan explored this topic in his presentation “Defending Creative Design” at this year’s Big (D)esign Conference and cited one reason for this disconnect to be the tendency to just say “no” to any request from a client that we might not agree with or believe is worth doing.

This slighting approach must stop or client relations will surely continue to suffer. Designers can be notorious for their defensiveness when it comes to client critique and therefore are often branded as difficult to work with. And while some designers will say that they’d rather die than change a single thing about their work, their business will most definitely die as well when clients grow tired of having their best interest always put on the backburner.

It’s time for a relationship revolution.

So how do agencies avoid the prima donna persona and present themselves as “people” people?

The power of listening is constantly underrated— listening not only to what a client says, but what their brand says about itself and what the client wants to be said through your work.

Get to know the client brand as if it were your own and treat it as such.

Breathe it in and live its personality and purpose as an organization.

Understand their audience and how it serves them and create your content and design strategy accordingly.

Clients hire agencies because they are good at what they do. Offer your expert opinion and ideas that will assist in accomplishing the brand’s goals. But always keep in mind that it is critical to make sure that you first understand what the client is attempting to achieve through your work and then make those goals your own.

Be one with the brand.

Many agencies make the mistake of showcasing too much of their work all at once.  “Avoid the big reveal,” Donovan cautions. Share your work with the client often and get feedback to ensure that you are going in the desired direction. Making little changes along the way is far easier than creating a complete design that requires multiple mass alterations in order to meet clients’ needs. It is an iterative process that should always allow for feedback and input throughout the lifecycle of the project.

Mind the Golden Rule: Treat the client with respect and openness and you will be treated likewise. Your amicable work style will surely earn you a highly regarded reputation and lead to referrals.  

Business is built on relationships, not projects.

In a world full of seemingly stubborn designers, it is important to step out of the box and ensure positive client interactions.

At LB, we don’t just create experiences for the client’s consumers, we also believe in creating unique experiences for our own consumers: the clients.

We are leading the charge on this relationship revolution.

Let’s all put the customer back where they belong.

By Savannah Harper

Recently we came across a documentary being developed and showcased on www.kickstarter.com called “Design & Thinking” and it poses several questions to the Design Thinking approach and the incredible value that design plays in everything we do.

Shyam Patel, our LB Creatologist spoke last week at Ignite Dallas during the Big Design Conference on his approach to Saving the World from Bad Design and the value of design thinking and our current complacency with status quo. 

“Design is not about just making things look better, it’s about making people’s lives better.” 

We need to be conscience that every decision we make impacts the design of our own lives and the world around us.

In the movie trailer it spoke about the idea that “design is not a luxury, it’s a discipline”. We believe that to be true in all that we deliver. Maybe we could even elevate it to Design “doing” because we believe it is an absolute necessity in all our efforts at LB.

If we view the challenges of our society through the lenses of a design problem, the problems become infinitely more approachable and solvable. The industrial age taught us to be system thinkers, but the information age requires us to become design thinkers.  We must stop being passive consumers and creators.  We are not passive witnesses to these problems, we participate in them by the way we choose to design our lives and the work we do.

The industrial age encouraged us to gain a depth of knowledge in one area of expertise; the digital age requires that we supplement that depth of knowledge with a breadth of knowledge. Understanding all dimensions is critical and requires that we think through usability and aesthetics, form and function.

So what is design thinking? Well as I mentioned, design is about making people’s lives better – thinking and doing are about the process we use to ensure that we achieve that goal in whatever we are trying to create. 

Let’s use form design as a great example. It’s amazing how applying design thinking to a form can change the world. Think about default options of a form.  This country suffers from an abysmal savings rate due to over consumption.  By changing the default option on 401(k) plans to be opt out saving rates have been shown to increase to 11% compared to negative savings rates nationally.

That’s design thinking and design doing at its best. We must pledge to be design doers. Saving the World from Bad Design means no more status quo, it means challenging ourselves to ask questions, absorb information and ultimately deliver better end results.

