Metro: Typography trumps chrome–debunked.

Metro, is fast becoming this unclear, messy craptuclar retardation of modern interface design. In that, the current execution out there is getting out of control resulting in what originally started out as a Microsofts plagiarized edition of Dieter Rams “Ten Principles of Good Design” into what we have before us today.

I am actually ok with that, as if I ever looked back on the first year of my designs in the 90s I’d cringe at the sight of lots of Alienskin Bevels, Glows and Fire plugin driven pixel vomit.

The part though I’m a little nervous about is how fast the microsoftees of the world have somehow collectively agreed that Text is in Chrome is out – like somehow science is wrong, that what we really need to do is get back to basics of ASCII inspired typography design(s) of yesteryear.

Typography is ok, in short bursts.

Spatial Visualization is the key description you need to Google a bit more around. Let me save you a little google confusion and explain what I mean.

Humans are not normal, to assume that inside HCI we are all equal in our IQ levels is dangerous, it is quite the opposite and to be fair the human mental conditions that we often suffer from are still quite an the infancy of medicine – we have so much more to learn about genetic deformation/mutations that are ongoing.

The reality is that most humans hail from a different approach to the way in which we decipher patterns within our day-to-day lives as we aren’t getting smarter we’re just getting faster at developing habitual comprehension of patterns that we often create.

Let us for example assume I snapped someone from the 1960’s, and I sat him or her in a room and handed them a mobile device. I then asked them “turn it on” and measured the reaction time to navigating the device itself to switching it on.

You would most likely find a lot of accidental learning, trial and error but eventually they’d figure it out and now that information is recorded into their brain for two reasons. Firstly, pressure does that to humans we record data when under duress that is surprisingly accurate (thus bank robbers often figure out that their disguises aren’t as affective as once thought) and secondly we discovered fire for the first time – an event gave it meaning “this futuristic device!!”

What is my point, firstly, the brain capacity has not increased our ability to think and react visually is what I’d argue is the primary driver for our ability to decode what’s in front of us.  (point in case the usage of H1 tag breaks up the indexation of comprehending of what I’ve written).

How so?

Research in the early 80’s found that we are more likely to detect misspelled words than we are correctly spelled words. The research goes on to suggest that the reason for this is that we obtain shape information about a word via peripheral vision initially (we later narrow in on the said word and make a decision on true/false after we’ve slowed the reading down to a fixated position).

It doesn’t stop there, by now you the reader have probably fixated on a few mistakes in my paragraph structure or word usage as you’ve read this, but yet you’ve still persisted in comprehending the information – despite the flaws.

What’s important about this packet of information is that it hints at what I’m stating, that a reliance on typography is great but for initial bursts of information only. Should the density of data in front of you increase, your ability to decode and decipherer (scan / proof read) becomes more of a case of balancing peripheral vision and fixated selection(s).

Your CPU is maxed out is my point.

AS I AM INFERRING, THE HUMAN BEING IS NOW JUGGLING THE BASICS IN AND AROUND GETTING SPATIAL QUEUES FROM BOTH TEXT, IMAGERY AND TASK MATCHING – ALL CRAMMED INSIDE A SMALL DEVICE. THE PROBLEM HOWEVER WONT STOP THERE, IT GOES ON INTO A MORE DEEPER CYCLE OF STUPIDITY.
INSIDE METRO THE BALANCE BETWEEN UPPER AND LOWER CASE FLUCTUATES THAT IS TO SEE AT TIMES IT WILL BE PURE UPPERCASE, MIXED OR LOWERCASE.

Did you also notice what I just did? I put all that text in Uppercase, and what research has also gone onto suggest is that when we go full-upper in our usage our reading speed decreases as more and more words are added. That is to say, now inside metro we use a mixed edition of both and somehow this is a good thing or bad thing?

Apple has over-influenced Microsoft.

I’m all for new design patterns in pixel balancing, I’m definitely still hanging in there on Metro but what really annoys me the most is that the entire concept isn’t really about breaking way based on scientific data centered in around the an average humans ability to react to computer interfaces.

It simply is a competitive reaction to Apple primarily, had Apple not existed I highly doubt we would not be having this kind of discussion and it would probably be full glyph/charms/icon visual thinking friendly environment(s).

Instead what we are probably doing is grabbing what appears to be a great interruption in design status quo and declaring it “more easier” but the reality kicks in fast when you go beyond the initial short burst of information or screen composition into denser territory – even Microsoft are hard pressed to come up with a Metro inspired edition of Office.

Metro Reality Check – Typography style.

The reality is the current execution of Metro on Windows Phone 7 isn’t built or ready for dense information and I would argue that the rationale that typography replaces chrome is merely a case of being the opposite of a typical iPhone like experience – users are more in love with the unique anti-pattern then they are with the reality of what is actually happening.

Using typography as your spatial visualization go to pattern of choice simply flies in the face of what we actually do know in the small packets of research we have on HCI.

Furthermore, if you think about it, the iPhone itself when It first came out was more of a mainstream interruption to the way in which we interpret UI via mobile device, icons for example took on more of candy experience and the chrome itself become themed.

It became almost as if Disney had designed the user interface as being their digital mobile theme park, yet here is the thing – it works (notice when Metro UI adds pictures to the background it seems to fit?…there’s a reason for that).

Chrome isn’t a bad thing, it taps into what we are hard wired to do in our ability to process information, we think visually (with the minority being the exclusion).

Egyptians, Asian(s) and Aboriginals wrote their history on walls/paper using visual glyphs/symbols not typography. That is an important principle to grapple onto the most; historically speaking we have always shown evidence to gravitate towards a pictorial view of the world and less around complexity in glyphs around pattern(s) (text) (that’s why Data Visualization works better than text based reports).

We ignore this basic principle because our technology environment has gotten more advanced but we do not have extra brainpower as human race, our genome has not mutate or evolved! We have just gotten better at collectively deciphering the patterns in and in turn have built up better habitual usage of these patterns.

Software today has a lot of bad UI out there, I mean terrible experiences, yet we are still able to use and navigate them.

Metro is mostly marketing / anti-compete than it is about being the righteous path to HCI design, never forget that part. Metros tagline as being “digitally authentic” is probably one of Deiter Rams principles being mutated and broken at the same time.

Good design is honest.
It does not make a product more innovative, powerful, or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept.

Should point out, these ten principles are what have inspired Apple and other brands in the industrial design space. Food for thought.

