Less can sometimes be more:

The idea is that users will have a desire to sacrifice unlimited features for organized quality content. That simple content input will lead to more of it. That simple blocks will be easy to manage, organize and present.

It means 16 (sweet 16) pertinent and manageable pieces of information quickly inputted, and 16 bits of information brilliantly displayed.

It means turning off the full FM spectrum for a tad so you can get only the information you need on the AM dial.

If data is limited:

1) It’s manageable.

2) It’s portable.

3) It’s consistent.

4) It’s fast.

5) There’s a short learning curve.

6) It’s secure.

For example, when a company puts out a new cellphone or computer they offer it in, say, limited colors and one operating system. What would happen if they let the buyers change everything? A mess. Chaos. The Internet. Sure, some savvy people would figure out how to change the system to their advantage (maybe install a Linux operating system,) but most people would just become confused and sit on the sidelines. Sound familiar?

Simple to use:

Pick a group ( where applicable ) and categories show up.

Pick a category ( where applicable ) and icons show up.

Sometimes, depending on the setup depth, just icons show up.

Once you’ve got the donutag open, you’re presented with just basic, key information.

If the user wants to dig deeper, they can seamlessly open up a whole new layer of data such as a link to the party’s Website, or choose one of the side-tab engines to run a mini-app such as a search engine, directions, weather, news, flights, etc., etc.

Simplicity gives the user:

1) Fast, concise information — usually all that is ever needed.

2) A uniform, branded name they can easily identify and trust.

When a user sees the donutag brand, they know they’re getting quick, abbreviated information. Just a glance, or skin layer. Always consistent and relevant to their needs. They know they’re not going to have to toggle between 17 million results (but they know if they want to, it’s at their fingertips — one layer behind. ) The user selects groups, or highways — not individual cars. The user doesn’t yet know what car they want — they want to know what’s available. And they want their choices to be unbiased, unweighted, trusted and well-kept. They will seek out the donutag brand.

Simple to manage:

A donutag user inputs their information directly on the tag — NO separate forms to fill out.

A donutag user drags their form to where they want to place it — NO address necessary.

A donutag user drags their ads or pictures right onto the tag and positions them where they want — NO intimidating ad systems.

All input is managed directly on the tag — from anywhere, anytime.

Simple means:

1) Highly intuitive.

2) It should take less than 10 minutes.

3) No skills required.

4) No Webmaster required.

5) No money required if you want the basic.

6) No business required.

When you manage a donutag group, you control the flow. So it’s imperative that your job is simple, to keep the flow moving. And that’s what the donutag is all about: enticing you, as a potential content provider, by making your life easy. Don’t worry, though, there’s only a minimum of input you have to provide. Remember, we’re only circulating 16 pieces (sweet 16) of information. This is just a glance at you. If you’re creative, you can probably figure out how to do a lot with those 16 pieces. But, if you’re looking for complexity, or have loads to tell, build yourself a website, too.

There are 2 sets of engines:

Management Engines.

User Engines.

An administrator picks modules based on your display needs, ready for your quick and easy input. For example: Setting up a map display or an inventory diagram.

The user sees a different of set of engine modules. An administrator picks modules (mini-apps) the user can plug into. For example: Directions, Search or Coupons on a map display, or a Mini-spreadsheet, Database lookup, or Calculator on an inventory tag.

Engine tabs are not predetermined:

1) They are open for development.

2) New uses will call for additional or improved modules.

Engine module tabs reside compactly along the left-hand side of a donutag. Managers see one set of tags. Users see another. A local administrator picks what modules are available for your needs. A donutag is a module template that dynamically loads various sub-modules per request. Whereas the structure of the donutag is defined, the uses of it’s engine modules is undefined. Open-source development will expand upon need. Within a basic architecture structure, new uses are encouraged.

Healthy participation feeds on itself:

Lack of participation is a death spiral, so every effort is made to encourage participation.

A template is just a guide. Unless it collects, and then redistributes input, it remains innate.

Providers must be convinced that even a small effort of time on their part is worthwhile. The easier and faster that effort is, the lower the bar.

Engine-module developers must have an incentive to participate.

For their time and resourcefulness, providers:

1) Have the opportunity for monetary gain by promoting their product.

2) By trading ad space for content, have entrepreneurial opportunities.

Healthy participation is key, but who are these potential participators? They are the grassroots masses sitting on the sidelines, the vast square-peg majority that doesn’t fit in the round-hole systems that currently exist. They are the local businesses that only have the budgets to cater to local clientele. They are the local sports store, car dealership, repair shop and flower shop that has no use for global systems. They have small means and modest desires. They are the new job force, scrapping by, away from the corporate scene. They have ideas and energy, but little money. The other 90 percent is ready to participate.

Fun matters:

Utility can only go so far; emotion must be part of the equation.

People have to WANT to do a task.

The palette is uniform for overall consistency, but there is plenty of opportunity for flair.

Just having the power to add simple enhancements, like a custom background, photos and creating their own ads can go a long way.

People design webpages, blogs, profiles, etc. Don’t underestimate their creative power if given some simple tools.

If fun is encouraged:

1) The whole system comes to life.

2) Providers are encouraged to show their stuff.

3) Personalization by providers brings personality to the whole system.

It’s a balancing act between presenting a uniform front and allowing providers to go wild. But with some limitations, I think there can be some great middle ground. Since a donutag is a quick glance, first impression, it’s a unique opportunity to quickly set the tone. Some users may use it as a portal to your website and some may go no further, getting the quick information they need for their purchase decision.