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Embrace your mediocrity

An Elite for Everyone is another thought-provoking piece from Callum J Hackett, whose excellent blog I just recently discovered. He makes the case that maybe we should let go of this idea that everyone can be creative if they just try hard enough:

While monetary elites are deceptive and damaging, a creative elite is arguably essential to artistic culture. For art, literature and music to have any significant purpose in our lives, they depend on the relationship between a handful of creators and a much larger, consuming audience. I think this should be an argument against the incessant drive to democratise creative talent, and the trope that everyone has a novel in them, because not only is it likely biologically impossible (again shifting the blame from lack of possibility to individual failure), it’s also undesirable. I think there comes a time when we have to embrace our own mediocrity, and instead recognise our important place as part of the audience. This might seem bleak and self-defeating, but it sits more comfortably with the real world, and wouldn’t feel like such a bum deal if we weren’t continually titillated with the distant, unlikely prize of publication and fame.

Why you shouldn’t be pre-disappointed with the next iPhone

The air of ‘meh’ surrounding Apple’s iPhone event this coming Wednesday is almost palpable. A wave of pre-disappointment is sweeping much of the tech blog world, with proclamations like this one from Andrew Couts:

As bored as I am by the new iPhone’s purported growth spurt, I’m not particularly interested in any of the other realistic features Apple might add to some “dream phone” either. NFC? Yawn. Quad-core processor? Psh. Wireless charging? Whatevs. All these features would be great, I suppose — but they have been done before, and will be done again and again and again by the time the iPhone 6 makes its way into the world around this time next year.

I’ve been wondering why so many people have gone all “Everything’s amazing and nobody’s happy” on Apple with this particular event. And I think the answer lies in an unlikely place: a product development theory called the Kano Model.

The Kano Model, developed in the 1980s by Professor Noriaki Kano for the Japanese automotive industry, is a helpful method to prioritise product features by plotting them on the following 2-dimensional scale:

  • How well a particular user need is being fulfilled by a feature
  • What level of satisfaction the feature will give users

The model is generally used to classify features into three groups:

  • Excitement generators. Delightful, unexpected features that make a product both useful and usable.
  • Performance payoffs. Features that continue to increase satisfaction as improvements are made.
  • Basic expectations. Features that users expect as a given — if these aren’t available in a product, you’re in trouble.

Here is a visual representation of the Kano model:

Kano model

Now, let’s look at the iPhone in this context. When it was first introduced it was all Excitement generators all the way. From the touch screen, to the scrolling, to the tiniest of UI details, the thing was just a joy to use from start to finish. And since no one had seen anything like it before, we thought it was a piece of magic that could do anything:

The iPhone can do anything

(Image source: Cyanide & Happiness)

Eventually the novelty wore off and the iPhone’s Excitement generators became Basic expectations since everyone started doing it (oh hi, Samsung!). But there were still plenty of Performance payoff features to work on. Continued UI refinements, 3rd party apps, enterprise support, push notifications… as those features were introduced and improved, we kept liking the device more.

This couldn’t go on forever, though. The natural evolution of most products is that the Excitement generators become harder to find, so you tend to spend more time on the Performance payoffs and Basic expectations1. For example, by the time cut-and-paste came to the iPhone, it was no longer an Excitement generator, but the most basic of expectations. All the features Andrew Couts talks about in the piece I quoted above are Basic expectations as well. John Gruber wrote about this back in May:

iOS is by no means feature-complete. But it’s getting harder to identify the low-hanging fruit — the things you just know Apple has to be working on, not just the stuff you hope they are.

There is nothing wrong with this. It’s a natural evolution of a product, and we should be happy with the incremental progress. But that’s just not good enough for us. We can’t move beyond the amazing 2007 keynote where we first saw the iPhone. That’s where Apple set the bar, and now it’s almost impossible to reach it again. So, even though every year the iPhone and iOS keep getting better and better, we become less and less impressed because we have an unrealistic expectation that everything Apple does has to fit into the Excitement generator category. It’s impossible. No one can do that ad infinitum.

We should stop hoping for an avalanche of Excitement generators in this week’s announcement of the new iPhone. Instead, we should realise that Apple is doing what any company should do with a mature product: focus on ways to increase customer satisfaction steadily with Performance payoff and Basic expectation features, without getting caught up in a wild goose chase to re-invent a product that already re-invented an industry.


  1. Also see the Local Maximum theory, which suggests that each design has a limit where it’s as effective as it’s ever going to be. 

Popular science, and the difference between skepticism and cynicism

I’m a big fan of Clive Thompson’s writing, and in The Hidden Truth of Counterintuition he explores the increased popularity of what he calls “a seemingly unending series of tomes claiming to upend everything we believe about talent (Talent Is Overrated), decisionmaking (The Upside of Irrationality), motivation (Drive: The Surprising Truth About What Motivates Us), personality (The Social Animal: The Hidden Sources of Love, Character, and Achievement), and dozens of other subjects.” He ultimately believes that the popularity of these books is a good thing:

Perhaps our willingness to have our basic beliefs overturned is a sign of intellectual health. This mindset is, after all, key to the scientific method. Copernicus, Newton, and Einstein were all purveyors of a “hidden side” to reality, right? (The Principia could have been subtitled Why Everything You Know About Gravity Is Wrong.) Good scientists understand that there’s a good chance today’s knowledge will eventually be proven wrong. And the really good scientists welcome that prospect — they’re thrilled by it.

