3. 3
Nick Quagliara,
Chris Heitmann, Stephen DiMarco, Dan Gallagher,
M.S IU School of
EVP One to One CMO Compete.com VP of Audience
Informatics
Interactive, & Architecture
Managing NetworkWorld
Jeffrey
Director OTOlabs
Bardzell, Ph.D.
Shaowen
Bardzell, Ph.D.
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
5. 5
The Disruption is Now
Massive change in media consumption
Atomization – started with RSS
Re-aggregation by users
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
16. 16
Email / RSS
Email has nearly universal penetration
97% of online consumers
Email remains a staple of online marketing
94% of interactive marketers use email
5% average click-through since 2003
Use email to seed other platforms
RSS is foundational for widget ecology
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
17. 17
Mobile Platforms
Apple iPhone
ZenZui – Microsoft Spin-out
Mobile Application Platforms
Windows Mobile
Palm
Blackberry
Brew
J2ME
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
18. 18
Beyond: Smart Devices, Special Platforms and
Personal Media Players
Tivo
Apple TV
Emtrace WidgetStation
ModivMedia
Joost
Verizon FIOS
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
19. 19
Using Disaggregated Media
This is the destination, not your website
Start with anonymous permission
Build a network, not a campaign
Think like a publisher
Build deep roots and gather data over time
Enable personalization and customization
Not just impressions but engagement
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
21. 21
44% of online consumers use desktop applications,
widgets, gadgets, or modules
online socialites (people who use social network sites) are slightly more likely (47%);
only 4% of respondents have heard of “disaggregated media”
How frequently do you use desktop applications, widgets, gadgets, or modules?
(July 2007 N=480 )
28%
23%
21%
17%
6% 5%
Less than once About once per A couple times About once per About once per Multiple times
per month month per month week day per day
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
22. 22
what desktop applications, widgets, gadgets, or
modules do you use?
Messenger (AOL, Google, Yahoo, MSN)
1.Instant
2.Google (Desktop, Toolbar)
3.Yahoo (Homepage, IMVironments, Toolbar)
4.Screensavers
Firefox Plugins
5.Mozilla
Sorry
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
23. 23
30% of daily users spend more than 3 hours per
day
How many hours per day do you use desktop applications, widgets, gadgets, or modules?
(July 2007 N=247)
38%
32%
18%
7%
5%
Less than 1 1 – 3 hours 3 – 5 hours 5 – 10 hours More than 10
hour hours
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
24. 24
Both traditional and viral channels can be effective
for distribution
How did you find out about the desktop applications, widgets, gadgets, or modules?
(July 2007 N=480)
38%
30%
22%
8%
2%
Online banner ad search engine home website News article Friends, family, or
colleagues
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
25. 25
More people are concerned about productivity/
wasting time than any other issue
How concerned are you with the following?
(July 2007 N=480)
46%
45%
35%
24%
24%
Privacy Issues Computer Spam Becoming Wasting Time
Speed Unproductive
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
27. 27
New Architecture, User Experience, and Best Practices
New architecture, new usability issues
Emerging best practices
Facebook: Four successful design features
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
35. 35
A B
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
36. 36
Changes in Application Architecture Change
How do I install/uninstall?
Where do I get support?
What belongs to what?
Who has ownership?
What application state am I in?
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
37. 37
Emerging Best Practices
Improving the user experience in the
era of disaggregated media
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
38. 38
Research Samples:
Disaggregated media samples
•Google Desktop
•Screen Mates
•Interactive Wallpaper
•Facebook Applications
•Top 50 by users
•Bottom 50 by users
•Study of hundreds of Facebook
user comments and reviews
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
40. 40
Suggestions for design
1) Set expectations for users
Users should almost immediately understand the
main features and goals of the application.
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
41. 41
Unexpected behaviors
“Couple of fish have swam away and no longer
appear in my tank? WTF why is this happening?”
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
42. 42
Unexpected behaviors
- Virtual money disappearing (Food Fight)
- Sony Music Box user complained, “why does it
say ‘morgan has added a new video to HIS’ when I'm a girl!?”
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
43. 43
Suggestions for design
1) Set expectations for users
2) Installation should be easy
Users should know how and where to initiate install
and uninstall operations.
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
44. 44
Difficulty controlling application state
“I spent 2 hours on a grafitti and when clicked I done, this message saying
quot;Building Image...quot; pops out and I've already been waiting 7 hours
for it to save! DAMN! Is anyone else experiencing this?”
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
45. 45
Difficulty controlling application state
“Seriously, whats up? Any attempt and
button I press to remove it just does nothing.”
