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Archivo del Autor: Belen De Leon

D2C companies deliver customer delight and simplicity

As the holiday season approaches, I can feel the tension in the air: how do I make my gifts stand out?

Thankfully, there are so many fun direct to consumer (D2C) categories — from bath salts to plants, to even organic fertilizer.

A New York City-based VC firm once asked us, “there are so many products that are getting launched in the direct to consumer route. It’s good that you track them. But can you tell us which segment is likely to go direct to consumer?” In other words, they were asking us to be psychics.

We aren’t, but I never let that question go.

There are many reasons why a brand can go D2C. You could unbundle every category on Amazon and there could be a case made for going direct to consumer. Several brands that do just that, but Amazon is not the obvious place to look for all answers.

Let’s take the example of plants and fertilizer. I want to gift a plant this holiday season, but I have two problems: I don’t know which plant to pick for my friend because I don’t know his preferences, and even if I find the right plant, I don’t know whether he’ll be able to keep it alive.

Generally, when people consider purchasing a plant, it’s not because they woke up after having a startling dream about a fern or a ficus that won its heart — it’s more likely that they looked at an empty balcony while sipping their morning coffee and thought it needed a touch of green. People aren’t buying plants; they’re buying better visuals, and a potted palm tree is a vehicle to their preferred emotional state.

But what if he’s unable to take care of the plants? Should I just buy some really good candles instead? Rooted, an online plant store, sorts its offerings using criteria like the amount of light required and how frequently a plant needs to be watered. As a result, I found Tim, a snake plant that’s “virtually indestructible and adaptable to almost any conditions.”

Some products are complex. No two plants are the same, and no two plant buyers are identical, either. It’s complicated. You can walk into a nursery and get the plant you are drawn towards and read the instructions wrapped inside, but the onus is still on you to help it thrive.

Companies like Rooted and Bloomscape know that you are buying an emotional state, so they help you avoid post-purchase dissonance. Instead, they offer a customer-focused product experience that starts with choosing the right plant and includes an onboarding kit that educates users, all contained within a continuous positive feedback loop delivered through carefully designed, friendly, educational content.

By going direct to consumer, brands can personalize the buying experience, optimize customer enjoyment and use, educate them at the right cadence, and ultimately, help them successfully harvest the emotions they were seeking.

This approach works for any category that is perceived to be complex. Whether it’s coffee, wine, food supplements or plants, these products are complex experiences that need to be tailored to customers, and the education process could be overwhelming. Brands that get it right can achieve the right experience by going direct to consumer.

People are generally resistant to change, but they love brands that can help them find a better version of themselves. Fear of the unknown and making the wrong decision ends in post-purchase dissonance; bad brands introduces dissonance, while a good brand attenuates this fear. The good or the bad is determined by the onboarding experience, intuitive design, content, online support, customer reviews and after-sales experience.

Like batteries that store power, brands store emotional states, positive and negative; a consumer’s interaction with Comcast taps into a different range of emotions than a visit to an Apple Store.

Creating comfortable footwear, for example, requires complex engineering; with unique types for walking, cycling and running, how do you figure which one is right for you? Nike Fit, an app released this year, uses AI to help customers find the optimal fit for their foot.

“Three out of every five people are likely to wear the wrong size shoe,” the company said in a statement. “Length and width don’t provide nearly enough data to get a shoe to fit comfortably. Sizing as we know it is a gross simplification of a complex problem.” The AI even tells you if your right foot is larger than your left and recommends the best sneaker; emotions unlocked! It’s no wonder Nike’s doubling down on its D2C channels.

Ultimately, a brand that performs well is a brand that has recognized and solved a customer’s problem; ecommerce and D2C are mediums that to do precisely that. A good brand offers good experience design that brings simplicity to a complex product, magically making it seem familiar.


Source: TechCrunch

‘Death Stranding’ brings back appointment gaming

Game launches these days are frequently the very worst time to play them. Plagued by bugs, server issues, balance problems and a lack of content, many “games as a service” titles are best consumed after a month or two. Not so with Hideo Kojima’s long-awaited Death Stranding, which, if you’re going to play at all… you should probably play now.

This type of game comes out once every year or two: A title where the gradual discovery of mechanics and ideas by the players is part of the adventure. Being part of that vanguard of players who go in unsure of what to expect, learning by doing and sharing that information with others has a special feeling, not of exclusivity exactly, but of a collective experience.

Sure, playing the new Call of Duty on day one can be thrilling, but it’s not exactly a journey of discovery. Furthermore, games like those tend to get better after the first few months as content is added, gameplay is tweaked and so on.

But just as some TV and movies are best seen with friends on the day they’re released, some games beg to be played before they become over-amply documented, their mysteries vivisected and wikified.

The most frequent entries on this list are From Software’s Dark Souls type games, the esoteric workings of which are sometimes never fully revealed even years later. Bloodborne is still yielding up its secrets even now, for instance.

