"This Product Sucks!" Better Experiences, Better Business, Better World

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This Product Sucks brings awareness that the things we design could suck unless we are intentional and conscious of the impacts on users. Examples include the distinction between a bad product and one …

This Product Sucks brings awareness that the things we design could suck unless we are intentional and conscious of the impacts on users. Examples include the distinction between a bad product and one that sucks. Principles are supported by abstracted examples. The problems and root causes can (and should) apply to any product that people interact with. Please don't design any more products that suck.

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  • Though both of these could arguably be products that suck I’m only looking at one kind of sucky product
  • I recommend a tiered approach to introducing a user experience approach into your company. Do things at every level. Scale your investment to what you can afford. Step 1: Do something yourself – today: HAND OUT ********<<<<< Golden rule. All disciplines touch customers. Approach from start. Talk TO customer not FOR them. Step 2: Learn more on your own: Easy for customer not easy for you. Learn design rules. Workshops. Reading books, blogs, etc. Conferences. Become local expert. Step 3: Get a coach to teach you: Advice and counsel. Expert reviews. Coaching on techniques. Analysis before teaching. Teaching practical workshops. Step 4: Rent UX help through vendors: Credentials. Disciplines. Recognized standards. Breadth offering vs specialization. Personality fit. Neutrality. Clear goal setting. Step 5: Hire UX employees: SW Ohio difficult. Limited pool already in companies or vendors. Relocation. Many disciplines. Newcomers. Step 6: If you already have UX – Use them: Many companies already have staff. Go find them, engage them. Many not integrated into the places where they can help business and development processes. But that’s a whole other talk.

