› The O-Lab and User Experience Optimization
› O-Lab: Survey Says!
› iDine.com and DNA Eat Up Compliments
› Color Harmony for the Web

The O-Lab and User Experience Optimization
Recognizing a new opportunity to enhance clients' digital investments, DNA launched a new service in the fall of 2001 in conjunction with Intel and Visual Insights called the O-Lab. The O-Lab is a state-of-the-art facility created to help organizations with significant Web investments deliver accelerated profits.

The O-Lab is a logical extension of our core business philosophy of developing digital solutions and services that help clients reconcile business objectives with the needs of their customers and stakeholders.

Application, infrastructure and user experience testing has become an imperative as businesses normalize their digital channels and link them to everyday operations. This poses all sorts of new problems for companies on the Web because of the complexity of combining flawless transactions with intuitive interfaces and consistent brand translations. If businesses are going to be successful on the Web then site stability, scalability, intuitiveness, performance and integrity have to be continually monitored and optimized to meet the changing needs of the client, the marketplace and the business. Problems with slow response times, transaction errors and poor user experience can lead to reduced conversion and retention rates of customers placing a catastrophic effect on revenue and profits.

To read a press release on the O-Lab, click here.

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O-Lab: Survey Says!
As we put the finishing touches on the O-Lab, we'd like to gather your input on what features you feel are necessary in a state-of-the-art usability facility. To this end we have designed a survey which you may fill out at www.visitdna.com/survey.

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iDine.com and DNA Eat Up Compliments
Mileage Plus Dining Dishes Up New Web site

This story was first published in the E-mail newsletter the Frequent Flier Crier a publication of FrequentFlier.com. For DNA, who designed and implemented usability testing for the site and for iDine.com, partners with United Airlines, this story was a real industry pat on the back.

United's miles-for-dining program now has the Web site all such programs SHOULD have.

The newly redesigned site allows you to search for participating restaurants by metro area, neighborhood, restaurant name or cuisine. The site also includes directions, maps, menus for many of the participating restaurants and special dining offers only available online. More - http://www.united.com/dining

(United's miles-for-dining program is operated by iDine, which runs branded versions of the same program for American, Delta, and Northwest. If you'd rather get cash back, iDine has a discount program as well. See iDine's site at http://www.idine.com for more.)

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Color Harmony for the Web
DNA is pleased to have work included in author Cailin Boyle's book, Color Harmony for the Web: A Guide for Creating Great Color Schemes On-Line.
Ms. Boyle selected several DNA-designed projects from BritneySpears.com to a FedEx brand interactive sales tool for use as examples of great Web color treatment and design. You may order the book at www.rockpub.com.

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Thanks Giving
Every year at this time I give what I call my Thanksgiving Day Chat at the dinner table. It never fails—as I tell friends and family how thankful I am for them and the blessings we enjoy—I get all choked up. My family sometimes feels a little shy about being so open with feelings but I'll tell you, I look forward to the Thanksgiving Day Chat. (I can't vouch for anyone one else on this.) I know that this year in particular, without speaking a word, we have given thanks time and again and will continue to do so. Be safe, be happy, be well and love well,

Karen Shields
Creative Director

From DNA to you and yours, Happy Thanksgiving!

ROI Calculator
User experience optimization can help your company convert and retain Web customers. Use our ROI Calculator to see how even a 5% increase in customer retention can augment larger returns from your Web investment dollars.

Taste of DNA
The Taste of DNA was celebrated earlier this summer at the fabulous DNA offices at 833 West Jackson, Chicago. Among the dishes vying for attention were: Corn pie, wieners in crescent roll dough, chicken pasta salads, potato salads, ribs, salami wraps, chocolate cake, cheesecake and sangria. By far the most outstanding dish was the dessert of lemon trifle.

Lemon Trifle Recipe
Carrie Giddings,
Interactive Project Manager

Trifle: a dessert of many varieties typically including plain or sponge cake, sherry, rum, or brandy, jam or jelly, fruit, custard, and whipped cream

It makes sense that Carrie would bring an eye-popping, multi-layered dessert and make it seem so effortless. In true project manager fashion, Carrie says of this dish-plan ahead, it needs to chill.

3 cups blueberries + garnish
Lemon Pie Filling - I use 2 packages (4-serving size each) of Lemon Instant Pudding and prepare according to the pie filling recipe on box
2 cartons Lemon Yogurt
1 Angel Food Cake - cut into one inch cubes
1 carton whipped topping

Combine yogurt and pie filling.
Layer bottom of trifle dish with
1/3 of the cubes. Layer 1/3 of the yogurt/pie filling. Layer one cup of blueberries. Repeat two times. Top with whipped topping and remaining blueberries.

Refrigerate at least 2 hours.

Carrie says she usually adds a few strawberries to each layer...

Still Hungry?