Even though I usually agree with Clive, In this particular case I’m going to side with Callum J Hackett’s counterargument entitled The Popularity of Counterintuition:

First, it’s important to distinguish between two conceptions of “skepticism” that are often conflated. There is ‘Skepticism’ as a mode of rational inquiry — the kind that relies on logic, evidence, and varieties of scientific consensus — and then there is ‘skepticism’, almost synonymous with ‘cynicism’, that is a mere compulsion to question everything, no matter what logic and evidence underpins it. This is an undiscerning, shotgun skepticism — it questions sound scientific knowledge as much as bad ideas, and is perhaps the cause of problems like climate-change denial in reasonably well-educated people.

If the readers Thompson is talking about have any kind of skepticism, it’s only cynical skepticism — it’s not driven by the urge to reveal the truth without bias, it’s driven by that same urge which craves the unmasking of conspiracies wherever they can conceivably exist.

I recommend both articles, if for no other reason than to witness how it’s possible to disagree respectfully with another human being on the Internet.

Most people feel just as boring as you do

Joshua Gross’s post Nothing is Quite What it Seems struck quite a nerve for me:

In this world of constant communication, it’s easy to feel as though everyone else’s life is amazing, while you’re still sitting there eating cereal in your underwear.

Of your 2,000 Facebook friends and 300 people you follow on Twitter, it’s inevitable that some small percentage are doing something interesting at any given moment.

Looking at it the other way around, though, the vast majority of people are sitting around wondering why they seem boring, just like you.

As a father to a 3-year old, I feel particularly boring these days as the exotic photos fly by on Instagram. Joshua’s post reminds me of Sherry Turkle’s phrase “Who will hold a brief for the real?”, which I referenced in this post.

Curiosity doesn’t kill

I’ve had Esther Dyson’s article Technology’s Mental Frontier on my mind for a few days now. She raises some great points about education and technological advancement:

Indeed, perhaps the biggest culture/value challenge of all is short-term thinking. Around the entire planet, we are approaching some kind of singularity, with the market pandering to our fundamental short-term natures by offering us instant gratification and long-term destruction.

Education does the opposite. It enables us to improve our lot by building things — using first fire and wood, and now computers and machines — to overcome our physical limitations and to create technology to extend and enhance our lives. Will technology and learning prevail, or will our susceptible, long-evolved weaknesses overcome us?

I think she raises a question that is more important than we might think. One of the things I worry about is that the instant gratification Esther talks about is making us less likely to be curious about increasingly difficult problems. I’m not arguing that Google is making us stupid. Instead I’m arguing that the ability to get answers to almost any question we can dream up has consequences. By filling our brains with easy answers we become less likely to go after those wicked problems — problems that are “difficult or impossible to solve because of incomplete, contradictory, and changing requirements that are often difficult to recognize”.

To combat this issue we need to cultivate curiosity in our schools and workplaces. Cap Watkins recently mentioned how curiosity is one of his hiring requirements:

If you’re intensely curious, I tend to worry less about other skills. Over and over I watch great designers acquire new skills and push the boundaries of what can be done through sheer curiosity and force of will. Curiosity forces us to stay up all night teaching ourselves a new Photoshop technique. It wakes us up in the middle of the night because it can’t let go of the interaction problem we haven’t nailed yet. I honestly think it’s the single most important trait a designer (or, hell, anyone working in tech) can possess.

Sara Wachter-Boettcher also talks about this in her article On Content and Curiosity:

Curiosity keeps us hungry. It leads us to tackle new challenges when the easy questions have all been answered. It makes us wonder how things could be better — even when they are, if we’d just pause to admit it, pretty damn good already.

If answers come to us too quickly too often, we lose that essential sense of curiosity that drives us to solve difficult problems. If you don’t believe me, just spend some time with a 3-year old. Sometimes when I build puzzles with my daughter I get carried away and help a little bit too much. My daughter always responds by slowing down her own efforts, eventually declaring that she can’t do it. But when I hold back, and give her just enough guidance instead of solving the problem myself, her curiosity — the need to see that final picture — takes over until she forces herself to figure it out.

We need to cultivate this on two levels. First, we need to guard ourselves against a loss of curiosity. Skip Google and think instead. Don’t use an app to help you with Words with Friends (it’s ok, we’ve all done it). Solve the problem the long, hard, stupid way every once in a while.

Second, we need to do everything we can to grow curiosity in those we have influence over — employees, co-workers, kids, etc. And how do we do that? I think Antoine de Saint-Exupéry said it best in his French poem Dessine-moi un bateau1:

If you want to build a ship, don’t drum up people together to collect wood and don’t assign them tasks and work, but rather teach them to long for the endless immensity of the sea.

