Take a bow, my dear card!


simply wow!

I have worked with a bank that aspired to be a technology company… and now Apple.. a hardware/software company becomes a bank!

And look at the audacious copy …

Whenever I see something like this, Lightning McQueen comes to my mind – I eat losers for breakfast! And that is the spirit needed for any mindset that wants to look into the eye of the competition.

Not that the banks have not tried…their interfaces too have maps, points, instant redemption etc… but not transparency and customer experience.

hmm… and with virtual banks playing host to this party… expect some fireworks if not bloodbath!

But nevertheless a triumphant moment for the customers and their experience!

It is not about product launch, it is about harvesting ecosystems

In this very real world, good doesn’t drive out evil. Evil doesn’t drive out good. But the energetic displaces the passive.

  • William Bernach

The above can be a good analogy in the design world –

In this very real world, good design doesnt drive out bad design. Bad design doesn’t drive out good design. But the energetic displaces the passive. 

Apple is the prime example here. As we have followers and blind followers of the brand there also people who hate and despise it to no end.

Still to no ones surprise, the brand will post yet another record profit.

The reason being that Apple event is not about a single product launch. It is about their ecosystem. After every 6 months, they are enthusiastically upgrading and adding newer species to their ecosystem. They are making their ecosystem stronger with devices and technology. The old ones are removed and the ecosystem is kept healthy.

So when a customer buys an apple product, the brand knows that sooner there will be an ecosystem following him. No doubt the products are great and offer consistent experience, but apple makes sure that the customer can never break the ecosystem. Either you are part of it or you are out. This exclusivity also acts in a favour of the brand. While for those who are out of the system will feel that the grapes are sour.


At one point of time I used to be fan of Metro interface of Windows phone. I bought 2 phones in that frenzy. I was happy with the wireless charging feature and the UI. In lieu I had lesser choices in apps, which didnt bother me much until the phone conked off.

I got 1% return for a phone that wasn’t even a year old, the hell started breaking loose. How could a loyalist be treated like this?

What I had not realised back then was robustness of offering. Windows phone didn’t have any ecosystem in hardware or apps. It was destined to fail the customer since there wasn’t enough energy/ motivation in them to drive it.

And hence, how the energetic displaces the passive.



Interaction design for a better Brand positioning

Interaction design  is leading to its penultimate stage of establishing the brand.

The story starts with apple and Microsoft.

I do not advocate Apple since I see it is as a rebellion just trying to create ‘I am different’ statement. I hate to fumble with the shift and control keys that work different than the conventional window shortcuts.  As a user it challenges my muscle memory and wastes a lot of time.

Nor do I say that Microsoft was the leader and had benchmarked best practices. The famous ‘start’ button is widely known.

Then came android, it is learnt that android interactions are not consistent. Once it scrolls and later it expands. The UI is looks copied from apple. Nothing great or different, I haven’t seen or experienced Nexus though.

Coming back to apple, the interactions have not changed … but they keep coming up with newer hardware after every 6 months. So they are making sure they have eye balls atleast. It is baffling to note apples ever increasing sale numbers despite the recessions!

The latest entrant Microsoft and their metro UI, now the battle gets serious or rather meaningful. It is all new OS coupled with the metro UI.

Till now UI was not taken as seriously, it had to look good and serve the purpose.  Well fuctionally it has to do the needful. But with windows 8 I see that the UI is used as positioning strategy. It seems to seamlessly align with the touch devices, Kinects and other MS products. It has become a binder for all the experiences. The aim is to create a strong ecosystem of products with unified experiences.

MS has changed the game and the rules. Till now we were talking about user experience , but now on we will be talking about the user brand experience. MS has successfully created a niche by devising ways to speed ahead in the rat race. Now suddenly apples and oranges cannot be compared J