Fat Spaniel

Tendril

So, we encourage you to simplify, simplify, simplify!  Anticipate user’s most common questions, then make it easy to find these answers. Highlight key information in an easily scannable format, and engage consumers with friendly language, like “How much energy am I using?” and “Is my electric bill on track this month?” If you have more data, you can always offer it on drill down for people who want to learn more.

2) Present energy data in meaningful unit equivalents, specifically dollars
Which in-home energy device would you want to use in your home?

Option 1

Option 2

I bet you chose Option 2.

To engage consumers, phrase information in a way that makes sense to them. What we say has to be both measurable and meaningful. Consumers do not understand the electricity unit of ”kwH”, unless they’ve had considerable experience with it. And the words “tons of carbon” are just as meaningless even to those who are in the industry. Instead, all energy data should be presented in terms of dollars ($), with kwH and other meaningful equivalents shown as alternative views that can be visualized. For example, “You’ve saved $53.44, or enough energy to watch 362 hours of TV.”   Check out Chevron’s “Energy Generator” as another great example of how to present meaningful unit equivalents that consumers understand.

3) Consider a “new user” experience
Most consumers have not had a lot of experience seeing detailed analysis of their energy data, so there is going to be a 3-6 month period of active learning for new users. During this time, users are going to be interested in identifying some basics about their energy usage. For example,

• How much energy do I typically consume during a single day?
• What is the impact of different items and behaviors in my home?

After this initial learning period, consumers will have a good sense of the basics that will remain fairly static over time, and will start shifting their focus to a different type of monitoring. For example:

• Is my energy usage on track?
• How does my usage now compare to my usage in the past?

We suggest that you recognize this consumer learning curve by considering a “new user” experience for your consumer portal.  The purpose is to educate users on their energy basics and to appropriately highlight information that is most relevant while they’re still learning, but might remain static overtime or become less interesting after initial use. Then, after this initial ramp-up period, keep users engaged by presenting an ongoing use experience that highlights the dynamic information they want to continue monitoring overtime.

4) Deliver proactive recommendations with bottom-line savings
Consumers want to know what concrete steps they can take to reduce their energy consumption, and they want to know what impact those steps will have on their bottom-line savings. Our research has shown that people are highly concerned and knowledgeable about environmental issues, but their primary motivation is still saving money.  We recommend creating a predictive savings calculator based on actual energy usage that would allow users to see how various changes would affect their consumption and bill. Users could even use this calculator to help convince other household members to make the behavioral changes that matter most for their bottom dollar. Will the calculator show you which trade-off is right for you?  Probably not, but at the very least, it will provide you with your top options for having the biggest impact on your bottom dollar. You can take it from there.

5) Offer a highly-visible, integrated in-home solution
In addition to creating a web portal for access to consumer’s historical data, we suggest also providing a highly visible point-in-time meter for integrated placement within the home. Consumers are looking for visible, real-time meters that can become an effortless part of their daily routines – much like their thermostats – because they know that everyone in their house has to be able to stay on track with one simple glance. Otherwise, it will be “one day up then one day down” instead of a forward-moving effort by everyone involved.

Also, remember what we’ve learned– keep the device simple, and present energy data in dollars and other meaningful equivalents, such as the following example from Energy Aware.

We hope you found these tips in creating consumer energy portals helpful. Think about it… talk about it… try it… and get out there and create your own green power designs so that others can give it a try, too.

Fast Things vs. Slow Things

Similar to the first point, continuous deployment lets you get everything, not just bug fixes, to users as soon as they’re ready to go. Small features, easy changes, and UI tweaks don’t have to wait for larger, unrelated features to be released to customers. After all, should a new design for the splash screen really have to wait on the implementation of a whole new payment system?

More Opportunities for Community Involvement

If you’re having a constant dialog with your customers (you are, right?), they’re probably making some pretty good suggestions about problems they’re having or ways to improve the product. A by-product of the first two benefits is that those users are going to feel even more involved in the development process when their suggestions or concerns are dealt with quickly, rather than if they have to wait months or even years for the next major release.

