Your product’s biggest competitor may not be what you think

Yoghurt maker in a gift box

Several years ago, I was given a yoghurt maker as a Christmas gift.

A (nameless) relative had been quite astute, having heard me remark on at least a couple of occasions “yeah, we take yoghurt on our breakfast now…”  Maybe they had heard it too much. Having identified what appeared to be a need, they presented us with a shiny, new yoghurt maker. 

Sadly the gift went unused. The contraption remained tucked away in the corner of a cupboard until it made its way to a charity shop some months later. Not the outcome my thoughtful relative intended.

What went wrong?

It’s not that I was ungrateful. My relative was making a thoughtful gesture. They knew that this might be a source of limitless yoghurt for years to come. Maybe I would try my own recipes. Save some money on store-bought yoghurt.

My relative could not have known was that they were asking me to change my behaviour. Moving from pots of inexpensive yoghurt with the weekly shop, I would now need to:

  • Learn how to use the yoghurt maker
  • Buy individual ingredients
  • Find time to make the yoghurt
  • Find space in the kitchen or fridge for the yoghurt maker itself

 Rather than do all of that, I stashed it away.

Adoption is a challenge for all products and innovations. At the core of this is the requirement to replace incumbent routines or habits. This requires moving people away from how they currently do things and using your product instead. As far back as the sixties, Everett Rogers was addressing these concepts in his influential work Diffusion of Innovations, focusing on new products in the medical and agricultural industries. Years later, digital technology has enabled and accelerated the development of new and diverse products, all still facing the same fundamental challenges.

“Never underestimate the power of inertia” – Richard H. Thaler, Nudge: Improving Decisions About Health, Wealth, and Happiness.

Outcomes are the successful manifestation of behaviour change. At its simplest, a change may mean starting to do something new (physical activity, for instance) or doing more of something (perhaps managing tasks in a to-do app). A full spectrum of behaviour change was mapped out comprehensively by BJ Fogg as a part of his work in the Stanford Persuasive Technology Lab. The Fogg Behaviour Grid remains a seminal reference on the topic.

No matter how delightful it may look, a successful product must facilitate and inspire the behaviours that motivate its adoption, and ultimately deliver successful outcomes.

This link between adoption and desired behaviour in the product is often missed by product teams, who tend to work in a fictional future where their product is thriving. Designers in particular need to be aware of the process that a product is replacing, and which behaviours are inherent to that process. Helpful questions to ask include:

  • Which elements of the current process will be hardest to let go of
  • Is the current process handled by another product or multiple products?
  • Do the outcomes have any dependencies?
  • What behaviours do you need to alter to deliver success for your product?

It is tempting to interpret this challenge as one of on-boarding, and creating a delightful first-time run experience. It can help, of course. But doing this alone and then hoping for the best is blind faith.

No matter how delightful it may look, a successful product must facilitate and inspire the behaviours that motivate its adoption, and ultimately deliver successful outcomes.

 In her book Engaged: Designing for Behavior Change, author Amy Bucher Ph.D. spells out the need for tracking behaviours over time, including both:

  • short term measures that indicate early successes.
  • longer-term tracking confirming that behaviours have changed, indicating that the product has achieved adoption.

A new product may represent innovation in a sector or industry, but the path to change is littered with friction. This can be particularly evident in businesses where incumbent processes affect multiple departments and teams. Ripping those processes out can be painful, and take time. Innovation can be intimidating and, no matter how positive, will not always be welcomed with open arms.

Understanding this need for behaviour change, whether replacing old or creating new, is a key milestone for designers wanting to achieve ever-greater meaning with their work. As choice architects, designers hold responsibility for facilitating the behaviours they want to see articulated in interactions with the products we design. Achieving this requires a deep understanding of user motivations and what they perceive as success.

By understanding the behaviours which need to change, designers can better anticipate and address the inertia which could otherwise leave their product festering on a shelf, an unwanted gift.

