“What is the purpose of good design if there is no one who can use it? Like the mythical tree that falls in a forest if no one heard it crash, is a product’s design any good if it remains on a museum’s pedestal? [...]

When a product is lauded by the industry and the critics as an example of good design but struggles to reach the hands of the people it is meant for, is that an example of art or sculpture, a creative expression of the artist’s personal vision manifested tangibly rather than any validation of what is good in design? [...]

What is the purpose of a design award for a product that failed to meet its own creative brief?”

Niti is of course right and her post reminds me of my own comments half a year ago:

“The project clearly suffers from a top-down approach, where “designing for” is the paradigm rather than “designing with” or “designing from”. There was as far as I know no structured needs analysis here, no contextual studies, no ethnography, no qualitative insights. Such an approach cannot lead to anything but unintended consequences and may be potentially undermining the project itself. There are many lessons to be learned here, by the OLPC (“one laptop per child”) team, but also by any company or organisation trying to deliver designed solutions for “end-users” who then turn out to have different needs and contexts that had somehow been anticipated.”

I am therefore not surprised by the limited success of the initiative, and can only hope that some of the design ideas can inspire some more contextually sensitive and sensible project.

Brazil’s economic growth among the emerging markets of BRIC has often been overshadowed by that of China and India but recent news puts it firmly back in the spotlight. From the Guardian’s exuberant report,

Brazil’s currency recently hit a nine-year-high against the dollar, inflation is under control and millions of Brazilians are being propelled towards a new middle class. Last week, meanwhile, Brazil was awarded “investment grade” status by the financial rating agency Standard & Poor’s, sending the country’s stocks soaring to an all-time high.

Following the announcement, Brazil’s president, Luiz Inácio Lula da Silva, said: “If we translate this into a language that the Brazilian people understand, it means that Brazil was declared a serious country, that has serious policies, that takes care of its finances with seriousness and because of this we deserve international confidence.”
 

In many of Africa’s towns and villages, smoky kerosene lamps are all that keeps the darkness at bay after sunset. However, kerosene is a dangerous and increasingly expensive source of light for Africans who do not have access to electricity — about three-quarters of those living on the continent, according to the World Bank. The Lighting Africa 2008 conference just took place in Accra, Ghana last week and among other renewable energy solutions was an innovative use of soil to generate electric power by a team of African students from Harvard.
 

Imagine if India’s largest mobile phone operator were to join forces with Africa’s? The Economist hints that Sunil Mittal’s Bharti Airtel maybe in just such exploratory talks with MTN of South Africa. While Vodafone’s Arun Sarin denies all rumours of considering a competing bid, keep in mind that Mittal had denied them too just last week. Regardless, it seems to point the way to a global convergence that goes beyond the humble handset.
 

The OLPC (One Laptop per Child or the $100 laptop) has been much discussed of late particularly since it may not be ‘open source’ anymore. Teemu Leinonen takes a step back from the PC/software paradigm and explores alternate approaches to education while Jon Camfield discusses an entirely new approach to its distribution. Calling it the bottom of the pyramid approach which is less top down and more focused on the end users themselves, Camfield poses an insightful question,

That’s all well and good, but it continues an assumption that I’m trying to open up for debate — is the educational system the best way to distribute the OLPC XO laptops to create sustained development? What would the the OLPC project turn into if changed to a technology-diffusion, bottom of the pyramid approach with the overall goal of improving communities by closing the “digital divide”?
 

EMweekly (previous editions) is a compilation on Emerging Markets news by Niti Bhan and David Tait (of the Emerging Futures Lab).

EMweekly focuses on a wide ranging selection of news, links and articles as well as analysis and in-depth stories from the developing world. You can read it on Putting People First, or receive the EMweekly via rss or email.

The emerging market news update reflects Experientia’s extended research and experience design capabilities in emerging consumer markets in developing nations such as in Sub Saharan Africa, South and South East Asia etc.

This new offering is founded upon a recent structural collaboration between Experientia and three emerging market specialists — Niti Bhan (based in Singapore), Claude Martin (based in France), and David Tait (based in South Africa) — and an extensive research project in Africa we just completed for a major technology company.

So Allan Chochinov of Core77 was anxious to attend Nokia’s recent London design event, offering a curtainpeek at their design process, ethnographic wanderings, sustainability initiatives, and plans for the future.

