Product Naming — The Art of Choosing a Name

Ever wonder how companies go about product naming or naming themselves?

The Vistage online community is called “Vistage Village.” Nice product naming, I like it. There is a place where you can see a list of members both existing and new. It’s called “Vistage Village People.” As I clicked on the icon I half-expected to be treated to a chorus of “YMCA,” but was disappointed. I think Vistage is missing a great opportunity.

So, as a naming specialist I have to wonder how this product name came about — curious as I am.  I have visions of a bunch of 50-somethings (Boomers) sitting in a conference room with a six pack of Heineken and someone blurting out, “I know, let’s call it “People.”  It will be the Vistage Village People and we can create an icon with a group of “people” each wearing a unique hat. One hat could be a police cap, one could be a hardhat, and the other could be an Indian chief headdress! Far out!”

THIS is how great product naming comes to be… case you wanted to know how it is done.

But, alas, the truth is more likely to be that some Millennials came up with the name and thought it was a great fit because it makes sense. And, it does. Then, they probably ran it by some Boomers who smiled and said, “Village People? Really?” They then had to explain to the youthful set who the Village People were. After looking at the blank stares reflected back, the Boomers gently suggested a slight modification to the name might be appropriate.  Thus, “Vistage Village: People” was born — and it was good.

If you are a Vistage member I invite you to visit Vistage Village: People. There is a wealth of information about Vistage members. But, alas, don’t expect to see profiles of your favorite police officer, Indian chief, cowboy, biker, construction worker, or GI. Nor are there embedded sounds files to entertain you, with selections such as Macho Man or In The Navy.  For that you will have to get your Village People fix here:

Short-term Memory and UI Design

Not too long ago, I attended a talk by Jeff Johnson hosted by BayCHI. He introduced his new book Designing with the Mind in Mind, which reveals the psychology behind user interface design. His lessons covered everything from Gestalt theory to blind spots, but what I found most interesting was the influence of memory.

Short-term memory is best described as the conscious mind. It is what is happening right now. Is it how many numbers you can remember, which is 3-5 unrelated items (e.g. a zip code) or more if the items are related (e.g. 3-5 random words vs. a sentence of words). The latter uses the brain’s feature detection, which draws on connections from previous experiences—more neurons fire and trigger recognition.

A scenario of this is if I am typing a collection of words into a search engine and those words are out of sight once the search results are presented, I may become frustrated as a user because the task has distracted me from recalling what words I entered into the search field. To help the user recall what words were used, some search results have the words highlighted. Providing cues like this will help the user focus on the task and aid in the recall of information.

What I walked away with was that asking a user to keep track of features in his/her short-term memory is work. Good design is invisible and UI/UX is no exception. Intuition is based on experience, so the more unified and consistent and experience is, the more likely a task will seem effortless.

Short-term memory does have its faults as seen here in this video. While entertaining in a prank sort of way, it also shows how task and distraction can blind us from what is literally right in front of us. Enjoy!

Change is good

Change is good—or so the saying goes. Our namesake Oya is the goddess of change, a force of nature that creates the turbulence needed to wipe away the old stuff to make way for new growth. Thus, in that spirit we embarked on a journey which breathed new life into our own story.

On a lazy Sunday morning while walking the dog, I decided to get curious about a small “For Lease” sign that I had been passing for the last 6 months. Each time I passed it I was curious, but not THAT curious.  Finally, we had been in our office on Los Gatos Blvd. for over 8 years and I was itching for a change of scenery.

I am a seasoned mover. I have lived in more places than I can count and I can pack boxes like the pros. Aside from the hard labor, I must confess I really like to move. It’s a great way to clean out the clutter and freshen up the environment.

So, on that lazy Sunday, we took a look at the space for lease and knew we had found our new home. It is located in the bustling downtown of Los Gatos, above a clothing boutique called Nuance and directly across the street from the Los Gatos Coffee Roasting Co. We have the best address EVER!  One University Avenue! How great is that?