Lastly one more thing, what if your audience was 40% Autistic/Dyslexic how would your UI react differently to the current designs you have before you.

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Windows 8 –Trust me, we got this covered this time I promise…

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Yesterday the VP of Web Services at Microsoft showed us the upcoming future of Microsoft AppStore me to thanks for playing Apple iTunes clone but not quite because its metro style of solution delivery….*gasp*… (try saying that without pausing)

Side riff: Microsoft, try and pick one person to be the face of Windows.. I get VP’s want to be geek celebs, but really who is that guy anyway and why should we care about his existence?..sorry carry on reading…

I care less on who copied what and where, the fact that there is an AppStore in the Microsoft ethos for us WPF/SL developers to capitalize on and make some bank – count me in!

Oh wait, we don’t get an invite actually because in order to actually make some cash on this idea you have to kind of wait for Windows 8 to be more ubiquitous and outsell the current Windows 7 adoption curve that we have before us today.

Confused?

Let me show you a big circle that has 500m attached to it and compare it to other devices and operating systems to give you a sense of scale and illusion around which is a smarter platform to target. I should also point out in September Microsoft also stated it was around 450million

Here it is.

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Now, don’t ask too many questions (like how is Windows Phone 7 market share fit into that graph?) around how that number came to be, just bend over and accept its existence and let it soak into your brain mass that Microsoft have your back and we are the future of the interwebs.

Still not buying it? Well let me see if I can rustle up some insights for you from a Microsoft staffer, what about another VP at Microsoft – lets here what he has to say on the matter.

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Comment: “ I thought I did, but to be honest, I’m not even sure what was said”

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Comment: “…But the graph…it said…500m… and you guys also said 450m la…you know what, you are banned from using numbers”

 

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Comment: I’m doing the math and I’m also including world population growth, projected device market sales targets and and and and… did you just tell me to start coding and stop whinging …..I am coding, I do it daily, but the problem I have is you’re co-workers interrupting that sales pipeline with a whole bunch of question marks about the future of what I’m actually coding on…so that is to say, I’m doing my part, what are your guys doing? …sorry back to the numbers.

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Comment: OH snap.. no he didn’t….

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Comment: Target what again… and you just said 500million earlier…what…what are we talking about again… and if Win8 launches today are you saying we should stop targeting Windows 7 and now focus on Windows 8?……. WHAT THE FU…

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Comment: Which one? 500million, 450million or 300million… or….

Fair enough, he is not into the whole questions thing and regards it as being a case of being a whining and what I also found interesting was the implication that one should “shut up and code”

Only problem I find there is actually I have been coding, pretty much for the last few years and that’s the problem because I have been coding on the last set of promises they / me made to the community around Silverlight and WPF. I remember it clearly, we got up on stage and we gave the same formula you have before you yesterday, we drowned you in copious amounts of “We caught a fish this big” graphs, painted a bright and happy days future, then told you “trust us, we have this covered” story.

Fast forward today, Silverlight 5’s future is in question and WPF is well, dare I still say dead? In fact Silverlight 5 was scheduled to release last month and that was told to you by a Microsoft staffer but yet no sign of the product that describes another way of saying the word “Flash” (aka Silverlight).

Ok, well I guess we’ll all have to sit tight, hold onto the .NET …err I mean WinRT…err I mean .NET …C++?…HTML5?… Ok whatever it is we are supposed to hold onto, write some killer applications and wait for further information from Microsoft on how well Windows 8 will sell and to which verticals its likely to excite the most.

Its clear it will beat iPad / iPhone to death as once Windows gets onto a tablet like device, it will be unstoppable – well that’s what MVP’s at Microsoft tell me and why on earth would they be biased – crazy talk.

Sarcasm aside.

Look, I think Windows 8 is an opportunity for all to prosper, I think it has the potential to excite and increase the cash in everyone’s wallets. I honestly don’t care whether or not the developer story gets reset, what I do ultimately care about is how one can take the concepts of Windows 8 and use them in today’s Windows 7 upgrade environments.

Call me crazy but based on historical data and simply getting my fill of the Microsoft internal culture I honestly don’t think Windows 8 will replenish the market the way Windows 7 has today. I think its going to be mostly a tablet device story only and even then it’s got question marks above its head on what you can and can’t do when it comes to development.

Furthermore, Microsoft cannot seriously expect developers to trust them anymore as the amount of broken promises…. I won’t go down that path, I’ll simply leave it at “no, you haven’t earned the trust” so instead of throwing down metrics onto the table like they actually resonate with developers instead of making that team look artificially successful – why not answer some hard questions with that time.

Paint a detailed picture on what you think is the future of Windows specifically on areas where you think it interconnects, lets talk about how Windows Azure is the preferred server side engine for your Apps in the AppStore or more importantly lets talk about skill transference in more detail, how does a Silverlight / WPF card carrying .NET diehard fan transition over to the new Windows RT way of life.

How do they work with Designers in this new space? Whats your thinking around the tooling story and how they interconnect.

AppStore sounds fine, it looks good but why can’t we start today, why do we need to hold off for Windows 8 or is this your idea of a forcing function that will drive consumers to buy Windows 8 instead of Windows 7 – because of the Appstore?

That may work for new devices called tablets, but what about that 500m install base just sitting there waiting to be fleeced with my Flashlight glow in the dark Twitter application?

Stop whining and build? Build with what, who for and which platform?

So far there is less that 50,000 developers world wide targeting Windows 8 and that’s assuming that MSDN downloads indicate  one developer per download ( I know I downloaded it 4x times since BUILD… so make that –4).

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Never fear though, as you can now watch the developer uptake increase due to brilliant strategies like the Build Windows Contest featuring weird beard guy in front of a bicycle wheel? (WTF)

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Catch is you have to be a US resident only and use the new secret stuff from Microsoft …actually I have no clue what the hell this contest is really about and lastly a VP at Microsoft once told me in a meeting “Contests are the last desperate refuge for bad marketing”… enough said.

UPDATE:

Co-worker shares his thoughts after reading this blog post

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What if you had to build software for undiagnosed adults that suffer from autism, Asperger’s, dyslexia, ADHD etc.

Software today is definitely getting more and more user experience focused, that is to say we are preoccupied with getting the minimal designs into the hands of adults for task driven operations. We pride ourselves on knowing how the human mind works through various blog based theories on how one is to design the user interface and what the likely hood of the adult behind the computers initial reaction will be.

