Shyam gives a thought provoking insight of the the goods and services economy. Using coffee as an analogy for our industry as it starts as a commodity and transitions through a basic good to become a service to ultimately become an “Experience Good” (aka Starbucks) where the value one retrieves is based upon the experience they receive along with the actual quality of the product. The next step would be “Transformational” but apparently we have yet to see that in coffee.

JSYK…Lifeblue is an Experience Good:)

Derek, our very own Codebase Wrangler, brings Trials Evolution for Xbox 360 into the office this week and starts a the newest Lifeblue video game REVolution (we’ll see how long it lasts before we go back to Skate 3) Trials Evolutions

In a response to the “This Week in Interactive” blog post from April 4th, I am here to tell you that content is still king - not typography. Maybe typography is a member of the royal family…but without good content, your well-designed type is just a regular citizen who goes by the name of decoration.

Facebook co-founder Eduardo Saverin has renounced his U.S. citizenship. Huh, I wonder if it has anything to do the Facebook’s upcoming IPO and an impending capital-gains tax? Nah, he probably is just unpatriotic or something. Maybe he’s just really sick of cheeseburgers, hotdogs, baseball, Coca-Cola, capitalism, democracy, and Justin Bieber. In news completely unrelated, Saverin now lives in Singapore, an Asian city-state that has no capital-gains tax. Facebook C0-Founder Renounces Citizenship

Thanks to Shyam for helping me define my purpose as a designer - first by issuing the challenge to do so many months ago, and then by sending me this video from TED of Chris Bangle, chief of design for the BMW Group. Chris said some things in the video that I really related to, and it (along with some other things I have been thinking a lot about lately) really helped me to articulate a purpose that I think works perfectly for me. Here are some quotes from the video. “What we’re interested in is finding form that’s more than just a function. We’re interested in finding beauty that’s more than just an aesthetic, it’s really a truth… The experience of love and the experience of design, to me, are interchangeable.” So here it is, my newly articulated purpose: Let Love and Truth be the foundation and motivation for everything I do - this is the key. Now I must confess, this has become much more than just my purpose as a designer, but more of an all-encompassing mantra for every single aspect of my entire life. I would love to explain in depth the meaning(s) and it’s applicable and lends balance to every role and calling I serve in…but I shall spare you for now. Maybe I will write more on this topic later. But think about that, won’t you?
Chris Bangle, chief of design for the BMW Group

The Benefits of Play in Online Marketing

What is play?

Play is defined as follows: “To engage in activity for enjoyment and recreation rather than a serious or practical purpose.” The concept of “Play” is a powerful marketing tool in both on and offline campaigns. We recognize it when we see it… an installation marketing piece inviting us to stand on, touch, or interact with the brand. An online game where we collect points and share our achievements with friends. An immense amount of revenue and effort goes into these playful interactive efforts, for seemingly no purpose other than to provide free entertainment for audiences. So what’s the motivation behind “play” centered brand campaigns? Why put so much effort into a game? To understand that, we must first look at the basic benefits of play, and then understand how those benefits relate and contribute to the consumer-brand relationship.

Benefits of play

Play on a basic level has several benefits. Let’s think about our childhood… Ok, everyone has a very different childhood with different experiences, but one thing we all have in common is that we used to play, and probably a lot. So in playing, we were receiving lots of valuable life skills that prepared us for our adult life. Play granted us reduced anxiety levels (fun), a boost to imagination, joyful memories, (remember that time when…) and helped us to forge meaningful friendships. But play doesn’t stop at adolescence. In fact, “play-based” campaigns appeal to these basic joys, and to our desire to just enjoy something for the sake of enjoyment. “Play-based” marketing can produce several beneficial effects on audiences.

Play is Fun!

Since play is fun, it’s something audiences want to do! So when interacting in a playful manner with a brand, audiences can associate the brand with “fun!” Examples of this concept include “impulse purchase” products such as food and drink. (Remember those Budweiser Frogs?”) These brands don’t require much thought or consideration by the audience. I think most of us would agree that when asked, “Do you want some Cheetos?” the answer would be “YES!” So the greater challenge for Cheetos is for audiences to consider the brand “fun.” Enter the Cheetos Chester’s Feed, a “news” feed full of playful elements, featuring recipes that range from yummy to downright absurd. (Cheetos and Broccoli? Really?) There is even a Cheetos Art tutorial and a “Cheetos Pet” featured! Cheetos has successfully illustrated that it’s fun to play with your food! Especially if your meal is Cheetos!

Play Helps us Create an Imagined Reality.