(regarding iLike)
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
46. 46
Suggestions for design
1) Set expectations for users
2) Installation should be easy
Users should know how to get answers to
3) Provide appropriate
reasonable questions about features, installation,
documentation
and customization. But don’t overdo it: No one
wants to read a 75-page PDF just to use a weather
widget.
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
47. 47
Simple overview of key features
and workflow
Links to more in-depth help
Links to required helper
applications
Regularly updated: Developers
remain engaged with product,
users
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
48. 48
Suggestions for design
1) Set expectations for users
2) Installation should be easy
Users like to express opinions, ask for help, and
3) Provide appropriate
brag about their accomplishments. Offer forums,
documentation
“walls,” or other simple mechanisms for such
4) Provide outlets for user
expression. Application developers can learn a lot
discussion
from them.
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
49. 49
1 3
2
4
Users have 4 different ways to
communicate about this
application:
[1] extended conversation
[2] one-shot statements
[3] with the developer directly
[4] with Facebook
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
50. 50
Facebook Applications
User counts*
Top Friends 8.8 million
Graffiti 4.9 million
Like 4.7 million
Fortune Cookie 4.5 million
Video 4.3 million
* Note that Facebook opened up it’s platform to 3rd party apps on May 25th.
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
58. 58
Researcher Insights (mostly based on Facebook)
Developers can interact directly with users, who effectively become beta testers
Discussion boards become social outlet
Brands alone are not sufficient to make the app popular
NFL, NBA, NHL apps
Patriots (140 users)
Colts (109 users)
Sony Music Box (1,600 users)
-Good branded apps can be successful
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
59. 59
Four Successful Design Features
Inferences Based on the Top and Bottom 50 Apps in Facebook
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
60. 60
Four Characteristics of successful apps
Self-expressive
Casual Games
Social
Creative
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
61. 61
Sharing personal beliefs
Status updates (Twitter)
Favorite bands, movies, etc.
Causes
Self-expressive
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
63. 63
Pick up and play
Goal-oriented gameplay
gaining status or levels
simple competitions between friends
Casual Games
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
70. 70
Case Example:
Network World iDemand
Creating a new audience channel
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
71. 71
About NetworkWorld
Leading IT networking media brand
Controlled circulation weekly magazine of 170K qualified subscribers audited by BPA
NWW.com has about 1.5M uniques/5M PV monthly
NWW sends out about 12m NLs per month to about 400k NL subscribers
Along with CNN & NYT named one of the 10 great websites in media by B-to-B
Magazine July 2007.
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
72. 72
Publishing Landscape
Mailing & print production costs on the rise
Print advertising is in decline
The ability of new media to be measured is
attracting more and more marketing dollars
Online’s low barrier of entry has created a
crowded marketplace with more competitors
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
73. 73
How Magazine publishing has evolved
Up until 10 years ago…the magazine was at the center
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
74. 74
How Magazine publishing has evolved
In the last 10 years…the brand is now at at the center
?
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
75. 75
Key attributes for media brands that need to be
reflected in a delivery channel
Trusted Source: Positively reinforces the brand experience
Mobile/Offline: Available to those on the go…online or offline
Uniquely Packaged: Content and brand brought together uniquely
Personal/Custom: A targeted experience for each user
Highly Topical: Enabling a content experience that is highly focused
Timely: Take full advantage of the immediacy of the online
High-Switching Costs: Easy to stay loyal/hard for competitors
Viral: Advocacy tools that enable pass-alongs to broaden the audience
Blended Media: Blending media types into a cohesive experience
Community: Enable the audience to connect with each other
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
76. 76
?
Magazine Email NLs RSS NWW.com
Trusted Source
Mobile/Offline
Uniquely Packaged
Personal/Custom
Highly Topical
Timely
High-Switching Costs
Viral
Blended Media
Community
Key attributes and the various delivery channel
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
81. 81
iDemand Results
10k installs in 2 months with 80% delivery/install
6k deliveries count against our controlled circulation of
170k. Only mailing 164k magazines mailed each week
with audited circ at 170k
13-15 average monthly interactions per user/month with
iDemand compared to 2-3 monthly interactions per user/
month on the web.
Advertising click-throughs are 3 to 4 times higher than
comparable web positions
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
83. 83
contact information
One to One Interactive
529 Main Street
Charlestown, MA 02129
Phone: 617.425.7300
Fax: 617.242.0632
London, UK
1-2 Hatfields
London SE1 9PQ, UK
Phone: +44.845.095.0200
General Inquiries:
info@onetooneinteractive.com
web:
http://www.onetooneinteractive.com
blog:
http://www.otoinsights.com
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