The amount of conferences I’ve personally attended that has a person or person(s) on stage touting the latest and greatest in cognitive science buzz word bingo followed by best practices in software design is well, too many.

On a personal level, my son has a rare chromosome disorder called Trisomy 8, its quite an unexplored condition and I’ve pretty much spent the last eight years interacting with medical professions that touch on not just the psychology of humans but zeros in on the way in which our brains form over time.

In the last eight years of my research I have learnt quite a lot about how the human mind works specifically on how we react to information and more importantly our abilities to cope with change that aren’t just about our environments but also plays a role in Software.

I’ve personally read research papers that explore the impacts of society’s current structure on future generations and more importantly how our macro and micro environments play a role with regards to the children of tomorrow coping with change and learning at the same time – that is to say, we adults cope with the emerging technology advancements because for us “its about time” but for todays child of 5-8 this is a huge problem around having to manifest coping skills to dealing with a fluid technology adoption that often doesn’t make sense.

Yesterday we didn’t have NUI, today we do? Icons that have a 3.5” floppy disc that represent “saving” have no meaning to my son etc.

The list goes on just how rapid and fast we are changing our environments and more importantly how adults that haven’t formulated the necessary social skills to realistically control the way in which our children are parented often rely on technology as at times being the de-facto teacher or leader (Amount of insights I’ve read on how XBOX 360 has become the baby sitter in households is scary).

Getting back to the topic at hand, that is what if the people you are designing software have an undiagnosed mental illness or are better yet diagnosed. How would you design tomorrow’s user interface to cope with this dramatic new piece of evidence? To you the minimal design works, it seems fresh and clear and has definitive boundaries established.

To an adult suffering from Type-6 ADHD (if you believe in it) that has a degree of over-focus its not enough, in fact it could have the opposite effect of what you are trying to do in your design composition.

Autism also has a role, grid formation in design would obviously appeal to their autistic traits given it’s a pattern that they can lock onto and can often agree with – Asperger sufferers may disagree with it, and could annoy or irritate them in some way (colour choice, too much movement blah blah).

Who has to say your designs work, as if you ask people on the street a series of questions and observe their reactions you are not really providing an insight into how the human mind reacts to computer interaction. You’ve automatically failed in a clinical trial, as the person on the street isn’t just a normal adult there’s a whole pedigree of historical information you’re not factoring into the study that is relevant.

At the end of the day, the real heart of HCI for this and is my working theory is that we formulate our expectations around software design from our own personal development. That is to say, if we as children had normal or above average IQ level in around about ability to understand patterns and the ability to cope with change we in turn are more likely to adapt to both “well design” and “poorly designed” software.

That is to say, when you sit down and think about an Adult and how they react to tomorrow’s software one has to really think about the journey the adult has taken to arrive at this point, more to the point how easily they are also influenced.

A child who came from broken home, parents left and raised by other adults who is now a receptionist within a company is more likely to have absolutely no confidence in around making decisions. That person is now an easy mark for someone who has the opposite and can easily sway this person to adoption and change.

Put those two people into a clinical trial around how the next piece of software you are going to roll out for a company works and the various tests you put them through, watch what happens.

Most tests in UX / HCI often focus on the ability of the candidate to make their way through the digital maze in order to get the cheese (basic principles around reward / recognition) so to be fair its really about how the human mind can navigate a series of patterns to arrive at a result (positive / negative) and then furthermore how the said humans can recall that information at a later date (memory recall meets muscle memory).

These style of results will tell I guess the amount of friction associated with your change, and give you a score / credit in around what the impact it will likely have but in reality what you really probably need to do as an industry is zero in on how aggressively you can decrease the friction levels associated with change prior to the person arriving at the console.

How do you get Jenny the receptionist who came from an abused child hood enough confidence to tackle a product like Autodesk Maya (which is largely complex) as if you were to sit down with Jenny and learn that she also has a creative component to her that’s not obvious to all – its her way of medicating the abuse through design.

How do you get Jack the stock broker who spends most of his time jacked on speed/coke and caffeine to focus long enough to read the information in front of him through data visualisation metaphors / methodologies then the decisions he makes could impact the future of the global financial system(s) world wide (ok bit extreme but you get my point?)

It’s amazing how much we as a software industry associate normal from abnormal when it comes to software design. It is also amazing how we look at our personas in the design process and attach the basic “this is mike, he likes facebook” fluffy profiling. When what you may find even more interesting is that Mike may like facebook, but in his down time he likes to put fireworks in cats butts and set them on fire because he has this weird fascination with making things suffer – which is probably why Mike now runs ORACLE’s user experience program.

The persona in my view is simply the design team having a massive dose of confirmation bias as when you sit down and read research paper after research paper on how a child sees the world that later helps define him/her as an adult, well…. In my view, my designs take on a completely new shift in thinking in around how I approach them.

My son has been tested numerous times and has been given an IQ of around 135 which depending on how you look at it puts him in around the genius level. The problem though is my son can’t focus or pays full attention to things and relies heavily on patterns to speed through tasks but at the same time he’s not aware of how he did it.

Imagine designing software for him. I do, daily and have to help him figure out life, it just has taught me so much in the process.

Metro UI vs Apple OS 5..pft, don’t get me started on this subject as both have an amazing insight into pro’s and con’s.

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Metrotastic– Palette Generator Preview.

I’ve been thinking about how to approach metro designs for the past year now, there’s a lot to the mechanics of getting the metro into what I call a “golden ratio” like state – that is to say, I think due to the simplicity of the design(s) you can achieve the bulk of the effort required by metro using mathematics and layout / proportions that are OCD / consistent

Tonight, I sat down inside Adobe Photoshop and decided to draw a line at the overall Resource Dictionary creation for some of the WPF/Silverlight and Windows Phone 7 projects I often work on. In doing this, I decided the first thing one needs to attack with a metro design is the color selection.

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Color choice is important in the Microsoft style of Metro designs (I call it ms-metro as the word metro is getting to be an overloaded term, departing from the core design principles outlined), as you’ll note that Metro designs to date a really monochrome in the way they handle the selection of colors – to be upfront, I think they rely too heavily on primary colors and by not using shades of the primary / accent colors the designs come off to shallow / unpolished – helps to provide light/dark/normal contrasts imho.

I decide that in most of my designs I typically rest on 3-4 color choices overall – including the chrome (dark or light). These are often the basis for my design canvas and from here it’s really about balancing out the decals, typography and deciding how the overall screens and data flow.

