Flash Borders

The holy grail of online commerce was once to replicate the bricks and mortar experience online. Whilst online shopping moved beyond that to a largely search-driven mode, other interface ideas still try to create digital experiences that evoke a visceral response. Witness Apple’s cover flow and Delicious Library. Now Borders has revamped their US website with a flash-driven magic bookshelf, designed to rekindle (sorry ) the joy of serendipitous discovery. A fair try, but at first blush the contents of the magic bookshelf are pretty shallow – and don’t provide sufficient depth to make the Borders online experience better, or even different. Much like the real world version I guess.


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