Our LB mantra…

We believe that design is a craft at the intersection of art and science, form and function. It is about more than being creative; inspiration and innovation are its fundamental principles. Design is about having the courage and the audacity to pursue our vision through our work to make the world what it can and should be and not settle for what it is now.

To see Shyam’s presentation for Ignite Dallas, check it out here: http://slidesha.re/oMul4V  

Photo/illustration courtesy of: Emerson College blog post by Nitjyot Saroan

Dear Facebook, I have been cheating on you. It was completely unintentional and I can explain everything…sort of.

This week I finally got my invite to Google+.  I had been waiting, wanting to dive in and better understand this shiny new toy that everyone is talking about. This week I got a chance to satisfy my initial curiosity and better understand this new gadget.  

I fumbled some in the beginning until I figured out the interface. I found that it got a bit more interesting as I started understanding how to add people to circles.  It’s been fun to find Ashton Kutcher or Michael Dell and add them to my circle of “Inspirational People”. In this new social tool, I don’t need to be connected to close friends to get content going. I already know this could be addictive.

Here’s a deeper dive into a few of the features I found interesting…there are many more yet to discover:

• Circles: Circles seems to be a hybrid of friending and following that seems difficult at first, but once you get the hang of it, it’s cool. You can put anyone in a Circle, and they can choose to reciprocate or not. The interface is easy and very dynamic.  Drag a user here.  Drop them there.  Put them in multiple groups.  The animations for creating, deleting and modifying Circles are also easy to use and fun.  Very cleverly designed.  It also allows for communication streams to be far more organized than on Facebook. While the “group” feature exists in Facebook and is similar to Google +, Google has definitely mastered the art of making it extremely user friendly.
• Stream: The stream — essentially the Google + version of a Facebook news feed — pulls in information from posts made by people in your circles. You, or anyone following you, can also give your personal endorsement, the +1, to any post or comment. Similar to the “like” button. Aesthetically, it’s a big step up from the News Feed.  One of the best features for me was the ability to sort your stream by Circles to see posts only relevant to work or to catch up on the latest news from your friends, etc. Again, bit confusing until you get used to the interface, but highly addictive thereafter.
• Hangout: I personally have yet to try this feature, but from what I understand it is super cool.  The functionality will allow users to post the hangout to their circles and your friends in that circle will be able to join the hangout which is basically a video conference for multiple people.  I believe it will be interesting to see how this actually unfolds within the Droid and the iPhone app interface.  Could this be a significant VOIP play in the future?

My first few days with Google Plus have been addictive. I’m not certain when the “shiny new toy” syndrome will wear off, but for now Google + was fun to use and has a lot of potential. I could see using it in addition to Facebook, but until Google weaves more of their existing services into G+ and I can integrate more of the people I know, it won’t become my main way to socialize online.

Facebook, can we still be friends?

“Nothing ruins a great website… like people using it.”

This remark was made by SmashingMagazine.com writer Ian Lurie in his recent article featured on the site, Getting Started With Defensive Web Design— a piece in which Lurie explores how the shortcomings of a website’s usability can pose problems that can’t be saved by even the most captivating visual design or creative content. If the user runs into a problem that can’t be easily solved, it’s likely that they’ll simply abandon the site, never to return again as a result of their frustration. The aim of any website is to expand its audience, but it’s just as important to maintain that which already exists, and defensive design focuses on just that.

So what exactly is “defensive design”? It’s a contingency plan for when design fails— and this fail may very well be a mistake made by the user, so it’s important to create a web design that is both proactive and reactive to errors. So now the question is how to design defensively.

Web design should first and foremost be proactive to potential road blocks that will leave the user banging his or her head against the wall or worse, completely uninterested in further interaction with the site. Here are some ways to avoid making someone’s hate list and to instead make him or her feel like a valued visitor:

1.     Never assume that the user will “just know” their way around your site and how to use it. Create contextual help that appears on the current page or roll over inline help boxes that help guide users in the right direction and create confidence in their navigation of your site.

2.     Create a website that is still functional even in the event that your images fail to upload due to slow speed or poor connections. You’ll never know exactly what you’re dealing with, so be positive that under no situation will your site be unusable.

