I've written before that one of they keys to great experience driven brand engagement is the elimination of friction.
My brand new friction fave is Spotify. (Thanks Padmasree for the invite.) Half asleep this morning I downloaded the app from the invite link. I clicked it open. I chose "get started." I typed in my first artist's name, "Lori McKenna," so I could hear her original version of the stunning Keith Urban cover "Luxury of Knowing." Bam, there it was in an instant! (That's a top of the category user experience.)
Now I'm off and running. I'm headed out to the gym for a quick work out, but I'm going with the anticipation (get it?) that when I get back, I will be able to effortlessly create (sounds like "engagement" doesn't it?) my own "afternoon-out-on-the-deck-doing my-homework" playlist, all built from music I haven't had time to download from iTunes or... remember those days now... go out to my favorite local bricks and mortar music hang, Newbury Comics, and buy as CD's. While on the site, I will be exposed to whatever advertising is there, and I won't mind a bit because I will be getting more value than I'm asked to give. (Sound like a leverage principle?)
Check out Spotify with the idea of understanding how the frictionless engagement creates an irresistible user experience, and hold this up as a benchmark against which you measure the creation of all moments in your brand experience marketing work.
It's going to be a great afternoon of music.
Hail to Spotify. The new "Frictionless Experience" champion.
Let's see, I want some Urban, McKenna, Springsteen, Emmylou and Mark Knopfler...
My brand new friction fave is Spotify. (Thanks Padmasree for the invite.) Half asleep this morning I downloaded the app from the invite link. I clicked it open. I chose "get started." I typed in my first artist's name, "Lori McKenna," so I could hear her original version of the stunning Keith Urban cover "Luxury of Knowing." Bam, there it was in an instant! (That's a top of the category user experience.)
Now I'm off and running. I'm headed out to the gym for a quick work out, but I'm going with the anticipation (get it?) that when I get back, I will be able to effortlessly create (sounds like "engagement" doesn't it?) my own "afternoon-out-on-the-deck-doing my-homework" playlist, all built from music I haven't had time to download from iTunes or... remember those days now... go out to my favorite local bricks and mortar music hang, Newbury Comics, and buy as CD's. While on the site, I will be exposed to whatever advertising is there, and I won't mind a bit because I will be getting more value than I'm asked to give. (Sound like a leverage principle?)
It's going to be a great afternoon of music.
Hail to Spotify. The new "Frictionless Experience" champion.
Let's see, I want some Urban, McKenna, Springsteen, Emmylou and Mark Knopfler...
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