When a new technology comes along, or in this case, a new video effect, the first use cases are rarely contextually appropriate.

It must have just got easier to build 3D composite videos, because they’re being churned out faster than auto-tuned hip-hop songs as many creative minds are overwhelmed by the razzle-dazzle of their spot actors invoking Hogwartsish incantations of product features out of thin air. Examples are piling up and running back-to-back in some instances.

Before we look at who’s getting it right, let’s look at a few examples that didn’t quite…

Finance Canada

The Canadian Government tries to metaphorically represent their new website experience with citizens plucking grant options from the clouds, but the message – the benefits – are lost among the gimmicky visuals.

Ford

Ford goes through a similar experience, as the car buyer is building her Escape in her mind’s eye by shoving animated features one-by-one in to the SUV.

SyFy

SyFy’s recent brand announcement is more of the classic high-budget blue-screen big-CG style, but the partygoers are tossing around magic items with abandon. Each one, more awkwardly than the last.

Blackberry

Blackberry attempts to demonstrate that you can control your whole world in your Curve. The representation of the mobile digital experience though is cringe-worthy though, as the actor, as with all of these examples, just isn’t quite sure where to focus her eyes.

So, who’s doing it right?

HP

HP’s “personal” celebrity stories commercials are instantly recognizable – yes, they have star power, but it’s the execution that works so well with this creative platform. Perhaps the best decision here was to cut off their heads. Not only does it invite the viewer to try to figure out who the celebrity is, but the celebrity doesn’t have to worry about looking silly and unfocused as they stare at their waving and empty hands. These ads have earned big viewcounts on YouTube, has boast lots of user-generated videos and parodies, further proving the success of the concept. These commercials could be about anyone, and HP has seized this opportunity, expanding the platform on YouTube with the “You On You” contest (which I wrote about it on Threeminds).

Apple

iPhone ads demonstrate the apps, sell the benefits and dazzle you with the product, not computer graphics of metaphors of potential behaviours that you could maybe have at some point.

You might think using the iPhone ads as a best practice example is a cop-out – the fingers are demonstrating the product itself, you say, not flicking around post-production 3D objects… and to this I say…

“Precisely.”

I’ve never used Lolcats on my blog, so this is the first, and last time. Promisses.

Photo credits: Marc Shandro.

Back in May, I tweeted eight “Web Strategy Reminders” that got some great responses. Here they are altogether, with two bonus reminders to allow people to laugh like Count von Count when they’re done.

Web Strategy reminder No. 1: If you’re just adding a “Community” tab to your web site, You’re doing it wrong.

Web Strategy reminder No. 2: If you’re pushing Content out through banners, You’re doing it wrong.

Web Strategy reminder No. 3: If everything you build has a unique interface, You’re doing it wrong.

Web Strategy reminder No. 4: If you start with a tactical gimmick on a platform your market doesn’t use, You’re doing it wrong.

Web Strategy reminder No. 5: If your platform doesn’t separate form from function, You’re doing it wrong.

Web Strategy reminder No. 6: If you’re ignoring the fact that Search is the number one way that users find you, You’re doing it wrong.

Web Strategy reminder No. 7: If you’re not considering how your experience will change over time, You’re doing it wrong.

Web Strategy reminder No. 8: If you’re not implementing a holistic measurement strategy beyond clickstream analysis, You’re doing it wrong.

Web Strategy reminder No. 9: If you’re ignoring the fact that your employees are telling the story of your brand (good or bad) better than your corporate web site, You’re doing it wrong.

Web Strategy reminder No. 10: If you’re excited about your new banner ad pushing to your new television ad on your new Flash web site, You’re doing it wrong.

A few days ago, I did my part to support the North American car industry by purchasing a Ford Flex. Among the myriad of standard features, Ford (and I’m sure many other manufacturers) has upgraded, compacted and simplified the key fob. This remote entry system used to be a separate piece of equipment dangling from my keychain. Now, it has been integrated into the key itself; it’s overall foot print is smaller and more intuitive — one item gets me into the vehicle.

I’m not trying to sell you a Flex. (You can follow @scottmonty for that.) The point here is that car designers push forward with all of their designs on a macro and micro level. There is always room for improvement on any interface (more times than not, there is lots of room).

Follow these eight recommendations to improve your user experience:

1. Plan your strategy and your user experience before you build
2. Develop a long-term strategy
3. Prototype — e.g. with Axure, or paper prototyping
4. Build a site using a malleable CMS, structure and design
5. Never assume what’s been done in the past is perfect
6. Test and analyze your interface
7. Listen to your users
8. Experiment, but try not to make your users think

I admire more and more the interface subtleties of the Wordpress admin interface. Overall, I would simplify the pages for faster management of posts and comments, but I’m sure there’s some plugins for that.

Specifically I like the flash-and-fade error and confirmation message after an action is taken.

Big, bold, and then it becomes unintrusive all by itself. (Did you miss it? Refresh this blog to see it again.) Note that I’ve changed the colors to match my blog to demonstrate the change from sparkling to faded. I’ll be recommending this type of message styling for many web sites in the future.