A part of life ‘on-line’ is that it requires a certain amount of administration. Stuff needs to be set up, logged in and authorised. It’s also a big part of getting people into a start up. So we most often ensure that the barriers to entry are reduced…. we let our new users do the admin later. Maybe, on their next visit. The only problem with this is that administration should always be undertaken when motivation is the highest, and that’s usually at the start of a process or project.
Recent shifts in technology have fundamentally changed the way we live. Consumer technology is now so pervasive that much more than communication that has been effected by it. It has changed our perceptions and what we think is possible. It has had important cultural and physical implications on consumer culture. New ideas change our physical surrounds and reality. It enables the re-birth of activities that got lost in the industrialised, world. A couple of simple examples include lomography, growing vegetables and slow food.
But all this technology has clouded our vision too. It has created some perceptions which aren’t based in reality. It has made us cluster around specific technologies, to the point that they become the archetypal definition of innovation. The place that innovation must revolve around. The app, geolocating or other technology de jour.
The truth about innovation is that it is not about tech wizardry – it never has been. Innovation is about finding solutions. And solutions don’t necessarily involve, technology or even products. It might be a simple new way of doing something.
Innovation is really about good thinking being put into practice.
It doesn’t have to be leading edge, driven by industry or assisted by technology. It can be simple and human. And sometimes the best innovations come from ideas that got lost along the way. The re-invention or a reminder of a certain way to do things. Maybe it’s devolution? Or maybe it isn’t the ‘thing’ or ‘product’ itself that the innovation comes from, maybe it’s the things around it or the people using it. What we want to hear from people is “That’s a good idea”, rather than “Gee, I wonder how they did that?”
Innovation is all about what it provides to the end user. The truth about innovation is that it lies in the process that gets us to a better result, something that makes us happier for whatever reason.
Up until very recently – maybe 10 years ago – the people who made the stuff we use, didn’t really care if we could use it. Which is why anyone who have ever owned a VCR can remember the time flashing at 12am for most of its shelf life.
People who made stuff didn’t care, because they didn’t have to. Our options were limited. There were only so many brands to choose from, and only so many retailers to buy from. It was buy from them, or miss out. But they were nice enough to a write manuals for us. If you’ve ever had struggled to read or understand a user manual of some sort. I’ve got good news for you… I have the translation below.
“Hi there, we’ve written this manual in order to avoid have to give you any real or human feedback. You see, we are too busy selling this thing in so many countries, that caring would impact our short term profitability too much. So instead we just got some of our engineers to write this thing, and then we hired a translation company to put it into your language….. so if this is all reading a bit back to front, or just too technical to understand, then that is why. The reason our product needs a manual is that we are pretty much trying to be everything to everyone. We couldn’t really decide which features to include or exclude, so we just put all of them in. We believe we can charge a higher price if it has more features, we are not 100% sure, but why risk it? We know having this many features makes it harder to user, but it really makes it easier for our sales and marketing team to tell customers and retailers our ‘thing’ does everything. Our policy is to do the bare minimum when it comes to anything related to our product after we already have your money. And we know that all our competitors do much the same stuff so we reckon we can roll like this. Good luck!”
Lucky for us manuals are a thing of the past and smart brands know this. In this day and age the thing itself should be the manual. If it isn’t we can be pretty sure that someone will replace our stuff with a better user experience that’s intuitive and actually cares about the people using it.
Screens are beginning to permeate our entire existence. This latest effort from Samsung is seriously a step into the future. A fully connected web enabled window. It’s not hard to imagine this appearing in architectural designed houses and offices in the next 12 months a la minority report. Again it seems that UI is what really matters.
Startups need to be thinking about how they design around next generation screen UI beyond Apple.
Subject: Order on line
I am trying to buy a wallet on line – but there is no way to add item to shopping basket.
To: “Sammartino, Steve”
Subject: RE: Order on line
Our online store currently offers watches and audio product only. For a larger range of our clothing and accessories please visit our preferred online retailer here:
Subject: Re: re: Order on line
Hmm – that’s pretty 1996 don’t you think?
Surfstitch.com.au don’t have the item I want… ?????
Can I order over the phone and pay via credit card and get sent to me that way?
Let me know,
I’m yet to hear back from these guys yet. Although they did give their initial response within 30 minutes. I’m still waiting for the second response. A person with credit card in hand, ready to buy.
Ignoring the fact that it is totally ridiculous to sell some things on line and not others, it is more ridiculous to not call me back (they have my number), take my order, take my money, go down to the warehouse and grab the item and put it in an express post or fed ex bag.
When it comes to selling on-line, being half committed is often worse than not being involved at all.
I’m developing a new website which is an on-line supermarket. Here’s some of the features I’ll be building into it in terms of usability.
If you want to place an order for milk, you must first look at all the items you don’t want to buy. They will pop up on the screen one by one. You’ll have to click past all of them. Then the milk will pop up after you’ve seen every other product for sale to click on. But after this, you then must click past all of the goods for sale again. The same ones we already showed you. When you want to proceed to the checkout, we’ll make you wait for maybe 5 or more minutes and show you many of the items you already saw on screen, again, just in case you changed your mind. If you decide to shop late at night at our on line supermarket, only one person can buy at a time, because we will restrict our ‘server’ so that all of our customers cannot buy their supermarket items simultaneously. This is because we will be trying to save a few dollars on serving people. A few people might leave and go somewhere else, but it will be a great expense saving idea.
Sounds pretty ridiculous right? Well, this is defined as ‘retail strategy’ in the physical supermarket world. Maybe it’s time they re-thought how they do some things. Right now there is tremendous opportunity for smart startups in the retail space employ on-line usability best practice to show some dinosaurs how it’s done.
It’s what we create for the people who care. The truth is we never know how hard it was to deliver the right product, at the right place at the right time. We only care that it was.
What we (the entrepreneurs, producers, marketers) had to go through is not part of the consideration set. It isn’t charity, it’s about them. So if we nail it and deliver the project quickly, we needn’t feel guilty or less deserving. Likewise, if it took us 5 years of hard working weekends and nights, that’s also no reason to feel a level of entitlement. We need to feel what they feel – underwhelmed or overwhelmed with what we deliver, how we got there is far less important.