Image credit: Illustration 103204057 ©Alexlmx — Dreamstime.com

Designing systems, not UI

Graphical representation of a computer displaying an alert

I’ve written a piece for the Puppet blog on the thinking behind an alerts & notifications system for a new product. I’ve had great feedback on the article, which serves to remind me that I should lift the lid a little more often on the work we’re doing.

Covey’s prioritisation matrix is referenced as part of the piece. This is, of course, a commonly known and commonly-referenced framework. Increasingly though I find myself seeking out new models and frameworks to assist decision-making. They are very much part of the toolkit. I hope the system I’ve outlined here makes it into someone else’s.

https://puppet.com/blog/designing-systems-not-just-ui-alerts-notifications/

The Humble Designer

One of the (arguably few) benefits that comes with having some gray hairs is the maturity to reflect on what you have learned over the years, and how you have learned it.

The early years of my career were not distinguished. I lacked direction and was not particularly interested in developing myself. I eventually woke up around eight years in. Those lost years often give me the uncomfortable feeling of playing catch-up all the time.

For the last 15+ years I’ve worked persistently at personal and professional development. I cringe now when I think of the younger me; the lack of interest both in my profession, and in others. It is this same sense of shame which helps me feel more qualified to answer a question I am asked increasingly often: what qualities make for a successful career in design?

For the last few years, the answers I’ve given have been, simply, humility and curiosity.

For the purposes of this piece I’ll restrict the definition of ‘design’ to the field of human-centred design. But I firmly believe these can apply to any number of disciplines.

As a junior designer, it’s easy to feel pressure to have all the answers ready and waiting. This tends to be reinforced in meetings as the question “So, what are we going to do?” comes up. Heads turn to the designer. “Well? You’re the designer – what’s the answer?!” is a question to haunt designers throughout the early years of a career. The subsequent scramble for easy answers can lead to any number of tragic outcomes.

A humble designer has the ability to say “I don’t have the answers. But I know the questions we should ask.”

Two books in recent months have left a huge impression on me: Humble Consulting and Factfulness. To my great delight, both books stressed the importance of both qualities.

‘Facfulness’ is a compelling and optimistic look at how much the world has improved during the 20th and 21st centuries, and how far humanity has developed. Very much against the current zeitgeist of everything appearing to be awful, it supplies data which undeniably shows that life is getting better for the majority of humankind. We are far from utopia, but the book stresses the importance of dealing with facts to understand the world around us.

“Most important of all, we should be teaching our children humility and curiosity. Being humble, here, means being aware of how difficult your instincts can make it to get the facts right. It means being realistic about the extent of your knowledge. It means being happy to say “I don’t know.”

In ‘Humble Consulting’, Edgar Schein presents humility as a strength in approaching complex challenges, and something which nurtures the kind of collaborative relationships required to achieve breakthroughs and desired outcomes. Early in the book, Schein describes three types of humility, one of which – Here-and-now Humility – “results from our being dependent from time to time on someone else in order to accomplish a task that we are committed to. This will strike some readers as academic hairsplitting, but it is the recognition of this third type of humility that is the key to humble inquiry and to the building of positive relationships.”

The humility to accept that you don’t know – and the curiosity to fill the gaps in your own knowledge – makes you not just a better designer, but a better colleague and a better professional; one more capable of working within a team to achieve shared goals.

The Dunning-Kruger Effect

The casual arrogance that comes with partial knowledge is ruthlessly conveyed in the early peak of the Dunning-Kruger Effect. Knowing where you sit on that continuum, through a capacity for self-awareness, is essential. The best designers will know themselves to be somewhere in the dip, but working hard to ascend the other side.

I’ll listen to anyone with an opinion on the qualities of a good designer. There’s room for all kinds of approaches and skillsets. However I will say this: the absence of humility and curiosity may not deny a designer a successful career. But absence of those qualities will deny them a truly fulfilling one.

Empathy, deconstructed

Psychology is just one of many areas designers can sometimes stray into for guidance or assistance. Anything which reminds us that we are flawed humans, attempting to design useful things for other humans is a good thing.