Listen in as he chats with Younghee Jung from the services and UI design team, Rhys Newman from the Homegrown Project, and Anton Fallgren and Aki Layneh, two industrial designers out of the Copenhagen studio–all of whom share an enthusiasm for the power of design and an appreciation of the responsibilities inherent in creating the next generation of connectivity artifacts.

- Listen to interview
- Access the electronic press kit or download pictures from the event
- Read more on the Nokia Conversations blog (posts 1, 2, 3, 4 and 5)

The list of invited speakers and discussants features Bill Moggridge (IDEO); Geetha Narayanan (Srishti School of Art, Design and Technology, India); Lou Yongqi (Tongji University, China); Mugendi M. Rithaa (Cape Peninsula University of Technology, South Africa); Aguinaldo dos Santos (Universidade Federal do Paraná, Brazil); Fumi Masuda (designer, Japan), Chris Ryan (University of Melbourne, Australia); Luisa Collina (Polytechnic University of Milan, Italy); Josephine Green (Philips Design); Roberto Bartholo (Federal University of Rio de Janeiro, Brazil), Anna Meroni (Polytechnic University of Milan, Italy), Luigi Bistagnino (Polytechnic University of Turin, Italy); Nigel Cross (The Open University, UK); Victor Margolin (University of Illinois at Chicago, USA); and Ken Friedman (Danmarks Designskole, Denmark)

No less than 163 abstracts have been accepted, including our own. Take a look at the titles and the presenters to get an idea of the variety on offer, all within the wider theme of design for sustainability, or read a reflection on the selection by conference chair Ezio Manzini.

The topics sound great and I will enjoy attending, but I have to point out that the large majority of the papers come from academic institutions. In fact, there are only a handful of major companies (Intel and Philips) and design consultancies (such as Experientia) involved.

This is something bound to be different at another major international conference scheduled in Turin, Italy, the UPA Europe 2008 conference, taking place in December. Conference co-chair (and my business partner) Michele Visciola told me that many major international companies have submitted papers for this conference with the theme “usability and design: cultivating diversity”. More is to follow soon.

Abstract:

The personal has become political. Increasingly, governments find themselves drawn into questions about how children are parented, how household waste is disposed of, how people travel, how much they save for later in life, and how much they eat, drink, smoke and exercise.

A combination of new challenges and new thinking has given rise to the politics of public behaviour. However, a debate that concerns itself with people’s personal behaviour raises important questions. Where do personal freedoms stop and mutual obligations begin? Which decisions should be public and which private? And how and when should government play a role?

This pamphlet presents three perspectives from different political traditions. Andy Burnham MP, Andrew Lansley MP and Chris Huhne MP offer contrasting views on the public implications of private decisions, and what they mean for the relationships between people and government. The pamphlet concludes with a framework with which to negotiate the politics of public behaviour.

The issue is all about “colliding worlds” with “interactions disciplines” becoming “more appropriately integrated into other creative disciplines (e.g. architecture and music), into business, and into the new business models that will shape the 21st and 22nd centuries,” as described by the editors Richard Anderson and Jon Kolko in their editorial.

It also features contributions by Allison Arieff (Sunset), Eli Blevis (Indiana University at Bloomington), Shunying Blevis (Indiana University at Bloomington), Benjamin H. Bratton, Valerie Casey (IDEO), Elizabeth Churchill (Yahoo! Research), Dave Cronin (Cooper), Allison Druin (Human-Computer Interaction Lab), Hugh Dubberly, Shelley Evenson (Carnegie Mellon University), Jonathan Grudin (Microsoft Adaptive Systems and Interaction group), Zhiwei Guo (Adobe Systems Inc.), John Hopson (Microsoft’s Games User Research group), Steve Howard (University of Melbourne), Tuck Leong (University of Melbourne), Zhengjie Liu Dalian Marine University), Bob Moore, Donald Norman, Steve Portigal, Scott Palmer (University of Leeds), Sita Popat (University of Leeds), Kai Qian, Laura Seargeant Richardson (M3 Design Inc.), Richard Seymour (Seymourpowell), Frank Vetere (University of Melbourne), Huiling Wei, and Ning Zhang (Dalian Marine University)

Interactions Magazine is the bimonthly publication of the ACM [Association of Computing Machinery] and is distributed to all members of SIGCHI [Special Interest Group on Computer-Human Interaction].