(Mostly) Avoidable Customer Problems

As with anything, continuous deployment can also cause some problems for users. Of course, some of these problems can exist in big, staged deployments as well, but these are a few things in particular to watch for.

Constant Change

Imagine if every day, the layout on your car changed, sometimes slightly, other times drastically. You want to drive to the store, but the steering wheel is on the other side and you’ve suddenly got an extra pedal. It would make it a lot harder to get where you were going, wouldn’t it?

Well, presumably your users are using your product to get something done, and they’ve got a certain way that they’ve learned to do it. Continuous deployment can mean that the interface for your product can change at any moment, even several times a day. If features constantly appear and disappear, it can be very disruptive to your users’ process.

There are a few things you can do to minimize the disruption. First, make sure that you’re testing your biggest changes on small cohorts of people. Iterate on a subset of your user base, rather than hitting every single user with every single change. This will limit the change that any individual sees while still giving you the benefit of constantly pushing code to customers.  In fact, use this as an opportunity to do the A/B testing you should be doing anyway.

Also, and this should be obvious, try to limit your truly disruptive user interface changes so that things don’t feel like they’re in constant flux. You can still change things, but be aware of how frequently you’re making major changes and stay in contact with your users to make sure they’re not feeling dizzy.

Inconsistent UIs

When a big new release is planned, often there is a comprehensive design phase where all the new changes are mapped out and discussed. This means that any inconsistencies in the UI can be found and addressed.

In continuous deployment, different pieces of the product are getting built and shipped to customers all the time, and there is rarely a time when the entire UI is reevaluated as a single entity. This means that sometimes UI standards can tend to…oh, let’s say evolve.

This problem can be controlled by having a UX team member embedded in the development team and constantly working with the engineers to enforce standards before things ship to customers. It can also be improved by providing wireframes, visual designs, and tools like templates to developers so that the look and feel of the product doesn’t shift too dramatically over time.

Avoiding QA

I’m certainly not claiming that every single thing in a traditional release process gets a full QA pass, but I do find that continuous deployment makes it easier for code to slip out to users without any human testing at all. Any time you give engineers the ability to ship code directly into production, you’re tempting fate. Somebody’s going to say, “oh, it’s just a tiny change,” and it’s going to get out without any testing. I’m not naming any names, but you only have to have a tiny change break the entire product once before you realize that there’s no such thing as a tiny change.

Also, continuous deployment can make certain types of testing much less likely to happen. While large release cycles tend to have a code freeze and weeks or months devoted to testing, hopefully including regression, unit tests, and end to end testing, continuous deployment doesn’t necessarily have that baked into the process.

You can always add periodic end to end testing of the product to your own process, of course, and it can be quite helpful in improving code quality, especially when your engineers occasionally slip through a “tiny change.”

Communication Issues

When you’re constantly releasing new features and bug fixes, communication with your users can be a challenge. You don’t have one big release with new help docs, a big roll out plan, and an advertising campaign. Instead, stuff is coming out all the time, and users can get overwhelmed by keeping up with the changes.

Context sensitive help and inline information for each feature can help users get quickly oriented.  Also, clearly marking new features as alpha or beta can let users know when a feature is still being developed so they can set their expectations accordingly.

Documentation can also easily get out of date when things are getting released constantly. Big, staged development cycles often have a built-in time for creating documents. Typically, manuals or help documentation and FAQs go through QA sometime after code freeze and before release. But since you’re not necessarily doing a big, monolithic release with continuous deployment, you can end up with this material never getting any sort of end to end editing to make sure they stay current. Make time for this. It’s good for both your customer experience and your customer support team.

Frequent Downloads and Updates

While continuous deployment is quite natural with web applications, even downloaded products can be constantly updated. However, you should always be aware of the burden you’re placing on your user base. If you’re forcing people to download a large file and go through an installation process too often, you’re going to annoy people.  As a personal example, iTunes appears to have a new version every week, and I’ve started to flinch every time I open it.