Transcript

  • 1. “ This Product Sucks!” Better Experiences, Better Business, Better World 25-Minute version for Centerville Rotary 12May2011 Darren Kall darrenkall@kallconsulting.com @darrenkall #thisproductsucks #Rotary © Kall Consulting 2011 KALL Consulting Customer and User Experience Design and Strategy
  • 2.
    • “ This
    • product
    • sucks!”
    Allen the Customer
  • 3.
    • Stealing money from his company
    • Ruining productivity across the enterprise
    • Impacting Allen’s health
    Allen was right We had made a product that sucks
    • Target users happy, but we missed Allen
    • Missed the whole Allen persona
    • Missed that the product fit poorly in an existing business system
    Allen’s User Experience (UX)
  • 4. Where was this?
  • 5. Where was this?
  • 6.
    • My point is . . .
    It could have been any of these companies It could be your company Not just software, Internet, mobile, etc. It could be your product
  • 7. To avoid making products that suck: Distinguish between bad UX and one that sucks Know how to prevent products that suck
  • 8. Audience Test: Does this product suck? Distinguish between bad UX and one that sucks
  • 9. This product is disturbing but does not suck Photo Credit
  • 10. This product is broken but does not suck Photo Credit
  • 11. This product is annoying but does not suck Photo Credit
  • 12. This product is ugly but does not suck Photo Credit
  • 13. This product is a lie but does not suck Photo Credit
  • 14. YES. This product sucks Photo Credit
  • 15.
    • The people who design products that suck
    • don’t think about, or don’t know about,
    • the people that have to use them
    Products suck when they can’t be used for the purposes they were designed for But this worst type of user experience breakdown is preventable
  • 16. Photo Credit
  • 17. Photo Credit One Dozen Products that Suck No Internet or Mobile Examples Even Though they Exist General Principles to Apply to your Product Problem Root Cause Prevention Know how to prevent products that suck
  • 18. Problem 1: Triathlon scenario = running, biking, swimming Watch is ruined if you press buttons underwater Photo Credit
  • 19. Root Cause: Implementation or technology did not meet up with user scenario Photo Credit
  • 20.
    • Prevention:
    • User scenarios
    • Task flow analysis
    • Usability test
    • Beta test
    • Customer concept validation
    Photo Credit
  • 21. Photo Credit Problem 2: Adaptive transmission not designed for a shared car or variable driving style
  • 22. Photo Credit Root Cause: Designed for ideal-world case not real-world case
  • 23. Photo Credit
    • Prevention*:
    • User research
    • Workflow
    • Task flow
    • Activity cycles
    • Beta test
    * To credit VW, they redesigned and eventually dropped this feature
  • 24. Photo Credit Pull or Push? Can you tell?
  • 25. Photo Credit Problem 3: Even with signs users bang into doors
  • 26. Photo Credit Root Cause: Handle affordances not distinguishable
  • 27. Photo Credit Prevention: Design for affordances. Things that look the same should act the same
    • Heuristic evaluation
    • Usability checklist
    • Remembering your own experiences
  • 28. Photo Credit
  • 29. Photo Credit Problem 4: Frustrating experience to pay for parking
  • 30. Photo Credit Root Cause: Bad information architecture, bad visual design, bad task flow …
  • 31. Photo Credit
    • Prevention:
    • Intentional IA design
    • Task flow analysis
    • Usability study
    • Participatory Design
    • Guerilla UX
  • 32. Photo Credit Problem 5: Scalding or freezing shower
  • 33. Photo Credit Root Cause: Fixing bad UI in help, the manual, or in training
  • 34. Photo Credit Prevention: Fix the product, not the user
  • 35. Photo Credit Problem 6:
  • 36. Photo Credit
    • Root Cause:
    • Did not anticipate expected user behavior
    • Did not prevent fatal errors
  • 37. Photo Credit
    • Prevention:
    • Do not design against engrained user behaviors
    • Usability test
    • Task flow analysis
  • 38. Photo Credit
  • 39. Photo Credit Problem 7: Believing “Don’t worry, we’ll fix it later.”
  • 40. Photo Credit Root cause: “Later” never happens
  • 41. Photo Credit Prevention: Prioritize user-impacting “bugs”
  • 42. Photo Credit Problem 8: Breaking user trust
  • 43. Photo Credit
    • Root cause:
    • Telling lies
    • Making mistakes
    • Assuming customers can’t do math
  • 44. Photo Credit
    • Prevention:
    • Don’t lie
    • Correct even minor mistakes – they accumulate
    • Remember users are smarter than you think
  • 45. Problem 9: The self-locking hotel internal bedroom suite door Photo Credit: Darren Kall
  • 46. Root Cause: Things are not used in a vacuum – missed system design Photo Credit: Darren Kall
  • 47. Photo Credit: Darren Kall
    • Prevention:
    • Interactive system analysis
    • Beta testing
    • Fix stuff
    • customers
    • complain
    • about
  • 48. Photo Credit
  • 49. Photo Credit Problem 10: No sidewalk where people want to walk “ I’m the user damn it!”
  • 50. Photo Credit Root Cause: Prohibition does not work
  • 51. Photo Credit
    • Prevention:
    • Participatory design
    • Catch the user
    • Democratize design
  • 52. Photo Credit
  • 53. Photo Credit Problem 11: Can’t set alarm. Can’t follow directions. Don’t trust product
  • 54. Photo Credit Root Cause: Product not designed for use. Instruction is a poor substitute for good design
  • 55. Photo Credit Prevention: Usability test. Products should be easy to use
  • 56. Photo Credit Problem 12: Unintended Acceleration
  • 57. Root Cause: “We lost sight of our customers.” James Lentz Photo Credit
  • 58. Photo Credit Root Cause: “Complaint investigations focused too narrowly on technical without considering HOW consumers USED their vehicles.” James Lentz
  • 59.
    • Check if solution explains the user data
        • 70% not the pedal
    • Test for worked “as used” not “as designed”
    • Ethnographic research into drivers
    • Analytics on real users to build test scenarios
    • Listen to experts
    • Prevention:
    • Listen to customers
    Photo Credit
  • 60. UX design prevents products that suck:
    • Meet (advertised) user scenarios with capabilities
    • Design for real-world use, not ideal-world
    • Distinguish affordances
    • Design with conscious intention
    • Fix the product, not the user
    • Don’t design against engrained behaviors
    • Prioritize user-impacting “bugs”
    • Correct even minor mistakes
    • Remember your product is part of a whole system
    • Prohibition does not work – democratize design
    • Products should be easy to use
    • Don’t lose sight of HOW customers USE your product
  • 61.
    • Products don’t have to suck
    • to create a UX breakdown
    A UX breakdown can happen if your product is disturbing, unpredictable, difficult, untrustworthy, awkward, broken, ugly, annoying, sloppy, etc.
  • 62.
    • Customer-centered businesses have insights about the people who purchase and use the system, object, process or concept that they sell
    And they keep this in mind as they develop products
  • 63. UX design is a customer-centered approach to the innovation, design, engineering, development, and deployment of a product or service The 12 examples of products that suck could have been prevented if the companies had taken a UX approach UX design is a way to keep customer insight in mind during product development
  • 64. Photo Credit
  • 65.
    • Step 1: Do something yourself - today
    • Step 2: Learn more on your own
    • Step 3: Get a coach to teach you
    • Step 4: Rent UX help through vendors
    • Step 5: Hire UX employees
    • Step 6: If you already have UX people, use them!
    The Six Step Program to Better User Experience
  • 66. In Conclusion:
    • Don’t tolerate products that suck
    • Don’t buy products that suck
    • And …
    Photo Credit
  • 67. Don’t design products that suck Photo Credit
  • 68.
    • Darren Kall
    • [email_address]
    • http://www.linkedin.com/in/darrenkall
    • @darrenkall
    • +1 (937) 648-4966
    • http://www.slideshare.net/DarrenKall
    Thank you. KALL Consulting Customer and User Experience Design and Strategy
    • Please rate my presentation on SpeakerRate.com
      • http://speakerrate.com/speakers/15597-darrenkall
    • Darren Kall
    • [email_address]
    • http://www.linkedin.com/in/darrenkall
    • @darrenkall
    • +1 (937) 648-4966
    • http://www.slideshare.net/DarrenKall