When we are determined to do something (such as learn to swing dance, play the guitar, or earn a degree), we will overcome obstacles and challenges to achieve our goal. Persistent setbacks might discourage us, maybe slow us down, but we won’t give up because we are determined to succeed. We rely on instructors and mentors to teach us these skills, and our motivation helps us to press on. We know that the reward for our efforts is the ability to swing dance, play the guitar, or earn a degree, and we are proud of our accomplishment.
When we use a website (for example, to register for a car loan, book travel reservations, or purchase an item) that has confusing navigation and complex design, we do not exert the same determination to overcome obstacles and challenges because it is easier to bail out and try our luck with another website. Although the vendor offers what we want, there are plenty of competitors that offer the same product at a better price. Suddenly, usability is critical to user satisfaction and profitability.
No matter what the technology, if it engages us, we are motivated to use it. For instance, I have a friend who never used eBay before until she wanted to purchase a gift for me. For this reason, she was motivated to learn how to use eBay. She learned how to create an account and bid on items because the process was simple to learn. She was proud of what she accomplished and so was I. She was so excited for what she bought that she returned to purchase more items. Only this time, she learned how to set-up notifications to track bids of others.
Let the experience of my friend be a lesson for you. Not only should a product be easy to use, it must be satisfying to use, and easy to learn so we can take advantage of other features and functions to become savvy users. When a technology engages users, they are more likely to use it.
World Usability Day is November 13, 2014. The theme this year is “Engagement”. Events around the world will focus on how to engage people to use technology products and services. What kind of design thinking needs to be incorporated to keep people engaged? How we can engage those outside our field, to understand the importance of a good user experience? How we can we engage people to help change those things that are not working well? For more information about World Usability Day and events, see http://www.worldusabilityday.org/.
I’m David Dick and I’m Talking Usability.