There are a few things you can do to make downloads easier on your users. First, you can ask the user to allow the update to download in the background and install automatically the next time the product opens. This means that the updating happens with very little user annoyance. Also, it’s best to keep the update quick by making the downloads incremental. For example, your virus protection software probably updates its virus information daily without asking you to reinstall the entire product every time.

So, Is It Good for Users or Not?

Continuous deployment can be done in a way that’s good for both engineering teams and users, but you do need to take some precautions. By taking care when you introduce changes that your users will really notice and making sure that you make time for important processes like QA, you can get features out faster and constantly improve your product. And that is very good for users.

Interested? You should follow me on Twitter.

For more information on the user experience, check out:

• A Faster Horse – When Not to Listen to Users
• Improving the ROI for Your Customer Feedback
• 5 Things People Get Wrong When Talking to Users
• A/B and Qualitative User Testing
• 6 Stupid Excuses for Not Getting Customer Feedback

Here are our top design principles for creating an infographic:

1) Focus the infographic around a single, key question

We centered our infographic around the fundamental question new small business owners cared about most: “How do my health insurance costs compare?” Then, to answer this question, we created an infographic design to breakdown some of the important specifics – like employer and employee costs by region, and the average employer contribution.  We placed secondary information, such as the various plan types offered by employers, on the side of the infographic and used subtler visuals so it would not to compete with our key message.

2) Identify a visual metaphor to help expose differences quickly

We wanted viewers to be able to notice variations in data quickly, as this is the fundamental power of a good infographic. Consequently, we came up with helpful visual metaphors that allowed us to visually represent plan costs by region in two ways. First, we used a heat map of California to indicate employer costs so viewers could quickly see regional differences at-a-glance. Second, we displayed horizontal bars that corresponded to the relative costs by employers and employees per region so viewers could visually compare differences in amount.

3) Use minimal text, and rely on visuals to tell the story

We wanted to keep our infographic clean and simple by requiring minimal reading, so we included a visual key for our chart at the bottom of the infographic to help keep the text and fine print to a minimum.

Overall, our quest to create an effective infographic helped us to double-deliver to our client —  we not only revealed interesting findings, but also presented the findings in a ready-to-go format that met the needs of the employers Intuit wanted to reach.  We’re excited to share our newest piece of healthcare artwork with you, so take a look and let us know what you think!

https://benefits.intuit.com/content/infographic.pdf

Problems vs. Solutions

Users are much better at telling you about problems that they’re having than solutions that they want. In Ford’s example, when people asked for a faster horse, what they were really saying was that the horses they had were too slow. They didn’t specifically want a faster horse. They wanted a faster means of transportation that was no worse than a horse in other respects.

Frequently in user tests or customer feedback sessions, customers will tell you very clearly, “I want x!” Your job is to understand why they want x and then to determine whether or not x is really the right solution. It’s not that they never have good solutions, but users tend to only look at the product from their own perspective and usage patterns, while you should be talking to lots of different types of users with lots of different types of problems. They’re not thinking about the product as a whole or how to fix things for the other several million people who might have slightly different problems.

When users try to give you solutions, encourage them to talk about their problems instead. Then figure out what they’re really asking for, and give it to them.

Past vs. Future Events

It’s much easier for people to answer questions or give opinions about something specific that has already happened than about something that might happen in the future.

Consider the question, “What do you want to eat tonight?” vs. the question, “What did you think of the meal you just ate?” For the vast majority of us, the second one is much easier to answer. It simply asks you to formulate a concrete opinion about a single event that has recently happened. The first question asks you to imagine all the various available options for food and make a decision about what you might like in the future based on probably imperfect information.

This is true with products, as well. It will be much easier for your user to explain how performing a particular task went than to predict how he would like to perform that particular task in the future. That’s why, when you’re doing your preliminary research to determine product direction or early feature development, it’s very important to give users hands on tasks that they can perform for you and then give opinions on rather than to talk abstractly about the solution you’re considering providing for them with your product.