The Legend of Zelda: Breath of the Wild was another one, in which it wasn’t exactly that people were finding hidden things or speculating on lore, but rather finding how open-ended the world really was and demonstrating that in ingenious ways. When someone figured out you can trick an enemy into being struck by lightning by slipping them a metal weapon in a thunderstorm, it was like a million gamers worldwide squinted, said “wait, what?” and ran to their Switch to try it.

Death Stranding is likewise “appointment gaming,” because… well, it’s so weird. But it definitely belongs in the company of those games that are best experienced while steaming hot, like the frequent showers you’ll see Norman Reedus take in it. I’m glad I let a friend of mine convince me to jump in right away.

Don’t worry, I won’t be spoiling anything you don’t learn in the first couple of hours. But there is a mechanic where items like ladders or climbing ropes you lay down to help navigate the terrain get shared with other people for their own use. Just as there is glory in being the first to call down lightning in Zelda, there’s a glory (slightly more obscure admittedly) in being the first to go a certain way and let others follow in your footsteps.

Lay down a bridge to reach a shelter more easily while carrying lots of cargo, and you may find that a day or two later, thousands of people have used it, given it “likes,” and maybe even upgraded or expanded it with their own resources.

The thing about this is that in a year or two, the locations of these bridges will have been optimized and documented for all to know, as if they were part of the game’s landscape to begin with. Where’s the fun in that? It’s a pleasure knowing that the environment around you is being improvised by players all over the world.

Similarly, there are “aha” moments already occurring. You’re told directly that your character’s bodily fluids seem anathema to the ghostly “BTs” that are your most serious enemies. You’re also given the option, once you’ve drunk sufficient quantities from your canteen, to have a wee. Someone made that connection and decided to wee on the horrible ghostly BTs — and it repels them!

And a million gamers squint, say “wait, what?” and run to their PS4 to try it.

That collective experience that we shared when we sat in the same room to watch the Game of Thrones finale or, before that, Lost’s ultimately regrettable but thrilling perambulations, is present here in Death Stranding, as it has been for other games before it.

Is Death Stranding a game for everyone? Hell no. But nor was Dark Souls. Death Stranding is a game that is frequently original and odd and surprising, while also occasionally being heavy-handed, tedious and obtuse. We need more of that in the increasingly cynical and predictable world of AAA gaming.

By its nature Death Stranding is something that, if you don’t give it a hard pass (and I definitely get that), you should be playing today — not next year or even next month. Get it, then be patient, be weird, have fun and send likes.


Source: TechCrunch

Facebook machine learning aims to modify faces, hands and… outfits

The latest research out of Facebook sets machine learning models to tasks that, to us, seem rather ordinary — but for a computer are still monstrously difficult. These projects aim to anonymize faces, improvise hand movements and — perhaps hardest of all — give credible fashion advice.

The research here was presented recently at the International Conference on Computer Vision, among a few dozen other papers from the company, which has invested heavily in AI research, computer vision in particular.

Modifying faces in motion is something we’ve all come to associate with “deepfakes” and other nefarious applications. But the Facebook team felt there was actually a potentially humanitarian application of the technology.

Deepfakes use a carefully cultivated understanding of the face’s features and landmarks to map one person’s expressions and movements onto a completely different face. The Facebook team used the same features and landmarks, but instead uses them to tweak the face just enough that it’s no longer recognizable to facial recognition engines.

This could allow someone who, for whatever reason, wants to appear on video but not be recognized publicly to do so without something as clunky as a mask or completely fabricated face. Instead, they’d look a bit like themselves, but with slightly wider-set eyes, a thinner mouth, higher forehead and so on.

The system they created appears to work well, but would of course require some optimization before it can be deployed as a product. But one can imagine how useful such a thing might be, either for those at risk of retribution from political oppressors or more garden variety privacy preferences.

In virtual spaces it can be difficult to recognize someone at all — partly because of the lack of nonverbal cues we perceive constantly in real life. This next piece of research attempts to capture, catalog and reproduce these movements, or at least the ones we make with our hands.

It’s a little funny to think about, but really there’s not a lot of data on how exactly people move their hands when they talk. So the researchers recorded 50 full hours of pairs of people having ordinary conversations — or as ordinary as they could while suited up in high-end motion capture gear.

These (relatively) natural conversations, and the body and hand motions that went with them, were then ingested by the machine learning model; it learned to associate, for example, that when people said “back then” they’d point behind them, or when they said “all over the place,” they’d make a sweeping gesture.

What might this be used for? More natural-seeming conversations in virtual environments, perhaps, but maybe also by animators who’d like to base the motions of their characters in real life without doing motion capture of their own. It turns out that the database Facebook put together is really like nothing else out there in scale or detail, which is valuable in and of itself.

Similarly unique, but arguably more frivolous, is this system meant to help you improve your outfit. If we’re going to have smart mirrors, they ought to be able to make suggestions, right?

Fashion++ is a system that, having ingested a large library of images labeled with both the pieces worn (e.g. hat, scarf, skirt) and overall fashionability (obviously a subjective measure), can then look at a given outfit and suggest changes. Nothing major — it isn’t that sophisticated — but rather small things like removing a layer or tucking in a shirt.

