Brands, particularly in an increasingly social digital landscape, sometimes make awkward party guests. The flexibility to engage with users in a manner appropriate to their context is critical
Appearance:-On a basic level, it’s very minimal. The logotype and colours are extremely minimal and consistent and supported by strong use of blue and orange – makes it extremely recognisable. The orange becomes a call to action. Your eye is directed to the copy and the CTA. The logotype performs at a very definitive level – sense of purpose, almost codified into the expected interaction to the site – the arrow reinforces the sense of action on the site.-Also on appearance, it’s a very light grid – not afraid of white space. The amazon brand steps back and simply signposts – offers a narrative, and a journey of purchase and reassurance, even via white space-Visual design translated well – same blueprint, underpinning design rules in mobile / proportions / white spaceOne of the things that Amazon was really early to do is create abbreviated logotypes as well as sub-brand elements that have strong branding themselves (e.g. One click), still anchored in the core visual brand (via the arrows, e.g.). This ability for the logo to morph based on what was most appropriate for its immediate surroundings was/remains pretty f*cking cool IMHO.-
Behaviours:-Because it’s well designed, it’s assured – measured but methodical presentation that surfaces actions at exactly the right movements – makes it a valued experience. This is backed up by:-Well defined process of managing expectations through timely updates, and repeated phrases (e.g. One Click) and Look Inside. Eminently ownable – as close to ‘real’ shopping in the real world that you can get-Transitions well to mobile and encapsulates the core behaviours of the site itself. It allows you toscan a barcode – quick example, when in Toys R Us recently, one of the folks who contributed to this presentation actually scanned a lego item and bought it there and then, while still within the store. The behaviours of the Amazon experience were so powerful that it drove physical purchase behaviour-So the services take from the core proposition what is appropriate for the context (e.g. barcode scanning), that extend the brand experience / promise into mobile in a very trustworthy way-See also iPad – very strong content message, Amazon steps back – all you see is the white space and the instantly recognisable CTAsI think the third and last points here are the most powerful – the whole brand speaks very much to humility, facilitation, helpfulness and reliability. All of the interactions follow this model, and they've (eventually) done a really good job of translating them x platform, ensuring that interactions are prioritised to surface the most critical functions for the context at hand. This has translated directly into sales, even when the user is in a physical retail establishment. Wow.-Performance;-It loads quickly (it’s light) through to the timely delivery of purchases.-And you’re updated continuously, almost to the point of being spammed, but it’s unobtrusive. Each stage is choreographed, there’s a consistent tone of voice that supports the brand message-The whole journey is very vetted – it’s a secure system, even when it comes down to returns-It feels secure – quality of service. It builds on this trust so much that you’re prepared to give it credit card details in return for OneClick ordering-There's also something here about action/response – no matter what you do with Amazon, it confirms/denies/informs/updates. That's core to human security, this feeling that my actions consistently have an impact.
In case you don’t know this one, Ocado is an online grocery retailer in the UK, formerly a joint venture with WaitroseHere, the customer values are surprisingly different to amazon. It’s a similar online retail proposition, but the manner of presentation and the underpinning behaviours are very different.Appearance:Ocado has its heritage in a luxury provider of groceries – the way the site is built, the craftsmanship of the navigation and visuals is very sophisticated – it’s tonally more varied than Amazon. Because it’s dealing with food specifically, the frame of reference / foundation of the brand is very different. Supermarkets traditionally have a strong brand identityIt’s targeted at professionals rather than mass market, foundations for design drivers, e.g. colour choices, and the languageClearly a cost of design that supports the brand – it’s (to use someone else) ‘reassuringly expensive’Always easy access to the search functionalityVery similar visual cues to Amazon – it’s yellowy/orange, whether it’s conscious or not, it’s likely not an accidentVery strong visual feedback which breeds reassurance – you can see your basket, you can see it, and you can see quantitiesCarries well into iPhone / iPad with visuals and similar interactions, but uses the form factors (e.g. highly visual shopping basket)Behaviours:Seems to pander quite well to its constituency, in that the calls to action and the copy are not hugely discount focused, but quietly remind you in a targeted way that there are offers to be hadOne of the key promises is that they’ll bring the shopping bags to your kitchen, not the door. Service ethic – it probably costs them (and you!) more to benefit from this extra service, but it’s the sort of thing that people ordering online groceries particularly appreciate, especially if they’re, let’s by honest, middle class And, they give you a printout which isn’t just a receipt, but it’s also a prioritised ‘use by’ list that you can put up on the fridge and which tells you which products are going to go off within the next couple of daysSite very quickly gets