Users vs. Other People

Unless you’re really lucky, you’ve probably realized that people are terrible at figuring out what other people want. Perhaps you came to this realization on some birthday or other gift giving holiday. Users suffer from the same problems as gift givers. They’re almost always terrible at telling you how other people will react to a product.

And yet, talk to just a few customers or user test participants, and you’re guaranteed to hear one of them say, “Well, it’s not for me, but my mom/friend/boss/brother would be really into this…” Another one you hear a lot is, “My mom/friend/boss/brother would never be able to use this. It’s way too complicated.”

This information can be marginally useful if you’re trying to find the right customer segment, but take it with a grain of salt. Reassure the user that you’re also going to talk to people like their mom/friend/boss/brother, and what you’re really interested right now in is the user’s opinion. Then talk to the mom/friend/boss/brother to find out their real feelings. Chances are, the person you’re talking to doesn’t really know what anybody else wants as well as they think they do.

The Right Questions

So, what should Henry Ford have been asking his customers? Instead of, “What do you want?” he could have asked, “Is there anything you particularly like or don’t like about your horse and wagon?” If they chose not to buy a car, he could ask, “Why didn’t you buy that car?” Once they bought a car, he could have asked, “What made you decide to buy a car?” or “Was there anything you found particularly confusing or hard to use about your new car?” He could even have gone for a drive with some of them and observed the various problems that they encountered.

In fact, there were dozens of things he could have done that might have helped him improve the design and marketing of his product. He just couldn’t ask them, “What do you want?” because they almost certainly would have said, “a faster horse.”

For more information on our approach to getting customer feedback, check out:

• Improving the ROI for Your Customer Feedback
• 5 Things People Get Wrong When Talking to Users
• Fast Insight Testing
• A/B and Qualitative User Testing
• 6 Stupid Excuses for Not Getting Customer Feedback

Step 1: Identify Key Metrics

First, identify the metrics that you care about, and look at the distinct steps that your users are most likely to take to change those metrics. This way, you can plan your qualitative testing to show you exactly what is getting in the way of your users reaching each subsequent step.

As an example, let’s imagine that you have a social networking site that earns revenue when people give virtual gifts to each other to display on their profile pages. Because your revenue depends on lots of users purchasing lots of things for each others’ pages, you might care about the following metrics: how many people register, how many people customize their profile pages, how many people make friends, how many friends they make, and how many people purchase one or more gifts. Obviously, that last is the most important, since that’s where your revenue comes from, but the others are also important, since improving those numbers should increase everything downstream, if done in the correct way.

Your goal is to get people from point A to point D as quickly and pleasantly as possible. To do that, you want to look at all of the barriers you have erected in the way of your users accomplishing those tasks.

Here’s are the pieces of the user flow that change your key metrics:

Registration > Profile Customization > Finding a Friend > Purchasing a Gift

Step 2: Identify Individual Task Flows

Now that you know what your key metrics are, you need to make sure that you observe your test participants trying to accomplish the tasks that will eventually lead to changing those metrics. To plan your tasks and analyze your data, it helps to break down your individual tasks into smaller user flow steps based on your user interface.

For example, while the number of successful registrations may be a single metric, there may be several screens or discrete interactions involved in your entire registration process. Make a list of what they are now.

As an example, I ran a test recently for a product that had a 4 step registration process. The user flow for registration on the site looked like this:

Step 3: Observe People Performing Tasks

So let’s say that, based on the metrics you want to change in your hypothetical social networking site, you’ve determined that you need to gather data about registration, profile customization, finding friends, and purchasing a gift. You’ve scheduled 5 people in your target demographic to come in for user test sessions. I’m not going to teach you everything you need to know about running a test, but here are some basics.

