There has been so much talk about the convergence of the “physical” and “virtual” world through digital experiences…a recent example of that is the Burberry example a few weeks ago that brought in similar experiences in to the physical environment of one of their London stores.
However, I thought this sample of convergence was interesting, and almost pleasant to look at, but it comes at it from the opposite direction. It’s a proposed concept for a new AA.com that takes it’s design and experience cues from the “real” world. When it comes to travel, everything you see on here is what you would see when you’re on your journey. Your glasses, luggage tags, your smartphone, and etc…Also, it overall focuses on the concept of a destination, not a emotionless “clean” experience.
The designers name is Laura Serra, a designer based in Berlin.
But, this has happened before, back in the early days of the web. ISP heavyweights such as Internet America didn’t know how to design usable web interfaces for people who’ve never used a computer. Their solution was to copy what the people knew and understood. A CD on an image of a real desktop would mean the CD reader, or a magnifying glass might mean “search for a website.”
So, yes all of this has happened before, and it may continue to happen again, but this time, it’s for different reasons. In the 90’s it was for usability and mitigating intimidation through familiarity. But in the AA.com concept, it’s more about creating an emotional connection of the feeling and freedom of traveling and the idea of the destination.