“Failure isn’t falling down. Failure is not getting up”
April 15, 2009 5 Comments
The quote of this post comes from Nick Finck is co-founder of Blue Flavor, a web design company that focuses on creating web experiences. Nick has worked on the Web for over 10 years and specializes in information architecture, interaction design, usability and user research.
I listened to Nick speak this morning about the state of interactive marketing and he had some simple, yet complex things to say. Companies are working at redefining how they interact with their clients online. They are unlearning traditional marketing structure which was a one way flow of information from the company to the consumer. As a result of interactive marketing, they need to embrace a new response to what their consumers are saying. There are cataclysmic changes happening around how interactive marketing professionals work within their specialties. Everyone is trying to figure out the best user experience process that includes information architecture, interactive design, visual design, usability, accessability, content and marketing.
One of Nicks key messages was that we need to fail more so we can figure out what is wrong and how to fix the mess even if we upset the apple cart. It is about the user. Consumers don’t want to work hard when they have an interactive experience, nor should we make them.
Example, We all know what a pedometer is. Nike took it a step further and created an ipod sensor that tracks how far someone runs, how fast and where they run. This device can be downloaded onto a website where runners can come to find other runners in their area, what those other runners courses look like and connect with other runners who live near by. So they envision communities coming together like never before. This is only one application from one company and changes we can only imagine are on the way. Social media at its best.
Another example, what if you went to your favorite restaurant, sat down at your table and the computer = the top of the table. Like the iPhone, you can pull up a menu, place your order and have use of the internet all at the same time. Think about the implications of how this will change the way we do business.
It is time that companies think critically about how they are using their resources to leverage their user experiences so they really know what it is their users want and need. We have to listen to our consumers and respond appropriately. Social media will demand it.