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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 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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“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 ConsultingCustomer and User Experience Design and Strategy
“Thisproductsucks!”
Allen the Customer
• Stealing money from his company
• Ruining productivity across the enterprise
• Impacting Allen’s health
Allen was rightWe 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)
Where was this?
Where was this?
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
To avoid making products that suck:
Distinguish between bad UX and one that sucks
Know how to prevent products that suck
Audience Test:
Does this product suck?
Distinguish between bad UX and one that sucks
This product
is disturbing
but
does not suck
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This product
is broken
but
does not suck
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This product
is annoying
but
does not suck
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This product
is ugly
but
does not suck
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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
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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
Problem 1: Triathlon scenario = running, biking, swimming
Watch is ruined if you press buttons underwater
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Root Cause: Implementation or technology did not meet up with user scenario
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Prevention:
•User scenarios
•Task flow analysis
•Usability test
•Beta test
•Customer concept validation
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Problem 2: Adaptive transmission not designed for a shared car or variable driving style
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Root Cause: Designed for ideal-world case not real-world case
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Prevention*:
•User research
•Workflow
•Task flow
•Activity cycles
•Beta test
* To credit VW, they redesigned and eventually dropped this feature
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Pull or Push? Can you tell?
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Problem 3:
Even with signs users bang into doors
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Root Cause:
Handle affordances not distinguishable
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Prevention: Design for affordances. Things that look the same should act the same
•Heuristic evaluation
•Usability checklist
•Remembering your own experiences
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Problem 4: Frustrating experience to pay for parking
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Root Cause:
Bad information architecture, bad visual design, bad task flow …
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Prevention: •Intentional IA design
•Task flow analysis
•Usability study
•Participatory Design
•Guerilla UX
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Problem 5: Scalding or freezing shower
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Root Cause: Fixing bad UI in help, the manual, or in training
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Prevention: Fix the product, not the user
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Problem 6:
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Root Cause:
•Did not anticipate expected user behavior
•Did not prevent fatal errors
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Prevention:
•Do not design against engrained user behaviors
•Usability test
•Task flow analysis
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Problem 7: Believing “Don’t worry, we’ll fix it later.”
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Root cause: “Later” never happens
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Prevention: Prioritize user-impacting “bugs”
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Problem 8: Breaking user trust
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Root cause:
•Telling lies
•Making mistakes
•Assuming customers can’t do math
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Prevention:
•Don’t lie
•Correct even minor mistakes – they accumulate
•Remember users are smarter than you think
Problem 9: The self-locking hotel internal bedroom suite door
Photo Credit: Darren Kall
Root Cause: Things are not used in a vacuum – missed system design
Photo Credit: Darren Kall
Photo Credit: Darren Kall
Prevention:•Interactive system analysis•Beta testing•Fix stuff customers complain about
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Problem 10: No sidewalk where people want to walk
“I’m the user damn it!”
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•Prevention:
•Participatory design
•Catch the user
•Democratize design
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Problem 11: Can’t set alarm. Can’t follow directions. Don’t trust product
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Root Cause: Product not designed for use. Instruction is a poor substitute for good design
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Prevention: Usability test. Products should be easy to use
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Problem 12: Unintended Acceleration
Root Cause: “We lost sight of our customers.” James Lentz
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Root Cause: “Complaint investigations focused too narrowly on technical without considering HOW consumers USED their vehicles.” James Lentz
•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
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UX design prevents products that suck:
1. Meet (advertised) user scenarios with capabilities2. Design for real-world use, not ideal-world3. Distinguish affordances 4. Design with conscious intention5. Fix the product, not the user6. Don’t design against engrained behaviors7. Prioritize user-impacting “bugs”8. Correct even minor mistakes9. Remember your product is part of a whole system10. Prohibition does not work – democratize design11. Products should be easy to use12. Don’t lose sight of HOW customers USE your product
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.
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
UX design is a customer-centered approach to the innovation, design, engineering, development, anddeployment 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
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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
In Conclusion:
Don’t tolerate products that suck
Don’t buy products that suck
And …
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Don’t
design
products
that
suckPhoto Credit
Darren Kall• darrenkall@kallconsulting.com• http://www.linkedin.com/in/darrenkall• @darrenkall• +1 (937) 648-4966• http://www.slideshare.net/DarrenKall
Thank you.
KALL ConsultingCustomer and User Experience Design and Strategy
Please rate my presentation on SpeakerRate.com• http://speakerrate.com/speakers/15597-
darrenkall
Darren Kall• darrenkall@kallconsulting.com• http://www.linkedin.com/in/darrenkall• @darrenkall• +1 (937) 648-4966• http://www.slideshare.net/DarrenKall
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