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Message Clango A Silicon Valley startup, Audible Magic came to IDEO with a new technology based on a simple insight: internet radio users are often curious about the names of songs they hear online, but this information is often unavailable. Audible Magic’s prototype could identify virtually any song, and let users learn about and purchase music over the web. A “cool-looking,” easy-to-use product was vital to their success. Audible Magic’s underlying technology had magical qualities; IDEO felt these qualities should become a core product experience. Early work included explorations of “magical” materials and behavior. IDEO also conducted an extensive review of consumer audio aesthetics, and analyzed aesthetic variation across target markets. The final design is a mixture of audio and scientific aesthetics. The interface functions as a “digital test tube” where the current sample is analyzed and its digital DNA is sent to the server for identification. Moments later the results are returned. The entire interface was developed and communicated to the client via prototype animations, incorporating graphics, behavior, and sound. IDEO’s work with Audible Magic extended to their website design, their product logo, and a beta version of their software, which is available for download at www.clango.com. http://www.ideo.com/work/clango/