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File under: Brands in the mobile space

Imagine having to swipe your credit card before you can walk into a retail location. Imagine giving them your email address before picking up a catalog. That’s what Pottery Barn hopes you’ll do when you download their free iPad catalog app.

PixelMags may make a great catalog engine for iPad, or then again, they may not. I didn’t bother to create the mandatory account in order to find out.

Pottery Barn’s mistake is not in selecting a platform like PixelMags. Their mistake is requiring account creation as an entry-point for the experience. This needs to come almost last, just before a user orders something through the catalog.

Clearly business requirements trumped user requirements.

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