to know you, starts recommending almost instantly, offers you very unobtrusive, but relevant related products, things you might likeVery much acts as a retailer – but one that actually knows you – there are offers that aren’t just pushed, but which are interspersed with targeted stuffThe stuff is delivered in color coded plastic bags – for freezer, for fridge, for store cupboardOn iPad, the look and feel is a bit different – it’s perhaps even more luxurious, you get to see your entire basket (almost supermarket sweep style)Performance;Everything about Ocado is about reassurance and supportDeliveries are hourly (and there’s a pricing differential – some free, some note)Everything is colour coded so you know what’s what and you don’t have the impressions stuff has been thrown into the bagsThe receipt is a personal serviceIt’s a tailored mass market offer – has an element of concierge about itIt’s designed to be a very human service with a personal touch. Where amazon is about pragmatism, Ocado is more reassuring and helpfulIn short, it’s all about attention to detail – across performance, appearance and behaviours
In case you don’t know this one, Ocado is an online grocery retailer in the UK, formerly a joint venture with WaitroseHere, the customer values are surprisingly different to amazon. It’s a similar online retail proposition, but the manner of presentation and the underpinning behaviours are very different.Appearance:Ocado has its heritage in a luxury provider of groceries – the way the site is built, the craftsmanship of the navigation and visuals is very sophisticated – it’s tonally more varied than Amazon. Because it’s dealing with food specifically, the frame of reference / foundation of the brand is very different. Supermarkets traditionally have a strong brand identityIt’s targeted at professionals rather than mass market, foundations for design drivers, e.g. colour choices, and the languageClearly a cost of design that supports the brand – it’s (to use someone else) ‘reassuringly expensive’Always easy access to the search functionalityVery similar visual cues to Amazon – it’s yellowy/orange, whether it’s conscious or not, it’s likely not an accidentVery strong visual feedback which breeds reassurance – you can see your basket, you can see it, and you can see quantitiesCarries well into iPhone / iPad with visuals and similar interactions, but uses the form factors (e.g. highly visual shopping basket)Behaviours:Seems to pander quite well to its constituency, in that the calls to action and the copy are not hugely discount focused, but quietly remind you in a targeted way that there are offers to be hadOne of the key promises is that they’ll bring the shopping bags to your kitchen, not the door. Service ethic – it probably costs them (and you!) more to benefit from this extra service, but it’s the sort of thing that people ordering online groceries particularly appreciate, especially if they’re, let’s by honest, middle class And, they give you a printout which isn’t just a receipt, but it’s also a prioritised ‘use by’ list that you can put up on the fridge and which tells you which products are going to go off within the next couple of daysSite very quickly gets to know you, starts recommending almost instantly, offers you very unobtrusive, but relevant related products, things you might likeVery much acts as a retailer – but one that actually knows you – there are offers that aren’t just pushed, but which are interspersed with targeted stuffThe stuff is delivered in color coded plastic bags – for freezer, for fridge, for store cupboardOn iPad, the look and feel is a bit different – it’s perhaps even more luxurious, you get to see your entire basket (almost supermarket sweep style)Performance;Everything about Ocado is about reassurance and supportDeliveries are hourly (and there’s a pricing differential – some free, some note)Everything is colour coded so you know what’s what and you don’t have the impressions stuff has been thrown into the bagsThe receipt is a personal serviceIt’s a tailored mass market offer – has an element of concierge about itIt’s designed to be a very human service with a personal touch. Where amazon is about pragmatism, Ocado is more reassuring and helpfulIn short, it’s all about attention to detail – across performance, appearance and behaviours
In case you don’t know this one, Ocado is an online grocery retailer in the UK, formerly a joint venture with WaitroseHere, the customer values are surprisingly different to amazon. It’s a similar online retail proposition, but the manner of presentation and the underpinning behaviours are very different.Appearance:Ocado has its heritage in a luxury provider of goods – the way the site is built, the craftsmanship of the navigation and visuals is very sophisticated – it’s tonally more varied than Amazon. Because it’s dealin with food specifically, the frame of reference / foundation of the brand is very different. Supermarkets traditionally have a strong brand identityIt’s targeted at professionals rather than mass market, foundations for design drivers, e.g. colour choices, and the languageClearly a cost of design that supports the brand – it’s (to use someone else) ‘reassuringly expensive’Always easy access to the search functionalityVery similar visual cues to Amazon – it’s yellowy/orange, whether it’s conscious or not, it’s likely not an accidentVery strong visual feedback which breeds reassurance – you can see your basket, you can see it, and you can see quantitiesCarries well into iPhone / iPad with visuals and similar interactions, but uses the form factors (e.g. highly visual shopping basket)Behaviours:Seems to pander quite well to its constituency, in that the calls to action and the copy are not hugely