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More IKEA kitchens

IKEA has launched the next installment in their dream kitchen online experience. The original version that looked like a middle class version of the Matrix let you spin in a 360 degree arc moving between different frozen scenes and kitchens. The new version keeps the same simple control scheme of letting you one of two ways but this time instead of a circle you are moving along a linear path through the scenes. This way at any point you can turn around and go back the way you came only from the opposite point of view. Unlike the previous version the scenes are now separated by you having to fly through kaleidoscope style product montages.

For me the comparison between the two versions of the site is interesting because even though the control scheme is the same the change to the linear format makes it feel very confined and not nearly as engaging. In the latest version you are also much more aware that you are just scrubbing back and forth through a video because the transitions between the scenes aren’t as clever and seamless. It’s always hard if not impossible to follow up a successful site with one that is just as good and innovative but you leave this experience wishing IKEA would have found the next great interactive idea instead of trying to relive past glory.

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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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