3.     Consider providing an on-site search option, and remember that to err is human— features like closest-match for misspellings and auto-completion for the absentminded are great ways to ensure that search and navigation of your site are seamless.

4.     Forms are the proven enemy of many users. Highlighting errors makes any mistakes clear and easy to correct. Courteous error messages prevent the user from feeling scolded or belittled, and preservation of data that has been previously entered by the user facilitates the otherwise laborious process of filling out forms.

5.     Page errors are expected to occur. Finding creative and kind ways to display the “page not found” screen never hurts, and helping the lost and confused user find his way back or to his intended destination make for a better user experience. Use analytics to determine if a reoccurring page error is fault of your own.

6.     Limited landing pages or ambiguous copy can stir up trouble as well. Be sure to avoid making these kinds of mistakes in designing your site, and again, as Ian Lurie warns, do not assume that the user will just “figure it out.”

Taking these points in consideration will minimize potential errors and will almost certainly increase traffic to your site, consisting of both new and returning users. A better web experience equals a better brand experience, and that is ultimately the goal of any website. Don’t let a weak defense make your website work against you.

As the saying goes, “a good defense is the best offense.”

Written by: Savannah Harper, LB Wordsmith

Photo courtesy of Wild Women Entrepeneurs

A friend and I were talking about digital media the other day and he asked me a question: When do new media and digital marketing become a part of traditional media and evolve to the new “normal”? I didn’t have an answer. I would like to say in many ways we are actually there…but as I listen to clients and view the marketing world that exists today, I would say we still have a way to go.

In my life as a consumer, the two are completely intertwined. I look at all social mediums every day, from my phone, my laptop, at my desk, on the treadmill, before bed…you get the picture. I am extremely connected. I see the vanity URLs on commercials and immediately take mental note to see what they deliver. I scan the QR codes and want to know what magical thing is revealed.  This has become my new “normal”. Even as the growth of social media explodes with over 600 million people on Facebook, more than 200 million on Twitter and the numbers and networks are still growing, I sincerely believe we are in the infant stages of understanding how all of this becomes integrated in a way that doesn’t mean brands are sticking a Facebook share button on their websites and then stating they are “digital” and “socially engaged”.

The way we consume media and information has changed dramatically even if we can’t gauge or measure the exact result.  I read a story online recently that very much imitated something that would seem very normal to me.  It was a story about two co-workers talking incessantly about a recent TV commercial they had seen. But the thing was that they hadn’t actually seen the ad – at least not in the traditional sense of the word “seeing”. That is of course if the first image that entered your head when you thought about seeing a commercial is sitting in front of an HDTV watching a commercial break. How they saw this ad was completely personal: one colleague’s daughter had tweeted her a note to check a posting she’d made on her Facebook wall for a link to the YouTube-located commercial that she’d had been alerted to by a co-worker on LinkedIn. Is that the new “normal”?

And if that seems a bit round-about, there are two things you ought to know: First, the entire interaction from start to finish took less than 4 minutes, and that included the commercial being viewed twice (once by the daughter and once by the employees) and subsequently an additional comment being posted by a colleague who then alerted her son in another city and another time zone. Second, this is increasingly becoming how real brand communication and engagement is taking place – at the speed of the consumer.

Social media marketing and the various connecting tools currently available to brands can be extraordinarily useful in opening channels of communications between brands and customers. However, it is just one tenet in a comprehensive marketing strategy. Social media should be seen as a conversation and part of an ongoing relationship with a consumer, but only a part of the relationship. Digital platforms should be leveraged in a way that complement and ultimately extend traditional marketing engagement to deepen relationships with consumers and create even more compelling marketing strategies.

So when will we get to this new “normal”? To be honest, I’m not sure.  I think many people that you ask would react the way I initially did with the answer that we have already arrived. Some would say we will never get there and others would say we are somewhere in the middle of the journey. 

I don’t know the exact timing…but let me check my Facebook and LinkedIn and get back to you!

What do designers know that developers don’t? It is often said that development is the least glamorous job at any organization. Many times designers are looked at as magical music-makers. Why are they perceived that way when we bring their designs to life? It feels more like they put the frosting on the delicious cakes that we as developers make?  We would argue that we must create amazing things together and one would not be as good without the other.  Who wants a cake without frosting?  And who wants frosting without the cake?

