cofounder of adaptive path (writer of observing the user experience). -fyi no longer at adaptive path.

Discussing "Service Avatars"

Phone, avatar of the phone service.

Zipcar - car an avatar of the zipcar service

the design of the service is as important as the design of the device itself.

ipod = avatar of iTunes, kindle = avatar of to reiterate the avatar idea

(plurk strikes again!) kindle = avatar of amazon . com

Focus of design should always be the experience - not the technology. (duh!)