More on this subject when I finish my brand reset (I’m redesigning riagenic.com and introducing metrotastic.com as well – more later).

In this post though, I thought it would be a good idea to provide a quick overview of my thinking here to gather some feedback?

Color Choice.

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If you look at most brands around the world, they typically rely on dark/light in terms of a canvas base and from there it’s really down to one to two primary colors (Google etc. the exception – where they have more than two).

Combining this and along with a concept I notice in most modern cars today where what I call an “input” color exists – pop the hood of your car, notice the yellow parts? That means it’s safe to touch, the rest leave it to the mechanics.

Looking at the below, I’ve isolated the theme into three color choices starting with Normal as being the primary color choice. Once the primary has been nominated then it’s a case of mixing some white/black to provide you shading contrasts.

Shades of Normal.

The shading is bit of a guestimation at this point, but so far I’ve rested on an 80 or 30% split. In that, using these two values with a white/black shading over the top of the base you can achieve a contrast setting that’s quite palette friendly to the ms-metro look and feel.

The shades themselves also have slight adjustment requirements depending on how you use them in your UI as if you use the darkest shade as your background for example (as in the below example) then you have to account for how your foreground is going to look that will differ from say your lightest color choice – the point is if you have a dark/light theme switch you need to adjust not just the base color selection but also foreground colors to accommodate the shading contrasts.

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Chrome vs Brand

Inside a lot of my designs I use chrome decals, despite what Microsoft often preach around letting UI breathe, I still prefer to use decals to help provide separation amongst areas – imho, Microsoft UI is often barren and flat! We saw hints of this when a designer soon after the Windows 8 release whereby he designed a fake Steam UI which was an example of additive decals.

My approach in doing this is to separate the chrome into its own color channel and with its own set of shades of contrast (lighter,light, normal, dark, darker).

The same also goes for Input (ie using the car metaphor above), I typically will often spend a lot of time at kuler.adobe.com playing around with colors before I find a color that matches the branding (primary) nicely – in this case I prefer a blue/green/gray color selection.

You can add a fourth palette to this, but in all honesty when you start getting to around the fourth color choice things get a bit interesting in the color / contrast department – dangerous design imho.

An example.

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Using the color palette(s) here I quickly knocked up a fake basic demo UI in metro style.

With the example, I put in a radial gradient starting with DARK-Gray and DARKER-Gray and simply put the radial gradient in the upper left area – it gives the UI that dull spotlight effect.

I then put the NORMAL-Blue as the accent color here, whereby the blues role in this design is to act as an opposing contrast to the chrome – you’ll often see this in ms-metro around say designs like Contoso etc.

The menu and most of the text uses the colors in the Darker TEST palette, but the thing to note here is I used the Normal-Blue as a selection state. In that whilst the green indicates input, the blue however is used to indicate current selection state. I’ve played around with this for a while now and in all honesty it annoys me personally how this works as to me input color should be consistent? But yet it works?

I should point out that I often will just use this technique in terms of giving users a spatial understanding of where they are in the user interface(s). In tests I’ve done with users over the past 2-3 years using this technique, they’ve never bucked the concept or idea – if anything have made consistent notary that this approach “feels right” – so despite some UX / UI colleagues giving me advice to avoid it, so far, the data says “you’re not right and your not wrong either” J (everyone becomes a UX expert over night mind you).

The Green in this UI stands out more, it highlights that these buttons are safe to touch and they are the focal point of input and like I said, provides that experience similar to popping the hood of your car. In all the tests that I’ve done in usability / ux over the last year or so, every single time the user has found their way around with minimal eLearning / Advice required – I have a theory that it has a link to how we humans handle perceptional organization when dealing with working memory (ie grab a few clipart pics, pick two categories the same and put them into a grid with 4 others that aren’t, then ask the candidates to tell you which two are the same and measure their reaction time – I should discuss this more, as its quite fascinating to see how peoples IQ matches to UX with a fairly consistent rate of predictability).

Conclusion.

I have plans to really drill deeper into this area of design and I think I’m really only just scratching the surface of this conversation. The more I get asked to design metro themes for various Microsoft applications the more I question the overall strategy given for me this is quite simple stuff, yet it seems to be in high demand.

I enjoy working on it all now, I used to laugh at it but for me now the approach is getting much simpler by the day and I’d like to see the overall community raise the bar a bit more around this design language – that is to say, I really want to see what others do as I’m starving for alternative inspiration in this arena of metro-tastic design school.

Here is a sneak preview of my upcoming reset

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Some Color Examples

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Just an old observation about Apple.

Over the past week I’ve been quite busy writing a Product Strategy for a mining consultancy who today has a very specific niche offering here in Australia. The company is for me personally a fun place to be in, despite the weirdness of working for the mining industry (if you’re going to innovative UX, trust me, mining companies have the investment and vision to allow it).

The reason I like this gig and the work that we do is we are essentially focused on a market or idea around what the mining industry should look like from a geological standpoint over the next x-years. Loads of data that need user experience driven solutions to help unravel it.

I won’t go into details about what specifically the above means (as with this company, I actually have an NDA this time :) ), suffice to say we are focused and in the course of writing this strategy combined with the constant RSS feeds over the last 72hrs about Steve Jobs that it hit me what makes Apple such a powerful force today.

They are focused.

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Looking at Apple’s website, you see they are in a number of products but the more you look at each individual product and how they relate to one another it’s clear there is a coherent strategy in place. There is still a case of multiple threads flowing at once yet they are still interconnected at some point.

I look at the iPhone and then look at the Macbook’s on offer and one can sit back and easily assume that the iPhone is an extension of the Macbook that the idea is to get you into the iPhone ownership whilst then bait you into the desktop solution there after – it just works right?

Everything in Apple orbits the iPhone, its realistically today the center of all products that Apple produce’s gravity, it’s clear to me personally they are focused on a strategy – how well the retain custody of this vision or strategy with the passing of Steve Jobs is yet to be written, suffice to say they have one of the best foundations to build from.

I observe often just how focused Apple.com has become as a website, every line of text, every picture right down to the consistency in design seems to say “we have an idea, wouldn’t it be cool…”

To put it in perspective on the influence, I watched a colleague of mine – better to not name him – design Microsoft.com/web (which imho kills on all Microsoft.com sites). I watched him sit down and do everything in his power to avoid opening Apple.com and it’s not because he hates Apple or drinks the Microsoft kool aid, quite the opposite he’s at heart a pure designer – one of the best I know – he avoided opening it because he wanted to beat it because he appeared to want to put Microsoft’s best foot forward and not have a site like Apple overshadow it.

