Engaging and Innovative Interactive Navigation
The progression of interactive design has changed dramatically over the years. From a time when websites consisted only of hyperlinks, text and if you were lucky images. Now, interactive media such as photos, audio and video define the experience. Especially, with programs like Flash that allow the designer to augment the overall experience with creative aesthetics and animation.
However, navigation has not followed the same progression. Websites like Google and Facebook pride themselves on providing information in a clear, simple manner. Simplicity often leads to minimalism or in regard to navigation, that which runs along the top or left-hand side of the browser window.
As more consumers turn to the web, marketers and advertisers must translate the brand experience in their brick and mortal to their digital storefront. When architects design a retail experience, they are required to think about every element and principle of design. This same perspective should be applied to interactive design and navigation: that which creates an engaging experience and guides the user through the experience in a creative manner to foster an enduring relationship.
The Hartman Group's Gnomenclature on Sustainability
The Hartman Group took the idea of a classic children's fairy tale to report their findings on sustainability from A to Z. Literally, with each "chapter" defining the key findings (i.e. C is for Carbon Footprint). The main characters are Ethngomes or the Hartman Group researchers. The engaging element and creativity of the navigation is that it's designed to look like a book and the navigation guides the user to click on the page in order to progress. The user is curious to find out what comes next, much like reading a great novel.
The Institute for Interactive Research wanted to push the boundaries of what we understood and expected in regard to interactive navigation. The premise of DONTCLICK.IT is that it's a research study to test whether users's are willing to navigate websites in a different way, not by clicking, but rolling over different site sections to explore. There is a very uneasy feeling when you can't click on the sections you want to visit, however the dynamic environment that unfolds before your eyes is intriguing and the natural movement through the site is expedited. This site was built in October 2005, however I found this on StumbleUpon about a month ago. Even though the site is three years old, the point they are trying to make is still relevant, especially as media becomes more fragmented and consumers have less time, they will want information that is dynamic and fast (similar to what we are seeing with social networking).
This site truly defines innovation for interactive navigation. It takes the minimalist perspective, but creates an experience that embraces the internet, specifically social media and does not follow the norm. Besides the fact that this site is brilliant and I work there, I really enjoy the warning message once you visit the site:
Do not be alarmed.
You are viewing Modernista! through the eyes of the Web.
The menu on the left is our homepage. Everything behind it is beyond our control.
This is very truthful of the web. By opening the company up to everyone, they are taking a risk. But at the same time, this is what makes it so exciting and innovative.
Subculture and Brand Experience
Hidden in Boston, you will find Bodega, a boutique, hip hop shoe and apparel store. When I visited the store I was amazed to say the least. From the street, Bodega looks like exactly what you would expect, a bodega or convenience store adorned with laundry detergent, paper towel, cereal and other items displayed in the window. As you walk in the store, you focus on the cash register and counter that dominate the room, but as you look to the back of the store you will see a soda machine and if you stand in front of it, you will be granted access to Bodega. For anyone that has dreamed of having a secret passageway to a secret room in their house growing up, Bodega allows you to live that dream. The soda machine door slides into the wall and then appears a sophisticated and stylish store. A DJ spins as you experience the space, trying on vintage and new Nike and Adidas shoes.
This is a true brand experience. And it's successful because it reaches the target audience and embraces them. Bodega understands that this consumer wants to be ahead of the curve, they want to know about new shoe releases before anyone else, it's about knowing what others may not know and if you know where Bodega is, you are among the elite in this group. It's also a catalyst for this subculture, bringing together people with similar values and ideals. Further, only select products are sold and displayed in a similar manner as luxury fashion brands like Chanel or Louis Vuitton. Thus, conveying the image of luxury and prestige in their voice and tone.
The Bodega website is interesting. It features a scene from Heat featuring Al Pacino. The audio is distorted and delayed. Pacino's character says: "You wanna know what they're looking at? I mean - is this guy something, or is he something? This crew is good." B-boys or B-girls are people that are devoted to hip hop culture, usually associated with break dancing (break boys or b-boys). What's interesting is, that they call their groups crews. And the creators of Bodega recognize that. Not only are they nodding at the fact that Bodega is hidden and people may not know what it is, but they are acknowledging that they are a crew and are a part of the culture.
Important Links
- Visit the Bodega website
- Find Bodega on Google Maps
- Read a featured article on Bodega by Freshness
- Read the reviews for Bodega on Yelp