Challenge

NBD|Biblion is the largest supplier of products and services for Dutch libraries. In their years of experience, they have gathered and produced loads of information about all media available in their clients libraries. This valuable information was mainly accessible in the libraries itself. But libraries are not being visited as often as they used to be. How can NBD|Bilbion make better use of all their book reviews, writer profiles, etc.?

Solution

The answer to this question was simple: make all information accessible online, so people can access it 24/7.

Granting access to a database by creating an ordinary web interface could do the job. But this would not realize our higher goal; to get more people reading (real books).

Therefore we have created an online community where people can create their own reading profile, meet people with similar interests and most important: get surprised with books and writers they’ve never heard of (but are of interest to them). Watch the promo video for more information about what ‘deBoekensalon’ is about and how it works (it’s in Dutch, sorry):

And to see the real deal: www.deboekensalon.nl

My role in this project was creating an innovative and/yet intuitive interface. I’ve created an interaction design document, teamed up with the art director and designer and was primary contact for our partner producing the platform.

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Challenge

Students have the most diverse jobs. How do you get them to work on Saturdays at TNT Post?

Solution

What is most important with jobs (for students), is how to make the most money as easy and quick possible. Two important aspects are thereby money and time. How cool would it be to save time and make money at once…and for a bonus you get in shape at the same time as well. That was our insight for this campaign. While students work on Saturdays at TNT Post they;

• earn good money  – because of a weekend bonus
• get/keep in shape for free – because the work out while they work
• save time – because they don’t need to go to the gym

Video banners, Radio and Print ads were used to drive traffic to www.zaterdagbezorger.nl. On this campaign website all USP’s of the ‘zaterdagbezorger’ job are being explained in a (for students) appealing way.

Next to creating the interaction design for the website, I was involved in concept development and I gave advice on creating the videos for this website.

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Challenge

Create a recruitment website for Gemeente Zaanstad based on the new recruitment campaign, where both employer branding and conversion (supplying to job openings) are well balanced.

Solution

In the (offline) campaign, beautiful photography of sights in Zaanstad have been used to confront people with social matters (concerning the sight) the municipality is dealing with. On the recruitment website, visitors are being confronted with these same social matters. This time they don’t just get to read about the matters. On the website they are being asked what their opinion is about the social matter. After giving their answer, they learn how Gemeente Zaanstad coops with the matter and are being asked their opinion about the next matter. After giving their ideas about 5 difficult matters, site visitors experienced what it is like to work at Gemeente Zaanstad and how they are an attractive municipality to work at.

Besides this ‘interactive manifest’ there is more background information about Gemeente Zaanstad as employer and off course current job openings can be found here as well.

Together with an art director I’ve done the concept development, I’ve created the interaction design and I was producer for this project.

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Challenge

As Everett Rogers already explained with his theory “diffusion of innovation” back in the 60′s: when you bring a good, innovative product on the market, it’s not that hard to sell it to the innovators, early adopters and even the early majority will come along.

What is really hard, is to get the biggest group (early and late majority) to buy your product as well. And that’s what we were asked to do for T-Mobile. They’re the exclusive reseller of Apple’s iPhone in the Netherlands for almost a year. And the product has been selling really good (with a 2 year subscription of T-Mobile)… but most people who’d buy the iPhone anyway, are having one by now.

Therefore it’s time to convince the next (much bigger) group of consumers that the iPhone is out there for them!

Solution

How do you convince non-Apple-freaks that the iPhone could be a very good handset for them? Well first of all, the iPhone is more than just a phone. You probably know that it’s a music player, a GPS navigator, a very userfriendly internet device, etc. as well (if you want to know more about how much I like the iPhone, contact me personally and I’ll tell you all about it). But what makes the biggest difference compared to all other headsets is the Apps (yes, I know about the Android… geek phone). Within 1 year, the iStore already has over 25.000 Apps, from very usefull to incredibly fun.

The insight for this campaign is that with all these Apps, you yourself can make the iPhone the perfect phone for you. Abri’s, online banners, a Hyves game and gadget and a campaign page on the T-Mobile website have been created to bring the campaign alive.

To have people experience the incredible amount of Apps there are for the iPhone and the use of them for each and everybody, we’ve developed an ‘educational’ (but mostly fun) game on Hyves where you already get to learn some of the Apps. The addictability of the game and its competitive element already had thousands of Hyvers play the game, invite friends and even install the gadget. Check the screencast below to see all elements working:

All campaign elements on Hyves contain links to the T-Mobile website. We’ve also created the interactive campaign page for the T-Mobile website (click for zoom):

I’ve been doing the user experience design for all interactive campaign elements (including gameplay).

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Challenge

I wanted to bring some structure in this site by describing each case with a repeating format: describing the challenge, followed by the solution that we/I came up with. But in this case, there was no real challenge as in a request with objectives. This project was initiated by myself and here’s the story: On July 19th 2008 the iPhone was finally going to be available in The Netherlands at T-Mobile. By the time that this was announced, I was already doing a lot of work for T-Mobile, as it is one of the biggest clients at agency.com where I am working. And since the iPhone is already a classic in innovative user interfaces, I felt the need to do something with the luxurious situation I was in; working for T-Mobile already and having ‘back door entrance’ to lots of great brands that agency.com and TBWA\ service. Thinking of all the brands and the possible opportunities for these brands combined with the iPhone, Albert Heijn seemed to be the best fit for a cool, innovative and usefull iPhone application.