The space is funky, artsy, and cozy. It is the “it” and “happenin’” place!  Everyone who is anyone is meeting across the street for coffee or being served cocktails at Val’s. We even have front row seats for Jazz on the Plazz. It all happens right outside my office window.  And, now we have BRICK!  Everybody knows that to be considered an “it” agency you simply must have brick—and now we do. We have arrived at our new home and it’s all good.

Drop by and see us. I’ll buy the coffee.

Letterpress Printing

I recently completed a series of workshops at the Center for the Book in San Francisco in order to be certified to rent their letterpress printing equipment. After spending so much time on the computer designing complex interfaces and using programs to layout pages of content, it was refreshing to get back to good old ink, paper, and type.

Each of the three workshops lasted for 8 hours, totaling 24 hours worth of press time. The instructors were experts on the Vandercook press and taught us the mechanics of the machines as well as printmaking techniques. We started each class with a task (usually laying out a page of a small chapbook), which involved choosing a typeface and handset it on a composing stick seen here.

Composing Stick, Letterpress printing

Composing Stick, Letterpress printing

California job case

California job case

This often took the most time to do since you had to find each character in the giant California job case (a drawer segmenting the individual letters from one typeface), place the letters on the composing stick spelling the words backwards, and use leading plus spaces (solid metal parts for filling space) to lock up any loose areas. Once the type was all set, it was transferred to a galley (a metal tray), then onto the bed of the press. Blocks of wood called furniture were placed around the composition then locked into place with a quoin.

From there, ink was mixed by hand and applied to the rollers of the Vandercook press. Letting the rollers run for a bit helped distribute the ink so the color and density of the ink was even across the composition. Next, the rollers were set on ‘trip’ to ink the composition and the paper was aligned to the printing area.

Test runs were then done to determine the impression or bite the type had into the paper, the density of the ink, to check if any of the characters were damaged, and to check the registration of the page. Once all adjustments and corrections were made, it was a repetitive process of inserting paper, rolling the rollers over the bed, and removing the printed piece to dry. After the print run was completed, type was removed, cleaned, and sorted back into their cases, and the rollers were cleaned in a very process driven way so none of the ink we used was left over for the next print run to pick up.

Other details like adjusting the impression in the paper, printing multiple colors, using photo polymer plates, and printing on damp paper were taught in the second and third workshops. Now, it is remembering it all and doing it on my own.

Letterpress I, a book of overheard sayings

Letterpress II, posters

Letterpress II, posters

Letterpress III, Chapbook of false truths

Letterpress III, Chapbook of false truths

Letterpress III, Chapbook close up

Letterpress III, Chapbook close up

Here’s a great short documentary on how letterpress printing is done and why it is so appealing:

Here is an interesting description of what a chapbook is, its origins, and where my inspiration for my composition came from:

Here are photos of the prints currently on exhibit at the Center for the Book. After going through all three workshops, I truly appreciate how much of a craft this is and how exceptional these prints are—a must see!

Take the classes and learn the craft of letterpress printing! Students ranged from computer programmers, to graphic designers, to Telsa engineers!

The Real Value of Marketing (?)

As a small agency we work with many companies in a wide variety of industries. As a Silicon Valley agency we work with a lot of tech companies. And I have noticed something that seems especially rife here in the valley; many companies simply don’t realize the real value of marketing–and it makes me wonder whether this is true across other industries, companies, and geographies. If any of you have any thoughts or comments, we’d love to hear about them.

This is course leads to the question about what is the real value of marketing and, like many many questions in and about marketing, a lot of the answer depends on context. Here I am thinking about companies who are launching something. It might be a new product, new sales initiative, a new channel program, or a complete relaunch of the company.

What is the value that marketing brings to this process. I would argue that while the creative work of materials and online development are incredibly valuable, the highest value comes much earlier in the cycle. This is the ability to see and understand the market, then translate that into actionable strategies that form the foundation of messaging, storytelling, media selection–in other words all of the rest of the activities that will be taken on later in the marketing production cycle.