He had a lot of fools in his way, but he navigated the mess with class and kept a strategic focus on a simple principle – user experience first around the products he managed.

My point is this, Apple and Microsoft are opposite from one another, we all get that but if one thing about writing my 8th Product Strategy and living by the a sense of “focus on the user experience and work your way back” has taught me, that at times you just need the Bill Gates, Steve Jobs etc of this corporate focused discipline we call the software industry to just do what they do best and stop crowding them with bullshit and have a point or focus.

Microsoft, Adobe and even Google just seem to have this scatter shot approached to product strategy & marketing.

Personally, it’s quite frustrating to just watch given their huge amount of potential they have? We should have 10 Steve Jobs personas in our industry with the same level of UX focus for a brand? That’s what people are probably the most down about in his passing – who’s going to lead us now?

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Decoding Windows 8 UX Principles– Let Context breathe instead of the UI!

Last night I was sitting in a child psychologist office watching my son undergo a whole heap of cognitive testing (given he has a rare condition called Trisomy 8 Mosaicism) and in that moment I had what others would call a “flash” or “epiphany” (i.e. theory is we get ideas based on a network of ideas that pre-existed).

The flash came about from watching my son do a few Perceptional Reasoning Index tests. The idea in these tests is to have a group of imagery (grid form) and they have to basically assign semantic similarities between the images (ball, bat, fridge, dog, plane would translate to ball and bat being the semantic similarities).

This for me was one of those ahah! Moments. You see, for me when I first saw the Windows 8 opening screen of boxes / tiles being shown with a mixed message around letting the User Interface “breathe” combined with ensuring a uniform grid / golden ratio style rant … I just didn’t like it.

There was something about this approach that for me I just instantly took a dislike. Was it because I was jaded? Was it because I wanted more? ..there was something I didn’t get about it.

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Over the past few days I’ve thought more about what I don’t like about it and the most obvious reaction I had was around the fact that we’re going to rely on imagery to process which apps to load and not load. Think about that, you are now going to have images some static whilst others animated to help you guage which one of these elements you need to touch/mouse click in order to load?

re-imagining or re-engineering the problem?

This isn’t re-imagining the problem, its simply taken a broken concept form Apple and made it bigger so instead of Icons we now have bigger imagery to process.

Just like my son, your now being attacked at Perceptional Reasoning level on which of these “items are the same or similar” and given we also have full control over how these boxes are to be clustered, we in turn will put our own internal taxonomy into play here as well…. Arrghh…

Now I’m starting to formulate an opinion that the grid box layout approach is not only not solving the problem but its actually probably a usability issue lurking (more testing needs to be had and proven here I think).

Ok, I’ve arrived at a conscious opinion on why I don’t like the front screen, now what? The more I thought about it the more I kept coming back to the question – “Why do we have apps and why do we cluster them on screens like this”

The answer isn’t just a Perspective Memory rationale, the answer really lies in the context in which we as humans lean on software for our daily activities. Context is the thread we need to explore on this screen, not “Look I can move apps around and dock them” that’s part of the equation but in reality all you are doing is mucking around with grouping information or data once you’ve isolated the context to an area of comfort – that or you’re still hunting / exploring for the said data and aren’t quite ready to release (in short, you’re accessing information in working memory and processing the results real-time).

As the idea is beginning to brew, I think about to sources of inspiration – the user interfaces I have loved and continue to love that get my design mojo happening. User interfaces such as the one that I think captures the concept of Metro better than what Microsoft has produced today – the Microsoft Health / Productivity Video(s).

 

Back to the Fantasy UI for Inspiration

If you analyze the attractive elements within these videos what do you notice the most? For me it’s a number of things.

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I notice the fact that the UI is simple and in a sense “metro –paint-by-numbers” which despite their basic composition is actually quite well done.

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I notice the User Interface is never just one composition that the UI appears to react to the context of usage for the person and not the other way around. Each User Interface has a role or approach that carries out a very simplistic approach to a problem but done so in a way that feels a lot more organic.

In short, I notice context over and over.

I then think back to a User Interface design I saw years ago at Adobe MAX. It’s one of my favorites, in this UI Adobe were showing off what they think could be the future of entertainment UI, in that they simply have a search box on screen up top. The default user interface is somewhat blank providing a passive “forcing function” on the end user to provide some clues as to what they want.

The user types the word “spid” as their intent is Spiderman. The User Interface reacts to this word and its entire screen changes to the theme of Spiderman whilst spitting out movies, books, games etc – basically you are overwhelmed with context.

Crazy huh?

I look at Zune, I type the word “the Fray” and hit search, again, contextual relevance plays a role and the user interface is now reacting to my clues.

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I look back now at the Microsoft Health videos and then back to the Windows 8 Screens. The videos are one in the same with Windows 8 in a lot of ways but the huge difference is one doesn’t have context it has apps.

The reality is, most of the Apps you have has semantic data behind (except games?) so in short why are we fishing around for “apps” or “hubs” when we should all be reimagineering the concept of how an operating system of tomorrow like Windows 8 accommodates a personal level of both taxonomy and contextual driven usage that also respects each of our own cognitive processing capabilities?

Now I know why I dislike Windows 8 User Interface, as the more I explore this thread the more I look past the design elements and “WoW” effects and the more I start coming to the realization that in short, this isn’t a work of innovation, it simply a case of taking existing broken models on the market today and declaring victory on them because it’s now either bigger or easier to approach from a NUI perspective.

There isn’t much reimagination going on here, it’s more reengineering instead. There is a lot of potential here for smarter, more innovative and relevant improvements on the way in which we interact with software of tomorrow.

I gave a talk similar to this at local Seattle Design User Group once. Here’s the slides but I still think it holds water today especially in a Windows 8 futures discussion.

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WP7 Developers! Developers! Devel…wtf is the designers?

I just noticed something about the overall Windows Phone 7 community outreach story. Well I’ve noticed a few things, but the main thing I noticed was the designer haven is non-existent. Looking at the Create.MSDN site which for me appears to be the front-door to “getting-started” with Windows Phone 7, there appears to be no upsell or solicitation in anyway for the “design” community to pay attention to Windows Phone 7.

Huge mistake firstly.

