The Experience Stack
So far I’ve talked about starting with a product and designing the experience outwards from it. Jackson Fish Market are a software house that specialises in doing it the other way around:
First they create something like this site: They’re Beautiful is like an e-postcard site where you sent loved ones virtual flowers. They then get to look after to flowers which eventually die, as all flowers do. It’s lovingly crafted.
Then what they do is offer associated with the site to a company—in this case, a chocolatier. Their logo is in the top right. I’m sure they have other models too.
Jackson Fish Market call this a “branded software experience.” They’ve recognised that experience is so important that it’s saleable in its own right. Okay, this isn’t new—the way advertising and celebrity endorsements works is similar. But then this is a variety of advertising which is true to the medium of the Web, and that’s new, and therefore it’s interesting that experience is the way they’ve gone.
Let’s move onto something else.