The problem that many companies have with this kind of thinking is that it is hard, time consuming, and can be somewhat pricey (although usually not in relation to the value of the market they hope to penetrate). So this gets pushed off, minimized, or simply ignored (especially in tech companies), and they take the process right into the production phase of “these are the values, these are the benefits, go make us marketing that sells the product.”

Some months later, when things aren’t going to plan, the executives tend to blame the marketing department for the failure–or come to us to “fix” the problem with the brochure or the website or the social media, or whatever.

We have seen this process of often (not that we mind the work it brings in!), it does cause me to question: Have we, as marketer/strategists, so thoroughly failed to communicate our value, or are companies just in such a rush to get to market that they are willing to ignore the obvious value to investing the time and resources into developing a real understanding of who they’re selling to, what’s important to them, what’s the best way to tell the story, and how best to tell it?

It is a very important quandary. Since the days of David Ogilvy and Claude Hopkins (BTW, see Greg Satell’s great piece on Hopkin’s Scientific Marketing) we have understood the incredible value and ROI of developing this kind of understanding.

Where do we keep losing the recipe? Where do we continue to fail to communicate the incredible to the executives in charge of the companies we serve?

Emotional Contagions

Think of the last time you felt moved by a television commercial. Was it the story it told that triggered your emotional response? Was it a song? Perhaps it was just an image of another person showing emotion. Each of these examples has an explanation and a reason for being used in communications — especially advertising.

When a baby is born, it is immediately wired to copy mechanical behaviors. If you smile at a baby, it is likely he/she will smile back. It is mirror neurons that are responsible for this. A baby, after all, hasn’t really learned yet that a smile represents happiness. Another wiring of behavior is the emotional contagion. This is seen when a baby simply cries because another one is crying. If you put ten babies in a room and provoke one to cry, it is likely that you’ll have a room full of crying babies in no time. It is this emotional contagion that follows us into adulthood.

There is currently one television commercial that seems to trigger an emotional response from me (besides laughter) and I’ve been curious to find out why. It isn’t the sight of another person with tears rolling down his/her face, but a rapid flood of smaller cues that trigger stories I can relate to. The commercial is from Chevron’s Human Energy campaign, which launched in 2007.

In this 30 second ad, a total of 15 clips of candid and seemingly unrelated scenes appear during a voice over:

“The world is changing and how we use energy today cannot be how we use it tomorrow. There is no one solution. It’s not simply more oil or more renewables or being more efficient. It’s all of it. Our way of life depends on developing all forms of energy and to use less of it. It’s time to put our differences aside. Will you be part of the solution?”

The cast of talent recruited to create this 30 second “rallying cry” included director Lance Acord (cinematographer), British composer Paul Leonard-Morgan, and voice-over narrator Campbell Scott (Damages). The tone of voice, complimented by the gentle piano melody, reinforced the analogy-triggering clips of video that evoke feelings of chaos and problem-solving and contrast it with family and responsibility. All of this to present a plea of awareness, participation, and cooperation.

Now, if you really want to sob, throw in a curve ball and create a story that has heightened exposure at the same time — an immediate, very visible analogy. A perfect example is another Chevron commercial (aired in 2007) about The Impossible. If you’ve been watching the news over the last month, I guarantee it will leave you with goosebumps. It has convinced me that I need to be part of the ‘solution’.


Measuring hesitation can be valuable. Already, devices like Google’s Android uses information from the phone’s GPS to detect traffic speed. The data is then sent to Google maps and appears as a visual overlay of information — red means there’s a traffic jam. Hesitation can also come in forms that indicate if problem solving is taking place or if doubt exists. I often watch people as they use an app on their mobile device to see if they are in fact saving or killing time.

I was among the first consumers to use the Starbucks app, which is basically a digital version of their gift cards. When I used it for the first time, I fumbled through the steps that produced a QR code for the cashier to then scan and I thought “wouldn’t it be faster if I just handed them my plastic card?”. Hesitation can kill an app like this.

