Category Archives: Old Economy

Delta Making an Online Usability Test With Websort

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I’ve found at the Delta Airlines Blog that they were looking for help for usability testings. As Abby Stephenson, manager of usability at delta.com posted on the blog, Delta is planing to reorganize the Profile section of delta.com.

Delta Blog Screenshot

The exercise was a normal card sorting and the tool used was the web based Websort. This is a software tool that enables researchers to perform remote card sort studies.

Websort Logo

Taking part of the study is very simple for participants, just click on the link provided, in this case was it at the Delta Blog, then the web based tool opens with the instructions and a demo video. The interface is pretty simple, easy to use and to understand so participants can concentrate on the study.

Delta Usability Study Screenshot

I got a results screenshot from the Websort web page:

Websort Results Screenshot

I am really happy every time I see that some old economy company is making an effort to improve their site’s usability and even more if they are asking users in the process.

A Weird Interface: Borders Beta

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Borders, an old economy company that sells books, music, movies and has 1,200 stores around the world is preparing a new design for its online store.

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Borders Logo

The general look and feel of the site is fine but the core of the new site design could be a risky move for a company that is already making it not very good in the online business. It’s called the Magic Shelf and it is a 3-D shelf of book covers like the ones displayed in the real world Borders stores. Clicking on a book drives you to the book’s page with details, reviews and rates.

It seems that the Magic Shelf will become personalized for the shopper based on past purchases and will display books that the customer may be particularly interested in exploring. The new online store is in beta testing on beta.bordersstores.com.

Borders Magic Shelf Screenshot

It’s clear that Borders is trying to emulate online the user’s mental model, but will the users like it? Is this anyways today user’s mental model? When I think in buying a book I think in Amazon categories and search, recommendations, rate system and reviews; I don’t think in going to a book shop anymore. OK, right, I also like going to a book shop from time to time but books, music and DVDs are one of the best seller products on the net, meaning that users like the new “Amazon” model.

This design could only work if you want to buy a best seller, and even in that situation this solution is probably going to make you lose your time as you get lost in a virtual book shelf. Another thing I don’t like is that the Magic Shelf is in the home page and takes too long to load, thing that could make users fly even before the site is totally loaded.

Instead of magic, weird solutions, why do not make a nice and simple design? mmm… I would like to see how this works.

Mercedes-Benz at the OMD

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I was surprise when I read that the Head of Digital Communication of Mercedes-Benz (actually, Daimler Chrysler AG) was going to be part of the panel of the Building Communities discussion. What does Mercedes has to do with online communities? Well, in fact, a lot. Sven Doerrenbaecher showed the public how Daimler is using online communities to power the Mercedes-Benz brand.

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Mercedes-Benz Mixed Tape Logo

Very impressive is what they achieved with its Mixed Tape, an online community for music download that has 2.8 million users. Thanks to Mixed Tape, Mercedes, an “old economy” company, has 18% of the German music download market. Music was free, artist were applying to get into the compilations and people were discussing about it. Every compilation cover was showing a different car and the whole design was following the Mercedes brand.

Unfortunately, Mixed Tape is closed now, but Mercedes says they are preparing a new one, to be release in early 2008. The good thing is that they left the forums opened, and they ask the users for recommendations for the new versions. Well done!

Mercedes-Benz IPTV Image

Another interesting thing is the Mercedes-Benz.tv, and IPTV service performing different programmes. The over-all design of the Mercedes TV site is very good and attractive.

This was an excellent example of old-into-new-economy. Bravo Mercedes!