Article: Basic Computer Classes Near Extinction

Interesting comment…

InformationWeek: Basic Computer Classes Near Extinction

“Because today’s students are already so tech-savvy, educators are using computers to teach other subjects instead of needing to teach basic computer literacy.”

“The days of basic computer classes are nearly over,” … “Today’s students already know how to operate computers. They blog; they text message; they have their own Web sites. We want to help students and teachers see technology as a means to improve learning and performance.”

“Sixty-three percent of teachers reported having “somewhat advanced” to “advanced” technology skills and three-fourths consider themselves competent or highly competent when using technology for student assessments, evaluations and developing critical thinking skills.”

Back around 1980-81, my elementary school began it’s computer science program. I think I was in 8th grade at the time. A teacher would go to computer class on Wednesday night and on Thursday morning try to teach us to program “For-Next” loops in BASIC on a Tandy TRS-80. We’d make the word “DOG” run down the page repeatedly, then step by increments of 1 to the right, then fill the entire screen with the word.

Now, at age 4, my kids started turning the computer on, loading CDs and running their favorite education games.

What was your first introduction to computers? Please post your comments. Thanks.
-Roland

Love the brand, not just the product

I heard an interesting quote recently:
“Consumers want to fall in love with your brand, not only your product.”

The context is marketers often fail to take consumers to the next level of a relationship with the brand.

Apple is an often-cited example of how consumers fall in love with the entire brand. In recent years, the iPod has become responsible for introducing consumers to the brand, gaining trust and hooking them in. “Land and expand.” In a recent list of the most significant products by Apple in the past 30 years, a senior editor at MacWorld.com made a great observation:

The Apple decal:
In addition to their primary purpose, certain places have been deemed worthy for the display of hallowed images--the battered case of a well-loved guitar, the outside of 7th grader’s binder, and the rear window of just about any automobile. When was the last time a [Microsoft] Windows sticker adorned any of these spaces? Often passed over as nothing more than a tschochke slipped into the packaging of every new Macintosh, the Apple decal represents the spirit of and the enthusiasm for Apple and its products. It’s the rare company (and machine) that can boast the kind of loyalty that builds communities. –CHRISTOPHER BREEN

ADDENDUM: As luck should have it, hours after I posted this message I came across a similar themed article in USA Today. Check this out:
Automakers hope love for car equals love for brand

So how about your brand? Is there a reason to love it beyond one cool product?

What do you think? Please post your comments. Thanks.
-Roland

Web Site Redesign: Usability checklist

A great reminder to share with a difficult client or colleague about the critical task of designing with the end user in mind…

Usability Principles
• Know your users.
• Know the tasks your users perform.
• Know what performance means to your users.

Check out this Usability Checklist for Site Developers

Also, be sure to check out the ongoing dialogue on Web site usability and research at: Jakob Nielsen’s Web site

So, don’t let a closed-minded individual bully you out of it. The success of the Web site may depend on it.

What do you think? Please post your comments. Thanks.
-Roland

Know your customer: Wal-Mart reconfigures stores to demographics

Check out this posting at Forbes.com: Wal-Mart Re-Vamps Store Concepts

Retail chains often present the same goods across markets, with subtle variations to localize. The article says they are reconfiguring 1,300 stores to deploy the 5 store formats:
- Suburban affluent
- Urban multicultural
- Hispanic
- Baby boomers
- Rural markets

These formats are “meant to better serve customers based on demographics and locations.”

It is not a new concept to tailor to your audience. It will be interesting to see how significantly different the designs, offerings and employee training may be.

What do you think? Please post your comments below. Thanks.
-Roland

Web Site Redesign: user research is critical

Does your client think the Web site redesign can be done without benefit of any basic research? That’s a sure sign of trouble ahead.

You need to understand how the site is currently being used, who is visiting and are their needs being met.

You can gather this information from a variety of sources:
- Primary research
- Secondary research
- Site logs
- Interviews with stakeholders
- Customer service

If you can’t get the above, set up an online survey triggered by site visitors. If you want to assess customers, set up a survey triggered when a customer logs into his account. If you have email addresses for consumers who registered at the site for something, send an email inviting them to participate in research. In my experience, inviting 50,000 consumers by email usually yields 1,500 completed surveys within 72 hours. That’s a significant representative sample to gain some learnings from.

Questionnaire design is an art form. Most research professionals keeping survey length to 10 questions max. Best is to sketch out what the most critical learnings your after. Then prioritize the questions, rewrite and rewrite again until you’ve come up with a good balance. Don’t forget to include 2-3 profile questions at the end to help segment your responders.

A good survey should:
1. Set expectations upfront as to what you want the participant to do and how long it should take.
2. Include clear, easy to understand questions. Include instructions (e.g. Please select one of the following choices.)
3. Set expectations as to how much longer the survey will take (e.g. “Almost done, just 3 more questions please.”)
4. Use form field validation to ensure you questions are answered.
5. Be error free. No spelling errors, confusing text or broken functionality.
6. Include a thank you message at the end.

Interested? Check out these easy to use and relatively inexpensive online survey tools:
Insight Express
Zoomerang
Survey Monkey

What do you think? Please post your comments. Thanks.
-Roland

Article: comScore Study Reveals Gamers Are an Attractive Online Advertising Segment

Checkout the first-quarter results of the comScore Networks “The Players” study.

Excerpts:

In-game advertising is an innovative way to reach Gamers, but some worry it might be considered an intrusive form of advertising that could alienate an audience. However, while some Gamers are offended by in-game advertising, the results of comScore’s survey suggest the positive effects outweigh any negative consequences. Specifically, when asked about their attitudes towards games with advertisements, only 15 percent of Heavy Gamers claimed they would be ‘unlikely’ to play games that included such product placements.

In contrast, more than twice as many Heavy Gamers (33 percent), said they would be ‘likely’ to play those games, while fully 52% of Heavy Gamers and 56% of Light/Medium Gamers stated that the inclusion of advertising would have no impact on their likelihood of playing a game.

“Advertisers are quickly learning that Gamers are a highly desirable consumer target,” said Erin Hunter, senior vice president of comScore entertainment solutions. “Gamers are networked and vocal about what they like and don’t like, and the results of comScore’s study reveal that the vast majority of Gamers are not bothered by in-game advertising.”

What do you think? Please post your comments. Thanks.
-Roland