First, let the user begin using your product however they want and note all of the things that they do that aren’t the tasks you’ve identified. Remember, any time spent not doing your target tasks is time that is not being spent improving your metrics, so you want to know what these other things are! If you give your participant a targeted task right away, you will never learn what other things they are doing instead. Finding these distractions allows you to eliminate them or change them so that they also improve your key metrics.

Watch everything your user does with the perspective of the ideal flow for your metric. Do your participants wander off track or getconfused during registration? Do they fail to find their own profile? Do they not have the information they need to find a friend? Do they fail to understand what gifts are or how to purchase them? Do they get distracted by a totally different part of your site that doesn’t contribute to improving your key metrics?

Once you’ve allowed the participant some free exploration time, you may need to move them to a particular task. For example, in our current example, it might be that you need to ask the participant to try to purchase a gift, even if that’s something they wouldn’t do in the context of a study environment. You can move them along by saying something casual like, “Did you notice that there is a way to purchase gifts? What do you think about that?”

Meanwhile, record what the participant is doing and encourage them to talk about their impressions of the product.

Step 4: Identify Barriers

Once you’ve gathered data by watching 4 or 5 people repeat the same tasks, you need to analyze your data to figure out where the barriers are and communicate them effectively to the team. Determining the barriers should be pretty easy. Just ask yourself the following questions:

• Where did participants seem confused or distracted and stop performing a task?
• Which things took longer than they should have?
• Why did participants fail to accomplish a task?
• What tasks did the participants perform that would not improve the key metrics?

In the product I tested with the four step registration process, the metrics showed significant drop off one each screen. On screen number 2, the user was asked to choose a unique user name and enter some information. It had a surprising amount of drop off considering how simple it was. After watching a few user tests, I noticed that many people were trying to select user names that were not available, but they were failing to notice the error message telling them to choose a different one. Even if they noticed the error, several people had a tough time finding a user name they liked and would spend minutes typing in word after word, getting frustrated, and finally giving up.

By watching people try to register for the product, we identified several significant barriers to successful registration in just one step of the process. In fact, we found similar problems – some large, some small – in each of the steps.

Once we’d identified the barriers, organizing and explaining them to the team was easy with a simple, annotated flow of the steps leading up to the goal along with the problems associated with each step. For example, the flow for the registration test might have looked like this:

Landing Page

• Didn’t understand the product
• Felt the product was aimed at teens
• Thought the network was very small

User name

• Didn’t know when a user name was taken
• Couldn’t come up with a decent name

Personal Info

• Were concerned about privacy
• When failed Captcha, all info had to be re-entered

Download

• Were uncomfortable downloading b/c of viruses
• Didn’t know what they were downloading

Overall

• Were bored during registration process or complained that it was taking a long time

Step 5: Develop Recommendations

Now that you know what barriers are keeping your customers from accomplishing the goals you’ve set for them, you need to generate recommendations for ways to remove those barriers. You can do this by looking at exactly what the barrier is and what the users’ reactions were to it, and then brainstorming ideas to help the user overcome that barrier. Yes, this is the tough, somewhat creative part. You don’t want to just take any recommendation that the user gives you. You need to understand what problem they’re having and come up with a way to fix it that doesn’t cause any other problems.

Going back to my example, once we found the problems on the user name page, we looked at several solutions. We definitely needed to make it more obvious to the user when they selected a name that was already taken. We came up with a few simple ways to solve this particular problem: we could suggest other user names when people tried one that was already taken; we could make the error more noticeable; we could make the Next button obviously disabled so that they couldn’t even try to move on; we could free up some names that had been taken but weren’t currently in use so that the selection of user names was better. We then selected a couple of these solutions based on expected ROI calculations.

Even the lowest effort of these suggestions, improving the visual design of the error, caused an immediate and statistically significant decrease in drop offs for that step in the registration flow, and eventually improved revenue by increasing the number of successful sign ups. The barrier was lowered, if not entirely removed.

