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Netflix gives us a fab example of how to get people pumped about your service

Getting customers excited is a tough challenge, but Netflix keeps experimenting with fun ways to do just that. Kudos to the marketing team!

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Netflix makes bingeing even easier

Netflix has introduced a list of instructions for users that want to make the Netflix process even more convenient than it already is. By following the steps listed on Netflix’s website, users can create a switch to simultaneously turn on the TV, start Netflix, dim the lights, order food, and silence phones, just by clicking one button.

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Anyone settling in for a long marathon of TV shows need not be interrupted for food or cell phone calls.

Great marketing is more than just smart advertising

It requires consistent branding, understanding consumer behavior, and thinking outside the box. Not only is the Netflix Switch is original, it is a great reminder that brands don’t always need to spend money to get people excited about their product. Rather than producing switches to sell to users, Netflix decided to post instructions for people to create their own switch.

Sure, making the switch requires knowledge of programming and electronics as well as a basic comfort level with a soldering iron. But determined Netflix users will find a way! Most likely, they will work through the process with a group of friends and seek out others with the skills necessary to get the job done. With little to no cost to Netflix, they will have just generated excitement for their product within a whole group of people.

Appealing to the super geeks

Working through the steps to actually create this switch won’t appeal to everyone—in fact, it probably won’t appeal to most Netflix users because it requires time, knowledge, and the right supplies. Regardless, the very concept of the switch is just plain cool. And this ‘cool factor’ is enough to generate enthusiasm for the brand, get people talking, and spread the word that Netflix is doing some pretty awesome, innovative things.

The select people with enough time, knowledge, and motivation to actually create the switch, will be invaluable marketing tools to Netflix. Not only are they likely to involve others in the process of constructing the switch, they will surely host Netflix parties to utilize their switch with others! Each guest will return home to friends and family, exclaiming about how they ordered pizza and dimmed the lights, all with just the click of a button!

#NetflixChill

Hannah is currently a writer and student in Colorado Springs, pursuing her master's degree in Creative Writing at the University of Denver. Before becoming a Staff Writer for the American Genius, Hannah wrote website content and grant applications for a law office in central Minnesota.

Tech News

Having your license plate data stolen is worse than you think

(TECH NEWS) California’s license plate camera system not only records everyone, but has some glaring security issues that could expose sensitive data.

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Turns out, California’s been recording millions of license plate information. What’s the deal?

Another day, another privacy violation. That’s sure what it seems like in our increasingly connected world – from our speakers spying on us, to our phones recording our every move – but that shouldn’t stop us from interrogating what is happening and whether or not it should continue.

For instance, should the government be allowed to store images of license plates for no apparent reason? Because that’s exactly what’s happening in California.

Okay, it’s probably happening in plenty of other states too, but California’s recent audit revealed the extent of their privacy violations. In fact, 99.9% of all license plate images stored had no connection to cases from law enforcement. This is bad enough, but the audit also revealed that this information was shared with all sorts of agencies for no justifiable reason.

And it should come as no surprise, but California’s audit also revealed that none of these agencies are up to snuff when it comes to the state’s 2016 privacy policy. In fact, few of the agencies audited even had reliable protections on their cloud based storage system, which leaves them vulnerable to outside attacks. This would be bad enough if they’d only stored information collected for legal purposes, but the storage of plenty of innocent civilian’s records makes it much worse.

Don’t get me wrong, California isn’t the only state to have troubling policies when it comes to ALPRs (automatic license plate readers). In fact, it’s been revealed that many of these cameras are connected to the internet – and make it terribly obvious to boot. That means if you live in an area with a heavy concentration of ALPRs, any stranger might easily be able to learn about you: your preferred route to work, the times you’re typically out of the house, sometimes even where you live. In short? Not great.

There is some glimmer of hope, though. Last year, Virginia became one of the few states to more strictly regulate ALPRs. After being sued by the ACLU, a Virginia court ruled that a license plate can only be recorded and stored if said plate was part of an on-going investigation. They’re now one of 16 states to have some sort of regulation on LPRs.

In the meantime, if you’re in California – or one of the 34 other states without regulations – drive carefully. You never know who’s watching.

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Tech News

Futuristic air commuting via drone-like air taxis is around the corner

(TECH NEWS) German aviation company, Volocopter, and southeast Asia rideshare company, Grab, partner to take business to the skies in Singapore.

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air taxis taking flight

Move over, Jetsons! You too, Leela and Fry! You’re not the only ones living in the future. If Volocopter and Grab have their way, you’ll soon be able to hail an air taxi as painlessly as you hail a rideshare, at least if you live or travel in Singapore.

Nothing thrills me like being airborne, so I am excited to read this. The dreams of my childhood are unfolding before me. Electric air taxis transporting us across the urban landscape? Yes, please, and hurry up. Are you with me?

