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In her disappointment, she opted for buying a normal travel guidebook in a bricks and mortar bookstore. However, an idea began brewing in her mind--she was probably not the only person with this need. Why not create a product to fill that void? Like all big ideas, iwannagothere.com was born in response to a need.  Maria, an interaction designer, had all the tools necessary to bring her idea to fruition. She worked at a company in Madrid, Spain, dedicated to user experience (The Cocktail) and her colleagues were immediately enthusiastic about the project. Fernando Blat, programmer, and Manuel Muñoz, designer, embarked on the adventure of creating an online product in their free time, often skipping sleep to work out their ideas. All of them were aware that there are three basic rules to follow for any online product: keep it honest, keep it easy to use, and keep your users happy by fulfilling their needs. Hence, they made the cornerstones of the project to never publish content paid from advertisers, to ensure that the site’s design would combine beauty and functionality, and to have content created by the very users of the site. Taking advantage of their experience in completing projects for others, Maria, Fernando and Manuel made the design process of iwannagothere a democratic one. All three of them came up with ideas, gave opinions, and had a hand in writing code. They had meetings on product definition, long workshops, brainstorming sessions, and many hours in the bars around the old part of Madrid, creating prototypes on napkins. It was intellectually exhausting, but extremely fun. They knew exactly what they wanted, and for the first time ever they had no limits on time and no limited budget set by a client. Recently awarded the 2010 Webby Award for best travel website (beating out even Lonely Planet), iwannagothere collects a community of passionate travelers. The project’s motto and tagline is “This is travel, not tourism.” They are neither a travel agency nor a book publisher, but a website where users create guides based on what they like and what they have discovered, and a "place" where they can share with the world their best tips based on their travel experiences. Want: If I only had 5 minutes to spend on iwannagothere, what pages would you recommend that I visit in order to get an idea of what I might find there? Maria: I would recommend that you visit the continent page for Africa, the page for Taipei, and also the page for New York, a city for which there are tons of guides out there, but on iwannagothere you’ll find unusual tips and special information that you wouldn’t find elsewhere. iwannagothere.com is a curious mix because it takes the best aspects of a social network, a shared photo gallery, and a recommendation engine. However, it does not reward the most active users, thereby avoiding the proliferation of low-value content. They have a team of editors that review content so that it is kept clean and clear, and they don’t encourage social interaction between members. In this way, they keep to the original concept of the Project and users can trust that they will find valuable information. Basically, there are three ways to access their content: by searching for a destination, by selecting one of the guides, or by looking through the most popular posts. The guides are groupings of information based on themes that may be of interest to users. This makes it easy to find a guide for touring San Francisco by bicycle, another guide for visiting the most memorable locations from the TV series Lost, or for chocolate lovers visiting London. The guides are created by users and by several collaborators that specialize in various areas. “There is no plan in place, we give people freedom in creating them,” Says Maria. Just like the rest of the website’s content, the guides are reviewed after they are published; minor grammatical errors are corrected and any advertisements found are removed. They are unequivocal: “We are very strict with this. We do not allow any advertising content, because it goes against the most important principle of the product: credibility.” The site’s design is another aspect that grabs one’s attention. It is clean and simple, free of bells and whistles with just a touch of Web 2.0 sensibility while keeping clear of the risk of falling into the trap of hyper-modernity. It is a design that facilitates the understanding of each page by creating a clear hierarchy of information. Want: What served as your inspiration in developing the look and feel of iwannagothere? Manuel: I think that initially the nicest part of iwannagothere was that since we started off with no pretensions, our original design was meant to be of practical use to us and so every two to three months we would change it. Until we arrived at what we have now. Maintaining simplicity in our design was vital for us. In fact, at first it was so simple that it looked like there was no design at all (laughs). Since then we have made improvements while always making an effort to avoid “over-designing”. The only items that are a bit more elaborate are the contest pages, where the look and feel has more of a “marketing” feel in order to encourage participation, of course. How did you choose the color palette? And why? Green is the color that started it all. A friend made