User Interface Design

Chapter 3 of the book Design Interactions was called "The Zen of Palm".  On page 216 is an excerpt of what I found to be simple yet profound:

Rob articulates his design approach as a philosophy, but he also supports his philosophy with a very pragmatic design process: first understand the customer, then prioritizes ruthlessly:
One bit of advice that I gave to people designing the Palm OS was, "If you can really understand the one thing your customer wants to do most frequently, and make that a one-step process, then I guarantee people will like the product."
     Just say, "What is the one thing you want to do?" and even if you have to throw out conventions of logic, architecture, and hierarchy, you should make that one step.  The more "illogical" your approach is, the less likely it is that it will blindly follow the conventional wisdom, and hence the more likely it becomes that you will be able to differentiate and create a successful product relative to your competition.  If you take the conventional approach, by definition you're not innovating.  If you just say, "Here are all the features," and you lay them out in a logical pattern, then that's not going to be a successful product.

Before the iPhone, my mobile device of choice was the Palm Treo 650.  I used to love the Notes app and the To Do list app.  And to this very day with something so simple as a to do list app or a notes app, I haven't been able to find a third party solution where I was satisfied as much as the Treo.  I am convinced that it is because I experienced the ingenuity of the applications that Rob has designed in the palm with his philosophy of: "really understanding the one thing your customer wants to do most frequently and make that a one-step process".  I find it very interesting that similar applications have come out years after the palm but it does not meet the quality of design that palm had in its software.  And he hits it right on the nail.  Some of the most frequent things you want to do with software take several steps to complete.  And today I still wish I had those applications on the Treo that the iPhone doesn't have. 

Rob Haitani, you are a hero of user interface design in my book.

In Part I of iPhone Notes Review, I looked at human factors behindnotes (scenarios, goals, activities, and needs) to define requirements.  In Part II we lookedat popular iPhone Notes applications that are currently available.  Andin Part III, I describe two workarounds and reveal my finalrecommendation.

1. Popular Workaround: Using Contacts

 

Themost popular workaround I have read across the web is to create a newcontact in your addressbook and add text into the "Note" field.  Eachcontact can have a note for additional information.  It turns out that theentry, edit and view experience is surprisingly good for a workaround.  Let's look at itin further detail:

The Good

• Offline Capability - Being able to access your notes with slow or no connection was a common complaint among many iPhone users especially those that came from smart phones like the Palm Treo.  And although application like Noter claims offline capabilities, using contacts is just more reliable.
• Synchronization - Smart phone users have become used to desktop synchronization on features like to do lists and notes.  Using the contacts workaround makes your notes sync-able again with your PC.
• Immediate Entry - Create a new contact, type a name such as "my grocery list", tap save, tap "Add Field" then tap on "Note" to type in information.   The initial entry might take a couple of additional steps but it sure beats having to wait for the page to load, especially when the connection is slow.
  
• Ease of Access - Prefix the name of each note with a number or a letter (see above picture) and have them all appear at the same place
• Transferable - Sync, and you have updated information between your desktop and device, *aah* just like what we had in our older smart devices
  

The Bad

• Sync Dependent - After going through the default iPhone Notes program which doesn't have synchronization, this capability feels like a godsend.  However, it doesn't take advantage of the wireless capabilities that the iPhone has.
• Integration Options - For those that use Outlook contacts often, using it to store notes there gives you just the integration you need.  For those that use other options such as Windows Addressbook (like myself), we'd like to see more options available to synchronize with the tools that we use on a daily basis.
• Text limitation - iPhone owners complained that there is a limitation on the amount of text when synchronizing from the desktop to the iPhone.  I did run a test and found that it captured about 1530 characters and roughly 300 words.  If you store a good amount of information in your notes, Contacts may not not be the way to go.

2. Unsung Workaround Hero: Email Drafts

  

WhenI discovered this approach, my inner geek screamed in joy!  There areothers who have posted about this workaround, but I haven't heard thisidea nearly as much as the contact notes approach.  The trick is tostart an email draft and tap on "cancel".  Then a prompt will appear whether you'd like to save.  This allows you to save thenote, even while you are offline!  Let's dive in:

The Good:

• Offline Capability - As it generally should be, email on the iPhone is still very functional while you are offline.  Try turning on airplane mode.  You can still access whatever emails were last downloaded onto your device and make edits to an email draft or compose a new email. 
  
