The verdict is still out but I'm predicting http://www.mojaveexperiment.com/ is not going to be as successful as we would like. I'll even go out on a limb and say it's probably going to have a negative impact on customer perception. Mary Jo, I believe you are being far too gracious in What if Apple had conducted the ‘Mojave Experiment’? You must be going soft on the 'Softies if this the best thing you can find:
"I have to give the Softies some credit: After months of silence, they’re finally trying to do what they should have done a year ago, namely, figure out how to fix not just the technology mistakes, but the marketing ones, that they created with Vista."
I'd say your colleague Adrian Kingsley-Hughes got it more accurately in Dissecting Microsoft’s Mojave Experiment:
"Bottom line, I think that while the set up of the experiment was clever (maybe even devious), the outcome is vacuous to say the least."
There are just so many fundamental things wrong...
- Annoying Flash eye candy user interface -- I mean *really* annoying.
- The site is predominantly black -- the color usually reserved for funerals (at least on TV).
- The first 45 seconds (approximate) of the opening video clip reinforces the negative stereotype Windows Vista has developed.
- There are duplicate video snippets throughout which have been professionally edited to provide the cream of the crop. (Adrian has a great analysis in the aforementioned post.)
- Hyperlinks that take you to the stale Windows web pages which are just as bad as the annoying Flash UI from a user experience standpoint.
- A hyperlink for 'You can't please everyone'. Seriously.
I think it's time for the experiment to end. Quickly. Before the water runs out in the desert.
But what, you might ask, should we be doing to get the story out there? I'm glad you asked. For starters...
1) Completely rebuild, from scratch, the Windows Vista website being sure to pour lots of usability love into the site. If anyone is listening, I'm specifically talking about the one which starts at http://www.microsoft.com/windows/windows-vista/default.aspx.
2) Prominently feature on the new site more great videos like this which Brandon LeBlanc featured today...
Video: Windows Vista Demo: Instant Search
Why do I love this video...?
- It's genuine -- I don't know her at all but Esther Choi was a great choice.
- It shows off the features of the product.
- It's educational -- and goes slightly deeper to show real world usage examples.
- It's short.
What do you think Microsoft should do to tell the positive story of Windows Vista...?