Did you ever play “GI Joe” or “Dress Up” as a kid, imagining yourself a brave soldier or fairy princess? Brands use play in a very similar way to help audiences imagine a reality where they are the owners of the brand or product. Take for example a “high-end” product such as a new Cooper Mini… say I’m thinking about buying a new car. I’ll probably research the Mini and contemplate myself as a new Mini owner for quite a while before I actually make that purchase. Enter the Cooper Mini Campaign, “Winter Olympics,” where I can “play” at ski-jumping a Cooper Mini. Really, watch the video… it’s worth it! Take for example a higher-end athletic shoe, the Air Jordan. This is a purchase that involves research and lots of imagination. Just imagine how much higher I could jump if I had a pair of Air Jordans! I might even be able to reach the top shelf of my kitchen cabinets! To help me imagine the lighter-than-air feeling I’ll get when I own a pair of these shoes, Air Jordan has created the “Choose Your Flight” online experience. I’m sold!

Play Creates a Memorable Brand Experience.

Play has a unique ability to engage audiences for longer time periods and provide a more “quality” experience while they are visiting. This produces a lasting impression on audiences, and encourages brand discussions and sharing. Entertainment related brands such as video games, music, and vacationing can make the most of this quality of play. Take Disney Cruise Line for example. Disney created an entire online “Game of Life” style board game designed to educate visitors about the features of a Disney Cruise while they navigate the treacherous terrain to find buried “treasure.” While the relevance of this type of site to actual conversions can be debated, there is no doubt that the over-the-top experience provided by this microsite will create a memorable impression on audiences. Think about how long a visitor might stay on this site, just to “finish” the game! Another site worth mentioning here is the new Angry Birds Space microsite, developed to showcase all the features of the new game. The level of play and interactivity in the site itself was enough to make me actually scroll through the entire page full of content several times! This site successfully uses “play” to engage audiences for a more lengthy and quality experience.

Play Helps Establish a Brand Relationship.

Just as childhood play helped us make friends, play in marketing can help brands to forge a relationship with audiences. This concept is especially useful when the brand needs an ongoing dialogue with audiences, or when the product or service is difficult to understand. Take AISA Express, a market research company, for example. It’s pretty hard to “get” what this company does, but with the help of several playful elements throughout the website, audiences start to get an idea of how it works. Energy-related companies are also using the benefits of play to continue and grow their loyal consumer base. Nissan created the “Planet Zero” campaign to educate audiences about the benefits of zero emissions and has used play to effectively build valuable relationships with consumers around the idea of protecting the environment.

It’s Not Just for Kids!

Through these examples and countless more, we can see that play continues to be a driving force in online marketing today. It has the power to influence audiences’ opinions of a brand by sparking imaginations, engaging in fun and memorable experiences, and forging lasting brand relationships. Play isn’t just for kids. It’s being utilized by brands to create a serious impact on consumers.

Rumors abound that Microsoft is set to release a $99 dollar Xbox which will be subsidized by two years of a $15 monthly service package.

Samsung announced the Galaxy S III to considerable buzz on Thursday, while RIM shares dropped to an 8-year low after demoing it’s next-generation Blackberry 10 platform.

Measuring Usability on How to Conduct a Usability Test on a Mobile Device

Anil Dash on Adam Yauch aka MCA of the Beastie Boys: “One of the most profound things the Beasties and MCA did was show us how people can evolve, from silly boys to serious artists.” Hear, hear. RIP MCA.

Lost Cell Phones
I lost my smart phone recently only to find out it was stolen and violated by some hooligan and to know that they could easily get cash for my phone made it all the worse. Well the government is now stepping up to help us find those lost phones in a world-wide effort to stop to those shenanigans. Visual.ly has created a nice info-graphic showing the world of lost cell phones.

FUN with Rebus
Many of you are familiar with the LoneStar Beer Bottle Cap decoder game (you must be over 21) but this new app The Rebus Show on iTunes is great fun as well. It was actually released LAST week but any…

Law and Order
You can all relax a little bit…clicking “agree” to the “Terms of Service” legalese you never read does not make you the anarchist you thought it did.

Spotify Appified
Spotify is rocking out the apps for the big boy brands…and it actually sounds pretty cool.

This week we saw one of the web’s all time favorite holidays. Of course, April Fools Day, who said nerds don’t have a sense of humor. Like always, Google was busy for the holiday, giving us Real-World Sightings and the newest way to multitask. However my favorite was the 8-bit blast from the past where Google paid tribute to early video game developers.

What some might have thought was an April Fools joke in fact is real and has the world wondering. Project Glass announces augmented reality glasses and Sergey Brin is already spotted wearing them.

At the same time buzz surronded the new Art of Video Games exhibition at the Smithsonian American Art Museum, check out the trailer.

And if you thought office Helicopters were cool, think again, I vote flying DeLorean instead. True it didn’t happen this week, but how could I miss the opportunity to call out Marty McFly and Doc Brown. Looks like the replica is from the 2nd movie since it has the Mr. Fusion, no plutonium needed.

In the I wish it was April Fools but is not category, Facebook rolled out their new Timeline in their attempt to help everyone story-ify their life. (A much cooler way to storify in case you haven’t seen it.) The world of shifting founders extends to Pinterest and the SEC takes aim at Groupon.

In other random thoughts:

Who says you can’t be responsive and use parralax scrolling, Beyonce launches her pictoral blog, Hillary goes Viral, and more people still read their ebooks on a desktop.

Just to throw a little entertainment our way, if you weren’t psyched by last week’s Anchorman 2 announcement, this week Dumb & Dumber 2 was confirmed.

Last but not least, the moment we all waited for, Titanic 3D hit theaters.

Typography Tools
Often the biggest struggles for up and coming designers is typography. When content is King, how you display it is critical. Maybe typography is king????

Mobile Browsing vs Computer
Mobile might not ever be the only browser, but it looks like its going to often have to make the first impression.

Video Shopping
Now this would be a pretty cool way to shop! Eat your heart out QVC! Maybe this will bring videos back to MTV…probably not.

The Future
You have to love future predictions, especially when we live in an age of rapidly advancing technology. Put it on your calendar to read this post in 8 years and see how it came out.

Digital Pennies for Analog Dollars
The decline of dead tree newspapers continues its march.

Mobile Website Design and Responsive Layouts
A great article on mobile development options. I feel the “off canvas” solutions is where the market is headed.

Exploration vs. Refinement
A picture is worth a thousand words. Does focusing on refining an idea lead you in the wrong direction?

PHP, the server-side web programming language used by over 75% of websites, reached version 5.4.0 this week. It might not have caused quite the stir that the shiny new pretty from Cupertino did, but nonetheless its new features and performance improvements will be appreciated here at Lifeblue.

Pinterest, the design pattern to end all design patterns

Matt Monihan writes about the thumb grid pattern employed by Pinterest and similar sites in an evil bid to enslave the world.

YouTube and NBC will stream the entire 2012 Olympics

Gizmodo reports “For the first time ever, you’ll be able to watch every single olympic event live. NBC has teamed up with YouTube to livestream more than 3000 hours of coverage from the London 2012 Olympics for free.”

Dollar Shave Club

Chances are you’ve already seen this awesome ad for DollarShaveClub.com. CNET has some insight from the new company’s accellerator Peter Pham on the rapid brand growth made possible by social web mechanisms.

New Basecamp from 37signals Launches

“After a ton of very hard work, and lots of debates and decisions, we’re thrilled to be able to share the all new Basecamp with you.”

“Games are becoming more Web-like, and the Web is becoming more game-like.” This is the point presented in Anne Miles’ article called What Web Designers Can Learn From Video Games, and considering the developments in gaming technology that allow for online access and the improvements in the web’s interactive elements, this insight appears aptly descriptive of the design evolution that is taking place right in front of us.

Elements of gaming are increasingly present in web pages. Take Miles’ example of the format of Yahoo answers. When a user provides the inquisitor with the answer he thinks is best, the user earns credibility points in reward of her “win” that allow for her to access more features within the system. This kind of incentive-driven behavior is helping websites become more engaging and more likely to lead the user down the funnel to the ultimate point of conversion. Below are some more ways sites have integrated (video) gaming elements to improve user experience and create a more intuitive environment for the user.

“In considering game interfaces, a Web designer needs to be acutely conscious of their project’s context and their client’s goals,” says Miles. Unlike video games, efficiency should take precedence over elements of entertainment when creating a successfully functional website. But when it comes to mapping out the layout of a website, the hub-and-spoke approach of video games can be appropriately applicable. Selecting one application that leads to another allows users to focus on one task or chunk of information at a time, making it more comprehensible and organized in their minds. Integrating this kind of layout should also take into consideration the different types of needs from different types of users and build the site out accordingly.

Another engaging element of video games worthy of web integration is the use of customized graphics. In some video games, the loading screen is often designed to match the theme of the game, which continues to keep to the player engaged during the wait. This practice can be transposed to web design by creating functions, pop-up loading screens and 404 pages that visually support the look of the site and keep the user interested.

Video games and websites face a similar challenge in that they both strive to be intuitive and quickly comprehensible. One way video games have been successful in this endeavor is by using different cursors for different functions. For example, some RPG games use a hand when the object it is hovering over can be picked up. This same approach in web design can help guide users to where they can click to continue or hover for more information.

Icons are used heavily throughout video games to quickly communicate different functions. We have seen this same reliance on icons in the development of web applications, and as the line between websites and web applications continues to blur, icons are used increasingly in web design as well. There are often cases where icons and symbols communicate the function much more instantaneously than words. They also make a site more user-friendly and easier to navigate while giving it a cleaner appearance.

When giving a web user options from which to choose, many of the effective layouts in gaming can be applied to make the process more engaging and interactive. Options menus in the form of carousels, sliders menus and context menus can achieve a game-like feel that encourages the user to keep “playing.”

See? Web design really can be all fun and games. In fact, borrowing these ideas from gaming can help make sites more intuitive, more user-friendly and more successful in engaging the user to the point of conversion. Make your site’s goals your users goals, and encourage them to play. It’s a win-win situation.