• Wireless Sync - Email will sync wirelessly whenever a connection exists.  At a computer that isn't your own and see a piece of information you'll need later?  Put it in your web email's drafts folder and go to your iPhone email drafts folder.  It will download just as you'd expect for any email draft, but you can use this approach to store notes that you'll need later.  No need for your usb cable, or your main PC to sync a note.
• Immediate entry - Because of the offline capabilities, add new information without waiting.  To edit an existing note that you recently updated from your desktop, you might have to wait for a few seconds for all the changes to download first.  But if your last edit was done on the iPhone, there is no need to wait.
• Ease of Access - As I mentioned earlier, just go to your drafts folder when you have a wireless connection, and you have your most recent note updates.
  
• Integration with Your Everyday Tool - All the information is stored in your everyday email tool, this is especially powerful when using email on the web.  Gmail and this combination works wonders for me.
  

The Bad

• List View isn't optimized for Note - Since you are in an email application, obviously, not everything is optimized for notes.  As you can see above, you end up seeing "No Recipient" in your drafts box and the list of your notes isn't as clean as using contacts or of course much of the other web app alternatives discussed in Part II.

User Interface Thoughts

• Text Input - Both of the above workarounds maximize the amount of space alloted to enter information, which wasn't easy to come by with web based applications.  Being able to edit information was also a breeze for both of these workarounds.  There were no scrolling headaches like the ones I encountered with some of the web apps, which appear to be more of a limitation on the mobile safari browser with multi-line textboxes.
• Text View - Both approaches allow you to view the entire contents well. With the contacts note, you have the advantage of seeing the note without having your on screen keyboard up.  If you take a look at the top right most screenshot on this post, you will see that the format of how the note is displayed doesn't utilize the entire width of the screen.
  

Final Recommendation

Aftertrying a dozen applications, here are my final "notes" on the subject. If you usually have your iPhone stored where it syncs frequently andyou use the tool that manages your contacts often (like Outlook or Mailsoftware on your Mac), the contact note workaround maybe your bestbet.  However, if you don't sync as often and you like being able toadd and edit notes from any PC between web based and iPhone emailwirelessly, I would definitely recommend the email drafts workaround. The web apps face a tough battle to offer keen advantages over theabove two workarounds, but if I were to pick a web app, I would go withPogo Notes.  My personal tool of choice for notes?  I love the wirelesssynchronization with the email drafts workaround and have been using it forthe past few weeks now as a satisfied user.  Which one is your favorite workaround or application?

In Part I, I reviewed the needs of a simple notes application.From the application development & design point of view, wesummarized that we want to keep in mind the overall goal of increasingproductivity with a simple tool like Notes.  The other points we brokeit down to were:

1. Speed of entry - Whether it's writing, typing on a full keyboard, or a keyboard on a device, we want to get the information in as quickly as possible
2. Ease of information access - When you want the information, you want it immediately
3. Dependable Record Keeping - Once the information is entered you don't want it to be lost
   easily
   
4. Transferable - You want to be able to use the information in other forms

BelowI review 5 notes applications for the iPhone based on availability andor popularity.  I tried to stick to reviewing notes applications wherethere are many that have combined to do and notes.  Here they are:

1. iPhone Notes:

The Good:

• Clean UI - It gives you a basic list of your notes, and a nice full screen when you go and edit it.  Very self explanatory, functional and usable.
• Email Your Notes Out - It doesn't support two way synchronization, but at least you can email a copy of important notes from the app

The Bad:

• Back Up/Notes Entry From PC - As far as I know there isn't one unless you are a Mac user and dish out another extra $40 for a software tool called MegaPhone.  But natively, iPhone Notes will not sync with your desktop, so it is not a dependable source of keeping information, unless you are constantly emailing every update you make with your notes.  If your phone crashes, all your notes information is lost.  Furthermore, you can't put notes on your iPhone from the desktop - Bummer!
  
• Quick Retrieval - The tool does not give you a way to sort, categorize, or search.  As notes pile up, it'll be difficult to find the information you need quickly.

2. Google Notebook

The Good:

• Integration - Google Notebook is already a powerful tool on the web, so it makes information you've entered on your desktop easy to access on the device.
  

The Bad:

• Editing Notes - You aren't able to edit any notes using Google Notebook Mobile.  The speed of entering information is zero if the functionality doesn't exist.
  
