Tag: user

Product Use and Experience – Range and Layers

There is a beauty to how some products (and software) are designed.

Think scissors. If we want to cut something fast, we use the forward section of the blades (speed multiplier). Want to cut something fatter or tougher, use the rear end of the blades (effort multiplier); and cut slower, or risk breaking the scissors.

And Mixer grinders. Need to grind coffee beans to a powder? Start with the low speed, and slowly increase. Jump to the highest speed fast, and you could damage the blades or motor.

Cars (MT) and commuter bikes follow a similar rule. More torque for climbing on lower gears, and better speed on higher gears. Try climbing in a high gear, and you’ll stall. Go fast in a lower gear (or drop to a low gear at high speed), and you wear out the gear.

Think Software. I’ve always admired the MS Office suite. Layered, so novices like the teenage us got some basic fun. And as our task complexity deepened, the software opened up to keep pace.

Physical products have manuals. Tech service cos would benefit if they spelt out the expertise/ features they offered. Many of us use online services not knowing half their features; many of which could simplify our work or make things more enjoyable.
Make layers appear as the user gets ready for them.

Pic: source

 

 

Exploitative Businesses & Divine (and Tech) Interventions

When I wrote ‘Design the Future’ about Design Thinking, it had a brief overview of the behavioural aspects of innovation – from an innovator’s and user’s perspective.
 
There was a mention of nudges (not sure I used the term though).
I have been of the (possibly obvious) view that, as companies get increasingly sneaky, especially when selling ill-health or stuff we don’t necessarily need, that despite how creative their marketing gets, customers too keep pace by becoming resistant to the nudges.
 
I also think the Ben Franklin Effect probably wears off, and that people aren’t exactly suckers to keep giving. Of course, it varies for people, their preferences, value trade-off, etc.
 
Unless business are sincerely trying to benefit or create a good habit in customers, I’ve personally never been a fan of exploitative nudges. Which is why, while some soft drink or fast food ads and initiatives are creative and impressive, you know it isn’t promoting something great in customers.
 
Two recent events seemed to be a sort of divine intervention to nudges and business practices that aren’t exactly in the best interest of customers.
 
First, Cristiano Ronaldo removing Coca-Cola bottles during a press conference at the Euros coinciding with a $4bn fall in the company’s share price. Nothing against the company in particular, but not a fan of global giants that proudly continue to promote ill-health.
 
The Second, email marketing. While useful to businesses including mine to spread the word, it also has become increasingly sneaky in that they closely track numerous user interactions. I recently got an email about an offer. Opened the email because the subject line was interesting, but immediately realized I didn’t need it. Instantly, the next mail appears, asking if there was something missing in the offer (previous mail). That was pushing it.
 
As per developments discussed at Worldwide Developers Conference (WWDC) that ended about a week ago, Apple will be putting more limitations on email marketing and in-app advertising. They’ll likely be preventing marketers from knowing when users have accessed their emails, among other features.
 
During a recent project with a company trying to create a positive habit in customers, the analytics team had a list of around 140 data points/actions on the app to track. I found some more to take the tally to 200. While the overarching service is beneficial to customers, I wasn’t overly proud of my contribution and faced the moral dilemma of whether we should track so much, or simply create a more effective user experience that might achieve the dual objective: one for the customer and one for the company.
 
Interesting how some businesses offer invasive tech to businesses, and other businesses offer defense against such tech in the form of new features on their products.
 
 
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