A user interface project may not seem like a natural fit for a marketing award, but the unique way Boingo brought “Project Jake” to fruition deserves recognition. By assuming the perspective of “Jake,” a Marine with little free time who needs the high-speed Wi-Fi services Boingo offers, Boingo crafted a clear, user-centric design that boiled what other portals make a very complicated procedure down to a three-step process. Yes, it’s still about funneling customers to a purchase point. But by assuming the user’s identity and considering his or her needs first, Boingo has created a winner.