It is a constantly evolving space where no glass ceiling can be found, where problems seem endless, and progress is the only constant. But now, GOOGLE claims to have broken through the clutter – not with a product, but with a piece of land. Not an app or a software patch, but a button. A real, physical button. It’s a feature called the ‘Magic Button’, and as improbable as it sounds, it’s here to stay. Sort of. This button, believe it or not, was invented by Walmart, which is rapidly establishing itself as the most unlikely force of disruption in Silicon Valley of all time. And if you’re one of the many people intrigued by this development, then read on. Why is this button so special? Why is everyone talking about it? And why Walmart? Let’s start there.
GOOGLE has given us the Magic Button. It appears on the back of the remote control of the forthcoming Onn 4K Pro streaming box, powered by GOOGLE TV and currently available to pre-order at Walmart. It is located at the top right-hand side of the remote and evidently intended to appeal to some of us who might prefer it to the confusing array of buttons that usually exists below it. ‘Push the Magic Button’, says the copy on the website, ‘and the remote control will engage the capabilities of the product.’ While it is hard yet to know exactly what those capabilities of the new streaming box might be, what isn’t hard to see in this button is a new modularity in querying technological devices on demand and modifying a type of functionality.
It’s also the only one that’s a ‘customisable button’ in the sense that GOOGLE has created a space for users to, well, use. Add a shortcut that points to an app you love, add another shortcut for a faster way to switch an input – the engineers and designers at GOOGLE are probably cool with whatever you choose to do with it. This marks a notable departure from all the old think about the remote control. This is a huge change for a device of this ilk, and especially notable because it replaces the dedicated button on earlier Onn streaming boxes that said ‘TV input’.
It might seem jarring to have such a feature on a streaming box from Walmart, of all places – but it is one sign of a more far-reaching approach to reinventing user experience and accessibility across devices. Partnering with Walmart helps GOOGLE spread the plastic programme to more people, and as it does that, the world of tech also becomes a bit more open and easier to use.
What may seem like a minor step – putting GOOGLE’s Magic Button feature into a remote control for a streaming box – could signal a major shift in how we interact with tech gadgetry. Customising a button for the ‘long tail’ of the population would not only improve the user experience, it should be an important next step in making tech more intuitive and personal. We may be on the cusp of tech devices that put the user in the driver’s seat once again, with a new emphasis on customisation and simplicity.
If you’re a dispositionally tech-loving sort, like the IFTTT (If This Then That) advocate who wrote the blog post introducing Magic Button to the world, perhaps that’s all you’ll need to see in the Magic Button by GOOGLE – a convenient way to string together shortcuts to your favourite content or utilities, resulting in fewer menu-navigation shuffle-steps and more delightful play-mode immersion. If so, well, cool. That’s a killer app, a must-have piece of the emerging streaming ecosystem, a sure-fire paradigm-shift. It puts GOOGLE in the driver’s seat, leading the pack of emerging empires vying to define and own the experience of a nearly trillion-dollar industry.
In doing so, once more GOOGLE has demonstrated that it recognises the importance of intelligently taking users’ needs into consideration in order to improve our lives through carefully considered, user-friendly design. I wonder what simple but powerful new tool they’ll come up with to startle us next.
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At the end of this journey through GOOGLE’s Magic Button and beyond, we can conclude that GOOGLE’s constant bravura in blazing new trails will continue unabated. If one main goal is to offer outstanding user experience, another is to make everything accessible to a large segment of the population. By concentrating on innovation that improves user experience, GOOGLE – one of the tech titans and only a few decades old – is giving code and User Experience (UX) designers a silver standard that is treasured and learned from. The small Magic Button is a milestone along this trail.
Even if you access the company’s vast constellation of digital services through a haphazardly programmed router at a hotel in Stockholm, or on a television that uses its owner’s jerky finger movements to select shows from a screen, GOOGLE always seems to be one click away. The company wrote a tutorial on how to create a simple button that harnesses this power, even imploring developers to put it almost literally in their customers’ hands. So GOOGLE, in the face of its impersonal statement, begs to differ, and continues to be as human as our technological world gets. It’s a lesson we should bear in mind. Whether guided by GOOGLE’s hand or by our own, technology is always advancing. Try out some new programs, sign up some new services, and be prepared for companies to seek your desires. It might not be too late to get in on the ground floor of the design trend.
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