discount focused, but quietly remind you in a targeted way that there are offers to be hadOne of the key promises is that they’ll bring the shopping bags to your kitchen, not the door. Service ethic – it probably costs them (and you!) more to benefit from this extra service, but it’s the sort of thing that people ordering online groceries particularly appreciate, especially if they’re, let’s by honest, middle class And, they give you a printout which isn’t just a receipt, but it’s also a prioritised ‘useby’ list that you can put up on the fridge and which tells you which products are going to go off within the next couple of daysSite very quickly gets to know you, starts recommending almost instantly, offers you very unobtrusive, but relevant related products, things you might likeVery much acts as a retailer – but one that actually knows you – there are offers that aren’t just pushed, but which are interpsersed with targetted stuffThe stuff is delivered in color coded plastic bags – for freezer, for fridge, for store cupboardOn iPad, the look and feel is a bit different – it’s perhaps even more luxurious, you get to see your entire basket (almost supermarket sweep style)Performance;Everything about Ocado is about reassurance and supportDeliveries are hourly (and there’s a pricing differential – some free, some note)Everything is colour coded so you know what’s what and you don’t have the impressions stuff has been thrown into the bagsThe receipt is a personal serviceIt’s a tailored mass market offer – has an element of concierge about itIt’s designed to be a very human service with a personal touch. Where amazon is about pragmatism, Ocado is more reassuring and helpfulIn short, it’s all about attention to detail – across performance, appearance and behaviours
SpotifyBit of a different service this time – purely online music discovery and listening, which in essence has transformed the nature of music consumption. Appearance:Not hugely different to a lot of things, but the brand operates quite differently from the previous two. Some links to Amazon though – the logo, type and the marque is like a mix of WiFi and RSS. Instantly recognizable, and you don’t need the logotypeSpotify exists as a sub brand within other sites, particularly recently with the Facebook tie-up, which takes recognition to new levelsVery light branding, but the overall design of the GUI is strongly reminiscent of older styles of CD players and HIFIs, it’s grey, it has a sort of CD case on it. It falls into line with other content sites, where the album art and posters are rich. It’s unobtrusive, therefore promotes the content This is simply the design philosophy – it’s engaging, it promotes the content over itself. Only a single embossed logo, and a couple of small green areas to attract you to theDoesn’t need to rely on the logotype because it’s a unique propositionBehaviouriPHone – available offline mode. This is how the mobile experience adapts. You can have music locallyWays to get you to pay – it’s almost educational – listen a bit, but you need to pay – 9 hours of listening, 4 plays of the same song. They get you ingrained into listening and then because you’ve invested time, you feel compelled to capitulate, reward yourself.Again, this reinforces the uniqueness of the model – it’s such a good discover mechanism that you almost can’t live without itTie in with physical devices – the Sonos multi room ‘stream all the music on earth’ service – natural brand extension but not one that Spotify themselves have tried to build – it’s an ecosystem play. Naturally tapped into an emerging mode of listeningPerformance;It works – seamless. Everything you want (unless it’s Pink Floyd or Metallica…) is there. This one takes a bit of a back seat, as it’s a whole lot less of a complex business model than the other two
SpotifyBit of a different service this time – purely online music discovery and listening, which in essence has transformed the nature of music consumption. Appearance:Not hugely different to a lot of things, but the brand operates quite differently from the previous two. Some links to Amazon though – the logo, type and the marque is like a mix of WiFi and RSS. Instantly recognizable, and you don’t need the logotypeSpotify exists as a sub brand within other sites, particularly recently with the Facebook tie-up, which takes recognition to new levelsVery light branding, but the overall design of the GUI is strongly reminiscent of older styles of CD players and HIFIs, it’s grey, it has a sort of CD case on it. It falls into line with other content sites, where the album art and posters are rich. It’s unobtrusive, therefore promotes the content This is simply the design philosophy – it’s engaging, it promotes the content over itself. Only a single embossed logo, and a couple of small green areas to attract you to theDoesn’t need to rely on the logotype because it’s a unique propositionBehaviouriPHone – available offline mode. This is how the mobile experience adapts. You can have music locallyWays to get you to pay – it’s almost educational – listen a bit, but you need to pay – 9 hours of listening, 4 plays of the same song. They get you ingrained into listening and then because you’ve invested time, you feel compelled to capitulate, reward yourself.Again, this reinforces the uniqueness of the model – it’s such a good discover mechanism that you almost can’t live without itTie in with physical devices – the Sonos multi room ‘stream all the music on earth’ service – natural brand extension but not one that Spotify themselves have tried to build – it’s an ecosystem play. Naturally tapped into an emerging mode of listeningPerformance;It works – seamless. Everything you want (unless it’s Pink Floyd or Metallica…) is there