our first logo and it was green. We changed it slightly, but kept the color, which we loved, as our point of reference in establishing the rest of the palette. Blue works harmoniously with the green, and varying shades of gray provide lots of help in establishing hierarchies. How did you have such a clear vision of what iwannagothere should be? Maria: The truth is that we never thought we would get to where we are now, because what we focused on was creating the travel website we would have liked to find for our own vacations – I think that has been key. In being typical users ourselves, it was easy to decide what we would like to use. iwannagothere is a website made in Spain, so why is it in English? Because the original idea was to share the content with the whole world, and English is the universal language. It wasn’t worth it to have the website only in Spanish, because when you talk about travel you must discuss it with an international scope. How long did it take to get your site’s first version online? For eight months we only worked every once in a while on weekends, until one day we decided it was time to get serious. A month and a half after that, we had our first Beta version. In April of 2009, our company became interested in the project and found a couple of international investors for us, which gave us the freedom to dedicate all of our time to the project. As a result, we were able to open the site to the public in June of 2009. How did you decide what functionality it would have? We really have a small set of functions, since what you can do on the site is very simple. Precisely what we wanted was not to have too many functions. It is a common error in product design to have an excess of functionality when what the user needs is really much less. At iwannagothere, you can create content, consume it, save it, and follow other users. Why add anything more? Why did you program the site in Ruby On Rails? What advantages has it given you? Fernando: We were clear about choosing Rails from the beginning because it’s the framework we use at work every day and we feel comfortable with it. When you are familiar with its virtues and flaws, it’s easy. The advantage it offers is precisely its flexibility, which allows us to make changes quickly and produce functionalities and mock-ups in a very short amount of time. Another advantage of Rails is that if we come up with something that we think could work, we can develop it, put it online, and try it. If it doesn’t work, we pull it down, and that’s that. It isn’t a dramatic change, because in reality the time put into developing is very short in comparison to other frameworks. The iwannagothere team knows that the key to keeping a product alive is to never stop taking care of it. You must help it grow and limit the things that the users themselves show you are of no value. In the online world, the design process is never-ending since we can never really say that a product is finished and delivered. Evolution is constant--that’s one of the lessons that Maria and her team have learned thanks to iwannagothere. They say that they are still not over the shock of having won a Webby. Even though they are currently packing their bags to head over to New York for the prize ceremony, they haven’t stopped working. On their desks, you can find papers covered in sketches and diagrams as they are continuously testing the interface. Want: How do you know what new things to add and what to remove from iwannagothere? Maria: We rely on the site’s statistics a lot by making extensive use of web analytics. If we see that something isn’t being used then we get rid of it. We also do user surveys so that they themselves can help us improve. That is, for example, how we decided to change our navigation system to make it more intuitive, and we also added forums less than a month ago. Are there items that you have discarded because they were not being used? Yes. For example, our guides had included a function that allowed users to add the dates on which they planned to travel to that destination. When we noticed that almost no one used it, we removed the option. In this way we stay true to our almost Zen design philosophy--if something is not absolutely necessary then it is extraneous, and must be removed. What can we expect from iwannagothere in the future? Is there anything new coming up soon, some new functionality, section, etc.? Our mission in the next six months is to focus on improving the product we already have. We are not including anything new because we feel that we should spend time on maintaining, cleaning, and caring for what is already on iwannagothere. We are very careful about not falling into a creative maelstrom that would lead to us neglecting our current product. However, since we tend to be restless, we are going to be releasing an iPhone application soon, and we are already thinking about an app for the iPad. But we will move forward calmly because we only want to release an application when we feel we really understand the device and what value we can contribute to it. Is there anything you don’t like on the current iwannagothere site and that you are thinking of changing or removing? Why? I think that in terms of usability there are many things that we can keep cleaning up. There is nothing I would get rid of altogether, though there is much to improve upon. In the end, it’s like your house--you like it a lot but you always see opportunities to have it become a better reflection of your taste. by Joaquín Márquez Correa jmarquez.com Joaquin Márquez Correa became one of Spain's first usability experts in 1999. He is currently Director of User Experience at The Cocktail, the largest user experience agency in Spain." ["post_title"]=> string(31) "The Making of iwannagothere.com" ["post_excerpt"]=> string(221) "Joaquín Márquez Correa talks to the creators of the 2010 Webby Award-winning travel site about design, function, Ruby on Rails, and why, with website design, like packing for a trip, it's best to keep everything simple." ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(13) "iwannagothere" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2010-05-20 07:26:15" ["post_modified_gmt"]=> string(19) "2010-05-20 14:26:15" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(41) "http://wantmag.com/2010/05/iwannagothere/" ["menu_order"]=> int(10) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(2) "34" ["filter"]=> string(3) "raw" } ["comments"]=> NULL ["comment_count"]=> int(0) ["current_comment"]=> int(-1) ["comment"]=> NULL ["found_posts"]=> string(1) "2" ["max_num_pages"]=> float(1) ["max_num_comment_pages"]=> int(0) ["is_single"]=> bool(false) ["is_preview"]=> bool(false) ["is_page"]=> bool(false) ["is_archive"]=> bool(true) ["is_date"]=> bool(false) ["is_year"]=> bool(false) ["is_month"]=> bool(false) ["is_day"]=> bool(false) ["is_time"]=> bool(false) ["is_author"]=> bool(false) ["is_category"]=> bool(false) ["is_tag"]=> bool(true) ["is_tax"]=> bool(false) ["is_search"]=> bool(false) ["is_feed"]=> bool(false) ["is_comment_feed"]=> bool(false) ["is_trackback"]=> bool(false) ["is_home"]=> bool(false) ["is_404"]=> bool(false) ["is_comments_popup"]=> bool(false) ["is_admin"]=> bool(false) ["is_attachment"]=> bool(false) ["is_singular"]=> bool(false) ["is_robots"]=> bool(false) ["is_posts_page"]=> bool(false) ["is_paged"]=> bool(false) ["query"]=> array(1) { ["tag"]=> string(6) "design" } ["posts"]=> &array(2) { [0]=> object(stdClass)#323 (24) { ["ID"]=> int(230) ["post_author"]=> string(1) "1" ["post_date"]=> string(19) "2010-05-14 00:00:59" ["post_date_gmt"]=> string(19) "2010-05-14 07:00:59" ["post_content"]=> string(14541) "When Maria Martinez decided to go to India a few years ago, she couldn’t find a single website that provided travel recommendations without trying to sell her anything in exchange. In her disappointment, she opted for buying a normal travel guidebook in a bricks and mortar bookstore. However, an idea began brewing in her mind--she was probably not the only person with this need. Why not create a product to fill that void? Like all big ideas, iwannagothere.com was born in response to a need.  Maria, an interaction designer, had all the tools necessary to bring her idea to fruition. She worked at a company in Madrid, Spain, dedicated to user experience (The Cocktail) and her colleagues were immediately enthusiastic about the project. Fernando Blat, programmer, and Manuel Muñoz, designer, embarked on the adventure of creating an online product in their free time, often skipping sleep to work out their ideas. All of them were aware that there are three basic rules to follow for any online product: keep it honest, keep it easy to use, and keep your users happy by fulfilling their needs. Hence, they made the cornerstones of the project to never publish content paid from advertisers, to ensure that the site’s design would combine beauty and functionality, and to have content created by the very users of the site. Taking advantage of their experience in completing projects for others, Maria, Fernando and Manuel made the design process of iwannagothere a democratic one. All three of them came up with ideas, gave opinions, and had a hand in writing code. They had meetings on product definition, long workshops, brainstorming sessions, and many hours in the bars around the old part of Madrid, creating prototypes on napkins. It was intellectually exhausting, but extremely fun. They knew exactly what they wanted, and for the first time ever they had no limits on time and no limited budget set by a client. Recently awarded the 2010 Webby Award for best travel website (beating out even Lonely Planet), iwannagothere collects a community of passionate travelers. The project’s motto and tagline is “This is travel, not tourism.” They are neither a travel agency nor a book publisher, but a website where users create guides based on what they like and what they have discovered, and a "place" where they can share with the world their best tips based on their travel experiences. Want: If I only had 5 minutes to spend on iwannagothere, what pages would you recommend that I visit in order to get an idea of what I might find there? Maria: I would recommend that you visit the continent page for Africa, the page for Taipei, and also the page for New York, a city for which there are tons of guides out there, but on iwannagothere you’ll find unusual tips and special information that you wouldn’t find elsewhere. iwannagothere.com is a curious mix because it takes the best aspects of a social network, a shared photo gallery, and a recommendation engine. However, it does not reward the most active users, thereby avoiding the proliferation of low-value content. They have a team of