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The reason this is not a bright start to the phone, is if you look at all the successful apps on the iPhone and even Android market-places, there actual apps clearly have someone with design muscle flexing their wares proactively. Inside the Windows Phone 7 ethos, it’s admittedly paint by numbers style design (Metro) but still there is potential vein of richness here should you but show some bread-crumbs.

The major selling point for Windows Phone 7 is metro, folks inside the WP7 marketing team can flog “apps” all they like, but in my opinion I’d declare the phone having apps as hygiene (i.e. Well? I expected you to have them so what? you want a high five?..what else you got?). Metro is the differentiator, despite my grievances with User Interface experience(s) I do recognize that pushing these bitter points aside, the phone needs to focus on this and this alone when it comes to the consumers?

Sitting down and having designed a UI for this phone for an upcoming (reveled later) I’m a little frustrated at the amount of Googling (Yes, I said Google, not Bing. Bing is an ass backwards Search engine imho) I’ve had to spend in finding vector icons, inspiration (design stealing) and lastly techniques / resources others have framed when it comes to handling design related issues.

For instance, I’m not a fan of accent colors inside the phone – in that I like certain amount of colors but Red, Green and Orange are imho off-limits. The reason being is most situations that call for “state” often rely on a stop-light palette. If you have your entire UI Green and you have “You’re now connected” green highlight somewhere, well..it gets lost in the accent theme.

On top of that the dark/light auto-inversing is a funny beast to tackle. I get that it inverses the color palette’s in a fairly smart way at the same time it catches you a little off guard when you sit down to design. As now you have to keep that in the forefront of your mind whilst designing and at the same time accommodating for foreground and accent color adjustments as they occur.

To a developer this is simply state flipping in and out but for an average designer that’s a lot of conscious palette planning / thinking going on there and not a lot of resources around hinting at that either (Try googling that now, tell me what you find!).

These are the typical scenarios you’re likely to face as a designer, the techniques that go beyond “Look mah, I used the default color palette and I managed to ship! gimme my $1million app store sales now mkay!” moments.  It goes deeper and you can’t rely on external blogging threads to carry this workload. As they also have a habit of becoming out dated mixed with spam sites re-gurgitating your blog feeds as their own in order to sucker punch you with Google ads.

My point is simple, the designers are clearly not part of the conversation here and whilst developers, developers  and developers is the normal mantra of Microsoft it’s also the major reason you’re failing at the products. If you want proof, go check out he MSDN metrics around Expression sales and uptake of Silverlight solutions that go beyond the default theme(s) created by either Microsoft or Telerik, ComponentOne, Infragistics etc.

Paint by numbers gets you the default positioning of your product and nothing is wrong with prescribed UI. That is until you scope out the iPhone AppStore reviews long enough to see that your application now needs to do something beyond Tip Calculators / FlashLights and Twitter feeds. If you come up short on Function then you better at least deliver on Form.

Microsoft’s AppStore is filled with overloaded function it now needs personality and it needs more design focused bloodlines to underpin the Metro differentiation. If Microsoft can’t factor this into the outbound marketing today, then at least make a start as this will also set Microsoft up for a stronger position for when Windows 8 arrives (given Metro seems to be full steam ahead).

Point and case. Try for giggles, re-create the Office UI inside Wp7 today without leaving Create.MSDN.com and using the default Icons out of the directory found buried inside Program Files (which somehow we’re supposed to inherently know)?

How about Brandon  (Marketing Director for Wp7) take the $1k ransom for Scott Adams (Dilbert) and put that towards the funding for hiring a designer minded person to run the wp7 community outbound initiatives. There’s a lot of people who could lift that burden and if anyone in Microsoft want some recommendations, ping me, I’ve got a list of candidates.

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UXCAST: DataGrid or should it be Data Visualization.

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I am working on a secret squirrel application. Can’t say much suffice to say I had a situation where a bunch of clients connect to a network – like most apps I guess.

In this situation, I needed to inject a listening app to the overall network in that it needed to keep a pulse check on how the clients within the network are doing. This listening application needed to show the information in a meaningful way but at the same time; I do not want to have to inspect every single one of them each time they connect/disconnect.

I needed to visually show the connection states but I wanted it to be more reactive to me vs. me reactive to it.

Armed with problems like this, I now draw your attention to my biggest pet hate – DataGrids. A developer and you know who you are – would often take a situation like this and go "Ok, got it, what we need is a datagrid and the columns show machine name, state and blah blah metadata – easy peasy!!"

If you are that developer, I want you to do me a favor, remove yourself from the screen design team as you are hereby in a time-out.

Again, the problem is that I want to have a sense of all things are ok but I want to be alerted when things are not. I want to put this UI onto a large screen and just let it sit there keeping an eye on things and the moment something’s amiss – tell me!

Here is what I came up with. It is a hexagonal grid, each tile represents a new client connection and what it does is when a client activates it pulsates (the tile also gets added randomly in the grid). Yes, it pulsates but slowly, so it gives the impression that the "grid" (i.e. network grid) is breathing just like an organic machine.

When something bad happens, the tile flips to a red alert state and if there is a massive network outage the entire screen flickers with red pulsating tiles all yelling "help me, help me".

If more than 10x tiles fail an overall, alert text flows over the top giving you the old "Warning will Robinson, warning" alert.

The point here is simple. I could of easily just taking a data grid and view model, bound the two together and walked away. I actively choose not to do that as it’s a case of thinking about the problem creatively and trying an approach that makes sense but at the same time underpins an important principle – We work with software. We shouldn’t just use software"

That’s why I hate datagrids.

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The 6 things that annoy me when you design my software.

1. Stop making bottleneck software

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Technically you could write most software today as one big mega-class with loads of switch / if&else statements. If you did that, not only would every other developer you come across immediately punch you in the nose but it would also become hard to maintain over time.

We agree that would be stupid right. I mean one large file for all code! – yet why do I always see software designed in such a way that it becomes the Swiss army knife of all tasks associated to the user, in that it becomes feature-heavy based around feeble arguments of "but the user wanted.."

The user is 80% of the time a jackass.

You are armed with a plethora of programming models today, stop crowding (thereby creating UX bottlenecks) the user interface for every single role known to man. Figure out the "persona’s" attached to your software and if need be, make smaller contextually relevant versions of the software per person (whether it be modular or separate specific installations).