So then, why should we look at developers any differently than designers? Why shouldn’t development be as magical and innovative as a designers approach? Designing and design thinking happen at all stages of a process to create just about everything from a sports car to a tea cup. The combination of function and aesthetics are a beautiful combination. Like cake and frosting.

I recently read an excerpt in a Fastco Design blog ”Designing is About the Decisions you Make Every Day” by Stefan Boublil…”…design was meant to serve people and make life easier, not just better looking. When designers succeed, the results do not need explanations, a narrative or descriptive tags; they tell their stories in how they work. The prize is not fame, fortune, or blog hits but the betterment of society through what might have been perceived, at first, as the peculiar placement of a handle on a cup but ended up changing how we sip, if not the world.”

I agree with the sentiment, but think we take it one step further in the web development world.  Why can’t we also use this same design philosophy and apply it to everything we create. We should strive to build applications that create an emotional connection for our users. Something as simple as a form on a site should never result in a user feeling confused or bewildered about the process. Creating moments of delight in something as a simple as a web form should be a benchmark that we as developers choose every day.

We can be as glamorous and magical as designers; we just need to change the paradigm and believe in it.  We often allow our work to be dictated by the design/creative process; however we have a dutiful obligation to add to the creation before it feels mandated as a functional/technical specification document.   Ultimately we need to own the function, just the same as the designer owns the aesthetic. 

Design thinking should be applied at all levels of the design and development process.  We don’t make a distinction. It’s the “methodology for practical creative resolution of problems or issues that looks for an improved future result”.  So, this means it could be reflected in how the site looks, but also, how a site functions for the user.

In a world where we are outsourced, feared and hold the least glamorous job, we can change the stereotype. We can create amazing. We can learn depth and breadth of knowledge that will allow us to live in the same circle as designers.  We can use design thinking as a gauge to be great. Wouldn’t it be wonderful to live in that world?  I for one think it is possible.

Over the last couple of years, it’s been said many times, many ways by many different people: interactive is the future of marketing and advertising operations.        

This generally held opinion is well on its way to becoming fact as AdWeek.com reported Wednesday that thanks to the ever-increasing presence of smartphones in society, mobile display advertising has more than doubled over the past two years (Mobile Display Ads More Than Doubled in Last Two Years: Smartphones played key role).  

For most of us, this statistic is far from surprising. It’s hard to go anywhere and not see a suit in a cellular-supported business meeting or a text-happy teen almost dangerously distracted or even a small child being entertained by a mobile movie or touch screen game of some sort.        

It would be imprudent of marketers and advertisers to ignore the uprising ubiquity of the mobile medium and dismiss this promising goldmine as a passing trend—but by now, few are so foolish. Now it seems the uncertainly looms in how this revolution in technology can be effective in advertising and beneficial to the brands brave enough to risk venturing into this unknown territory.       

Smartphones have helped further shape social networking by making popular programs like Facebook and Twitter instantly accessible with the touch of a finger—but how to successfully execute marketing tactics on these sites has proved to be just as mysterious. Transparency becomes even more critical as it also becomes easier for marketers to be tempted to make the mistake of oversaturation.

And what about the baby boomers? Their participation in smartphone activity pales in comparison to those of the younger generation, so is this extremely influential and financially fertile cohort being ignored in the conquest of the new medium? Does the so-called “Facebook generation” take kindly to the frantic fight for their attention? Or will all this effort to win the web space race be done in vain?

The key to successful advertising lies where it always did: in understanding the audience. Advertise to your target by choosing the most effective medium by which to reach them. Don’t expect a new medium to save your marketing plan; you still have to do it right. 

Be smart. Stay true to the strategy, but don’t be afraid to customize your tactics to fit the medium.  Be creative. Don’t treat interactive media like traditional media with a click through option. Be brave. Seize the opportunity to make a difference in the midst of the mobile and interactive revolution.

After all, no guts means no glory.

-Savannah Harper, Lifeblue