Our much loved bhai from Mumbai has gone completely social - blogging, twittering, orkut'ing, after reading social metropolis. What about you?

Application ideas need to pass the "clarity of purpose" test, before its design is cast in stone. An application can serve the individual OR the group and it can deliver lot of fun OR provide some utility. Try mixing these purposes (a little bit of this and a little bit of that), and you are likely to land up in the clouded middle, with little user adoption. At EC, we always design apps for the extremities.

Designing a smart consumer application is as much about the 'right' brain as it is about the 'left'. The EC design team applies a judicious mix of both, while conceptualizing web-apps. To make these successful, what is needed is equal parts 'COOL' and equal parts 'SIMPLICITY'.

Unlike mainline media, which is more about creativity, web-apps are more about usability; with multiplying standards, browsers & social platforms, these applications are complex to build and deliver on time.

A cool application that can serve millions of users and spread like wildfire, takes time to design, build, test and deploy. The EC recipe to deliver on time is simple -  Parallel everything!