You may have noticed that the last section is labeled “Overall.” This is where you look at the process as a whole, rather than a sum of its parts. For example, one comprehensive solution for drop off at each step might be to reduce the number of steps it takes to register (almost never a bad idea!). Doing this wouldn’t necessarily mean that you wouldn’t have to address the other problems individually, but you might get fewer drop offs simply because it would take less time for users to finish the process.

How Is This Different?

You might be wondering how this is different from more traditional ways of running user tests and analyzing data. In any user test, you’ll need to come up with tasks, observe users, figure out where they’re having problems, and come up with solutions for the problems.

There is a difference though. My experience has been that companies do not fix every single UX problem that they find in user research. I don’t love this, but I do understand the need to prioritize important changes.

So, if you’re only going to fix a few problems, you should make an effort to identify the most important ones. The counter intuitive part is that the most important problems might not be the worst problems from a user experience stand point, but they will definitely be the ones that are keeping your users from reaching the goals that improve your most critical metrics.

Using this framework will help you identify your key user flows, find and communicate the major barriers to success, and propose targeted solutions that will improve both your user experience and your business.

For more information on our approach to getting customer feedback, check out:

A few reasons why it’s especially important to show interactive designs on a screen:

Animations and interactions

I am an interaction designer. A big part of my job is to determine what happens when a user interacts with a product. Sometimes that’s obvious. For example, if I click on a link with some text that reads, “Contact Us,” I expect to be able to communicate in some way with the people who have created the product.

But is it so obvious? Back in the day when links could only take you to another static web page, sure it was. But now, all sorts of things could happen. I might have different behavior on hover vs. on click. I could be given the option to have a live chat with a rep. I might be presented with an inline contact form so that I don’t have to leave the page I’m visiting. The contact form could have some information already prefilled for me based on my present location or account type. There could be animation involved in displaying the contact information. There could be some sort of contact wizard that would change later screens depending on choices the user makes initially.

All these interactions are much harder to convey with paper prototypes than with interactive wireframes. Sure, you can make a different screen showing each stage of the interaction, but with anything more complicated than a few steps, your observers can get lost pretty fast shuffling through papers. Having it all working in an interactive prototype allows users to click through and explore naturally. They can also discover things like hover interactions or animations on their own, which are particularly unsuited to paper.

Testing

What? You don’t need to test your designs with users? Your designs spring from your brain fully formed and perfect? Well, good for you. The rest of us mortals actually like to show our designs to test participants and get feedback from people who aren’t familiar with the product.

Now, I’ve run a lot of user tests. I’ve run them with working products, interactive prototypes, pictures of screens displayed on computers, pure paper prototypes, and physical mockups of products. I’ve used prototypes built with everything from HTML to Visio to cardboard. The one constant was that the closer the prototype mimicked the final product interaction, the fewer problems we found once the product was built. And since we recommend iterative testing during development rather than waiting  to test until the product is 100% built (you know, just in case your design wasn’t entirely perfect the first time around), an interactive wireframe is the best trade off of speed for functionality.

Communicating the design

You can have the best design in the world, but if you don’t communicate it effectively to the engineers who have to build the thing, it doesn’t matter one bit. Of course, once you’ve designed all of your static screens, you could paste them into a big spec with extensive documentation about what each button on each screen does and how many seconds an animation is supposed to take and blah blah blah. I’ve done it when it’s been specifically requested by a client. I’ve also never met an engineer who was particularly happy to read through one of those three hundred page documents. Besides, just the thought of making changes to every screen in that document every time there’s a change makes me tired.

An interactive prototype, when built intelligently, is a different story. It allows engineers to see exactly how every element of the design is supposed to work. What happens when you click on a link? Click on it to find out! Is the animation supposed to sweep horizontally or vertically? Take a look! Of course, you’re free to add notes to screens as necessary to fully communicate absolutely everything, but the difference between using this lightweight approach and a full design document for reference is night and day.

What’s the alternative?