editors that review content so that it is kept clean and clear, and they don’t encourage social interaction between members. In this way, they keep to the original concept of the Project and users can trust that they will find valuable information. Basically, there are three ways to access their content: by searching for a destination, by selecting one of the guides, or by looking through the most popular posts. The guides are groupings of information based on themes that may be of interest to users. This makes it easy to find a guide for touring San Francisco by bicycle, another guide for visiting the most memorable locations from the TV series Lost, or for chocolate lovers visiting London. The guides are created by users and by several collaborators that specialize in various areas. “There is no plan in place, we give people freedom in creating them,” Says Maria. Just like the rest of the website’s content, the guides are reviewed after they are published; minor grammatical errors are corrected and any advertisements found are removed. They are unequivocal: “We are very strict with this. We do not allow any advertising content, because it goes against the most important principle of the product: credibility.” The site’s design is another aspect that grabs one’s attention. It is clean and simple, free of bells and whistles with just a touch of Web 2.0 sensibility while keeping clear of the risk of falling into the trap of hyper-modernity. It is a design that facilitates the understanding of each page by creating a clear hierarchy of information. Want: What served as your inspiration in developing the look and feel of iwannagothere? Manuel: I think that initially the nicest part of iwannagothere was that since we started off with no pretensions, our original design was meant to be of practical use to us and so every two to three months we would change it. Until we arrived at what we have now. Maintaining simplicity in our design was vital for us. In fact, at first it was so simple that it looked like there was no design at all (laughs). Since then we have made improvements while always making an effort to avoid “over-designing”. The only items that are a bit more elaborate are the contest pages, where the look and feel has more of a “marketing” feel in order to encourage participation, of course. How did you choose the color palette? And why? Green is the color that started it all. A friend made our first logo and it was green. We changed it slightly, but kept the color, which we loved, as our point of reference in establishing the rest of the palette. Blue works harmoniously with the green, and varying shades of gray provide lots of help in establishing hierarchies. How did you have such a clear vision of what iwannagothere should be? Maria: The truth is that we never thought we would get to where we are now, because what we focused on was creating the travel website we would have liked to find for our own vacations – I think that has been key. In being typical users ourselves, it was easy to decide what we would like to use. iwannagothere is a website made in Spain, so why is it in English? Because the original idea was to share the content with the whole world, and English is the universal language. It wasn’t worth it to have the website only in Spanish, because when you talk about travel you must discuss it with an international scope. How long did it take to get your site’s first version online? For eight months we only worked every once in a while on weekends, until one day we decided it was time to get serious. A month and a half after that, we had our first Beta version. In April of 2009, our company became interested in the project and found a couple of international investors for us, which gave us the freedom to dedicate all of our time to the project. As a result, we were able to open the site to the public in June of 2009. How did you decide what functionality it would have? We really have a small set of functions, since what you can do on the site is very simple. Precisely what we wanted was not to have too many functions. It is a common error in product design to have an excess of functionality when what the user needs is really much less. At iwannagothere, you can create content, consume it, save it, and follow other users. Why add anything more? Why did you program the site in Ruby On Rails? What advantages has it given you? Fernando: We were clear about choosing Rails from the beginning because it’s the framework we use at work every day and we feel comfortable with it. When you are familiar with its virtues and flaws, it’s easy. The advantage it offers is precisely its flexibility, which allows us to make changes quickly and produce functionalities and mock-ups in a very short amount of time. Another advantage of Rails is that if we come up with something that we think could work, we can develop it, put it online, and try it. If it doesn’t work, we pull it down, and that’s that. It isn’t a dramatic change, because in reality the time put into developing is very short in comparison to other frameworks. The iwannagothere team knows that the key to keeping a product alive is to never stop taking care of it. You must help it grow and limit the things that the users themselves show you are of no value. In the online world, the design process is never-ending since we can never really say that a product