• Stuck when offline - If you don't have wireless access, or if your mobile network speed is slow, it takes a long time to get to your notes.  Ease of access is limited here.
  

3. Noter

The Good:

• Offline Use - This allows for faster speed of entry.  Once it's loaded, notes can be added quickly
  
• Fast Sort - Although the buttons on the left appear small, I found it quite easy for sorting
• Color - Since colors are used as a background for text, I would suggest lighter tints so that the text is a little bit easier to read.  Both of the features above are great since it allows ease of information access by organizing notes as you please.
  

The Bad:

• Small Text View and Entry - Default size to enter and view the note is small (above).  See below for a user interface design critique for viewing and editing a note in a typical real life scenario.
• Support for Longer Lists - There were synchronization problems for longer lists, I found that from the PC I sent a note which was 344 words long.  It only synchronized the first 60 words.  When I sent a short document which was 488 words, it wouldn't synchronize any words.  Perhaps this application isn't meant to handle more than a certain amount of words.  But if thas was the case, shouldn't there be a text limit so that when people go and get my full list of notes, it's not unexpectedly cut off?

User Interface Analysis:

• By default it shows 8 lines of text.  Let's think back about the grocery store shopping list.  Historically we have worked with a piece of paper for something simple like a shopping list. You wouldn't click on a scroll button on a piece of paper to see items further down the list would you?  No. It's all there.  So if you have a device, wouldn't you want to see as many items as you can on it?  A dozen items is definitely not too much to ask for.  But this interface takes up precious real estate for a large "Edit Item" header, color labels, a very large "Item Done" button, and a big "Save" button.  When you are at the grocery store wanting to see your entire list, which of all the above things are the most important?  Seeing your items. 
  
• Secondly, without thinking too long about it, what do the icons below the textbox look like to you?  To me it looked like a stamp.  I thought it was some kind of a date stamp function.  The arrow is what will speak to the user, but you can barely see the shape of the arrow.  The icon isn't very clear.  When you click on these buttons, voila, it expands the textbox.  Problem solved right?  Let me explain why something like this must be designed with caution:
  
  • Note on mental model: On paper we write in whatever space is physically available.  On the web, scrollbars appear when you type beyond the space allotted.  Most users come in with their previous experiences in mind, which is what we call their mental model
  • Designing beyond expectations: Designing beyond what we expect is not a bad thing by any means.  In fact this is where innovations lie.  However, designs beyond what we expect must be incredibly obvious especially with applications that affect our productivity.
    • The placement of these expand/shrink buttons are close to the screen so it is easy to tap the textbox instead of the buttons
    • The icons did not communicate well.  In usability we say that if it happens to one user, it often happens to many.  Usually problems like this recurs from one usability study to another
      
  • In the case of notes, a better design is if by default, the textbox is much larger in the first place.  Is it really necessary to see such a large "Edit Item" header?  If we tap on an item and we see the blinking cursor, it'll be obvious that we are in edit mode.  Do color labels have to take up so much space?  Can it automatically save instead of having a big save button that takes up space?  All these questions make an impact on the user experience.

4. Pogo Notes

The Good:

• Speed of Entry - Although this application uses the internet for connectivity and it does not have offline usage capabilities, clicking on a line item expands a note without going through a reload.  (Read additional user interface notes below.)
  
• Fun and Attractive Experience - I found myself enjoying the use of this application over the other alternatives because of its attractiveness and interactions with expand, collapse and the various colors associated with each category you can assign to a note.
  

The Bad:

For Pogo Notes, I would say these are areas they can improve on rather than bad points about their application:

• Lack of further integration - Since this app has done well with interaction design on the iPhone, it would be great to see more integration.  See what Remember the Milk has done in terms of integration, which is truly impressive.  Each major technology integration perks the millions of users that are already everyday users of that technology!
• Room to optimize for more speed - See below on "Adding a Note".  Ways where it can save a few seconds here or there can continually improve the user experience.
  

User Interface Analysis

• Expand/Collapse Without Reload - I thought the expand and collapse was brilliant in saving time to view your notes and how it expands to amount of your content (in the second image where it shows the expanded grocery list "cheese" is indeed the very last item on the note, very intuitive!)
• Adding a note - It would be great if a "New Note" interface can be displayed without having to reload as well.  As I have mentioned for the Noter, by default the input box could be much bigger - there is space for it as you can see above.
  