2. Third Party Controls do not negate the need for a designer.

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When I first left Microsoft and joined the working class (mwahah), I was often thrown into the deepened of projects that needed some UX makeovers. Given I have both a programming and design background it seemed a natural fit so sure, go with the flow I say. I’d walk into a typical gig and sure enough I’d see 3rd party controls lurking about (ie Telerik, Component One etc).

Nothing against these brands but if you are dealing with WPF or Silverlight then let me give you a heads up on why this is a bad idea. Firstly, the 3rd party controls are just a quick dirty fix to get around bad UI design, I get it, budgets are non-existent so you do the best you can. Secondly, these controls are made for multiple developers around the world, so there are many keys to turn on and off for them to snap together – which means your controls are not on a diet. Thirdly, you need to walk a mile in the shoes of say a C++ programmer or some language that used to have to play a game of memory Tetris to really grasp the concept of the second point.

Diet is the keyword. If you are dealing in Silverlight space the leaner and smaller footprint your code has, the snappier things are going to get. I am not talking about pure CPU no-holds bar processing time; I am talking about rendering pipeline time. I am yet to see an example of 3rd party controls improving performance and not subtracting them.

Stop outsourcing design for third party controls and I am looking at you graph boy/girl.

3. Every screen has a soul.

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In UI Principles space there’s this little concept call false affordance. It means something that looks like it was supposed to do xyz but does nothing (i.e. Push the button and all negative energy will disappear scams).

If you have some software that has a hierarchy of navigational elements, you click on the first node, and it does nothing but expand to the second node but at the same time shows a view with some "weak" summary (i.e. description etc.). Stop, you are doing it wrong.

Every click has a purpose of existence. If you have a dashboard, what is its purpose? Think about its relevance in the grand scheme of things. Should it be fresh content daily/weekly/monthly? Is a holding pattern screen necessary?  The screen, which is like the UX principles are buffering between two major waypoints – you know the one screen in the app that really has no purpose other than to get you from A to C but somehow you felt the need to keep B in place.

If you have a screen that is filled with say two Input controls and that is it. That is a freakin dialog box, it is not a screen. Stop being lazy and think about the problem not how easy it is for you to just whack up an app. It’s not about you, it is about them *points to the end user*.

4. You are not a magician so quit giving me the constant "surprise" moments.

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Ever used an application that when you click on something random inside a screen suddenly a piece of User Interface randomly appears somewhere in the screen? Maybe hidden inside a secondary tree node somewhere?

This is not a magic show and you are not a magician. Progressive Disclosure is great when done in a way that leads the user on a journey, no more "I’ve just modified the screen, if you guess what I just did you get a fluffy kitten" moments.

5. Humans are smarter than you think

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I have covered this quite a lot but let me re-iterate in the theme of this post. Over 90% of the world’s computer population right now has some piece of overly complicated unnecessary piece of crap software installed on their hard drive that they have somehow managed to figure out partially its inner workings.

The benchmark for success right now in this space is so low you could trip over it and still succeed.  My point is the end users are actually smarter than you give them credit for. If you are in a team and someone says, "Yeah our users aren’t smart enough to.." challenge that jackass upfront. As did he conduct a survey where One in Five housewives came back being dumber than he anticipated?

If an average worker-bee can sit through SAP ERP or any piece of software that Oracle/Microsoft throws at them, they can sit through your software as well.

The trick is to make it enjoyable for them, to be the software that does not feel like the others – the stand out. Rather than holding them hostage to complexity because of your own arrogance, try to think less about the complexity levels and more the enjoyment levels. Software should be enjoyable as we work WITH software – we do not USE it.

6. I did not buy a cat so it could be my master.

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My kids wanted a kitten and so me being the "fun" dad I bought one. Today that cat rules the house most of the time because we react to it, not the other way around.

In software, this often is similar to what happens. We buy software thinking it will save us time and money as it will improve the master/slave relationship to our daily lives. Instead, we become more enslaved in its processes.

An example. Today I went to my bank ANZ (which I am ditching – F*K you ANZ). I said, "I’d like a copy of my home mortgage statement to give to your competitor so I can leave your dumbasses – i.e. YOU ARE FIRED"

I watched the teller pound away at a keyboard for like 5mins before she arrived at a point of some kind that then needed her co-worker to give her instructions on generating a printable report.

I am sitting there thinking the following things:

  • Why are you typing so much?
  • Why can’t I do this online myself? You give me access to every other account functionality yet why not this?
  • Why am I giving you everything but a DNA sample to authenticate I am who I say I am still to this day?

My point here is that aside from a crappy online service from ANZ Bank, the teller herself should have a simple input control that has a button next to it. Inside that input control, she types, "Print <AccountNumberXYZ> Mortgage Statement as of Today"

The input box then does the following:

  • Looks up my account number and verifies it still is active.
  • Takes the verb Print to mean "fetch" and the words Mortgage Statement as being what should be fetched whilst the word "Today" meaning as in Now(). Then spit out a piece of paper with that information. In otherwords “PrintMortgageStatementWorkflow(custId, date);”

I think I make my point(s) in saying why are we jumping through hurdles to make software do the work when it feels like we are a separate background thread in the software’s world.

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Why Microsoft is failing at WP7.

It is easy to sit on the sidelines, point and laugh at how the overall Windows Phone 7 tire fire is burning daily. It is also greatly disappointing to see as whilst I had predicted from the start that Windows Phone 7 will fail with consumers but could win with business/enterprise it’s also bitter sweet victory in many ways to be right.

How did the product arrive at this state? Where a pittance of allegedly 1.6million units have been sold out of the 2million units known to be “in-market”. My thinking is as follows:

No Aesthetic Differentiation.

 

Stating that is bold and a bit of an eyebrow raiser, as clearly the Metro UI is different to the rest right? Not really, as you are probably looking at this through the lens of a TechEd T-Shirt wearing c# ninja aka Microsoft “aware” perspective. The reality is if you go into a mobile store of any kind around the world, you just have to stare at the buffet of phones on display and cannot really help but notice one thing. They all seem to look kind of like the iPhone in terms of shape – keep in mind we humans are pattern people, we seek patterns first and then adjust to what the pattern is second.

If all the phones have similar shapes then what does that say? Does it feel like an iPhone knockoff? It has the similar price tag. So why pay for a copy of a popular device when you can have the real thing?

Assuming you get past that train of thought let us look at it from a different perspective. You are in the store, you get excited over the initial 10seconds of “Wow, nice UI” moment(s). The more you use it, the more you start thinking “meh, what kind of apps does this thing have?” so now you have to grasp the concept of the Zune Marketplace – assuming you’re outside of the US and the brand Zune is “What the freaking hell is a Zune?” moment(s). How do you grasp Zune Marketplace while in a store? You click on Marketplace but nothing happens as most phones have no internet connection(s) in stores.