Carl Rogers’ Person-Centred Therapy (PCT) makes for interesting reading for the modern design professional. Rogers’ innovative approach, now over 50 years old, ran counter to the remote and detached forms of psychotherapy prevalent at the time. Specifically, PCT contains a number of principles that align with key qualities of effective design thinkers and problem-solvers.

The approach features three core conditions, each of them with direct relevance to the creation of positive user experiences.

One of Roger’s core conditions is unconditional positive regard (UPR). UPR is “the basic acceptance and support of a person regardless of what the person says or does”. Substitute person for user and you have a pretty good foundation for user-centred design. As design luminary Don Norman has put it, “what we call ‘human error’ is a human action that … flags a deficit in our technology. It should not be thought of as an error.” Which sounds like UPR in so many words.

Another condition is congruence; “the willingness to transparently relate to clients without hiding behind a professional or personal facade”. The parallel in design might be a desire to facilitate top tasks, and present easy paths to goals without the clutter of marketing or sales to present obstacles.

The essence of user-centred design is appreciating users as humans with needs, goals and limited time on their hands in which to achieve them. And why must we humanise the user? In order to practice the human quality of empathy – coincidentally the third of Rogers’ core conditions.

There are increasing amounts of lip service given to empathy in our professional & social feeds. It sounds worthy and is difficult to argue against. What we don’t often see are answers to questions about how to leverage it, how to make it practical.

The imperative of empathy for designers means identifying with others enough to create something which, no matter how small, makes their life easier. UPR has huge relevance; as designers we should demonstrate a positive regard for whatever our users’ motivations and needs might be. To create meaningful product experiences which connect users with their goals, it falls on us also to treat the pursuit of those goals and associated needs with respect.

Good design demands empathy and insight. UCP provides some simple ground rules for beginning to flex that empathy muscle.

UX Bookclub Belfast, Feb 2018

This time round we had Donna Lichaw (@dlichaw) talking about her book The User’s Journey: Storymapping Products that People Love.

Donna has a background in screenwriting, and carried over the idea of mapping out story from the world of film as she transitioned into products. In the book we’re offered examples from film & TV (Back to the Future and Breaking Bad fwiw), then examples of how that transposes to design.

The storymapping model ©2018 Donna Lichaw

The storymap always follows this pattern (above), the challenge is then to populate the story with the most critical elements of the user experience. N.B. Although Campbell’s ‘Hero’s Journey’ is referenced, that isn’t the central model or focus of the book.

Examples of effective application of the technique included Donna’s own experience with FitCounter, where rate of retention during onboarding doubled, despite extending signup from 5 to 15 steps! Another example given is the signup experience of Twitter during it’s major growth period.

During Q&A Donna suggested storymapping was another tool that could work alongside more traditional methods; in practice I anticipate it will take significant buy-in from an early stage, right across the team. Potentially it might impinge or negate completely many accepted UX practices. For instance, some terms that Donna makes use of might be a formula for ambiguity in the UX vs agile conundrum, not least the definition of “stories” itself.

That said, Donna didn’t get caught up in semantics; the book is simply advocating for increased shared understanding, using story – in a holistic sense – as the agent to establish clarity for project goals. It’s a relatively short read, and makes a compelling case for storymapping to bring something fresh to product discussions. It’s but a short step away from experience mapping and traditional user stories; a consolidation of disparate elements under the banner of story.

If you have time, this is an excellent video of Donna’s presentation at Mind The Product in London, 2016.

Check the resources Donna has provided on her website.

Donna Lichaw appears at UX Bookclub Belfast

A quick history of UX Bookclub Belfast: started around 10 years ago and hosted by an agency named Front. They were acquired by Monotype in 2012 at which point myself and few others took up as organizers, until early 2016 when it ran out of suitable venues… and interest. FF to late 2017 and we held the first rebooted bookclub (now with added Meetup.com!)