What we can learn from Microsoft’s Windows 10 UX updates?

In the beginning of the 2014 Q4, Microsoft announced the new version of their Windows, Windows 10. Here are some of the changes did by the company: redesigning the start menu (combining Windows 7 and Windows 8 menu), allowing multiple desktop (enable power users to switch and move apps in different screens) and changing the swipe action call (swipe from left now gives us a task view), etc.

Among all those updates, we think there is one change that worth to be discussed when we want to learn from their experience: merging of Windows 8 Metro app and Legacy window desktop for the new Windows user experience. Windows 8 Metro full-screen mode is no longer displayed by default in Windows 10 and users can access the standard window desktop apps first. The company would like the operating system to have tailored user experience between different screen sizes (i.e. smaller devices will use a different user interface).

Why is Microsoft making this change? Obviously, they considered the negative feedbacks from users when Windows 8’s launch on desktop computers. From their story, we can see that changing of UI and re-defining UX can be an expensive task. We need to prepare for exercising special caution and paying extra effort on critical changes. Getting UI / UX design correct at the first time is very important. To archive a better chance of success, techniques such as rapid prototype, MVP (minimum viable product) and lean UX design could be useful in driving changes that customers can accept more readily. We shall explore more in the upcoming blog posts.

Read more about the Windows 10 launch: http://techcrunch.com/2014/09/30/microsoft-announces-windows-10/

Give up text-only version email


As we all know, there are 2 versions for the marketing emails, text and HTML format. When we start an email marketing campaign, which format we shall choose?

For general marketing emails, we believe HTML emails should be a better choice.

Receiving an automatic generated text version of emails may not be enjoyable, as it does not look good (when nicely designed visual elements are missing), although they allow recipients to read important information quickly.

HTML version, on the other hand, is commonly known to be helpful on enhancing user experience. It has been used for quite a while and most devices support them nowadays.

When compare to text emails, some say that HTML version emails may not be the ideal choice for marketing emails as the large images on the email takes longer loading time and it may harm the user experience.

We see this as a misunderstanding of HTML emails as we may use styling codes to replace some images and we don’t need to put large images on the emails. Moreover, with HTML, our emails can support responsive design. It can provide better experience for mobile users in the sense that both images and text with device-specific layout can be displayed, balancing the entertainment and readability.

Read more: http://www.clickz.com/clickz/column/2387160/it-s-time-to-drop-the-text-version

Made in Hong Kong

Advertising veteran, pioneer and our friend Chris Kyme has teamed up with Tommy Cheng and published a book “Made in Hong Kong”.
It is essential reading for everyone (and wannabes) in the advertising profession in our city.

The book is available at Page One and Eslite Bookstore. Proceeds from sales will go to Youth Outreach Hong Kong 協青社 (www.youthoutreach.org.hk).

Buy and read “Made in Hong Kong” before coming back to our blog.


How Hong Kong advertising found its true creative voice
By Chris Kyme and Tommy Cheng.

This is a story about the pioneers of the Hong Kong creative advertising scene, the foundations they set in place, upon which the industry was built, and the core period which followed when creative competition, and standards, were at their peak.

The early chapters set the scene from the 1950s through 1960s.
How Hong Kong first developed as an advertising market thanks to the post-war boom years, paving the way for the big international brands looking to cash in on the emerging middle class, and the big name advertising agencies which were hot on their heels.

This book features anyone who was anyone on the Hong Kong creative scene during the last 30 years, and explores some of the greatest campaigns that the territory has seen, pre and post-1997. It traces the evolution in style of creativity from the earlier, westerninfluenced, and expatriate-driven creativity of the 1970s and 80s, through to the emergence of a more unique, local and very Cantonese voice which preceded and followed the handover.

Finally we look to the future. To China, and to the role that Hong Kong might play in the bigger scheme of things.

This is a tribute to all those who built the industry, and features samples of long forgotten campaigns which many people had grown up with.

Keyword search on Facebook finally launched!

Here is a notable news for the social media marketing team: Facebook has launched keyword search last week! Facebook claims that this function can present personalized search result which can help people to rediscover thoughts, experiences, and memories they saw in feed. To marketers, this change can indicate an evolution of their social media marketing strategy, e.g. they may need to invest more on applying SEO techniques on the social media platform. Marketers are used to promote visual-oriented content strategy when social media platforms didn’t support keyword search on user generated content. However, when one of the most popular social media make this new move, text content will certainly become an important component of an effective social media content strategy.
We don’t have visibility on whether Facebook will turn their platform to another Google Adword platform yet, but we believe that some commercial features will be rolled out with this new keyword function soon as to generate more Ad revenue. Stay tuned with us on this and we shall share more when we have more insights.
Read more: http://techcrunch.com/2014/12/08/facebook-keyword-search/