I have seen many a “marketplace” on the ye olde phones that were run by carriers so what makes this different to those as again who is Zune? What apps do you have and do you have Angry Birds? Skype? Foursquare? Facebook (yes its built in, but are others outside the Microsoft sphere of influence aware of this?) etc?

Too consistent & poor quality bands.

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The differentiation is one thing but then comes the moment of too much consistency. All of the applications tend to blur into being the same old cookie cut style. There is not a real sense of change or theming in place other than games. Today’s twitter application looks like a thousand other twitter applications aside from some color changes. There is no real sense of depth and whilst the team has pushed for “authentically digital” which is a noble gesture in the art scene, it is but one lacking in the consumer space.

To put it another way, If I have a voice recording “memo” style application then please make it look like a recording application (i.e. iPhone uses this big Microsoft and it takes on this “theme” of being the app). There are some diamonds in the rough when it comes to the marketplace, not all are bad – most are though.

All it takes is any C# developer with some developer muscle and a lame brain idea around FlashLight, Twitter, Task list or Tip Calculator and pretty much soon you have a saturated idea brimming to the surface of applications made available to you for purchasing. The quality baseline for success in the market is measured around quantity not quality. iPhone is no different much like Android, the difference with those phones however is they aren’t the ones struggling to convince people that their old version isn’t the same as you see before you in the new version(s). They don’t have as big of a hill to climb back out of and arguing mediocrity in quality bands as an excuse as to why is plain stupid.

There is no switch up inside the phone, all apps tend to become the same look and feel repeatedly – so my point is this is not just a phone it’s a media device that should be filled with brainless eye candy as much as functional brilliance. Let the audience decide if Authentically Digital compositions are their cup of tea but forcing all to bow down to this mentality is simply locking you into a bubble of ignorance.

Dance with the girl you came with.

These are the end result of a local GOVT dept who bought HP iPAQ's instead of WP7 for development purposes? Sad?

Consumers are morons, and are easily tricked if you have a brilliant strategy. Urban legend of Colgate guy wanting to increase toothpaste sales that tried everything but in the end all he did was increase the diameter of the hole in which toothpaste pours out of by 3mm in the end sent sales through the roof (given we used more toothpaste unwittingly). It is a story I was told in my days of Marketing 101 training, but it stuck with me for obvious reason(s) – hopefully.

Microsoft is so preoccupied with “beating” the other guy (and we used to drink that compete rage elixir often) that its lost perspective on the places its getting success – Business/Enterprise. Go into a govt department, large mining company, finance sector the whole thing and ask them how they are coping with business related devices such as PDA’s and wanting field staff to do xyz. You would be surprised at the response you get – especially how iPhones, Androids and Windows Phone 7 are not even in the race. The reason being is simple – “How does one deploy a private app to my citizens?”

The reality is Microsoft’s spent the lion share of its marketing spend on US Consumers hoping that this like some kind of weird end of year Xbox style achievements metrics “Congratulations! You have Achieved Level 1 in sales!” moment(s).

Inside Australia for example the WP7 Marketing is a secret? As its rare you catch glimpses of its existence outside a mobile store and even then you have Windows Phone7 Logo right beside Windows Phone 6 devices.  Confused? I was.

The win here while it may not be loud (which sadly gets you career points in Microsoft) is that if Microsoft released an Enterprise follow-on with the WP7 devices focused on allowing draconian SOE overlords to brick the phones in such a way that forces its peon’s to adhere to the blah blah policy then you in turn would have a backdoor into consumer market.

The reason being is these are human beings the phones are being handed to during work hours. The more they use them, the more the grow accustom and forgiving towards the device you are giving your crack away via corporate mandates. Establishing a habitual usage amongst the business/enterprise community in turn creates natural evangelism, which in turn can either make or break you (if its crap phones it will be very loud as to why).

If you are in a meeting and you see many WP7 phones in the room, you cannot but help notice them – that is what they call “product placement” in marketing terms and you get it free amongst the business community.
Nobody is doing this right now, and I’ve witnessed thousands upon thousands of units of HP IPAQ like devices running Windows Mobile 6.5 as a result (right now I’m staring at a body of work I’ll need to work on soon in this space, simply because no Wp7 device is available for commercial usage).

Competitions are an act of marketing desperation.

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I was once told inside Microsoft that if you get to a point where you are running a competition to excite developers around a product, you have failed. It is the last desperate refuge for a marketing to try to regain some lost momentum around marketing a product that really needed more than a “Win a new phone?” moment(s).

When I was doing my interviews for Product Manager on the Silverlight team, my bosses boss (Dave Mendlen) asked me how I would handle a competition etc for a product if had $50k to spend? I guess he wanted to see me break it down into its overall pieces etc. My response was simple

“I’d take the $50k,  put up a 1x Page website and simply give away a CAR in any country around the world for the best and fairest blah blah”.

My point was simple; competitions suck firstly so I would rather get this fool’s errand out of the way upfront. Secondly, if you are going to have competitions then go big or go home. Don’t pussyfoot around with $1k or below offerings, you want competition right? You want people to take notice and work hard to fight to the finish then put a carrot that is big enough that it feels both reachable and enriching at once.

I see way to many competitions for developers to write xyz Windows Phone App around lately and it’s just sad to watch. Microsoft needs to raise its game and seed the product in much smarter ways then weak competition tactics. Evangelism needs to be smarter and the marketing spend / product placement campaigns need to be better than it is today. Seeing a Windows Phone 7 on a TV show is a good start but it lacks follow-up(s).

If I go to a geek conference of any kind I want to see Wp7 branding everywhere but I also want to see someone doing something interesting with the phone(s). I want sizzle and holding creations as if the one Brandon Foy hostage to “If you get 200k+ views I’ll let you do a commercial for real” is like asking Don Draper to audition for entry-level copywriter. You had talent in front of you and you still missed it.

In Summary

The phone is failing and it is not really the actual phones fault it’s more direction, understanding of who needs the phone and lastly ensuring the quality bands associated with the phone raise. If you are going to go head to head with Apple who have shown repeatedly that Industrial Design / User Experience is what consumers are really attracted to. Bring it fully do not “version three we will get it right / marathon speech” it to death.

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