• Editing a note expands textbox automatically - Although during the add process the textbox is smaller, when you edit, the textbox will adjust in size and give you additional room to add more to the note.  This addition is very much appreciated and the design demonstrates the understanding of the "edit" scenario well, such as adding more items to a grocery list.
  
• Color - I have written about some key points from Dr. Don Norman's article on Why Attractive Things Work Better.  And Pogo Notes nailed this with their color usage.  With Noter, the colors made the notes you are looking for easier to find but at least in my view, more difficult to read.  The color selection for Pogo Notes brings the fun of having a bunch of post it notes, and I couldn't help myself to try all the different categories and see what category uses what color.  It would be great if these categories could be customized to your liking.
  

5. Web Notes

The Good:

• Integrates with email - This application is about as simple as it gets, it is a one page notes application which automatically saves every minute, and it allows you to email the note when you are done with the note. 
  

The Bad:

• Does not beat the status quo - This application is worse than the notes app that comes with the iPhone.  There you can email notes as well as see a list view of your notes, making it easier to find notes than this app.  Web Notes does save every minute to your cookies, but is that really all that valuable?  The native iPhone notes app is definitely more aesthetically pleasing as well.

User Interface Analysis

• Essential Functions - Remember, user interface design is about simplicity and efficiency in terms of accomplishing user goals.  There is a button for "Save", "Revert" and "Email".  After you've emailed your note and assured that it's safe in your email, what if you want to start a brand new note?  How do you clear the note?  Since it saves every minute, the "revert" button reloads back to what was saved a minute ago.  The only other alternative is to clear your cookies by going to the iPhone settings, or holding the backspace button on the iPhone until it deletes everything you have.  At least this is my understanding after using it for several minutes.
  

What's Next? 

I hope the above review helps designers and developerssee applications from a user perspective and give ideas to think about during the development process from Part I. InPart III of iPhone Notes review, I will briefly present which of these productsI actually ended up with.

Recently I received an iPhone as a gift, and I was ecstatic!  The phone is spectacular in many aspects.  Playing music, video, browsing the web, photos is hands down the best I can ever imagine on a phone or a personal device.  Despite all the excitement, like any early technology, it needs work in certain areas.  I have found that productivity tools, both native and third party fall within this area. One of them is in the area of notes, something to jot down and keep track of pieces of information. 

Rather than jumping into what's out there and what features each of them have, since this is a blog about user interface design for web entrepreneurs and developers, I wanted to start off by first evaluating the needs of notes.  At the heart of every great UI design is a keen understanding of users' needs.  So, Let's dive in:

Scenarios of Notes

First of all, what are some common scenario that I or anyone else might need notes?

• List of things to buy at grocery store
• List of books to check out at a bookstore
• List of things to bring for vacation
• Notes about what to write about on a blog
• Basic log of something: mileage, exercise, simple expenses
  
• A few keyword notes to help remember points from a presentation
• etc.
  

Summary of Scenarios

By looking at the above scenarios, you can generalize that the purpose of having notes is to keep a list of information for a later use whether it's to buy something, write something up, make a decision, etc.  Yes, this seems very obvious, but please bear with me.

Goal

Why is it that we use notes?  Alan Cooper in his book About Face suggests we need to go beyond features and consider human goals for making successful products.  When human goals are central to product development, innovation and sustainable competitive advantage become present in products. 

A simple answer to why we use notes might be: "Well if I don't use notes, I would forget things and waste a lot of time when we need to get things done." 

Simply stated: We take notes to increase productivity - so we can retain and access information at the right time and at the right place. Wouldn't you agree that conversely, not having notes when you need them would decrease productivity?

Let's see some ways we have used notes historically and as of recent.

Modeling Activities

Looking at how people currently perform a particular activity is where it gets interesting and another way that we can discover unmet needs.  What are existing workflows for this need?  What have we done historically?

Since the advent of paper and still in many cases:
(Activity 1) Write notes on paper- Jot down notes and bring it with us for when it's needed.  Here are some problems with this method, as we all know:

• Easy to lose - a piece of paper can be hard to track down
• Information is not easily transferrable - you would have to retype it electronically if you want to store it digitally and use it in other forms

Since the advent of computers, where once information is entered electronically it can be used in other forms:
(Activity 2) Gather information on the computer and print it when necessary.  Some problems here are:

• Requires for you to be prepared in advance - Information must be printed beforehand and carried with us when we need it. 
  
