You had me at Wahoo!

We’ve kind of got this Internet thing figured out, right? Almost every organization has a website and most have a a respectable looking design and expected set of functionality and content.

Yet what used to be novel differentiators online have become expected commodities. Organizations need to reach beyond the bland and create experiences so memorable they literally put a smile on a visitor’s face.

This isn’t about just hiring a great creative – it’s about a sustained strategy that relentlessly strives to create memorable experiences at every interaction. Done right, you’ll create true competitive differentiation and have fun along the way.

So, how do you get to Wahoo? Let’s look at several ways organizations are creating better online experiences.

Online video

It’s time to start exploring how video fits into your online strategy if you haven’t already. One thing is abundantly clear – video isn’t about creating shallow viral pieces in hopes of 15 minutes of fame. Instead, organizations are using video to tell better stories and connect at a more emotional level with visitors.

As a very real example, ISITE Design and the Massachusetts Institute of Technology recently collaborated to launch MIT World – a rich video repository of more than 500 big idea lectures originating on the MIT campus. The portal is a true competitive differentiator for the institution and attracts visitors from around the world hungry for knowledge.

Data visualization

One of the more exciting online trends is how organizations are making complex information easy and delightful to interact with (used Google Analytics recently?). We’re seeing innovative examples of data visualization in every industry, ranging from single screen commerce applications to informational graphics. An ISITE Design favorite is the New York Times application that organized the content from the political debates.

Or take a look at the ISITE Design produced mapping and leaderboard applications for Primal Quest. Thinking differently about the online experience helped reshape how an entire sport was covered online.

Brand personality

It’s easy to get swept up in the visuals when thinking about user experience. One of the most overlooked (and under invested in) components of experience design is the content itself. Content strategy is finally coming into the limelight in 2009, and brands are differentiating with distinct voices and authentic personalities.

Look no further than Zipcar (an ISITE Design client), who’s built a successful business in part around having a conversation with its customers with a unique, fun and consistent voice. Finding your own brand personality and investing in a content strategy should be at the top of your to-do list.

Micro interactions

Sweat the small stuff. Smart marketing leaders like Seth Godin and David Armano have been talking about micro-interactions for years – and for a good reason. Your overall brand and user experience can break down into hundreds of small interactions. From your e-mail auto responder to the error messaging to the way your phone is answered, you can find ways to create delight at every step of the way. If done right, the culmination of all of these interactions can pay off in a big way for the business and the brand.

Brand storytelling

Every organization has a story to tell, and unfortunately that story is usually told on a dull About Us page. How you lead visitors through your brand and service offering should be a persuasive and engaging experience. ISITE Design and Maven Networks teamed up to do just that in helping to create Experience Maven – a multimedia experience that explains Maven’s vision and demonstrates its new product. Or look to the recently redesigned ISITE Design team section. What used to be a simple listing of staff bios is now an engaging gateway into our agency culture and what makes us tick.

Need some fresh ideas?

As a full service interactive agency, we’ve built a business around helping organizations think out of the box and bring great experiences to life. If you need help getting unstuck, or realizing the full potential of your website, give us a ring. We’d love to help get your visitors to say Wahoo!