![]() That’s what LEGO tries to offer with the DesignByMe web site. Video tutorials are one of this kind of experience. The trend in this domain is to offer various supports to help user to achieve what for he visited the site. It’s very difficult to describe what is a rich user experience. ¬ Software above the level of a single device Moreover among the paradigms that O’Reilly revealed, I would like to highlight 3 of them, which are the most representative of how interaction design may be crucial to re-invente the way user buy, consume, phone, play, etc… : Here I compare the similarities between Apple, Amazon and LEGO. This business model is going to be applied for any kind of business activity. This new model is so efficient that Apple opened new real Apple Store worldwide the last few years and that now the iPad revelation was the event that all – journalists, geeks and Apple maniacs – was waiting for. Moreover as always Apple succeed in centralizing all monetary flow on its web site. The succes of the iPhone relies on also on the Apple capacity to supply a tremendous variety of applications dedicated to the Apple phone. The Apple ‘ coup de maître‘ was to understand that people were ready for that, and they were ready to buy Apple’s product and Apple’s music on its store (even if the right to use mp3 files were initially restricted). ![]() And the transition between this online store and the product (iPod or iPhone) is done thanks to the Apple iTunes software. This new style of consumption is based on a new distribution netword based on dematerialization via the Apple Store. But the revolution does’nt come from the product by itself (iPod as MP3 player was not a technological revolution) but from the way you use it and how you may use it. After revolutionarizing how pepople listen to music thanks to the iPod, Apple adopted the same strategy with the iPhone. In parallel a new business model is appeared too, Apple represents the symbol of this business case study. In his very accurate article about ‘ What is Web 2.o?‘, Tim O’Reilly details precisely which new paradigms has emerged from the web (r)evolution during the past decade. ¬ demonstrating how LEGO Digital Designer is one piece of the LEGO strategy to adopt this new model. ![]() ¬ defining the pivotal place of interaction design ¬ describing what I mean by the Web 2.o business model, For that I will try to illustrate this software interest very shortly by : Interested by social networking, I will try to introduce LDD by integrating it in a more conceptual approach. And LDD was one of these evolution which bluffed me! □ After evaluating how LEGO evoluated during the last 20 years, I was really bluffed. Surprised because I had no more reason – I thought – to be involved with LEGO until my first daughter appeared on this world 3 years ago. Nevertheless, I was personaly surprised and interested by LDD because of the nature of this application. Even if you always can go to your prefered toy store, and buy LEGO bricks set according to the age of the future player, or according to the – marketing – theme you wish – ( CITY, Toy Story, Atlantis, etc.) or according to your passion ( LEGO Architecture, LEGO trains, robotics with MINDSTORMS, etc.), even if you may buy your LEGO bricks online on the LEGO store, with the LEGO Digital Designer you can now build virtually your own LEGO creation, order it – building guide included ! – and share it with the community ! This approach allows users to have a bigger freedom in their creativity and to optimize their budget. Concretly LEGO Digital Designer – LDD – is a 3D content creation software which allows user to build new LEGO or CREATOR or MINDSTORMS creations in interaction with the LEGO company (web site and online store). The last week-end I installed the last version of the LEGO Digital Designer software (version 3).
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