• Discovery lost: What ails (most) Indian ecommerce startups? Apparatus team have been working on a few online store projects. Most of these are at a prelaunch stage and that makes it easy for user experience design teams to partake in product definition and extend further into product design. However there are a few who have been in business and need a substantial design […]
  • Apple and I: A long love affair In early eighties small town India, like my hometown, had not seen computers. The closest that you came to one was when you booked a railway ticket and it was across the glass in the booth. It was most often operated by bored mid-size government workers in synthetic bush shirts, buttoned down till the vest […]
  • Writing for the Web: Engaging textual content for online assets Users on the web are task-oriented. They have an objective in mind. It’s your job to point them to the information they seek, as effortlessly as possible. Unlike writing for other mediums, the challenge for any web writer is to keep things brief and anticipate the reader’s requirements. If your site is an informative one, […]
  • Designing a symbol: An internal critique There’s a beautiful poem by the great spiritualist Kabir that goes by the opening ‘Jheeni re Jheeni’. Kabir was a weaver by profession and spiritualist by nature. In this poem, he literally weaves the elements of his vocation with the high philosophy of life and living. Using this as a simile, he connects life (and […]
  • Portfolio July 2011: Web, devices and more The Apparatus portfolio has evolved over the last eight years. It has a fair share of information portals, enterprise applications, brand communication, web and mobile apps. There are a bunch of publications designed for print and tablet too. Please do view this full screen and write to us soon. (And do select ‘presentation’ mode. Open […]
  • A Timeline: Plotting Apparatus' past and predicting a future Apparatus is going to be eight years next month. We are constantly trying to redefine ourselves as a creative business. Lately we have been pursued for partnerships from across Europe and I have been talking history. This presentation is to walk interested people through our progress, our competencies and our goals. Take a look at […]
  • Cottonworld campaign 2011: Entrepreneurs' comfort zone – II We do not do advertising at Apparatus. I always thought advertising as business promotion with short shelf life. It does not work along the entire lifecycle of a product or services as a brand. We got associated with Cottonworld as a brand six years back. We did an identifier refresh, lightened the brand to make […]
  • Learning Discovery: How to make users reach products? The key to any good ecommerce experience is leading the user to the apt product and of course seamless fulfillment. This post deals with product discovery in ecommerce. The overall objective is to reach a single screen of appropriate products, typically 10 to 20, through a minimum set of clicks. Even if there are more […]
  • Turbulent Trays: The rise and fall of airline food Good airline food is an oxymoron. An improbability further diminished by strange reheating apparatus and plastic containers. They do promote food in the non-coach classes. But it is just better cutlery and wine. Few years back, my city airport was not a serious international hub. It resembled a state tax office with a wind sock […]
  • Window shopping: Is there a re-commerce in India? As Apparatus engages in new projects that involve catalogs, payment gateways and retail concepts I am starting a series of posts focussing on ecommerce in India. This is the first of the lot. Indian railways is probably responsible for making online users ready to pay and buy things on the web. With their devastatingly ugly […]