So, how do we manage hesitation? We hire user experience designers, cognitive scientists, information architects, talented developers, and visual designers to make a product as intuitive and responsive as possible. The negative effect of hesitation is it can turn a user away (download times), frustrate (this is taking too long to learn – it isn’t sticking), confuse (I’m lost and have to search for navigation paths), or lose trust (why isn’t this saving?). Hesitation can also be positive, meaning the user is persuade by the product/service because the content is engaging.

With mobile devices becoming more popular it will become increasingly important to factor in hesitation times. When sitting at a desktop computer, the user is static and less likely to be confronted with environmental distractions such as moving in a line at a coffee shop or paying attention when crossing the street. This means user testing, like the device, should be mobile.

Tron Returns to the Big Screen

After the impressive success of James Cameron’s Avatar, a pioneer of computer-generated imagery (CGI) returns to the big screen. Tron Legacy, a sequel to the 1982 cult classic Tron, is due to be released this December. The first fans to see the trailer were appropriately at the Comic-Con and are already buzzing.

Anyone who has taken a class in 3D animation has likely been lectured about the 1982 break through in CGI known as Tron. Those who haven’t will hopefully be looking it up on YouTube. It is a great way to see just how far computer graphics has come, especially when integrated with actors.

The story was ahead of its time too. Some may see it as an early Matrix, where the main character is being held captive in a digital world after hacking into a large corporation’s master control program. Instead of the coolest part of the film being a character dodging bullets in slow motion though, it’s a Lightbike racing scene. In the original film, the computer animation would only allow the bikes to turn on right angles, so it looked like something from an Atari game. Nevertheless, the scene became a legend.

So how will the new film pay homage to the original’s iconic visuals? Will IMAX 3D finally make it a blockbuster film? Was it the 1982 technology that didn’t quite satisfy the viewer’s expectations or was it the story? What does CGI need to do to be fully persuasive and appreciated by both the animation gurus and the general public?

If done well, it could be a successful sequel like the latest Star Trek film where computer graphics dazzle and delight us while the characters and story remain true to the culture and emotion of its fans. If done poorly, it could be another flop but with cooler graphics. Either way, it will remain a pioneer of computer graphics in film.

View the 2010 trailer

View the 1982 trailer

YouTube Testing HTML5

Google has expanded its adoption of HTML5 by releasing a beta version of YouTube using the new yet unapproved code (Feb 2010). However, the only browsers that support the code are Google’s Chrome, IE with a Chrome frame, and you guessed it if you read our earlier article, Apple’s Safari.

The opt-in page states that these are the only browsers that support both the HTML5 video tag and the h.264 video codec. In previous posts, the h.264 codec (form of video compression) was described as an Apple codec that competed with the Flash video compressor. Before the iPhone was released, Apple worked with YouTube to convert most of their Flash videos to h.264 so the iPhone could display the videos. Today, I am sure the YouTube HTML5 beta is trying to achieve the same thing but this time for the sake of the iPad.

So, where is Adobe’s voice in all of this? Only a few weeks ago, they released an invitation to a webcast of the announcement of Creative Suite 5 (CS5). That same day, Steve Jobs and Google’s CEO Eric Schmidt were seen in a very public area having a coffee on the sidewalk of a cafe in Palo Alto. Bystanders took photos and reported hearing Jobs say “They’re going to see it all eventually so who cares how they get it.” Many suspect this was a PR stunt, but no one seems to know what for. Web content was more than likely the topic of conversation, but was it about HTML5 adoption?

In the meantime, Apple is presenting a gallery of iPad friendly websites that have Flash content but use HTML5 instead of the Flash plugin to display it. Even though this was always an issue on the iPhone, it is only now that the public is really complaining about it. Designers and programmers are catching on and major tech publishers like O’Reilly are getting ready to release instructional books on the subject (June 2010).

The iPad is giving us a push to move forward with HTML5, but will Adobe respond? Designers need the tools to keep up with the challenges tech and new devices present. This includes enabling designers, Flash developers, and web developers to work together using similar tools and languages to create an experience that all end users can connect with. It isn’t Flash or the iPad that is the problem, it is the issue of downloading plugins. HTML5 will solve this, but designers need the ‘go’ signal. Hopefully, that will happen next Monday.