Imagine what a powerful–and fun–flex it will be to summon your own private electric multicopter and hop from rooftop to rooftop (AKA VoloPort to VoloPort), arriving at your destination in high style. Eyebrows will go up, and jaws will drop as you saunter into your appointment with a nonchalant air of confidence. In my mind, clients and investors will rush to sign contracts with you, and potential mates will move you up to the top of their short lists.

This is the reaction I imagine at first, when Volocopter and Grab launch their test commercial flights in 2022. If we are to believe the hype, this experience won’t always be such an exclusive one. The long-term goal (at least ten years) is to offer affordable and accessible rides for the general population, not merely the posh and pompous among us.

Drone-type electric Volocopter air taxis are single-passenger multicopters. Other companies are also dabbling in these vertical takeoff and landing (VTOL) aircraft as well, but the Volocopter 2X has beaten them to the punch with successful test flights in Germany, Dubai, and Las Vegas.

By many accounts, multicopters with several chopper blades are simpler to navigate and more stable than a traditional, single-blade helicopter. However, flying requires mucho power, which must be why Volocopter has set its sights on multiple, short flights vs. long-distance transportation. They currently are projecting a maximum distance of 17 miles and 30 minutes per ride.

Singapore-based Grab is already part of daily life in Southeast Asia, much as Lyft or Uber is in the U.S. and elsewhere. Singapore is one of the fast-growing financial hubs in Asia, one of the Four Asian Tigers. Wealth and commerce abound in this charming island nation/city. In general, Singaporeans are quick to embrace modern solutions that add value and convenience to their lives. As such, it’s a dream location to test the waters for using VTOLs as a means of transportation.

Therefore, it makes sense that German aviation startup, Volocopter, and popular southeast Asian rideshare company, Grab, would team up in Singapore to make this futuristic dream a reality. No word yet on the cost-per-ride of traveling via the uncrowded skies of Singapore, but one can assume it will start out fairly prohibitive. Testing these flights with commercial clients first ensures that the math checks out for now.

However, Volocopter foresees a time when their VTOLs can land in a park or parking lot as easily as at a sanctioned rooftop VoloPort. Bring on the glory days of your average commuter as they hop from home to work to the nightclub with the greatest of ease. I want to live in this reality.

By 2035, Volocopter and Grab predict building up the capacity to deliver up to 10,000 Grab air taxi rides per day in Singapore alone. The commute to work never looked faster, easier, or sexier. One day in our nearish future, we may shrug and see air taxis as a mundane part of daily life, a mere getting from point A to point B.

I expect it to stay exclusive and kind of a thrill a while longer. However, if you’re planning to travel in Singapore, and your company is an early adopter of the first commercial Volocopter air taxi flights, rest assured your glamorous sunnies and fanciest gear will not look out of place–yet.

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Tech News

You’ve seen the job listings, but what exactly *is* UX writing?

(TECH NEWS) We seeing UX writer titles pop up and while UX writing is not technically new, there are new availabilities popping up.

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UX writing

The work of a UX writer is something you come across everyday. Whether you’re hailing an Uber or browsing Spotify for that one Drake song, your overall user experience is affected by the words you read at each touchpoint.

A UX writer facilitates a smooth interaction between user and product at each of these touch points through carefully chosen words.

Some of the most common touchpoints UX writers work on are interface copy, emails and notifications. It doesn’t sound like the most thrilling stuff, but imagine using your favorite apps without all the thoughtful confirmation messages we take for granted. Take Eat24’s food delivery app, instead of a boring loading visual, users get a witty message like “smoking salmon” or “slurping noodles.”

Eat24’s app has UX writing that works because it’s engaging.

Xfinity’s mobile app provides a pleasant user experience by being intuitive. Shows that are available on your phone are clearly labeled under “Available Out of Home.” I’m bummed that Law & Order: SVU isn’t available, but thanks to thoughtful UX writing at least I knew that sad fact ahead of time.

Regardless of where you find a UX writer’s work, there are three traits an effective UX writer must have. Excellent communication skills is a must. The ability to empathize with the user is on almost every job post.

But from my own experience working with UX teams, I’d argue for the ability to advocate as the most important skill.

UX writers may have a very specialized mission, but they typically work within a greater UX design team. In larger companies some UX writers even work with a smaller team of fellow writers. Decisions aren’t made in isolation. You can be the wittiest writer, with a design decision based on obsessive user research, but if you can’t advocate for those decisions then what’s the point?

I mentioned several soft skills, but that doesn’t mean aspiring UX writers can’t benefit from developing a few specific tech skills. While the field doesn’t require a background in web development, UX writers often collaborate with engineering teams. Learning some basic web development principles such as responsive design can help writers create a better user experience across all devices. In a world of rapid prototyping, I’d also suggest learning a few prototyping apps. Several are free to try and super intuitive.

Now that the UX in front of writer no longer intimidates you, go check out ADJ, The American Genius’ Facebook Group for Austin digital job seekers and employers. User-centric design isn’t going anywhere and with everyone getting into the automation game, you can expect even more opportunities in UX writing.

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