I’ll let your curiosity drive you to figure out what the “endless immensity of the sea” looks like for your situation.


  1. Link via Kevin Kelly 

Quote: Scott Adams on motivation

Scott Adams in Rewarding Work:

Whenever you see the x-factor in someone’s output — that little extra something that turns the good into the awesome — it’s a marker for intrinsic motivation. Monetary motivation plateaus at the point you think your work equals your pay. For most people, that happens when the product is good but not awesome. To get to awesome you need to think you might be changing the world, saving lives, redeeming your reputation, attracting the mate of your dreams, or something else that is emotionally large.

Managing user expectations in responsive design

I can’t shake this nagging feeling that we’re changing our focus from “mobile context” to screen-size thinking and responsive design so quickly that our users won’t know what hit them. Although I fully agree with articles like Mobile Context Revisited and Design Process In The Responsive Age, I think there is a missing step we haven’t explored enough: how to change the mental models of users who have become used to separate sites on their mobile phones and desktop computers. Let me illustrate with an example.

During usability testing last week I noticed an interesting trend. It was dormant the whole time, but I just couldn’t put my finger on it until one participant explicitly articulated the problem. I asked her if she has ever visited the e-commerce site we were about to use. She told me that she’s never gone there on her desktop, but that she has browsed the mobile version of the site on her BlackBerry1. So far, so good.

But then she mentioned that when she found a product that she liked, she decided to switch from the mobile version (.mobi) of the site to the desktop version (.com) — while still on her phone — to try to buy it. Her reason? She assumed that the desktop version of the site will have more information about the product than the mobile site has.

The rest of the story gets even bleaker. She tried to force the .com version of the site, but her BlackBerry couldn’t handle it — she tried multiple times and it just kept hanging. So she gave up and never went to the site again.

The experience highlights a few assumptions made by this participant:

  • She assumed that the site will have separate mobile and desktop versions.
  • She assumed that these two versions will have different information on them.
  • She assumed that it is up to her to decide which version will best suit our needs.

Can we blame her for these assumptions? Isn’t this how we trained her to think about mobile sites vs. desktop sites? We kept building sites with reduced feature sets on mobile phones because we didn’t want to overwhelm users. We taught users that mobile sites are inferior versions of their desktop counterparts, and now we have to live with the consequences.

Now, fast forward to the future we’re all driving towards: fully responsive sites that don’t abridge content, but adjust to the screen sizes they are being served to. Considering this participant’s assumptions, you can imagine how confusing a site like that would be to her. She’ll wonder where the mobile site has gone. She’ll wonder what content she’s missing. She might try to enter .mobi and not know why the thing keeps going back to .com. She (and millions like her) has never heard the term “responsive design”, and couldn’t care less about it. We’ve cemented users’ mental models over the past few years of mobile-specific sites, and it’s going to take time to change that.

So, what can we do? When we build responsive sites, we need to communicate to users that they don’t have to worry about finding the mobile site any more — everything they need is right there. This can be as simple as a message on the home page, or relevant microcopy at key stages of the journey, like on a product page.

I’m not trying to stand in the way of responsive design or screen-size thinking over mobile context thinking. But I am arguing that most normal users will be confused by this trend, and we need to manage that. Because we don’t want incorrect user assumptions to cause lower-converting sites that end up killing organizations’ commitment to responsive design.


  1. Nope, I’m not misremembering what phone she used. 

Obox and the power of usability testing

One of the hardest things we have to do as a User Experience Design agency is to sell usability testing to clients. The concerns are usually some combination of the following:

But we keep at it, because we know that if we’re successful in our efforts to convince clients to try it just once, we’ll never have to sell it to them again. It’s a methodology that completely sells itself. Once a client sees real users struggle with their product, they immediately become believers and staunch evangelists of usability testing.

The situation was a little different for a recent project we worked on with Obox, creators of premium WordPress themes. They came to us already sold on the benefits of usability testing, they just needed our help with research design and execution, and to work with them on some of the design recommendations based on the data we collect.

Yesterday, CEO and co-founder David Perel did a write-up of the project where he explained the process and the changes they’ve made. It’s great to see such an open discussion about how they are implementing their relentless pursuit of delivering value to their users. And even though they already understood the value of usability testing going into the project, I still loved this sentence from The User Experience Experiment:

The bottom line is it doesn’t matter how good looking your site is. Watching a layman use your product will blow your mind. You cannot even begin to imagine how your users interact with it.

If that’s how they reacted, just imagine the power such a revelation can have on people who don’t believe in the method. David also says this in his post:

We’ve been so taken aback by what we learned that when we looked for new office space, the most important requirement was that it had an extra room for user testing.

I know this means that they won’t need to hire us again, but I don’t care. That type of full-scale adoption of user-centered design makes me infinitely happy.

Be sure to read the full post, it’s a great case study.

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