Principles of killer app design

Reshaping the landscape

• Outsource to the customer. That means that the site employs the customer to make himself a purchase. For example : the site Easyjet; you buy yourself your plane tickets.
• Cannibalize yours markets. That means that the customer does not need more to go in a store or a market. For example : the cybermarket Hourra; you make your shopping on line without go in the market.
• Treat each customer as a market segment one. The site give personalized recommendations. If people identificate, after the site knows automatically the persons. For example : the site La Redoute
• Create communities of values. The site allowed to customers to give theirs comments, it creates also a specific space to his members. For example forums on many sites like Lefigaro

Building news connections

• Replace rude interfaces with learning interfaces : You go on a site for buying some products. The first time, it's not simple but after each purchase, you do it easier. Examples : Hourra / la Redoute
• Ensure continuity for the custumer, not yourself. The site of CAF (family allowances).
• Give away as much informations as you can. For example, the site GrosBill who gives few explications and detailed charts.
• Structure every transaction as a joint-venture. Two sites or many sites do links at the others for the profits of both of them. On the site for children tfou, you can play with BN (cakes for children) or do a painting with Garnier for the mother's day.

Redefining the interior

• Treat yours aspects as liabilities (I have no idea)
• Destroy your value chain. That means the disintermediation. The producer sells directly to the consumer. For example the site Kiabi ; now you can buy on line. If the shops disappears, the consumer can always buy.
• Manage innovations as a portfolio of options. The idea is companies need'nt put eggs in the same basket. They must diversify their strategy. Companies are established thus on Internet. See the site Promod
• Hire the children. Young people, who were born with technology and Internet, use new services without problem and often ask themselves questions. They can push their parents to change habits at home. For example a site special kids tfou or the site tamagotchi : children have their toys and can have many things for them going on the site.