Flook: 'StumbleUpon for the Real World'

This morning Flook became available in the iTunes store. Calling itself the "worlds first location browser" it reminds me of a version of what Socialight was trying to do at one time: use community to enable people to use mobile devices to discover what's interesting or going on "right here." The following discussion from the Flook release explains the service and how it works:

Flook’s unique approach combines a web browsing concept with the physical world by allowing users to browse or make “cards” at their current location. Flook learns what the user likes and delivers new findings – without the user needing to search for them. . . The team has been mindful of creating an interface that is user-focused – letting the simplicity of design mask the complexity of the back-end technology.

Within flook, a colorful landscape of robots guides the user to browse or create. One can browse cards that capture what’s amazing nearby, including food and drink, local secrets, events, art and more. And when inspired, users can also create their own card to share what they’ve found . . .

As well as user-generated content, flook’s cards are also made from a quickly growing library of external sources, such as event information from Upcoming (upcoming.yahoo.com) and local tweets from Twitter (twitter.com). Sharing via Twitter, adds geo-location and photos to tweets. Facebook integration is coming soon. Browsing the world is now just as easy as swiping through an iPhone’s photo library – just flick one card away and another takes its place. If the user likes the look of a card, they can “flip it” to read the comments and view a map, or collect it so that it is easily available later. Cards are simple and quick to make. Users just take a photo (and add some text if desired), place the card, and it's done. The card will automatically be attached to the place where it was made (geo-tagged) and left for others to find.

Essentially then users create and discover Flook "cards," which contain text and images, at specific places. Geotagging is automatic. Users annotate and discuss these places, businesses, points of interest to enable others to discover what's happening "here" or immediately nearby. 

Even though the idea of discovering what's going on around me isn't new, this interface and implementation in Flook is very interesting and pretty novel. In our last webcast we discussed what was potentially coming in local beyond "local search." Flook is very creative expression of "local discovery" -- StumbleUpon for the real world. It also uses the camera, location awareness and mobility in pretty compelling ways.

Take a look at the video and you get a better sense of how it looks and works:

Picture 25