It recently underwent a complete makeover the inspiring and volunteer (!) leadership of Richard Anderson and Jon Kolko who turned it into a publication full of timely articles, stories and content related to the interactions between experiences, people, and technology — the must have magazine for the user experience community!

The paper was published in the first issue of the new International Journal of Sustainable Engineering, published by Taylor and Francis.

Abstract
Traditional eco-design has a strong focus on the supply side. Even when focusing on the use phase of products, still impacts directly under the control of the manufacturer dominate. However, the way users interact with a product may strongly influence the environmental impact of a product. Designers can try to influence this behaviour through the products they design. Several strategies have been proposed in the literature, such as eco-feedback and scripting. Existing literature in this field has its limitations. Publications either focus on a single strategy, or do not take a design perspective, or lack empirical data. This paper will present a typology of the different strategies available to designers. This typology will be illustrated with examples and experiments related to two sustainability problems, namely littering behaviour and energy using products. Furthermore a methodology will be presented for applying these strategies. This will be demonstrated in a case study on an energy meter.

- More background by Jasper van Kuijk
- Download paper (preprint version)

The MS CUI site is aimed at user interface designers, application developers and patient safety experts who want to find out more about the benefits of a standardized approach to user interface design.

Kirsten Disse, who works at MS CUI as a user experience consultant, just alerted me to the launch of CUI’s Patient Journey Demonstrator, that she was responsible for. It is a technology demonstrator looking at the future of clinical software applications.

The Patient Journey Demonstrator conceptualizes an end-to-end journey where a specific clinical scenario is used to illustrate how an integrated, patient-centric care record can transition seamlessly between care settings. It demonstrates how data can be accessed and entered from many of the care sources experienced along the patient journey.

In this scenario, a man with suspected heart disease is examined by his family doctor. Using decision support tools, his doctor decides that the best course of action is to refer him for further tests. The scenario then tracks the activities that take place from the initial consultation through secondary care to an Angiogram.

oung, tech-savvy South Koreans are making coupon clipping a thing of the past and turning to their mobile phones instead.

Some of the fastest-growing mobile phone services in the country let retailers send discount coupons and users send gift certificates for anything from lattes to movie tickets through their handsets.

The merchandise vouchers have a barcode embedded in the message. Users show the coupon on the screen and retailers scan the barcode to apply the discount. [...]

SK Telecom rolled out a service a little more than a year ago called a “gifticon” that allows users to send gift vouchers for items such as convenience store merchandise and pizzas via mobile phones. The sender is billed for the cost of the goods.

Read full story

Being able to make your own decisions and hold your own views without interference; controlling information about yourself; and being in charge of your personal space – these basic elements of privacy are under threat, according to a new book, The Spy in the Coffee Machine: The End of Privacy As We Know It, by Kieron O’Hara and Nigel Shadbolt, two computer scientists at the University of Southampton.

While our offline activities are tracked by CCTV cameras, Oyster cards and RFID tags, the details of our online searches and purchases accumulate in databases that know more about us than we’d tell our closest friends. Many of us also broadcast our lives through blogs and social networking sites. “When one’s self as a social entity, with history, with transactions, is all out there, then privacy is not the same old notion,” says Shadbolt, who is professor of artificial intelligence at Southampton and one of the leading scientists shaping the protocols for the future internet.

Read full story

“After the explosion in internet-based social networking (MySpace, Facebook) doing the same thing in real life instead of in front of a computer became an obvious next step. Much of it is already happening on a small scale as dozens of companies seek to exploit social networking on the go.”

“So how does it work? The key is the coming together of internet-connected mobile phones and location or proximity technology.” [...]

“Effectively, by linking these two developments, your phone can tell if someone is near you and can access lots of information about them – the perfect ingredients for real social interaction.” [...]

“One company based in Berlin has just gone live with its mobile social network. More than 3,000 young Germans have signed up to the aka-aki service in just over a month.”

Read full story

Compiled by Niti Bhan and David Tait (of the Emerging Futures Lab), EMweekly will focus on a wide ranging selection of news, links and articles as well as analysis and indepth stories from the developing world. You can also receive the EMweekly via rss or email.

 
EMweekly /1
 

The Indian Railways plans to tap some 100,000 recharge vendors and mobile phone service providers spread across India to offer cellphone ticketing, in what appears to be an interim step before allowing direct billing via individual cellphones.
 

