“USA Today was in the middle of a rebrand for their 30 year anniversary. We wanted to make sure the site wasn’t a copy of any other newspaper. In fact it was very important not to replicate the print version of the paper, but to find the best way to deliver the news to readers online.”
Core lessons from Fi’s approach:
3:30 — Fi’s user research approach employs “Character Archetypes" instead of "Personas”. Motivations and usage patterns are more important than faked-up personality traits.
6:40 — “The homepage is no longer the most important page.” People are coming in through a side door. Directly to the departments and the articles they discovered via sharing.
7:20 — They successfully reduced the hierarchy from 8 layers to 2 layers by moving toward a department approach: news, tech, politics, life, etc. Flatness eliminates page templates, in favor of module types.
11:40 — Articles are divorced from sections, making breadcrumbs unnecessary. Each article appears as a modal, and can be closed, returning the reader to the section where they found the article. The model also uses a unique URL for each article, making them more sharable.
One year ago, Tom Watson tweeted the following:
"Any tech writer saying Kindle is no threat at all to iPad dominance is basically in Apple's back pocket - or incredibly stupid."
I responded with this:
"You're wrong, and I'll be back in one year to say: I told you so. : )"
Well, I'm back as promised to show you that during the time when Kindle was supposed to end Apple's dominance, that product is the only major tablet to suffer declines in the market.
iPad is still dominant. The Samsung Galaxy Tab has overtaken the Kindle Fire and the Google Nexus 7 is also kicking butt.
So: Tom Watson, you owe me an apology.
Joe Pemberton brings brand understanding and a market-driven focus to Punchcut. Joe's understanding of consumer trends, evolving markets and emerging technologies helps Punchcut's stay at the forefront of mobile user experience design. Joe helps ensure Punchcut's UI design solutions serve clients' brands through relevant and meaningful interactions.
In addition to tier one carriers and major handset manufacturers, Joe has helped brands such as Dwell, JetBlue, Yahoo, Disney and Mattel to envision and design relevant web and mobile user experiences.
In 2008 the Cooper-Hewitt National Design Museum honored Joe's contribution to the identity system and airplane graphics with a National Design Award in for Corporate Achievement.
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