So, what should you use other than paper prototypes? I’ve mentioned it throughout the post, but I’ll be perfectly clear. Your best bet is an interactive wireframe that mimics the behavior of the actual product as closely as possible. It doesn’t have to be hooked up to a database on the back end or use real data. It doesn’t even have to be fully functional if you’re only testing parts of it or if you’re annotating it with notes. But it should make the user, whether they’re a test participant, an engineer, or your design manager, feel like they’re actually performing tasks with the product.

Luckily, you’ll find plenty of products out there that will help you build interactive wireframes with very little technical expertise. You don’t need to be an engineer or a Flash expert to make your screens clickable. My favorite tool is Dreamweaver for creating quick HTML prototypes with basic animations and interactions, but other people have had good luck with applications like Axure and or even PowerPoint (although, that has some serious limitations).

There is, of course, one quick caveat. I know I’ve been harping on how closely your prototype should match your eventual product. However, you do not need, and probably shouldn’t have until quite late in the design process, a full visual design for your interactive prototypes. Why is that? Well, I’ve found that making the visuals look too polished can actually focus the user on the aesthetics rather than on whether they can accomplish a task. A lovely or flashy visual design can distract the user from interaction problems that you’d rather find early in the process.

For best results, focus on creating a simple, clean wireframe with as much interactivity as you can possibly give it. Your users will thank you for it.

Excuse 3: We don’t have time or money

The fact is you don’t have time NOT to test. As your development cycle gets farther along, major changes get more and more expensive to implement. If you’re in an agile development environment, you can make updates based on user feedback quickly after a release, but in a more traditional environment, it can be a long time before you can correct a major mistake, and that spells slippage, higher costs, and angry development teams.

I know you have a deadline. I know it’s probably slipped already. It’s still a bad excuse for not getting customer feedback during the development process. You’re just costing yourself time later. Besides, it’s not as expensive as you think! You don’t always have to do some enormous user test in a formal lab with one way glass. We advocate cheap and dirty Fast Insight Testing, which  you can learn about  here.

Excuse 4: We’re new; We’ll fix it later

I hear this a lot from startups, especially agile ones, that are rushing to get something shipped, and it’s related to the previous excuse. Believe me, I do understand the pressures of startups. I know that, if you don’t ship SOMETHING you could be out of business in a few months. Besides, look at how terrible some really popular sites looked when they first started! You have to cut something, right?

Great. Cut something else. Cut features or visual polish. Trust me, people will forgive ugly faster than they’ll forgive completely unusable or confusing. Whatever you decide to cut, don’t cut getting customer feedback during your development process. As I mentioned in Excuse 3, you can do it faster than you think. But more importantly, if you ship something that customers can’t use, you can go out of business almost as fast as if you hadn’t shipped anything.

Potential users have a lot of options for products these days. If they don’t understand very quickly all the wonderful things your product can do for them, they’re going to move on.  Take a few hours to show your ideas to users informally, and you will save your future self many hours of rework.

Excuse 5: It’s my vision; users will just screw it up

This can also be called the “But Steve Jobs doesn’t listen to users…” excuse. Except, that’s not true. Recently, in an interview with the New York Times, when asked why the Nano got a camera while the Touch didn’t, Jobs responded, “Originally, we weren’t exactly sure how to market the Touch…What happened was, what customers told us was, they started to see it as a game machine. We started to market it that way, and it just took off. And now what we really see is it’s the lowest-cost way to the App Store, and that’s the big draw. So what we were focused on is just reducing the price to $199. We don’t need to add new stuff. We need to get the price down where everyone can afford it.” Apparently, this myth that Jobs doesn’t listen to customer feedback or make decisions about product features based on talking to users is overblown.

The fact is, understanding what your users like and don’t like about your product doesn’t mean giving up on your vision. You don’t have to make every single change suggested by your users . You don’t have to sacrifice a coherent design to the whims of a focus group.

What you should do is connect with your users or potential users in various different ways – user tests, contextual inquiry, metrics gathering, etc. – to understand whether your product is solving the problem you think it is for the people you think are your customers. And, if it’s not, it’s a good idea to try to understand why that is and develop some ideas for how to fix it.