It’s far from a digital fashion assistant, but the paper documents early success in making suggestions for outfits that real people found credible and perhaps even a good idea. That’s pretty impressive, given how complex this problem proves to be when you really consider it, and how ill-defined “fashionable” really is.

Facebook’s ICCV research shows that the company and its researchers are looking fairly broadly at the question of what computer vision can accomplish. It’s always nice to detect faces in a photo faster or more accurately, or infer location from the objects in a room, but clearly there are many more obscure or surprising aspects of digital life that could be improved with a little visual intelligence. You can check out the rest of the papers here.


Source: TechCrunch

How Crime Scene Analysts Collect and Preserve Fingerprints

A veteran analyst explains the work of gathering fingerprints that can link a suspect to a crime—even after it rains.
Source: Wired

Baby Fish Feast on Microplastics, and Then Get Eaten

Fish larvae off the coast of Hawaii are mistaking tiny pieces of plastic for prey, an alarming finding with big implications for the oceanic food web.
Source: Wired

Google Stadia: Everything we know so far about the November 19 launch date

Google Stadia could be the game streaming service that finally does it right. High-resolution, HDR gaming, at high framerates for anyone in the world on almost any device? It’s a tall order, but if anyone can do it, it’s Google.
Source: Digital trends

Facebook finally lets you banish nav bar tabs & red dots

Are those red notification dots on your Facebook home screen driving you crazy? Sick of Facebook Marketplace wasting your screen space? Now you can control what appears in the Facebook app’s navigation bar thanks to a new option called Shortcut Bar Settings.

Over the weekend TechCrunch spotted the option to remove certain tabs like Marketplace, Watch, Groups, Events, Profile, Friend Requests, News, Today In, Gaming and Dating or just silence their notification dots. In response to our inquiry, Facebook confirms that Shortcut Bar Settings is now rolling out to everyone, with most iOS users already equipped and the rest of Android owners getting it in the next few weeks.

The move could save the sanity and improve the well-being of people who don’t want their Facebook cluttered with distractions. Users already get important alerts that they could actually control via their Notifications tab. Constant red notification counts on the homescreen are an insidious growth hack, trying to pull in people’s attention to random Group feeds, Event wall posts and Marketplace.

“We are rolling out navigation bar controls to make it easier for people to connect with the things they like and control the notifications they get within the Facebook app,” a Facebook spokesperson tells me.

Back in July 2018, Facebook said it would start personalizing the navigation bar based on which utilities you use most. But the navigation bar seemed more intent on promoting features Facebook wanted to be popular, like its Craigslist competitor Marketplace, which I rarely use, rather than its long-standing Events feature, which I access daily.

To use the Shortcut Bar Settings options, tap and hold on any of the shortcuts in your navigation bar that’s at the bottom of the Facebook homescreen on iOS and the top on Android. You’ll see a menu pop up letting you remove that tab entirely, or leave it but disable the red notification count overlays. That clears space in your nav bar for a more peaceful experience.

You’ll also now find in the three-line More tab -> Settings & Privacy -> Settings -> Shortcuts menu the ability to toggle any of the Marketplace, Groups, Events and Pages tabs on or off. Eagle-eyed reverse engineering specialist Jane Manchun Wong spotted that Facebook was prototyping this menu and the Notification Dots settings menu that’s now available too.

A Facebook spokesperson admits people should have the ability to take a break from notifications within the app. They tell me Facebook wanted to give users more control so they can have access to what’s relevant to them.

For all of Facebook’s talk about well-being, with it trying out hiding Like counts in its app and Instagram (this week starting in the U.S.), there’s still plenty of low-hanging fruit. Better batching of Facebook notifications would be a great step, allowing users to get a daily digest of Groups or Events posts rather than a constant flurry. Its Time Well Spent dashboard that counts your minutes on Facebook should also say how many notifications you get of each type, how many you actually open, and let you disable the most common but useless ones right from there.

If Facebook wants to survive long-term, it can’t piss off users by trapping them in an anxiety-inducing hellscape of growth hacks that benefit the company. The app has become bloated and cramped with extra features over the last 15 years. Facebook could get away with more aggressive cross-promotion of some of these forgotten features as long as it empowers us to hide what we hate.


Source: TechCrunch

The best iPad Pro keyboard cases

The iPad Pro can double as a laptop, but it needs a proper keyboard to achieve that task. There are loads of keyboard/case combos to choose from, and we’ve rounded up the best of the lot right here.
Source: Digital trends

The latest iPad Pro is on sale on Apple refurbished store and Amazon

Save $125 on the latest Apple iPad Pro before Black Friday when you order from Amazon. You can also pick up a like-new model from the Apple refurbished store for $220 less.
Source: Digital trends

Microsoft Surface Pro X Review: Expensive, Unreliable, Untenable

The slim, light, 2-in-1 computer has a new chip that hobbles the machine’s ability to achieve the dreams that Microsoft had for it.
Source: Wired

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