There are things in life that are necessary, but not exactly exciting.

Let’s look at the good old moment when an urban, hip and well informed couple wants to go out for dinner and have to decide where to go. Well, if you are in London, you could go to Yelp.

Choose a cuisine…

Then, betwen a plethora of options, choose a restaurant…

And take a look at what is people saying about the place.

Three straight forward steps. Simple, but have nothing special and sometimes not finding the right place could be frustrating.

Now. Let’s go back one step. Lets break it down in pieces. Well, we need to find a restaurant. We may define the kind of food, where and how much we are willing to spend. Three variables? There maybe more, but let’s stay with these ones for now.

Does it have to be this way? Is there any way we could do the same thing and make it, hum, sexier? Make it funny? Fun? Let’s see how Urbanspoon answered this question…

Cool. I know that if you are a passionate Iphone user, you may already know this app, but the point is: this is one of the most perfect examples of the Play Factor. But we can’t forget that an Iphone app is going to a specific kind of audience. So, the website of Urbanspoon is still a very conventional one, although tey have a version of the application there.

The UK version of Urbanspoon, very normal

So they have in mind that they need to be able to offer the right experience for the right customer.