Solution

Albert Heijn is, besides the biggest super market chain in The Netherlands, the proud owner of their magazine ‘Allerhande’. This magazine is especially famous for it’s enormous amount of great recipies. These recipes are also well represented on the website of Albert Heijn with a great search engine. These recipies are only valuable information for prepared people though. But not everybody thinks of what to eat that night while they are sitting behind their computer. And with that insight we proposed Albert Heijn to create a mobile application for the iPhone that opens up all recipies anytime and especially anywhere.

Unfortunately we didn’t get the job. IceMobile eventually got to do it and they did a great job on Appie.

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Challenge

Enrich the new (awareness) TV-commercial of Holland Casino with an online interactive concept. Holland Casino’s commercials are based on their game tips. This commercial demonstrates that not everything somebody says is bluff:

Solution

An interactive video concept that hooks in to the TVC, but with a completely different angle: the main character in the commercial might come up with a doubtful story that appears to be true, but his suspicious friend comes up with an even greater story! But is he telling the truth as well, or is he bluffing?

That is what visitors had to find out by hearing (and watching) him out and make up whether he’s bluffing or not. For each right decision the player received a playing card. And at the end of the game the player was challenged by the main character to play the ultimate bluff with the gathered playing cards; double your score and win a trip to Las Vegas… or lose everything!

I was part of the concept team and did the complete user experience design for this project.

Extra

The game trailer to generate traffic to the website:

More info about this case can be found here.

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Challenge

Create an interactive installation that informs the audience about the sponsorship activities of the UEFA Champions League by Heineken with 4 movies.

But just a ‘regular interactive installation’ will not do the job (at least that’s what we thought), since it will be placed in the Heineken Experience (this is an innovating, completely renovated museum, with over 400,000 visitors a year, that tells the story of the Heineken company and family). And as the name reveals, the challenge/our job was to really make it an outstanding experience.

Solution

The audience of Heineken Experience is young people (18-30 years old) from all over the world who are interested in the brand Heineken. And the younger the audience, the harder it gets to blow them away; a ‘PlayStation 1-kinda-experience’ simply won’t do the job.

Therefore we’ve walked the extra mile and created a completely high-res 3D football stadium environment with an intuitive touchless navigation. And with intuitive, I really mean INTUITIVE, since the museum visitors will only try it once (=no learning curve) and have only a short time to find and view the movies they are interested in.

How it works? Just check this video.

I am aware that the video is a bit slow, but it does demonstrate nicely how the installation works. Two motion sensors have been placed above beside the screen that track the hand movement.

During this project it was my responsibility to create an intuitive user interface, that’s not being controlled with a keyboard and mouse, and doesn’t allow a learning curve… but one that does trigger visitors to interact with. I hope and think it worked out pretty nice, but if you want to know for sure; experience it yourself.

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Challenge

Successfully introduce the MyFaves price plan to young adults aged 22-26.

Solution

Commercial Idea

An integrated campaign will boost awareness among the target audience. Through-the-line communication should be consistent and revolve around the notion that there is a distinction between ‘friends’ and ‘Faves’. With the insight that 60% of all calls are made to only five numbers, the distinction will emphasize the closeness of the friendship and bring close friends even closer.

There were 2 concept phases due to an (unfortunate) change in the briefing. I was part of the concept team in both phases (, still regret the first concepts weren’t realized) and did all the user experience design to make the concepts more concrete for both client and the tech teams who realized the whole concept.

Digital Idea

The target group is very active online, particularly on the leading Dutch social network ‘Hyves’. Bridging basic functionalities of the product with functionalities offered by the social network will ensure awareness of the product within the online environment of the target group. Further need for information is offered on a microsite in a product-focused environment.

Tools

Microsite

The MyFaves website contains information about Myfaves, a demo, a downloadable Hyves-gadget and product offers. The MyFaves site also features a contest where users can create their own Fave fanpage, and where other participants can nominate other people’s Faves.

Gadget

The gadget offers the user shortcuts to five friends within the Hyves social network. Visually, it exposes the user to the visual device that is featured prominently in the entire campaign and on the MyFaves enabled mobile phones. Over 70,000 people placed the gadget on their profile page within the first month.

More info about this case can be found here.

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Challenge

Follow up the successful awareness campaign in wich web‘n’walk was introduced with an online campaign that changes the perception of web’n’walk in the target audience (young adults, 18-25) from ‘nice to have’ to ‘must have’.

Solution

Commercial Idea

Take the hugely popular ‘Wendy’, a virtual character introduced with the earlier awareness campaign, and use her online presence to show the importance of ‘internet on your mobile device’. Showing the product in use through examples of recognizable situations will make web’n’walk irresistible for the target group.

Digital Idea

Demonstrate the impact of web’n’walk by cutting off Wendy from the product. Let the user experience the freedom and control of web’n’walk in an infotaining way.

Display Wendy in a problematic situation the target group can relate to and activate the user to help her overcome the problem using web’n’ walk.

Together with a few colleague’s I did the concept phase of this project. Besides that I’ve done the user experience design for all the interactive tools that have been used in this campaign.

Tools

The digital idea alive was brought to live by using several tools;

Game

Wendy, a sympathetic, slightly quirky, dynamic young woman has lost her mobile phone. Just when she needs to make preparations for a party at her home that evening. She appeals to the user for help. Using a mobile phone as an interface to web’n’walk the user needs to complete a number of assignments. After having completed the game, the user enters personal information. The following day Wendy gets in touch and thanks the user for their help.

Hyves

Using Hyves, the leading Dutch social network, as a communication platform, Wendy announces the winners of the game to at least 45,000 of her confirmed Hyves contacts.

Gadget

Traffic to the game is generated through a gadget on Hyves in which Wendy and the user of the gadget are featured.

More information about this case can be found here.

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