Aardvark
Aardvark has introduced a whole new way to search--by utilizing overlapping social graphs to find the person with the answer. In 2008, Aardvark's creators built a core product on a simple idea: enabling people to tap the knowledge and experiences of friends, and friends of friends.
Challenge
Initially, Aardvark was available over e-mail, IM, Twitter and mobile, but it lacked an online presence. Gaining traction among early adopters, it was time to take the next big step: a full web presence with an interface so easy to use, casual visitors would become community members.
Approach
Working closely with the Aardvark team, Method began by designing a clear, intuitive user experience that eliminated any confusion. Part of the solution was the use of prompts and simplified infographics, simply showing how Aardvark works and how to get the best results. Most importantly, a sample Question and Answer became the focus of the homepage, replacing the need for a tutorial with a practice example - learning by doing. Max Ventilla, co founder of Aardvark, says this was the key to turning casual visitors into users: "It made sense to show people the kind of control they can have over their Vark experience." The site extends that experience with a host of new features, including the ability to listen and join in to the Q&A conversations of others.
Outcome
By seamlessly bringing together millions of knowledge seekers and experienced hands, the Vark experience has been lauded for shifting the landscape of search. Now a part of the Google family, Aardvark is leading a new breed of search that capitalizes on the power of social networks. Unlike the traditional search engine, Guardian & Mail emphasizes that Aardvark is using the best "natural language engine" - human beings. "Instead of spending energy on teaching computers the difference, Aardvark spends it on matching the right people with the right questions."
