Comments on: Why Brand Managers Should Pay Attention To Usability http://www.omstrategy.com/99/why-brand-managers-should-pay-attention-to-usability Improve Your Online Marketing Fri, 30 Jul 2010 13:40:11 +0000 http://wordpress.org/?v=2.6.3 By: Ted Goas http://www.omstrategy.com/99/why-brand-managers-should-pay-attention-to-usability#comment-100 Ted Goas Sat, 01 Sep 2007 23:15:41 +0000 http://www.omstrategy.com/99/why-brand-managers-should-pay-attention-to-usability#comment-100 Hiya Daniel <blockquote>I don’t think aesthetics are necessarily a part of it. For example, I don’t think bluenile looks that great, but the functionality...</blockquote> True, a site should work before it looks good. But aesthetics can be important to users, if only on a subliminal level. An organization with branded advertising can create lasting impressions on users. For instance, despite thinking eBay's site and logo use ugly colors, they maintain a consistent feel throughout their pages, emails, and ads. If I see an ad that's bright yellow, red, blue, and green, I know it's eBay before even reading it. I think this is something we're presently trying to achieve with our company. Hiya Daniel

I don’t think aesthetics are necessarily a part of it. For example, I don’t think bluenile looks that great, but the functionality…

True, a site should work before it looks good. But aesthetics can be important to users, if only on a subliminal level. An organization with branded advertising can create lasting impressions on users.
For instance, despite thinking eBay’s site and logo use ugly colors, they maintain a consistent feel throughout their pages, emails, and ads. If I see an ad that’s bright yellow, red, blue, and green, I know it’s eBay before even reading it.
I think this is something we’re presently trying to achieve with our company.

]]> By: daniel http://www.omstrategy.com/99/why-brand-managers-should-pay-attention-to-usability#comment-99 daniel Fri, 17 Aug 2007 21:45:53 +0000 http://www.omstrategy.com/99/why-brand-managers-should-pay-attention-to-usability#comment-99 hi, Adrian, how are you? A few websites that spring to the top of my mind are ocado.com, nikeid.com & bluenile.com . Ocado & Bluenile are very simple, but the experience feels so great that you want to share it. Ocado is a particularly nice example: it's a supermarket. I don't think aesthetics are necessarily a part of it. For example, I don't think bluenile looks that great, but the functionality of their 'diamond finder' is so fun that - even though it's a topic you may not care about - you'll play around with it, learn something about diamonds, try & find the best balance of carat/cut/color/price & end up feeling warmth for the brand. The first time I used it, I probably told 10 or 20 people about it & got a few "wow this is amazing" emails back later. How many of those people - when it comes to the one or two times in their life when they might consider buying a diamond ring - will return to bluenile? I read a blog post recently asking "why didn't nikon build flickr?" - imagine what that would have done for their brand. Thanks a lot for your comment & for the link to your post. daniel hi, Adrian, how are you?

A few websites that spring to the top of my mind are ocado.com, nikeid.com & bluenile.com . Ocado & Bluenile are very simple, but the experience feels so great that you want to share it. Ocado is a particularly nice example: it’s a supermarket.

I don’t think aesthetics are necessarily a part of it. For example, I don’t think bluenile looks that great, but the functionality of their ‘diamond finder’ is so fun that - even though it’s a topic you may not care about - you’ll play around with it, learn something about diamonds, try & find the best balance of carat/cut/color/price & end up feeling warmth for the brand. The first time I used it, I probably told 10 or 20 people about it & got a few “wow this is amazing” emails back later. How many of those people - when it comes to the one or two times in their life when they might consider buying a diamond ring - will return to bluenile?

I read a blog post recently asking “why didn’t nikon build flickr?” - imagine what that would have done for their brand.

Thanks a lot for your comment & for the link to your post.

daniel

]]> By: Adrian Palacios http://www.omstrategy.com/99/why-brand-managers-should-pay-attention-to-usability#comment-98 Adrian Palacios Fri, 17 Aug 2007 17:46:53 +0000 http://www.omstrategy.com/99/why-brand-managers-should-pay-attention-to-usability#comment-98 This week BBDO Worldwide CEO Andrew Robertson was quoted in a Reuters story; he explained that to keep a consumer's attention "you've got to create stuff that is sufficiently compelling for them to choose to spend time with it." Moreover, I feel that with the internet, especially within the context of social media, we have a chance to lead a consumer through an experience that will be much more effective than magazine ads or 30-second spots (click <a href="http://brandingme.wordpress.com/2007/05/30/advertising-and-web-20-toward-an-adventure-education-model-of-social-media/" rel="nofollow">here</a> for my long-winded development of this thought) as long as it's executed properly. Are there any specific websites you think leave a great "experiential" impression? One that is aesthetically pleasing buts also takes advantage of the opportunity to involve the consumer in a way that is compelling/memorable? This week BBDO Worldwide CEO Andrew Robertson was quoted in a Reuters story; he explained that to keep a consumer’s attention “you’ve got to create stuff that is sufficiently compelling for them to choose to spend time with it.”
Moreover, I feel that with the internet, especially within the context of social media, we have a chance to lead a consumer through an experience that will be much more effective than magazine ads or 30-second spots (click here for my long-winded development of this thought) as long as it’s executed properly.
Are there any specific websites you think leave a great “experiential” impression? One that is aesthetically pleasing buts also takes advantage of the opportunity to involve the consumer in a way that is compelling/memorable?

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