Friday, March 13th at 03:30 PM
Presenter: Paul Annett – Clearleft Ltd
Product:
- Clearleft Ltd created Silverbackapp.com. Before the application was even released, people noticed the intro site had 3D vines on it. Users thought they were on to something and tweeted it, giving a bump in traffic. They thought they’d found a little gem in the site that added value.
- FedEx logo arrow between E and X. When it was pointed out, it is an ah-ha moment that adds value to the design.
- Toblerone bar has a bear on the mountain on the package – again, it is somewhat hidden and adds a little something to the logo adding value.
- Truce Vodka and Aerosmith have logos that can be flipped over and have the same look (ambigram).
- All this hidden stuff in logos make you want to look for more. Disney films, and Disney World have hidden mickey heads all over.
- Innocent Smoothies says “stops looking at my bottom” or “Boo” on the bottom of the carton. Small hidden messages add delight to products and designs.
- Moo Stickers packages have hidden messages inside the packages ripped apart “ooo! you broke me”
- Apple mighty mouse shows a little mouse in the red light at the bottom.
- Firefox, typing about:mozilla gets a message from “The Book of Mozilla” which changes from version to version.
Web:
- Silverbackapp.com layered vine effect was accomplished with three vine images placed in front of each other and offset. When the screen is resize you have a 3D effect.
- TweetOne uses the same effect with a hidden item.
- Tweetquency does the same 3D effect.
- Zoetrope is created with the web layer effect as well, making an animation of a horse.
- Ho ho ho Hat and beard on flickr. When you added a note with that comment, a hat and beard shows up on photos
- Google Moon zooming in showed the moon is made of cheese.
- dconstruct.org has a style switcher and specifically hid certain pieces of the site to gain interest.
- Kyan media has a little worm at the bottom hiding a full lab underground
- Modernista is simply a nav menu sitting on top of other websites, starting with Wikipedia, them moving to their other stuff on other sites. (skittles.com stole their idea recently).
- Able Design shows the scroll behind the logo.
- WeBleedDesign drips paint down the page through the entire site.
- Youtube video for Wario and Apple Yahoo video for iTouch moves the rest of page around – breaking things we’re used to.
The effects of these delighters are explained by the Kano Model of customer satisfaction. Horizontal axis is the quality of execution. The vertical axis is how happy the customer is. The diagonal axis is the performance needs of the customer. Second diagonal axis is the basic needs – what a customer takes for granted. Web: it simply needs to work, if it doesn’t, you’re disappointed, but if it does work, it is what you expect to happen. Third diagonal is excitement needs. In a hotel is free wifi, or a fun hidden little trick on a website fits this. This changes over time, if you were excited about free wifi last year, this year it becomes an expectation
It’s not enough that we build products that function that are understandable and usable we also need to build products that are useful to peoples lives.