Booming mobile services in India. “Why is demand for such services particularly great in India? For starters, there are just 30 million PCs in the country, so e-commerce on the Internet still has a long way to go. Cell phones, on the other hand, are becoming pervasive. Nearly 300 million Indians now have phones – making it the No. 2 mobile market on earth – and some 8 million new subscribers sign up every month. These young, mobile-savvy folks have high aspirations but are underserved in everything from banking to entertainment. Getting to them via their cell phones is the best way to provide much-needed and valued services.”
 

IBM has seen some of the writing on the wall. It knows that mobile phones are replacing PCs at more and more tasks at a greater rate each day. In recognition of that, a new IBM Research program will entail a number of efforts to bring services to the millions of people in the world who have bypassed using the personal computer as their primary method of accessing technology, and are instead using their mobile phone to access the Web, conduct financial transactions, entertain themselves, shop, and more. IBM’s research facilities in India will be spearheading the work on these new mobile programs, but IBM said seven other global sites also will be working on the projects.
 

Today, there was news that the apex bank–the Reserve Bank of India (RBI)–is in the process of formulating guidelines for a payment system using mobile phones. RBI is in discussions with banks, service providers and industry bodies to develop the payment system.

“The rapid expansion of this mode of communication has thrown up a new delivery channel for banks,” RBI said in the policy statement. The apex bank plans to post the draft guidelines for this payment system on its Web site by Jun. 15.
 

The buzz around cellphones has suddenly gone missing. Inflation is taking a toll on sales of mobile phones, and this has sent both manufacturers and retailers into a tizzy. Not only have the launch of new products been postponed, retailers are not even in the mood to stock new products. Retailers say that the demand for cell phones has dropped dramatically in the past one month. [...]

However, the low-end cell phones are not affected as badly as their high-end counterparts because people who have to buy a new cell phone are lowering their budget and going for basic models,” said a senior executive with a mobile company.
 

Infrastructural updates and increased focus on rural penetration likely in the near future. “The India & South Asia Com congress in Mumbai, after two days of discussions and experience-sharing on the strategies to grow the region’s telecommunications market. [...] The overall feeling from the speakers was that the potential for growth is great in the region, provided the stakeholders can take advantage of the opportunities offered by rural telecommunications, 3G networks and value added services.”
 

In a bid to gain quicker foothold into the rural areas, Bharti Airtel has formed a join venture company with IFFCO, which will offer customised mobile services to a target base of 55 million farmers across the country.Under this venture, Airtel has created a value added platform to offer free daily voice updates in local languages on mandi prices, farming techniques, weather forecasts and fertiliser availability to the farmers. In addition, the farmer will be able to call a dedicated helpline, manned by experts from various fields, to get answers to their specific queries.
 

Recently Experientia extended its services with qualitative user research and experience design capabilities in emerging consumer markets in developing nations such as in Sub Saharan Africa, South and South East Asia etc.

This new offering is founded upon a recent structural collaboration between Experientia and three emerging market specialists — Niti Bhan (based in Singapore), Claude Martin (based in France), and David Tait (based in South Africa) — and an extensive research project in Africa we just completed for a major technology company.

In 2005-2006, France Telecom created two structures, the Explocentre and the Technocentre, which work in close collaboration with the R&D laboratories installed all over the world, but are run by the Strategic Marketing Department, which provides the group’s orientations and knowledge of the market.

The Explocentre is an “incubator for R&D projects” and “concentrates on nurturing highly innovative concepts with strong potential, but that could be deemed too risky to be placed directly on the market”. The Explocentre determines their feasibility and potential, and tests new uses and technological breakthroughs before market launch. Interestingly, the centre works with “new methods based on co-creation with customers and partners, using design to drive innovation. Ideas for services are investigated, tested and re-worked with customers to find real value potential.”

Once explored, the most promising concepts are submitted to the Technocentre, which deals with the implementation of these “mature” projects. The Technocentre is responsible for turning them into products ready for the market, either by industrialising them for a commercial launch or by transferring to a spin-off or joint venture for development. The centre brings together around 30 teams consisting of a marketing specialist, a researcher and a network engineer.

