I am currently reading Alan Cooper’s “The Inmates are Running the Asylum”. I just ordered “About Face 3″ and I want to get his older book out of the way before I start the new one.
In it, he makes the case that the number 1 goal for any user, with respect to computer applications, is to not feel stupid. most of us would probably roll right on over that and agree. Yes, our users should not feel stupid and that should be a major concern.
BUT, the way he has made the case really irks me. He claims it to be the user’s goal and I think that this is a harmful way to put it. Let me ask you- have you ever had the goal to “not feel stupid?”- aside from public situations where lots of people are watching you…
Goals are intentful.
The number one goal of a person using a piece of software has nothing to do with the software application or his/her fear of inadequacy. Those factors come in later. The goal of the person is to accomplish a personal feat- whether it be intrinsically motivated or extrinsically motivated.
For example, if I am using Quicken- my number one goal (meaning my ultimate goal for using the product) is to manage my finances. Aren’t satisfied? Well, picture a finance program that looks great, is usable, doesn’t make you feel stupid, yet doesn’t actually manage your finances. Let’s say that you feel empowered, but your finances are actually being managed incorrectly and your goal of organizing your spending is actually missed.
Here, we have an example of a usable program that is not useFUL. Yes, usefulness is still the number one priority of any tool we use, be it a software application or a thumbtack. If the tool is not useful, it doesn’t matter how it makes us feel or how easy it is to use.
Of course, there are execptions: like when we find ourselves desiring and owning items without funtional justification- like expensive jewelry, or stamp collections. BUT, even then one could argue that it’s satisfying the peron’s goal- even though that goal may be rediculous (I want to own a lot of sticky paper).
The point is, avoiding making someone feel stupid should be a very high priority. But, it will never be the number 1 priority. We have needs that are more important than our natural feelings of inadequacy. Those need to be satisfied first.
This is why user research and ethnographic observation methods are so important. If we are designing products (albeit usable) that are not needed or desired, then we are wasting our valuable talent and precious time!!! And this goes not only for entire products, but features as well…
