Frontlines is a guest viewpoint section offering perspectives on current issues and events from people working on the front lines of Canada's technology industry
There was a time when coffee lovers bought a cup of java at their favourite greasy spoon or local diner with the petty change in their pockets.
All of that changed with the arrival of the branded café chain. Consumers now happily pay a premium for coffee, but not because the aroma or taste is superior. High-end cafes offer a luxurious, laid back, boho-chic ambience complete with big comfy couches, local news and their own unique ordering lingo. Coffee house chains all over the world caught on to something. They learned that in many cases the user experience is just as, or even more, important than the goods or service.
David Crow is User Experience Adviser/Evangelist, Microsoft Canada
The same rule can be applied to the software industry.
It used to be that software companies put a priority on features – things that made software do more, and faster. As for users, well, it was assumed they'd forgive the clunky interface once they realized the potential benefits. The end-user experience took a backseat. We can only wonder how many projects have quietly died on the vine after frustrated users simply found a workaround to a new tool or abandoned the feature-rich, user-poor upgrade.
Companies today know that user experience is more than just a visually appealing environment— it's about meeting customer needs, preferences, behaviours, attitudes, and more. That's because a stellar user experience is not quickly forgotten. It creates a positive touch point which, in turn, establishes a positive affiliation with the company. For these reasons and more, a commitment to review and improve user experience should be on every company's New Year's resolution list.
The good news is that software vendors are doing their bit to make this job easier. They're rethinking the potential for user interfaces by working closely with user experience experts and customers, which in turn provides them with the resources they need to create a dynamic interface people want to use.
HOW GOOD DESIGN BENEFITS AN ORGANIZATION AND THE END-USER
For most businesses, the key to overcoming the challenges of a good user experience starts with their technology platforms. Historically, software makers and designers have struggled to work together due to a lack of ability to collaborate. This divide typically resulted in those who specialized in building software or “code,” throwing material over the cubicle wall to the designer who was expected to slap on a functional interface and boot it out the door. Today's software makers are taking a more integrated approach and making the right tools available to those who build and customize software helping them bridge the collaboration gap.
Consider the type of user experience currently provided to customers. An up to date and easy to use website is important because consumers are savvier than ever, so meeting their needs is an even bigger challenge. With social media becoming more popular every day, customers have become accustom to being able to tweak features and appearance to their liking instead of settling for what is given to them.
After all, a lot of people happily spend hours building a Facebook or social networking profile and may expect video or hosted software and services to be delivered on the Web. A portal or site needs to support these advancements.
And don't forget employees. Are the tools they use each day out of date or difficult to navigate? Are they avoiding some altogether, even if they're important? If employees dread the thought of using an application, they will inevitably find ways to get around it which could result in lowered productivity and efficiency. Software needs to be familiar and easy to use, which will minimize training time, but also make people want to use the new tools.
With the rising Canadian dollar, consumers are looking far and wide for the best service and deals. Tailoring a user experience that makes them feel welcome and encourages brand loyalty is no longer a secondary consideration. It's now mission critical.
Those who don't may watch helplessly as former customers settle into the big comfy couches in the coffee shop next door.
By David Crow is User Experience Adviser/Evangelist, Microsoft Canada
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