"User Experience (UX) is where strategy must begin for consumer-oriented businesses.” – Aaron Forth, Director of Product Design at Intuit’s Personal Finance Group
UX has been a key driver behind the development of Mint.com, the leading online personal finance site. Aaron Forth oversees Mint’s design team and product development team, which collaborate directly to ensure that the end results provide users with the highest level of features both online and across platforms without disturbing UX.
From the early stages of development, the Mint team designed easy to understand charts and graphical representations of people’s finances, making the previously intimidating and frustrating task of money management quick and easy. Early challenges included bringing meaning to an unknown brand in a security-sensitive industry and creating an experience free of negative emotions often associated with budgeting and financial management. Each decision has been intentional, down to the hue of the logo (which was lightened in order appeal more strongly to female users).
Mint intentionally strayed from the traditional pillars and grays of financial institutions, using color, animation and the general feel of the service to help to take the edge off. The call to action for visitors was shifted from joining an institution to highlighting the benefits the service provides: Mint helps you understand your money by aggregating your account data, thereby allowing visibility into your financial situation – with no work required. Additionally, in an industry where security concern was considered a barrier to entry, Mint instead highlighted that it offers a security benefit, not a risk – people are at a greater risk when they don’t have their accounts aggregated, because fraudulent activity often goes unnoticed. Mint even provides fraud and unusual activity notifications through text and email.
In just two years, Mint.com went from zero to 2 million users and an acquisition by Intuit for $170 million. The site now has over 3 million users and maintains product development with a continued focus on UX, listening to users’ requests and developing new features for the end goal of helping people save and do more with their money. This is apparent through the rapid series of features and services released in recent months, including: a popular Android app, integration with Get Satisfaction, support for 16,000+ financial institutions, the ability to track manual transactions, and the addition of Mint Answers. Money is for living and that’s just what Mint is helping people do.
I'm Nir Refuah, VP Creative of the Digital Division in McCann Erickson israel, and I was in charge of the two campaigns that won a hive award (Opticana typing errors, Yellow's Saddest Facebook friend). I did them both 6 months ago in my former title – Head of Content Development, so I'll take the credit for the data and content strategy and get all the fame…;)
We are so happy winning this awards and the whole office got excited for about 5 minutes! (that’s a lot for a large busy agency in Israel) – so big big 10x, we are honored
I think both work represent McCann Israel's approach to the digital realm – creating a new channel of communication that is based on smart use of technology and human social behavior, and less on the "sale pitch" of the brand. We are trying to create a conversation between users, and not dictating it.
On this approach, the creative of Mccann digital devision is assembeled not from classic ad man type employees, but people from different disciplines:
Eldad Weinberger - VP Creative
Nir Refuah - Head of Content Development
Ido Ben Dor - Creative Director
Nir Levi - Creative Director
Niv Kantor - Director of Web and IT Development
Viki Gendelman - Art Director
Sahar Lewenstein - Copywriter
Orit Rahmani - VP Clients
Shahar Ben Naim - Account Director
Chen Biran - Account Manager
Tal Israeli - Account Manager
Noa Siton - Account Manager
Shira Levy - Strategic Planner
Merav Kanat - Strategic Planner
Lion Dada - McCann Digital
Dimitry Katz - Web Programmer
Dan Efter - Web Programmer
Shay Maya - Web Designer
Guy Zaban - Flash Designer
(for My Saddest Friend)
Eldad Weinberger - VP Creative
Nir Refuah - Head of Content Development
Nir Levi - Creative Director
Niv Kantor - Director of Web and IT Development
Galia Kedem - Art Director
Maayan Froind - Art Director
Asaf Zelicovitch - Copywriter
Yoav Hebel - Copywriter
Dana Blum - Creative Content
Orit Rahmani - VP Clients
Reut Frenkel - Account Supervisor
Benny Yosef - Account Manager
Shira Levy - Planning Director
Dan Weinstein - Strategic Planner
Miriam Moshinsky - Digital Designer
Gur Shalom - McCann Digital
Lion Dada - McCann Digital
Ron Rochman - McCann Digital
Barak Cohen - Digital Studio
Keren Mantzur - Digital Studio
That's not what I told myself, of course. I had lots of good excuses about wanting to debate smart people and offer useful content for my clients. But you really can't start a podcast without somewhere in the back of your mind thinking that the whole thing might make you a celebrity of sorts.
