Grounded In Reality

Google’s recent spectacle of lights in NYC was impressive. If you missed it, earlier this month the company turned the meatpacking district into a canvas of psychedelic video projections to celebrate the introduction of 70+ iGoogle artist themes.

Stunning projection technology aside (Obscura Digital did the work), I love that Google used an offline event to spark interest online. They could have stuck with the standard homepage promotion and logo re-design (aka Google Doodle) to announce the new iGoogle themes. Instead, they brought the designs to life and created a memorable experience.

Search superiority and intuitive services aside, Google is loved because it has mastered the ability to humanize a 100% online brand. Everything they do is centered around the user. Check out this post by David Armano about Google’s razor sharp focus on user experience.

For me, user experience means every touchpoint with a brand, whether it be online, offline, functional or observational. Google understands the importance of a 360 experience, both from the design side and the human interaction side. Other excellent examples are Google 4 Doodle and this video contest.

The takeaway: User experience is about delivering exceptional brand navigation and story flow online. It’s also about extending that story beyond the screen and into the physical world to strengthen brand affinity.