January 4, 2016

Why Justin Bieber isn’t using these apps?

BY :     January 4, 2016

Is Justin Bieber working for your company? Is pseudo Latin your native language? Probably not.

JBMaking demonstrators for customers should not only show relevance in customer or employee value, it should also make the demo relevant by using appropriate content. As relevant as friendly names can be, make sure they are relevant to the customer and their business, not just funny for the concept or anonymous placeholders.

With our design team I recently had the wonderful opportunity to create a number of very fascinating mobile app concepts to engage employees. While creating them a lot of placeholder data was used to show how the screen layout works with content. Typically, funny as they are, the designers used names of people like Justin Bieber, Christina Aguilera and some one named it Miley Cyrus. Also the ever-infamous lorem ipsum took quite some screen space.

The designs were great – off course; I am working with great designers 😉 – but somehow the discussions in the evaluation of the concepts were influenced negatively by the somewhat funny celebrity names and irrelevant pseudo content.

When creating demonstrators and clickable prototypes make sure to stay close to the concept and the company you are addressing by using regular names and real, valid content. A design, and the discussion around it is so much more valid if actual and realistic content is presented. If you choose the right content it might even touch the heart of the customer and inspire them to think and talk about the great possibilities. Anything is better than talking about Bieber.

This relevance keeps the discussion where it should be; the concept, and not the irrelevant content.

Arnd Brugman


Creative business technology management consultant with a major drive and passion for people value. Innovator with broad business and technology knowledge based on twenty years of experience in IT and fourteen years of management. Known for explaining complex things in clear, understandable images and words for both business and technical oriented professionals. Extensive experience with workshops, presentations as well as training and coaching colleagues. Highly motivated, reliable, pro-active and willing to listen and learn.Storyteller that is always thinking in possibilities and solutions on both business value and a technical level. Driving sincere dialogues to chase, pinpoint and deal with the real cause behind the issue at hand. Blends innovative ideas with pragmatic approaches to get things done.Team player that values team contributions and is used to taking the lead. Aiming for pride in delivered results, long term relations and success for people, projects and organisations. Big fan of Daniel Pinks views and writings on motivation and experienced ‘non-selling’ sales, best known as consultative selling.At Sogeti (co-)responsible for the themes and approaches for UX-Design, IoT, Mobile Apps, Digital Channels and Social Collaboration.Contributor to The App Effect, The Connected Workforce & TechnoVision and co-author of the book "TeamPark, from Crowd to Community" (ISBN 9789075414233) describing the platform-independent method to grow your organization a Social side.Specialties: User Experience, Mobile, Apps, Strategy, IoT, Coaching & Training, Solution Development, Workshops, Business Development, Social & Thinking in possibilities.

More on Arnd Brugman.

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    *Opinions expressed on this blog reflect the writer’s views and not the position of the Sogeti Group