• Printer dependent - There may not always be a printer available when we need one
  
• Wastes Paper - Printers don't use scraps of paper or post it notes either
  

Since the advent of PDA's and smart phones
(Activity 3) Gather information on your computer OR your smart device and synchronize the information between the two machines.  Synchronization between the computer and device has solved many problems with the original productivity goal: get information stored somewhere, access it almost anywhere.  The minor problems ith this activity have been:

• Difficulty in inputting new information into the mobile device - Whether it's an on-screen or qwerty keyboard on the device or handwriting on a  screen with a stylus, it isn't as easy as typing on a full keyboard or writing using a pen
• Need to have the smart device with you at all times - This hasn't been as much of an issue once these smart devices have been better integrated into our phones.  Our phones are within our reach most of the time.
  

Goal Drivers

We now have scenarios, models of current activities, and an overarching goal.  From all of the above information, how can we drill down on the overarching goal and drive the design successfully?

Goal: Increase productivity: Retain and access information at the right time and at the right place. If we drill down on this goal we have factors such as:

1. Speed of entry - Whether it's writing, typing on a full keyboard, or a keyboard on a device, we want to get the information in as quickly as possible
2. Information is easily accessible - When you want to use it, you want information immediately
3. Dependable Record Keeping - Once the information is entered you want it to be in a form that isn't lost easily
4. Transferable - You want to be able to use the information in other forms
   

Needs Review Summary

Do the above goal drivers seem absolutely obvious to you? Yes it seems quite obvious.  But looking at the iPhone notes applications that are currently available, are these goal drivers being met?  NO.  Because of new technology such as the iPhone, does this allow us to be more productive than other devices?  No.  What about the scenarios described above?  Can these applications handle common scenarios better than before or even just as good?  No.  So looking at several applications that are available, what's described above is NOT as obvious as we thought.  Because if specifications and user needs for a notes application was obvious, we would have solid notes application on the iPhone.  This certainly means that what we described above is not obvious especially for developers and web entrepreneurs, the creators of these applications.

Do the designers/developers of these apps think about how well their product can handle the scenario when someone goes grocery shopping?  Did they look at their application and compare it to Activity 1: writing it on paper and evaluate how using their technology is better than these original acitivities?  From what I see as a user looking at existing applications for notes on the iPhone, the answer is no.

You could attribute my points as mere complaints or frustrations with a device not meant for taking good notes.  You could also say that this is the fault of every early technology.  But the truth is, if the needs were assessed properly and the product development process was done right the first time, we would already have great products for something as simple as notes with almost equal effort.  Certainly, the technology is more than available to make that happen.

In Part II I will review several iPhone notes applications from a human needs perspective and what developers and web entrepreneurs can learn to produce better products for even seemingly simple applications like Notes.

Common mistakes are apparent when looking through dozens and dozens of web 2.0 applications popping up recently.  Below I describe 5 and for each of the 5 mistakes, a question is included in order to start thinking about the solution to common mistakes.

1. Intended Audience Is Ambiguous – If you are a start up, your intention is to rapidly increase your user base.  You want every visitor to turn into a dedicated user or refer your site to someone they know.  But if it’s difficult for that very visitor to understand who the intended audience is within 6 seconds or less, then good luck in getting visitors to sign up or refer you to someone they know.  Question: Based on the design of your home page, who is the intended audience according to your visitors?
2. Valuable Scenarios Are Missing – Question: In what scenarios would your users find your product incredibly valuable?  Why make visitors wonder when the application would really come in handy!  Tell them.  I often wonder this myself while perusing a new application featured in a news or a blog site.  If I can’t think of scenarios that would personally help me, I don’t sign up. Do you?
3. Benefits Are Not Communicated – Question: What is the clear cut benefit for a visitor to start using the application?    And how is this apparent on the page?  Some ways this is done:
   1. Graphic – See Graphic on CrossLoop, it gives you an idea of who and what situation it might be used immediately
   2. Feature List – Have a convincing list of features that show this could help people.  See Mint.com how they present their beneficial features
   3. Demo – A video demonstrating how it works, sure beats signing up.  ReviewBasics.com quickly shows their product in a video.
4. Benefits Are Not Demonstrated – Question: Can people see that the application is delivering what it’s promising?  Visitors are impatient.  If they don’t see immediate results they aren’t convinced.  How do they know that a new social networking site is rapidly connecting people?  Are there user profiles that show that?  Or do users have to do a lot of work themselves in order to see the benefits?
   