So at the one end of France Telecom’s innovation chain there are ideas coming in from R&D, and the company’s industrial partners and employees. Those ideas with high development potential go to the exploration centre, where they are analysed and tested. The integrated strategic marketing in the innovation chain then takes over marketing the product within the technocentre. Finally, agreed projects are integrated into the Group’s Product Roadmap and 3-year plan, which is the other end of its innovation process.

After working on five books as an editor or co-author, Lou Rosenfeld became disenchanted with the traditional book publishing model. So, in late 2005, he founded Rosenfeld Media, a new publishing house that develops short, practical, useful books on user experience design. Rosenfeld Media published their first book, Mental Models: Aligning Design Strategy with Human Behavior, in early 2008. I recently had the opportunity to interview Lou—along with Liz Danzico, Senior Development Editor at Rosenfeld Media—about starting a new publishing house and “eating their own dog food.”

Lou is also an active member of the board of directors of UXnet, the user experience network.

Read interview

The study, “Like Taking Candy from a Baby: How Young Children Interact with Online Environments,” used ethnographic methods and focused on young children, ages 2½ to 8.

For the study, parents in 10 families used video cameras to keep journals, providing insights into the way children use sites such as Club Penguin, Webkinz, Nick Jr., Barbie.com and others. Footage from those journals, which can be viewed at www.youtube.com/cwwkids, illustrates how young children respond to advertising and marketing tactics online.

The digital world offers a wealth of opportunity for young children to play and learn. But even in this small sample of 10 families the study found—too easily, in several circumstances—repeated examples of attempts to manipulate children for the sake of commerce.

The study’s key findings:

• Even the very young go online.
• The Internet is a highly commercial medium.
• Web sites frequently tantalize children, presenting enticing options and even threats that their online creations will become inaccessible unless a purchase is made.
• Most of the sites observed promote the idea of consumerism.
• Logos and brand names are ubiquitous.
• Subtle branding techniques are frequently used.
• The games observed vary widely in quality, in educational value, and in their developmental match with children’s abilities.

The study’s executive summary (contained within the report download), also contains a range of recommendations for parents, publishers, and policy makers.

The report was written by Warren Buckleitner, Ph.D., an adviser to Consumer Reports WebWatch. Buckleitner is editor of Children’s Technology Review, a periodical covering children’s interactive media. He is also the founder of the Mediatech Foundation, a nonprofit public community technology center based in Flemington, N.J.

Press release
Download report (pdf, 58 pages)

An English version of the interview can be found on Greenfield’s blog.

Read interview

The symposium featured speakers who are pioneers in service design thinking and practice from several countries, including Andrea Koerselman (IDEO), Andrew Mcgrath (Orange Global), Bill Hollins (Direction Consultants), Bill Moggridge (IDEO), Ezio Manzini (Milan Polytechnic), Jørgen Rosted (FORA), Lavrans Løvlie (Live|Work), Magnus Christensson (Social Square), Mikkel Rasmussen (ReD Associates), Oliver King (Engine), Shelley Evenson (Carnegie Mellon) and Toke Barter (Radarstation).

With topics ranging from understanding service design, academic explorations & industry case studies, to younger, more experimental practices, the symposium was meant to act as a platform for deeper understanding of how to harness design thinking as a strategy and adopting best practices in the public sector.

The videos of three of the presentations are now online:

• Designing Services: Past, Present and Future (by Bill Hollins)
• Designing Services (by Bill Moggridge)
• Concept Design (by Jørgen Rosted)

(via InfoDesign)

Abstract
Nokia has a long history in designing for experiences, as mobile phones are very personal and experiental devices. We have established processes to take user needs and wants into account when designing new concepts, and we do various types of evaluations with real users during the development process. Experience evaluations are, however, an area we want to improve. In this paper, we describe the user experience evaluation practices in the different phases of Nokia product development process.

Download paper

(via InfoDesign)

Most designers place simplicity above all else. We value simple things because they do all the things we need easily and none of the things we don’t. Simplicity is harmonious. Even Leonardo Da Vinci said “simplicity is the ultimate sophistication.” This is one of my favorite quotes, and it plays on the idea that being simple isn’t banal, it’s elegant.

Don Norman recently ignited a discussion about simplicity in his piece Simplicity is Highly Overrated. He observes that although designers treat simplicity as the ultimate goal, many consumers, when faced with a purchase decision, choose complexity instead. He uses examples from shopping in South Korea: people there choose complex, feature-laden electronics and SUVs over simpler ones. Norman says that people choose complexity because they assume a complex product is more capable.