Now two years into the endeavor, I supposed I'm better known. I certainly have a good product and my address book is filled with people I admire, who seem to share a mutual admiration. People are even listening to the show. But am I famous? Not so much.
So why do I continue to put in all the hours each week (10-15 hours a week at least) to produce a show good enough to win a Hive Award?
I've thought a lot about this recently. And what has become my one driving force for doing the program is surprising to me, because it doesn't directly benefit my business and has very little to do with my own participation.
Each week a range of influential bloggers, journalists and ad executives eagerly gather via a Skype call that I host not because of me, but because of each other. They want to debate and discuss advertising issues with their peers. They hunger for each other's insights. And in hosting these calls I've become aware just how deep this unmet desire to "share notes" really is in our industry.
There is literally no other venue where ad people can meet regularly and talk one-on-one about the state of our business.
Forums come close. Comments on the news and blogs sites are a pretty good outlet. Conferences offer tidbits of conversation here or there. But beyond that, there really is no formal opportunity to talk with one's peers and hear, in-depth, what people you respect are thinking right now.
The advertising world is so locked into push communications and competition with each other, that we have forgotten the value of relationship. And what The BeanCast has shown is that engaging your peers regularly on the issues facing us makes us all better at our jobs. It breaks down needless walls and helps us to make sense, collectively, of where the BS line is and what the future may hold.
In spite of myself, this show has become an important part of the advertising landscape. And I'm humbled to be recognized. But if anyone deserves this award, it's the men and women who were smart and brave enough to realize the value of coming on this program each week to share their thoughts. To my guests! Thanks for trusting in this vision.
As you can imagine, I am both thrilled and humbled. However, I was caught a bit off guard when the Hive Awards asked the winners to post something about the inspiration for starting a blog. I have always thought that question was something akin to “Why do think anyone cares about the cheese sandwich you had for lunch?” Indeed, I too once thought blogging was not unlike producing a one man stage production; the ultimate in egotism. So why did I start my written version of “Just Jack”?
Well, cancer does that kind of thing to you. It makes you want to offer some grand gesture to the world. Maybe it comes from that feeling of “holy crap, I almost died!”? Suddenly you feel that some higher being has a purpose for you, since they let you linger on the planet a bit longer. You want to fulfill some kind of obligation to your version of the man upstairs. Maybe even buy a little more time in this world via karma. But more likely, I think this desire to communicate a big message is a need to leave your stamp on the earth. The thought that someday, no one alive will remember you is a difficult one to stomach. When I’m gone, will there be anything left behind? Any reason for another human being to think of me? Because if there’s not, then what the hell am I doing here in the first place? That thought is really damn troubling and taps my eternal regret for taking a class in Existentialism in college. Anyway, I think that’s where I got started.
What propelled me to keep going was a need for company to my misery. I just wanted to kvetch with people my own age who were going through the same thing I was. I wanted to ask questions about insomnia and neuropathy and, truth be told, AstroGlide. (Yep, surgical menopause can leave you pretty dry in the nether regions.) There were numerous great books out there to cheer me on to survivorship. Plenty of stories of beating the odds. However, all of these memoir type offerings only dealt with the head game when it comes to cancer. Now the havoc that treatment wreaks on your noggin is profound and definitely deserves many lines of print. But I longed for someone to tell me how the hell to take a shower without getting my pump and chemo line wet. (Well placed Saran Wrap and a hand held shower attachment. Then engage in a game of naked shower Twister.) I wanted answers. Details. Concrete info I could use to fight this crappy disease and all the side effects that come bundled with it. And I found what I was looking for on Planet Cancer.
