Wednesday, October 7, 2015
Do you like it? Part 3
After reading posts one and two, you already know that short term feedback easily discourages change. It's very unforgiving to anything that's different in general. But - the longer you've been working on your new product concept, the more you actually need short term feedback to move forward.
When you choose to expose people to your mind-bending innovation for the first time, you're obviously interested in problems they face. Those reasons are the real roadblocks between you and a succesfull consumer product - not the fact that it's different. The reason these roadblocks are hard to spot by designers and engineers building the product, is because the first impression is hard to simulate.
The work that has gone into your product, is founded on top of technologies, conventions and patterns introduced by products that came before it. This means that your user interface will send messages that work against your new ideas. Those messages are causing test subject's brain to spit out incorrect suggestions how to interact with it, making the product appear 'unintuitive'. The point of these quick feedback sessions is to identify and fix those characteristics sending bad signals, not to validate the design itself. The long term feedback is used for that.
Simply kicking out unwanted messages saves a boatload of time and money, because you're not adjusting the product concept to match those unwanted messages (that weren't supposed to be there in the first place). This protects the core breakthroughs and principles that originally encouraged people to turn it into reality, as well as invited others to buy it. Without the need to do large architectural changes, more effort can be invested to stability and feature completeness. Everyone wins.
Building products with entirely new qualities, that bring real value to end users (and force the competition to do the same), requires a lot of cage rattling. Great products will not happen on their own. It requires a lot of passion, courage and determination to help people transcend their previous experiences. You're building them a friendly and motivating passage through the fear of change.
And when you take people to places they didn't know existed, their emotional response to that will be beyond 'liking'.
Thanks for reading and see you in the next post. In the meantime, agree or disagree, debate or shout. Bring it on and spread the word.