Porter rethinks the discussion as not one about simplicity but as one about the psychology of trade-offs:

Users face a trade-off when they must make a choice between a simple product or a complex product with more features. If they choose the product with fewer features and eventually need some functionality that is missing, they’ve made a bad choice. However, when users choose the complex product with more features, they don’t have to make this trade-off. The complex product is more likely to have the feature users may need in the future.

People are reluctant to make trade-offs because they can’t predict what functionality they will need in the future. Choosing a product with fewer features is a trade-off that could hurt them down the line. When users don’t understand the advantages of each feature, such as when a user is buying her first digital camera, they are much more likely to avoid making a trade-off by choosing the feature-laden product.

When users choose a feature-laden product, they may not be exhibiting a desire for complexity. Instead, users are anxious about predicting their future needs. The black/white distinction of “choosing complexity over simplicity” seems too blunt an instrument to describe the behavior we see from users. Schwartz’ theory suggests that people in this type of situation don’t know enough about the features of a product or their own needs. The result is that users avoid making a trade-off by choosing the one that looks like it has more features.

Read full story

It is a book aimed senior managers in charge of marketing, pr, customer support and (to some extent) product development at major international companies, who are trying to figure out what to do about all this user-generated content (UGC) and who tend to perceive it as a threat to institutional power.

The premise of the book is that these people, who are steeped in one-directional communications and marketing culture, now have to face a different world that they don’t know how to handle. They are ‘digital immigrants’ rather than ‘digital natives’.

This business strategy book, which contains a lot of practical ‘how they did it’ stories, is set out to help those people see UGC not as a threat, but as an opportunity, to communicate, to reach out, to listen and to learn, and puts a lot of emphasis on putting people and their relationships first, above all the rest (and in that sense, I am or course pleased).

It is not a book though that is aimed at me, nor at the readers of this blog: the first chapter for example contains “how they work” descriptions of blogs, social networks, virtual worlds, wikis, forums, tags, and rss, which is not something Putting People First/UXnet readers need input on.

However, people like me will undoubtedly gain some good ideas on how to talk better with our customers/senior managers, media relations, or public.

That said, it is not a book that gives something valuable to all: though it might be valuable for its intended target group, I was somewhat irritated since the book didn’t contain any deep and revealing insight. I was hoping for a groundswell in thought, a new conceptual way of looking at things, something that would make me look at my professional world in a different way, but such depth was absent.

The book is what the subtitle says: it is how-to guide about “winning in a world transformed by social technologies”. The emphasis is on the ‘winning’ bit. Don’t expect to learn much about the social technologies.

Here are some paragraphs from the corporate press release:

Using technologies like blogs and wikis, YouTube and Facebook, discussion forums and online reviews, today’s customers are taking charge of their own experience and getting what they need — information, support, ideas, products, and bargaining power — from eadch other. This phenomenon, or groundswell, has created a permanent shift in the way the world works. Most companies see it as a threat — but the authors of a new book see the groundswell as an opportunity. So where should company strategists start?

In GROUNDSWELL: Winning in a World Transformed by Social Technologies, Charlene li and Josh Bernoff, two of Forrester Research’s top analyst, show executives, marketers and general managers how to turn the force of customers connecting to their own advantage.

Based on real customer data and over ten years of research analyzing the effects of tecnology on business, the authors provide real stories of the people who make the groundswell and amazing place — and shed light into the psychology what’s happening. Li and Bernoff provide the following information for managers, executives — anyone looking to understand this social phenomenon:

• Applications for every kind of manager, from marketing to research to customer support to product development
• A focus on clear objectives and examples with ROI laid out in detail
• Data from Forrester’s Technographics, a collection of global technology surveys
• Management examples that show how the groundswell can supercharge employee productivity
• A clear look at the future of the groundswell and tips for groundswell thinking

The groundswell phenomenon is not a flash in the pan. The technologies that make it work are evolving at an ever-increasing pace, but the phenomenon itself is based on people acting on their external desire to connect. GROUNDSWELL helps executives in all industries from media and retail to financial services and health care understand this trend.

And here some links to other reviews:
- by Jacob Morgan
- by Elizabeth Albrycht