Planet Cancer is a social media site for young adults with cancer. I like to call it “Facebook for the Fucked”. Here I could create a page to tell my story and post questions about Avastin and bloody noses. (Use a neti pot!) I even found some butt cancer brethren right here in Chicago. Huzzah! Planet Cancer also offers members an easy blogging platform, so you can share your thoughts to a limited or public group of fellow tumory folk. I started getting comments from young cancer fighters from all over the world, thanking me for addressing the down and dirty aspects of treatment. I started voicing those moments when you are trapped in the bathroom with an incredibly painful bout of constipation, and despite an incredible support network of friends and family, you feel utterly and completely alone. Guess what? Lots of patients get plugged up from chemo and want answers too. They’re just mortified to talk about it. (Keep some soft fiber in your daily diet. Oatmeal is good. Soft on the entrance and the exit. Get some DucoLace from your doc and keep the dreaded enema apparatus on hand for extreme emergencies. Trust me, you will be in no shape to make your way to a 24 hour Walgreens in this condition.)
What keeps me going is a desire to document my journey and try to make even a tiny bit of sense out of it. I also have a need to shake my dark feelings and humorous anecdotes out of my brain and into the laps of folks who also need kinship. But most of all, it’s the feedback. The heartfelt messages from survivors thanking me for articulating what they were feeling, but couldn’t express. The DMs that say, “Thank God I’m not the only one!” Even a simple “You rock” tweet, makes me smile.
Many, many friends and readers have encouraged me to write a book. After long consideration, I honestly intend to do so. I just had to figure out how and why my book would be different from the zillions of other “I beat cancer and you can too!” stories. With the help of a myriad of seminars at SXSW and old fashioned horse sense from my pals, I think I have a handle on it. But nothing will replace the joy of immediacy in my blog. When I’m feeling post chemo queasy and pissed off late at night, I need only put my thoughts to screen. Usually, within an hour someone gives me a “Me too. This blows!” or “Try some peppermint tea or ginger candies”.
My cancer is inoperable. At this point in time, the plan is to do chemo for the rest of my life. We basically zap the crap out of my mets to keep them at bay for as long as possible. Or until someone invents a procedure or conducts a clinical trial that might offer me a curative option. While many would look at this as a dire and intolerable situation, I do not. I see it as a constant supply of material. And further justification in drawing my initials in every wet patch of Chicago’s concrete.
Last week, we found out that our humble little Software Testing Blog won the Hive Award at SXSW as the top business software blog. We’re honored to make this prestigious list, along with brands we love such as HowStuffWorks, Nokia, Nike, HBO and About.com.
Part of the reason this blog has been so successful in the past year is how infrequently we talk about ourselves (ugh, boring). Well, I’m allowing myself to break that rule briefly so I can thank the people who have made our blog what it is today.
Our in-house team (Stanton, Mike, Jenny and Peter) for their tireless efforts and talented writing about everything from mobile apps to social media to software testing to crowdsourcing trends.
Our guest bloggers from the uTest community who have written passionately about everything from mobile testing to QA in agile environments to the evolving roles of testers.
I’ll end this little Oscar speech before the orchestra starts playing me off stage. Suffice it to say, we love writing for you; we’ll keep scouring every corner of the world (virtual and physical) for fresh topics and angles about anything related to software; and we’ll keep reminding ourselves why we’ve had this success: we write stuff that you seem to enjoy reading. We now return you to your regularly scheduled programming.
Jinni is honored to have received a Hive Award. I believe the recognition is well deserved by our small, hardworking team of diverse experts, including media industry professionals (film, TV, Internet), psychology and world-class algorithm scientists, software engineers, and designers.
I started thinking about the ideas behind Jinni during my decade of working in television. To industry insiders, it’s long been clear that standard genre language - designed for organizing catalogs, not navigating them - doesn’t hold up well in our era of on-demand viewing. The concept of a personalized discovery service that integrates the mood-based, experiential aspects of watching video began to come to life when I met the first two people to join Jinni, a film industry professional and a psychologist.
From that seed of an idea, today we run a popular website http://www.jinni.com that is nearing one million visitors per month, and an award-winning discovery solution for TV operators and Internet providers, with partners including NDS, SeaChange, and OpenTV. My tip for starting entrepreneurs: If nobody believes you, it means you’re on the right track!
