Capturing the spirit of Web 2.0

June 8, 2009

The new world order?

As I head off to this year’s national UPA (Usability Professionals Association) conference in Portland, I got to thinking about all of the hype around Web 2.0 and how it is changing EVERYTHING.

Image from tangyslice.com

Image from tangyslice.com

As the above tag cloud illustrates, Web 2.0 can be defined in a number of ways and can be pretty confusing to the uninitiated. However, one thing is for sure: if you are a marketer and you haven’t embraced the idea of technologies that support customer collaboration, sharing, and control using so-called “social media” then you are in the dark ages.  Right?

Sure, you say, that’s fine for those cool new music sites and iPhone apps but what if I am selling shipping services, heart valves, or cupcakes, what then? I can set up a company or brand Facebook page, allow customers to digg a page on my website, or send them Tweets about new stuff we’re doing. But is that really taking advantage of all that Web 2.0 has to offer? And, what if my customers are reluctant to participate in these new social media?

Choosing a Web 2.0 strategy

One of the pitfalls of trying to keep up with this new world order is to be too reactive.  Companies want to stay competitive and may be attracted to some of these new tools or services and then try to fit them into a vague strategy that demands Web 2.0 type of interaction with customers. But which tools?  And what do customers really want?

Now, which ones should I pick?

Now, which ones should I pick?

The problem with this “follow the wave” approach is that you may be spending money on stuff that nobody cares about or that just isn’t a good fit for your company.

Whether you are already fully invested in Web 2.0 or just getting started, here are some suggestions for meeting the challenges of the Web 2.0 world:

1) First define your brand: Recognize that your customers still have the same needs they had before – i.e., they want to be listened to and treated well. Choose any new services or tools based on this simple premise and keep coming back to it. Ask yourself: does this cool new (tool, service, etc.) support great customer experiences and my vision for my brand?  If not, then maybe it’s not right for you.

2) Give and take: Provide a feedback loop that will bring you good information about how your customers are feeling about you and that makes customers feel as though you care about them. Don’t give them the tools for communication/collaboration and just sit back and watch. Stay in touch.

3) Build the spirit and sensibility of Web 2.0 into the online experience: Although your customers still have the same basic needs, that doesn’t mean their expectations haven’t changed.  Web 2.0 has raised the bar re: customer expectations of the quality of the online experience.

Use “polite interfaces” and/or “adaptive interfaces” that speak to your users in real life language and give your website and your brand some personality. Provide a level of personalization that creates real value. Even if you don’t offer popular Web 2.0 tools, you can create pleasurable and meaningful experiences for your online users in other ways that don’t require a large investment (I’ll go into more detail about this in a future post).

4) Learn from your mistakes: Don’t be content with the status quo. There is going to be something new right around the corner that your customers might want. If participation rates slump for a particular tool, move on. Be willing to adjust as technology and customer desires change.

5) Do research: William Goldman’s famous quote about the entertainment industry is relevant here:  “nobody knows anything.”  Don’t assume that your competitors have this thing all figured out.  The only real way of knowing  if you’re making the right decisions is to do research.

Once you embrace the spirit of Web 2.0 there are a number of ways of collecting and analyzing information that can provide insight and are cost effective.

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Note to Apple: iPhone copy and paste is not a “feature” it is a business

September 26, 2008

There is no question that the iPhone has revolutionized the smart phone market.  With the recent release of the 3G, Apple has managed to create one of the most pleasurable experiences for users of any electronic device while being responsive to issues from users re: the first generation iPhone (at least re: GPS).  However, I’m still astounded that Apple has yet to offer one of the most important features that BlackBerry users have taken for granted for years: copy – or cut – and paste when editing email or other documents on the handheld.

iPhone copy and paste

iPhone copy and paste

Even more astounding is that Greg Joswiak, head of product marketing for Apple, believes that copy and paste functionality is not a priority for the iPhone (!).  Not only are they losing customers by delaying this, Apple is putting developers on hold who could be developing a workable office suite for the iPhone.
As a long time BlackBerry user that has switched over to iPhone, I am one of many who miss this most basic function (If you’ve ever used your smart phone to type a 35 character long URL you know what I mean).  Until Apple gets its act together on copy and paste, we’re going to have to settle for workarounds, poor (and time consuming) imitations, and unapproved  “proof of concepts” or open source apps created by the developer community. 
For those willing to use a Web-based app to copy and paste …
Preston Monroe’s iCopy is the closest you’re going to get.  It’s a good stop-gap solution but as Monroe admits, there are some drawbacks including the fact that it doesn’t work with every page of text (sorry BBerry users), you have to reload the page to paste, and the text you paste is added to a URL and sent over the internet – providing an insecure environment for your personal information.  Here is a demo  …
As for “proof of concepts,” here are a couple that are worth mentioning …
From loneysandwich, here’s a mockup of what it might look like to Copy and Paste on the iPhone, using the magnifying loupe and a second-finger tap.   Nice job – but we expect that many users will have problems navigating effectively with the second finger – working the magnifying loupe is difficult enough (I’d love to see a UI test with Sumo wrestlers using this feature) …
MagicPad from Proximi is a rich-text editor that is now available in the App Store. MagicPad allows users to create text documents in which they can change fonts, text sizes, colors, and even add bold, italic, underline, and strike-through effects to their text.  And unlike the earlier proof of concept mentioned above, the user only needs to use a single finger to highlight text to copy, cut and paste. Unfortunately, MagicPad doesn’t solve many of the issues I have: you can only copy and paste items created within MagicPad – not between existing Apple applications on the iPhone.  However, for the price of a Mocha Latte ($3.99 at the App Store) it’s worth checking out.  Here’s a brief demo from the folks at Proximi …
While the developer community works to create workarounds and other apps, Apple is losing business every day from potential BlackBerry users who are getting locked in to 2 year contracts with their Pearls, Curves and Bolds.  RIM is also looking to release the new Flip 8220 BlackBerry in the U.S. The new flip phone will provide some extra “cover” for those frustrated by those exposed keys, and create yet another reason not to switch to the iPhone.
Apple made a big mistake in years past by focusing all of their Mac sales efforts on the education market and not listening to corporate and small business customers.  It took them years to recover.  Let’s hope they get wise and come up with an elegant solution soon for Copy and Paste.
Also check out:
Zac’s White’s OpenClip project – you can find a video demo and Zac’s updates re: iPhone copy and paste within iPhone’s SDK framework here:
There is hope (and some clues re: Apple’s firmware update) but no timeframe set:
A UI design suggestion based on the 15-year old Newton interface: