Mavin Digital » Design

6 LESSONS FROM STEVE JOBS PRODUCT LAUNCHES

GREG SPIELBERG — Wed, 25 Jan 2012 02:47:24 +0000

Introducing the latest innovation at Apple was not a simple straight up martini served in a pre-chilled sexy glass, yet Steve Jobs the master of ceremony for product launches made it seem so. After a million light and audio checks and another million script changes a product launch is not ready unless Steve is satisfied about every detail. It had to be perfect as Steve deems it to be.

His throng of followers, listeners and critics marveled in awe when he romanticized his audience. From his famous “oh just one more thing” to his relaxed and very casual jeans, black turtle neck and New Balance running shoes, Steve new how to connect with the faithful. Ultimate audience arousal was what he aimed for and it is exactly what he always left with.

Why would a CEO put so much effort in launching a product? Why is a jazzed up booth at CES or SXSW and lots of booze not enough?

Steve Jobs wanted your 100% attention. He didn’t want the distraction of a big trade show away from his product.

He wanted to make sure you left his product launch hypnotized. Steve prepared with the intent to captivate his audience.

Creating anticipation and longing for something you want, but won’t be able to get your hands on for months creates longing and electrifying word of mouth that puts a Facebook wall to shame.

Steve wanted you to leave his product launch lusting for then falling in love with the idea of holding that sleek gadget and how you’d look using it in a cafe, how easy it would be to travel around with it and how you’d be one of the cool people in the room because you own an Apple product.

Launching a tangible product online is not enough. One in five couples meet online but none consummate there. You can’t tweet a first kiss. Can’t replace a hug with an xo. Can’t sparkle a woman’s eyes with Second City diamonds. Online content, from weather to porn, press releases to photo spreads, are proxy for real life. Would you read your father’s obit instead of attending his funeral? Or tell your son he’d just seen his first ball game even though it was from the living room couch?

I remember my first baseball game (Yankees-Blue Jays, nosebleeds) but not my first broadcast. I recall my first friends from 1985 but not my first Facebook friend from five years ago. I would, without a split second, erase my social accounts, email and Internet before I waved goodbye to a pal. When we talk about marketing, we’re really discussing influence. And face-to-face has been more influential than media since the first hunter told the cave painter, “Hey, nice drawing, but I was the one out there with the spear.”

And one more thing, “You have to run by ideas, not hierarchy. The best ideas have to win.” – Steve Jobs

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MOBILE APP DESIGN: SMALL SPACE, BIG IMPACT

CHRISTINE SULLIVAN — Mon, 23 Jan 2012 04:05:30 +0000

Christine, our design lover and advertising concept creative director shares why streamlined information, provocatively presented are key elements of successful mobile app design.

Coming from a traditional print design background I am particularly happy when I see clean, streamlined information provocatively presented in mobile apps. It doesn’t happen a lot but when it does, it makes quite an impression. Designing for small yet high-value real estate in a mobile app is not an easy feat. Unlike an iPad or tablet app, mobile apps have a very small amount of space to accomplish their task – capture a user’s attention.

I liken the approach of mobile app design to the challenge of designing book covers. Because increasing amounts of people shop for books on digital devices the cover is now displayed at a size not much larger than that of a postage stamp. As a result, the type usually dominates along with a visual that must be simple and iconic to communicate quickly and easily.

The same challenge holds true for mobile apps and clean, strong graphics, good typography and conceptual execution always attracts users.

A FEW OF OUR FAVORITE MOBILE APP DESIGNS

Starbucks, so beautiful and so functional, it’s almost a joy to get sucked into their cleverly presented marketing schemes. There’s a pay in advance functionality, rewards program, store locator, menu, nutritional information, social network, even a job board. The reason they can communicate all this varied information so well is that categories are distinguished with fresh, simple, iconic illustrations on the home page. Deeper pages are just as cleanly designed.

Maurizio Cattelan: All HD, at the Guggenheim. This app highlights the artist’s exhibition as well as houses extensive videos and documentation. Like the Starbucks app, this is a good example of containing a great deal of functionality beautifully and easily in an easy to navigate format.

Weather Quickie. Nice typography and colors simply tell the weather in the context of current conditions. This is a sheer delight for users.

MUJI Apparel Catalog. Super simple presentation and shopping. Large graphics and no extraneous detail. Users can jump to an online shop or map for current store locations.

EXPERIENCE THE GYM IN THE CLOUD

JESSICA VALENZUELA — Mon, 23 Jan 2012 02:52:45 +0000

What is Yufit? It is your gym in the cloud that could stream directly from your Mac computer or laptop wherever you have internet access. It is your Netflix to top-quality fitness exercises that are fun and intense served using Amazon’s cloud-technology. Yufit integrates convenient access to a wide variety of fitness classes, streamed on-demand in high definition, with social networking tools to help you stay motivated and make fitness enjoyable.

TECHNOLOGY INFLUENCING LIFESTYLE DESIGN

Personally, I prefer the adventure and outdoor type adrenaline rush sports including kiteboarding, snowboarding, cycling or climbing. What I didn’t realize until recently is that I need an “in-between” exercise program that keeps my body active when I am unable to engage in my preferred sports. I decided to hire a trainer and go back to the gym. Finding time to workout is not easy for an entrepreneur. In a recent tweet, Randi Zuckerberg asked her followers where fitness ranked in priorities for an entrepreneur. Apparently, it is one of those lifestyle up-keeps that is challenging for entrepreneurs to maintain — and I totally agree!

Then Yufit came along.

The eve of their official launch, I caught up with Yu Hannah Kim, Co-Founder and President to learn more about her inspiration behind Yufit. Her passion for fitness and health as a vivacious young lady from Davis, CA led her to a degree in Physiology. She excelled to become team captain for the division swimming group. After graduation, her career blossomed as a personal fitness trainer at Equinox.

Inspiring people to live an active and affordable lifestyle moved Yu to start Yufit. With fitness exercises that you can squeeze into your busy daily routine and hectic travel schedule Yu feels that Yufit can make a difference by bringing affordable exercise programs that you can access anywhere. The big differentiator? You get to access as many classes as you want and the Yufit instructor team creates two fresh new classes per week and members can interact with our instructors, and our instructors answer questions, offer help, and even incorporate member suggestions into the workouts.

Visitors to Yufit can sign up for a free 14-day trial with no credit card required to sign up for the trial. After the trial period, and for a limited time, Yufit is only $9.99/month for one year (regularly $14.99/month). More about Yufit on Venture Beat.

Are you an entrepreneur? How do you maintain a healthy and active lifestyle? Don’t be shy, share with us on Twitter!