Tag: User-centric

According to a recent article in Tech Crunch, anyway. And we agree.

At least until such time as the singularity is upon us, the point of machines is to serve humans but until now, we have been enduring an early developmental stage in data processing technology – a time when our data processing tools are so primitive that they are like human babies, ruling our behaviour with their need for constant care and attention. We have had to accommodate the needs of our machines but in the future, our technology will be an understanding and supportive partner in our lives rather than an infantile tyrant.

The singularity may still be some considerable time away – but as the Tech Crunch article says, we are already in the era when technology can serve us with a much higher level of understanding of the things that make us human. We just have to design it that way. And we already know a lot about how to do that.

It is just a matter of time before consumer expectations force the investment of capital in humanistic design priorities.

There is a big scam in technology that is almost universally played by platform providers of all kinds – and we pretty much always just go along with it, undervaluing ourselves and making them richer at our personal expense.

It happened to me, just today when my mobile service provider sent me this SMS:

Based on yr last call to us, how likely r u to recommend [us] to a friend/colleague?

Why do they expect me to provide them with this information? Because I probably will. Because most people do (or enough do, to make the results statistically meaningful).

But why would I do that? What’s in it for me?

Well, there are some intrinsic motivations that could drive my response:

  • The will to express myself, to be heard
  • The will to be cooperative
  • The will to feel like I am an instrumental part of something that I am involved in

Great.  Satisfaction of these intrinsic motives does sustain behaviour. The persistence of  platform providers in trading on these motives is evidence of that fact. +play does the same thing in its gamification designs, hitching a ride on things that players are already primed to do by their intrinsic motivations.

But wait.

Presumably, my response is of value to the provider. I doubt that they would go to the expense of asking for it, collecting the response, compiling it, interpreting it, etc., if it was worth nothing to them. And being a business, that boils down to it being worth money to them. So, what is my cut?

My mobile service provider is neither my friend, my family member nor a charity that I support. It does not fall into any category in my life to which I gladly donate my personal property. It is immeasurably financially richer than I am now or will ever be but by asking me help them improve their service, they are expecting me to make a donation to them! They pay their employees to make guesses as to what kind of service I want but they won’t give me any form of extrinsic value for giving them actual facts about it?

I think that is fundamentally disrespectful to me as a ‘valued customer’ and suggests that their view of me is actually just, ‘an asset to be exploited’. I know a mobile service provider is not an app but it reflects a highly prevalent attitude I see in technology providers of all types.

Listen guys, without me (and all your other customers), you wouldn’t exist. If our information and opinions are important to the sustainability of your business, acknowledge that in some meaningful way. We deserve better.

#nosuchthingasafreelunch

 

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Unfairness has been described as “relationship poison” in a study of customer relationships, aggravating conflict, opportunism and undermining the relationship management benefits of contracts.

People’s sense of fairness is innate and has been demonstrated in a wide range of sciences from genetics to primate behaviour.  The feeling of being treated unfairly is instinctive and powerful and can lead to extreme results [1] (although different people react differently to unfairness).

So, do you treat your end-users fairly?

More importantly, do your end-users perceive that you treat them fairly?

Here are ten reasons why you should and how you can show respect for your users that will pay off in the long run.

  1. Your user’s attention is an asset that deserves compensation.
    People can only pay attention to one thing at a time (don’t believe all that nonsense about multi-tasking). That means that paying attention to you comes at a cost to the user – not being able to pay attention to something else. That is an opportunity cost and has value to the user. If you compensate the user for that value, they will feel that you are treating them fairly. They might even realise that others just rudely grab their attention (advertising, anyone?) and that you are much more respectful.
  2. Your user’s information is an asset that deserves compensation.
    In order to achieve your objectives, you probably need information from your user – their shoe size, their email address, their credit card details, etc. This information belongs to them. If you offer them compensation for the use of that information, they will feel that you are treating them fairly. They might even realise that others just rudely grab demand their information (user registration forms, anyone?) and that you are much more respectful.
  3. Your user’s commitment is an asset that deserves compensation.
    The first date is one thing but by itself, ultimately empty and unfulfilling. Having a second or third date means something more. Beyond that is where the real value lies. You don’t get that far without reciprocity. You just don’t. If your user honours you with a repeat encounter, respect that by giving them something in return (narcissists please note, your mere presence is not actually enough).
  4. You are not the reason why the user gets up in the morning – support their life, don’t try to drive it.
    (Another one for the narcissists). Your offering might be wonderful but it is probably not the centre of your user’s life. They will have given it a place in their world because they would like it to help them through the day in some way – but that is all. Don’t expect them to change their lifestyle or do hours of study or training to use your product, unless changing lifestyle, studying or training is the whole point of the product. Be their butler, not their boss.
  5. You are a guest – be a good guest
    Your users have invited you into their personal spaces. Mind your manners, don’t interrupt, take off your shoes at the door. Be entertaining, responsive and offer to help without getting in the way. Be a good listener. Don’t offer your advice or opinion unless it is asked for. You want them to look forward to your next visit, not dread it.
  6. Users take a risk with you – honour their trust in you.
    Running with the ‘delightful guest’ metaphor, don’t leave your hosts feeling they should be careful what they say in your presence and count the silverware after you have left the room. You really do want to be invited back – they might even bring out the good stuff next time. Maybe one day they will ask you to be a godparent.
  7. Speak the user’s language.
    It is probably not C++, XML or Swift. Nor legalese, medicalese or psychobabble. Half of the population of developed countries has no more than Level 2 literacy skills [2] so requirements of vocabulary, sentence length and complexity, etc. need to be limited.  Is the language you are using even the user’s first language? Addressing someone with language that they do not understand suggests that you do not truly want to communicate with them – not a good way to win friends and influence people.
  8. Allow the users to express themselves.
    You are not the only person in the room and certainly not the most important one. It is not all about you (hello again, narcissists) – it is about your user. Let them actively participate. Let them be a co-creator of the outcomes. Then your offering becomes partly their offering. Then you have ‘ownership’ and engagement.
  9. Listen to what the users tell you.
    Ask for feedback in a way that makes it seem like you mean it – and respond to that feedback, promptly and gratefully. They went to the trouble to give you information (one of their assets – see number 2 above), so you owe them for that. Acknowledge the user’s contribution to improvements, don’t just take all the credit for yourself. If you want to be a masterful listener, don’t wait for the user to speak up: closely observe their behaviour and modify your designs to better match it. You’ve got the user on the dance-floor – now let them lead and you be the expert follower.

[1] ^ Tripp, T.M. & Bies, R.J. (in press). “Doing justice”: The role of motives for revenge in the workplace. In M. Ambrose & R. Cropanzano (Eds.), The Oxford Handbook of Justice in Work Organizations. Oxford University Press.

[2] ^ Using the OECD scale of 5 proficiency levels; http://www.oecd.org/site/piaac/Skills%20volume%201%20(eng)–full%20v12–eBook%20(04%2011%202013).pdf