content, experience, hero, hubs, sesame
In experience concepts on August 18, 2008 at 3:09 pm
Experiences built on hubs are those that make the content the hero, choose several salient attributes of that content and build simple experiences around it all. Two great examples are Disney.com and sesamestreet.org.

This post is inspired by our recent experience with sesamestreet.com’s latest Beta site. I did not give it a heuristic analysis or anything official. I simply went there looking for a video of Elmo to entertain the little one for a moment.
I was pleased with the focus employed by the new beta design. The things we initially looked for were all there at the center of the experience. A character, and a particular song. The type of content (video) is allowed to shine as the hero of the experience. The search for content that we wished to watch was made simple by not having to sift through search results as the primary way of finding content.
Surprise content interest:
I was surprised by how compelling the banner ad at the bottom of the sesame street site was to our 16 month old daughter. Even though the video was moving and singing, she was compelled to point to the Snuffalupagus (sp) within the banner.
Interesting Experience Observation:
While this was surprising from a content standpoint, it was also clear that a mouse is a totally foreign concept to someone who has never used a computer of today. Her instinct was to point directly to the content she wanted. of course, who would think to move a mouse and click a random button. why not point.
I can’t help but think the site was in some ways inspired by the very focused redesign of Disney.com. They did a great job of recognizing that their amazing characters should be one of the hubs for the experience. This is another site that allows the content to be the hero of the page. The Flash-only implementation leaves much to be desired, but the hubs of the experience are clear and smart. I am glad the sesame site did not lock all of the content into Flash.
experience, gallery, hubs, process
In experience concepts on August 7, 2008 at 5:17 pm
Not all pages are created equal. At least they shouldn’t be. An important driver for digital products (web sites, et al) is a clear perspective on what the hubs of the experience are. The hubs should be some of the most interesting screens and they should serve a purpose which is quite different than other supporting pages.
A hub page can serve as a point at which a user can take a step back and survey the scene before deciding the next move. It offers a chance to connect even the most complex array of content and information in a logical context.
Deciding on the hubs requires thinking of the most salient bits for which to provide a 360 view. What are the pieces of your experience that you want people to be able to examine, explore and kick the tires on?
Some examples:
- New York Times: an obvious hub is an article. Introducing newer hub concepts like “Topics” was key to the experience. It provides a destination that drew a clear connection between articles.
- cnn.com: cnn took the story itself and built a mosaic around the content. Each story is a single point of access to many different ways to get the information.
- any vehicle site: the car is an obvious hub. Another important hub page is the type of vehicle. Some brands are seeing this as an opportunity to provide an experience at this hub rather than simply passing users through to the vehicles. there are also opportunities to build hubs around topics, or communities of owners.
- Financial sites: a company or an industry are obvious hubs. Other hubs could revolve around a certain type of activity or analysis method. Sites like cakefinancial provide hubs based on people within a trusted network that you can build over time.
- any product site: of course there is the standard product:solution relationship. I’m sure there are some other examples of harder working hubs.
There seem to be a few different types of hubs. Some which are concrete in nature – like a document, product, vehicle, etc. Some which are more conceptual – topics, popularity, solutions, etc.
Jared Spool took a look at the gallery pages as the hardest working pages on your site. Beyond just a product listing, creating smart hubs requires thinking about the different types of ‘galleries’ you wish to create.