is finished and delivered. Evolution is constant--that’s one of the lessons that Maria and her team have learned thanks to iwannagothere. They say that they are still not over the shock of having won a Webby. Even though they are currently packing their bags to head over to New York for the prize ceremony, they haven’t stopped working. On their desks, you can find papers covered in sketches and diagrams as they are continuously testing the interface. Want: How do you know what new things to add and what to remove from iwannagothere? Maria: We rely on the site’s statistics a lot by making extensive use of web analytics. If we see that something isn’t being used then we get rid of it. We also do user surveys so that they themselves can help us improve. That is, for example, how we decided to change our navigation system to make it more intuitive, and we also added forums less than a month ago. Are there items that you have discarded because they were not being used? Yes. For example, our guides had included a function that allowed users to add the dates on which they planned to travel to that destination. When we noticed that almost no one used it, we removed the option. In this way we stay true to our almost Zen design philosophy--if something is not absolutely necessary then it is extraneous, and must be removed. What can we expect from iwannagothere in the future? Is there anything new coming up soon, some new functionality, section, etc.? Our mission in the next six months is to focus on improving the product we already have. We are not including anything new because we feel that we should spend time on maintaining, cleaning, and caring for what is already on iwannagothere. We are very careful about not falling into a creative maelstrom that would lead to us neglecting our current product. However, since we tend to be restless, we are going to be releasing an iPhone application soon, and we are already thinking about an app for the iPad. But we will move forward calmly because we only want to release an application when we feel we really understand the device and what value we can contribute to it. Is there anything you don’t like on the current iwannagothere site and that you are thinking of changing or removing? Why? I think that in terms of usability there are many things that we can keep cleaning up. There is nothing I would get rid of altogether, though there is much to improve upon. In the end, it’s like your house--you like it a lot but you always see opportunities to have it become a better reflection of your taste. by Joaquín Márquez Correa jmarquez.com Joaquin Márquez Correa became one of Spain's first usability experts in 1999. He is currently Director of User Experience at The Cocktail, the largest user experience agency in Spain." 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Marketers have been known for selling us the problem first, then the solution. But are designers part of the conspiracy? Is, indeed, the excitement many of us feel for new gadgets a deliberate "engineering of desire" by designers? How do the architects of experiences instill "want" in their targeted audiences? Is "product lust" a measurable ingredient in the making of this "stuff" we come to covet? This Want Magazine release will explore the use of emotion by designers across the world. We queried a range of professionals, from design agency founders/presidents such as Peter Merholz and Dan Saffer, to in-house design leadership for enterprise, such as Cisco's Cordell Ratzlaff, Yahoo's Luke Wroblewski, and Netflix's (now Meebo's) Bill Scott. We also talked to the pioneers of user experience, Don Norman and Jakob Nielsen. We crossed the ocean to tap the point of view of Method's Lionel Ochs in France, and across the planet to hear from product designer Carl Liu in China. For good measure, we explored the true architecture of desire, literally, by dissecting the MUSAC building in Spain by Emilio Tuñón and Luis Moreno Mansilla. The stories we unearthed are as diverse as the varied disciplines behind experience-making. Many of the experts interviewed favored the notion that although a strategy of creating want may indeed be a tempting tool for inciting an initial reaction out of consumers, it would not be valid for insuring lasting value to keep them loyal. Usefulness trumped desire every time. An overarching consensus developed around the ultimate goal of meeting needs, rather than creating wants. Infatuation was not a lofty goal. Loyalty was. We at Want Magazine still remain suspicious: How come they call movies "blockbusters" before they even are? How come we love "anything Apple" before it is even unveiled? ... Just as we infatuate when the right courtship, the right timing, an the right pheromones are released (watch TV's "The Bachelor" to witness such manufactured feelings), just as powerfully can designers engineer emotion in their experiences we want so much. They've gotta. David Gómez-Rosado Editor-In-Chief, Want Magazine" ["post_title"]=> string(13) "Editorial 001" ["post_excerpt"]=> string(260) "Want Magazine Editor-In-Chief David Gomez-Rosado sets the table for our inaugural issue. Is it possible to build "want" into a product, service, experience? The answers, via some of the world's most talented designers and usability thinkers, may surprise you. 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Want Magazine