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Flash Usability Challenge: Aftermath 1

The Winner

I posted the Flash Usability Challenge on some high profile discussion lists (e.g., CHI-WEB and hesketh.com's webdesign-l) and it was also picked up by Dack, Dave Winer, Flazoom, and a few other folks. You can read my rant and you can see the rules here. It was a great experience and it generated a lot of very good discussion. Let me first announce the winner, and then I'll rant and rave about Flash, usability, designers, and a whole lot more.

Winner's Name: Edward Lloyd-Williams 
Winning Web Site: Ted Baker Online
Payout: $50 from WebWord.com, $50 from Flazoom and $100 from Catalyst Internet

Ted Baker Online is a solid e-commerce site driven by Flash. Bravo! It does have offline stores, so it is click-and-mortar, but that is fine. It is a relatively new company and it turns a profit. In other words, the online presence of Ted Baker doesn't seem to be supported by a primarily offline company. It stands on its own two legs and, according to my research, contributes to the bottom line. This matters to me because it shows that Flash as a tool and as a technology can be used intelligently to produce an experience that is reasonably good for users. It is also good enough to help a company succeed. If you don't understand why profitability was important to me in this contest, then I must assume that you don't believe that usability is directly related to financial performance. I think it is.

Ted Baker Online does many things that I like. First, it offers users a choice of plain HTML versus Flash. Choice is important. It puts the users in control, rather than designers. At least in commerce, that is important. By the way, I like this better than browser detection. Sometimes I want the jazz, sometimes I do not. I want the choice. Second, unlike some Flash sites I have seen, it doesn't force Flash on users on the first page. You only get Flashed after you have made your choice. They avoid the problems associated with Flash splash screens. Third, the site was well coded and did not crash my browser or machine. Flash kills my browser about 10-15% of the time. Finally, I liked that the store was not launched in a separate window. I hate when new browser windows automatically open up. 

There are certainly things I don't like about Ted Baker Online but I'd rather let them glow. It is a good site with reasonable usability. More importantly, it was created with Flash and it does e-commerce rather well. And, the company is profitable. Excellent!


What Were Some of the Other Entries?

Submitted By

Web Site

Comments

Too many people to list here. Macromedia.com Let's be real here. This is a circular reference. They sell Flash, yet I claim that the tool they sell doesn't always work well at helping people sell anything. Thus, I would argue that the best way to make money with Flash is to sell Flash itself...
Jefferis Kent Peterson Ray Silkman's site Not a serious entry. Meant to illustrate how MP3's can be effectively built into a web site. Thus, Flash has some interesting uses. 
Unknown Andersen Consulting While this is an interesting and effective web site, I feel that its profits are too driven by its offline presence. Also, the don't really do commerce in a way that fits with my description.
Harvey Flinder pres.com This might have won, but it came in after Ted Baker online. My main problem with the company is that it sells Flash design services. It sort of fits in the Macromedia category: The best way to make money with Flash is to sell Flash itself  (not what it produces).
Pete Benedict Furniture.com Room Planner No information was given on profitability, and it wasn't meant to be a serious entry for the prize money. It crashed my browser. 
"Chris' Alfa Romeo No an entry for the prize money. However, it also crashed my browser and my machine. I tested it on two more machines and it killed those browsers too.
Neille Ilel
Unknown I have no idea what the name of this company is. I could not load it. I tried several times over a period of about 3 hours. I decided to give up. Maybe it will work for you. Note: This was, again, not submitted as a serious entry.
Ross Graham Final Fantasy Another entry not officially submitted because Ross was not sure how to obtain finiancial information. However, I would disqualify since it is being driven by Sony and thus it probably being heavily subsidized (which admittedly does drive sales). This is a rather well done site. 
"Painless" Tiffany.com Not submitted as a serious entry by Painless. However, several people did send this entry in, with supporting information. It might have won if the timing was different.
Jackson West Kioken Kioken does promotional and e-commerce sites. They were not considered for two reasons. First, even if they are profitable, no supporting financial information was provided. And, I could not find it listed any place. Second, they fall into the Macromedia Trap: The best way to make money from Flash is to sell Flash itself or flash services. 
Jackson West Barneys New York No supporting financial information was provided. Also, I think I am right in saying that they are primarily an offline retailer. It is a well done site. You'll be happy to know that I was able to get to the site, navigate, and my browser did not crash.
Mathieu Bourgault Vivianlives.com No supporting financial information was provided. This site was interesting and should appear to artistic folks. The colors are excellent. The site is fun. Under different circumstances, it would win.
Patrick Twiss DeLorme 3-D Not an entry for this contest. Meant to show me how Flash can be used for teaching and education. I like this use of Flash. Very nice.
Brian Johnston Brainwave Mind Voyages No supporting financial information was provided. It definitely has a unique look and feel, almost like late 80's cheesy software. It is interesting to see this in a browser.
Brian Kelly Rumpus No supporting financial information was provided. I could have asked for it, but it was a later entry so I did not pursue. If you want to see Flash used in an interesting way, hit this site. It is highly engaging. 
Jason Kottke
LAUNCHCast I could not load it. I tried several times yesterday and today. Since it was not going to win, I decided to give up. Maybe it will work for you. 
Jason Kottke one9ine A later entry and they fall into the Macromedia Trap (The best way to make money from Flash is to sell Flash itself, or flash services.) 
Miriam Frost NM70 No supporting financial information was provided. Not really a serious entry. Also, while this is another creative use of Flash, a new window pops up, music plays continuously and the rollover sounds drive me nuts!
Adam Clark USABancShares.com No supporting financial information was provided and it was a later entry. Oh, and the site ticked me off. This is kind of abuse is so typical on the web. I don't mind upgrading now and then. I don't like it when it is required.
Adam Clark egomedia No supporting financial information was provided and it was a later entry. However, it was visually stunning (very, very orange). It is worth seeing because it is cool. 
W. Kelley Evans Joe Cartoon This was a later entry or it might have won. It is well designed, interesting, and not bad to use. It didn't load a quickly as I wanted though. 
Arnold Liwanag MAC Cosmetics This was another later entry. It could have won. 
Christian Caldwell Herman Miller Doesn't really qualify. However, the interactive planning tool (see the navigation bar) is pretty slick. Christian claims that users love it.
Gary LaRock Blair Witch Store Sort of qualifies but it is a later entry so it doesn't really matter. It is engaging, certainly, and the shopping cart is unique.
Jeff Chamblee Aqua Leader No supporting financial information was provided and it was a later entry. However, this is a rather good Flash site.
Stuart Sandler T.26 Basically qualifies but it is a later entry. 
Andy Baio K-Land (kikwear) This definitely counts, but it came in after Ted Baker online. It seems to fit with the audience quite well. At first it has a cheap look and feel, but then it grows on you. I like that the navigation is somewhat similar to other web sites out there. The consistency is a good thing.
Andy Baio Torso Display This might count (no financials included), but it came in after Ted Baker online. The music drives me insane. Why do so many Flash sites use it so heavily? Reminds me of the freakin' blink tag.


Now, as you might expect, I have many comments about this whole contest. Let me hold off a bit more on my own comments. First take a look at some user comments and then I'll get down to business.

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Flash Usability Challenge: Aftermath 3

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