Yosi Glick is Co-Founder and President of Jinni.com
Alice.com is thrilled to have been recognized for the Hive Award since we have a fabulous team of software engineers, designers and technology experts that have built and continue to support the Alice site.
We're the people that will make sure you never run out of toilet paper again - and the rest of your household essentials too. Alice.com makes it easy to manage your household purchases with always free shipping, great prices, automatic coupons and a reorder queue that makes it easy to avoid the chore of going to the store.
At Alice, everyone is assigned an animal by our CEO that matches the individual’s behavior, temperament, personality and work habits. We hope that by listing their animals alongside each of our team members’ responsibilities, you’ll be able to get know and recognize our group:
The Cat
Keith is our VP of Engineering. He manages our entire team and keeps the rest of the jungle in line.
The Camel Levi is a Sr. Software Development Engineer and most of his work shows up in the "Super Shelf," Product Search and My Products pages. He’s also put a ton of effort into our coupon engine.
The Rex Rabbit
Jeffrey, a Sr. Software Development Engineer, has worked on our PayPal integration - much to the delight of our customers, our advertising platform, and our gift card program.
The Muskrat
Jerod, our Creative Director and Graphic Designer is the genius behind the way our site looks. He works closely with several departments to craft the Alice brand. He’s also responsible for many of the humorous sayings around the site.
The Spider
Tom, our VP of Technology has managed the development of our iPhone app, a common request from our users, and was a featured app by iTunes.
The Gopher
Tony is our IT manager and is responsible for managing our network and servers, and putting up with odd requests all around the office.
The Prairie Dog
Ken, a Sr. Software Development Engineer has been responsible for the order processing, inventory and supplier platform.
The Minnow
Pete is a Software Development Engineer and has put a lot of work into our checkout process, the product detail pages, and our new social features.
The Llama
Nicholas is a Software Development Engineer and is responsible for the user interface engineering and several of our branded storefronts. He also helps the marketing team out with customer emails.
The Wood Mouse Cory, a Software Development Engineer has worked on our advertising platform, branded storefronts and several campaign microsites.
Many thanks to our great team – they have literally worked night and day to make Alice.com what it is today, and thanks again to Hive Awards for the recognition!
Alice.com's team of Unsung Heroes includes:
Brian Wiegand - CEO
Mark McGuire - President
Jerod Gibson - Creative Director
Keith Burke - VP of Development
Tom Geer - VP of Technology
This is the first in a series of profiles of the Hive Awards winners, looks at the process, the motivation and the Unsung Heroes behind the winning entries. Clifton Simmons is Vice President, Copy Supervisor at Campbell-Ewald in Warren, Michigan. He writes the Professor Ad Man blog, which received a Hive Award as best blog in the Colleges, Universities & Schools category.
I played with the idea of doing a blog for sometime. I just didn’t want to do another advertising blog where I just criticize how crappy and uncreative the industry can be. So one day, I’m speaking to a group of college students and the idea hits me:
I love working and talking to students about this business. So I created Professor Ad Man to educate them about advertising and mentor them. Instead of just reaching local high school and college students, I’m interacting with them on a global scale with this blog.
In this poor economy, I saw Professor Ad Man also connect with the unemployed. I’ve experienced three lay offs myself, so I definitely empathized and I was glad and many of them found my posts inspiring and helpful.
I feel blessed to be able to do a job I’ve enjoyed for the last twenty years. My unsung heroes include:
My wife Cherise, who supports my efforts to stay in this crazy business and my efforts to give back to everyone who wants to be a part of it.
My former creative directors, Russ Durner for giving me a tough skin and Anne Moore, who opened my eyes to experiential marketing over a decade ago (she’s ahead of her time).
And my readers. Many ask how I stay motivated to post three days a week. Every “thank you” e-mail I receive says I’m doing something meaningful. That’s plenty of motivation for me.
Over the next month or two, we will be posting write-ups of this year's winning entrants, highlighting the unsung heroes who helped make their sites and applications so special. We had 69 winning entries this year across a number of categories and so there should be a lot of great insights to be gleaned from them.