A User Experience in Budapest

Our interaction with computers is rapidly changing as new devices, online applications, and operating systems continue to compete for a place in our daily routine. It is the role of a user experience designer to detect errors, ease the learning curve, and make these new interactions seem effortless and welcomed.

While attending lectures on interaction design and reading articles on user experience, the subject often sheds light on the frustration of its professionals towards the industry’s slow acceptance of user experience design. This is in part due to the profession still being quite young. To help educate the industry on what a user experience designer does, a wealth of videos, books, slide decks, and articles have been created. Many use every day events to help illustrate what user experience is and how important it is to study it, detect the problem, hypothesis a solution, prototype and test it. Because I believe this is the best way to present new information in an entertaining way, I’m going to use my own experience as an example.

Last August, I had the privilege of traveling around eastern Europe with my husband. I was fascinated with signage systems and how each city handled communicating to such an international crowd. I kept anticipating communication break downs or mishaps during the use of different transit systems. It didn’t happen. The only frustration and complete confusion I experienced occurred in the simplest of places — the change room at the Széchenyi Fürdo in Budapest.

The grand mineral pool in the city’s main park is a paradise. It is like swimming in the courtyard of a palace. Getting into it is something else. Once paying your admission you enter a room full of changing stalls. All the wooden doors were closed so like a good patron I waited patiently. None opened. Eventually, I tried turning the knobs of some of the doors and finally got into one only to find another wooden door on the far side of the stall. No locks were on the doors. I recalled being given instructions to exit the stall through the far door where I would then find a locker to store my belongings in, but this was the only place to get changed into swim wear. No ladies room here. Annoyed but determined, I put a hand on one door and a foot on the other and somehow managed to get changed without someone walking in on me. I pulled open the far door of the stall, entered the locker room, and then exited into the wonderful steaming mineral pools.

After my fill of whirl pools, fountains, water jets, and steaming baths, I returned to the locker area. Then, the stalls. Once the door closed behind me I thought “this can’t be right — what am I doing wrong?”. And then it occurred to me that both doors swung into the stall (you enter a room by turning a handle and pushing forward and the reverse when leaving). Then I saw it. Neatly camouflaged against the wall of the stall was a piece of wood with a hinge on it. I pulled it towards me and it fell to a position just long enough to overlap the doors. If someone tried to get in, the bench would barricade the door from opening. Filled with a bit of glee, I got changed and made my way out just in time to hear a woman in the stall next to me say “Qu’est que c’est?”.

Clever right? An intuitive and effortless experience, no. This is an example of a poor user experience. What we can learn from it is this.

1. Highly repetitive actions become invisible (e.g. we turn a handle clockwise and push forward to enter a room without thinking about it). When building a website, keep highly used elements simple and in expected locations. A previous entry on log in buttons is another example of this.

2. When expectations are not met, problem solving begins (e.g. I expected to find a locking device on the door). This can increase the amount of time a user spends on a page, misleading the information analytics capture. Instead of thinking a page is popular because users spend most of their time on it, consider it could actually mean it’s a problem page because users are spending their time processing an error. Eye tracking tests can help diagnose this.

3. When there is no aid to assist in our problem solving, we turn to our own past experiences (e.g. I’ve been in a room with no lock before and have used my foot to hold the door closed). This is how we learn. When a person is confronted with a new situation, they compare it to previous experiences and build on it. It is why analogies and metaphors can be so powerful.

4. When a conclusion is settled on, don’t assume the user will be satisfied (e.g. I was damn determined to figure it out). Test, test, test. The user may have figured out how something works, but it doesn’t mean they’ll remember it the next time they visit the site.

5. Reward the user by listening to feedback and responding (e.g. if you’re ever in Budapest changing room, look for the folding bench).

More reading:

Design and Design Failures

10 Most Common Misconceptions About User Experience Design

Designing for the Digital Age: How to Create Human-Centered Products and Services