Besides, even if Steve Jobs never listened to a single customer in his entire life, how many wanna-be Steves do you think there out there whose companies failed miserably because nobody wanted to use their products?

Excuse 6: It’s just a prototype to get funding

This is an interesting one, since I think it’s a fundamental misunderstanding of the entire concept of customer research. When you’re building a prototype or proof of concept, you still need to talk to your customers. The thing is, you may have an entirely different set of customers than you thought you did.

Maybe you think the target market for your new networked, Wi-Fi lunchbox is 11-13 year old girls, but they’re not going to pay you to build the first million units and get them into stores. Your first customers are the venture capitalists or the decision makers at your company or whoever is going to look at your product and decide whether or not to give you money.

Even if they’re not your eventual target market, it’s probably a good idea to spend some time talking with whomever you’re trying to get to fork over the cash. I’m not saying you should change your entire product concept based on this feedback. I mean, if you really want to start the company on your credit cards and a loan from your mom, don’t change a thing! The important take away here is that you may have different audiences at different points in your company’s life. And the best way to find what they all want is to talk to them!

Out of Excuses?

Those are the most common excuses I hear, but I’m sure you can think of some clever ones. Then again, your time is probably better spent connecting with your users, understanding their problems, and thinking of ways to address them.

For more information on our approach to getting customer feedback, check out:

• Improving the ROI for Your User Research
• 5 Things People Get Wrong When Talking to Users
• Fast Insight Testing
• A/B and Qualitative User Testing

Shut up, already

Remember, while you may have been staring at this design for weeks or months, this may be the first time your participant has even heard of your product. When you first share a screen or present a task, you may want to immediately start quizzing the participant about it. Resist that impulse for a few minutes! Give people a chance to get their bearings and start to notice things on their own. There will be plenty of time to have a conversation with the person after they’ve become a little more comfortable with the product, and you’ll get more in depth comments than if you put them on the spot immediately.

Ask open ended questions

When you do start to ask questions, never give the participant a chance to simply answer yes or no. The idea here is to ask questions that start a discussion.

These questions are bad for starting a discussion:

• “Do you think this is cool?”
• “Was that easy to use?”

These questions are much better:

• “What do you think of this?”
• “How’d that go?”

The more broad and open ended you keep your questions, the less likely you are to lead the user and the more likely you are to get interesting answers to questions you didn’t even think to ask.

Follow up

This conversation happens at least a dozen times in every test:
Me: What did you think about that?
User: It was cool.
Me: WHAT WAS COOL ABOUT IT?
User: [something that's actually interesting and helpful.]

Study participants will often respond to questions with words that describe their feelings about the product but that don’t get at why they might feel that way. Words like “cool,” “intuitive,” “fun,” and “confusing” are helpful, but it’s more helpful to know what it was about the product that elicited that user reaction. Don’t assume you know what makes a product cool!

Let the user fail

This can be painful, I know. Especially if it’s your design or product that’s failing. I’ve had engineers observing study sessions grab the mouse and show the participant exactly what to do at the first sign of hesitation. But the problem is, you’re not testing to see if somebody can be SHOWN how to use the product. You’re testing to see if a person can FIGURE OUT how to use the product. And frequently, you learn the most from failures. When four out of four participants all fail to perform a task in exactly the same way, maybe that means that the product needs to change so that they can perform the task in that way.

Also, just because a participant fails to perform a task immediately doesn’t mean that they won’t discover the right answer with a little exploration. Watching where they explore first can be incredibly helpful in understanding the partipant’s mental model of the application. So let them for fail for awhile, and then give them a small hint to help them toward their goal. If they still don’t get it, you can keep giving them stronger hints until they’ve completed the task.

Are those all the tricks to a successful user study? Well, no. But they’re solutions to mistakes that get made over and over, especially by people without much experience or training in talking to users, and they’ll help you get much better information than you would otherwise. Now get out there and start talking to your users!