5. Call to Actions Do Not Cover Multiple Phases – Question: What is it that you want the visitor to do in each step of the conversion process?  The answer is usually very simple: sign up to a service, register for a user account, participate in discussions, etc.  The execution and design of the calls to action are however, are much more difficult.  Different visitors are at different phases of the decision-making process.  The design has to support all of these decisions well.

The answers to the above 5 mistakes won't be solved overnight.  Different applications will have different ways of providing answers to the above problems.  But the sooner the visitors see or experience the answers to the above problems, the faster they become users or go about referring others. 

I have been reading Emotional Design by Dr. Don Norman, a professor of cognitive psychology and well respected figure in usability.  His book peaked my interest recently because in my career from graphic designer, web designer to web developer, I have always been told that as far as aesthetic design goes:

"You're just making something look pretty."

But Dr. Norman tells us differently.  Major take aways right off the bat:

• Two Japanese researchers tested usability of the same ATM application one simply more aesthetically pleasing than the other.  They found that the interface which simply looked better produced better usability results.
• Doubting the study, an Israeli scientist took the same study, translated all the Japanese text into Hebrew and ran the study again.  Bolder results confirmed the original study.
• Attractive things work better because it:
  • Affects our effort - We as humans become emotionally attached to aesthetically pleasing interfaces so we try harder to make it work for us.  We like the inteface so we keep trying even if things don't work the first time.
  • Affects our ability - Aesthetically pleasing interfaces put us in a better mood which in turn affects our ability.  If we are in a better mood, problems appear easier to solve and alternative solutions arise easier than in a negative, nervous or uncomfortable state of mind.
  • Effort and Ability Affect Performance - It makes perfect sense that further effort and better conditions to improve our abilities will result in better performance.

Read Dr. Norman's web article on why attractive things work better in further detail. 

Iwent to a Seattle SIG CHI (Computer Human Interaction) event to hearJake Knapp, a user interface designer from Google.  From my point ofview there weren't any groundbreaking tips, tricks that I haven't heardof before in the world of user interface design.

Some points from the presentation that you might be interested in, especially regarding their product development strategy:

• Ethnography and user research - Ethnography, is the study of people and their environment and stems from social science.  The key idea is you find opportunities not only by what people say but just as much from what they don't say.  Google, much like other companies i.e. Microsoft uses ethnography to identify unmet needs by first studying people.
• Sharing research findings with company employees - The researchers share the valuable information to the team.  I have seen Microsoft use the same practices as well.
• Brainstorm as a team - At their research meetings, the team starts to brainstorm how they can solve unmet needs
• Prototype from paper to mock-ups - The UI design team starts to prototype on paper and then moves forward into more detailed interactive prototypes
• Usability Study - Usability testing is done on prototypes, products in development in an iterative fashion

The above strategies are common in user experience and with the type ofproducts that Google are coming out with these days, it validates theprocess of user centered design even further.

Interesting Tidbit #1: From one designer to another:
Itwas comforting that Jake was talking about the same thing I hadexperienced just a week or two ago in one of his slides.  When thereare many design issues and uncertainties to address, he goes back toprototyping on paper.  Whether it's flash, html or visio protoypes,even when you are building a mock up, it's easy for the designer to getcaught up in the details:  Where do I align this button?  How do Ilabel it?  Will the user see this on their screen?  These questionsaren't important in the early stages if the design concept in generalhas yet to be proven because the design can radically change.  I foundthat paper prototypes work wonders here.  He was recommending the same.

Interesting Tidbit #2: Positive Reinforcement in the Bathroom
I ended up having to use the restroom at their office.  I once readthat Google posts printouts or leaflets in their bathroom stalls.  Indeed they do!  I was amazed that the printout talked about how atGoogle, our #1 principle is to focus on the user and all else willfollow.  The printout went on to talk about how it's important toquestion about the target audience, their unmet needs, their behaviorand so on.  I was impressed.  I would call this, encouraging the "Cans" at the Can.  Good job Google.