If you get a moment read 37 Signals’ reponse to Don Norman’s accusation that their arrogance to ‘design for themselves’ is the wrong path. It’s a) a very good riposte to Norman’s cogent but dated arguments, and b) a fantastic jumping off point to other articles, in particular this interview of Steve Jobs (where he makes many of the same arguments for ’selfish’ design).
The quote from Norman’s original article that riled me was this:
“Moreover, we purchase on features, not on their absence, and so the successful business must always face this tradeoff: the very things that customers complain about afterwards are what caused them to [purchase the item in the first place].”
One word, Don: iPod. The original iPod’s almost childish lack of features was one of its most redeeming, er, features. People - not technophiles with CS doctorates but everyday people - learned to love the iPod overnight. And that’s exactly the spirit that 37Signals engages in, and why I’m a fan of Basecamp. Yeah - it’s simple. But that’s the point. Someone used to Confluence or Sharepoint might look at Basecamp and think ‘Gee, this doesn’t have such and such a feature that I use about once a year’. Well, so what? For the 80% of tasks that you might use a project planner for each day, Basecamp will be more intuitive, faster to interact with, less expensive and easier to convince your colleagues to use. I know, because I’ve used both
And there’s the other great reason to not do everything for all people: you actually get stuff out the door. These days, if you keep trying to choke your product with new features, you’ll be left scrambling to pick up the odd straggler who didn’t already sign up for your competitor who put out their product that does a few things really well.
Norman did post an addendum to his article that sounded terrifically similar, actually, to Jason Fried’s rebuttal of his arguments:
As expected, the publication of this note has released a flood of responses, so let me use them as an excuse to clarify my writing.
One correspondent wrote: ” I think you’re somewhat mistaken in your evaluation of 37signals. To them, feature-bloat in web applications is akin to food service and seat reservations for Southwest Airlines. Application simplicity and usability are what the customers need most.”
I do not disagree with the comment: I simply do not believe that arrogance is the solution. Feature-bloat is horrible. 37signals is correct to be annoyed. But the disdain they show for their customers is not just arrogance: it is selfishness. The solution is not ignorance of the needs of your customers. Their approach is both arrogant and selfish.
The solution is to decide which customers represent your core audience, and then to observe them at work, the better to understand their true needs. (Not by asking them, not by questionnaires, not by focus groups). Rapid iterations of prototype and evaluation is the key. The iterative design method of rapid prototyping, test, and iteration (all done within the span of a day or so) is well defined in the Human-Computer Interaction community. It starts with observation and understanding. It then proceeds through rapid prototyping and test, continually refining the project scope and definitions.
The mark of the great designer is the ability to provide what people need without excessive complexity, without feature bloat. Simplicity should never be the goal. Follow the famous Einstein quote: “Everything should be made as simple as possible, but not simpler.†Complex things will require complexity. It is the job of the designer to manage that complexity with skill and grace.
I don’t think fundamentally there’s much difference in their approaches: it seems that Norman’s just not a fan of upstarts such as Hansson and Fried - possibly because they are too boldly confident in their own talents and intuitions, and assumptions that by designing a tool that they would get enjoyment and use out of, they would end up with a successful product. But what’s fundamentally wrong with this kind of approach? It’s certainly served Apple well over the years, if the Jobs interview is anything to go by.
The old Henry Ford quotation came up at least once in the conversation, and it’s one that’s more and more relevant in a world where people don’t necessarily understand how the applications of the future are going to affect them, and whether they think they would actually use or come to need an application in their lives: Ford said, ‘If I’d have asked my customers what they wanted, they would have told me “A faster horse.”‘ For me it also comes down to this: if you give something that’s completely new to a ‘user’, they will immediately buck, complaining that it’s not what they’re used to and that they don’t like it. That’s a recipe for staid design in my book. If we only adopted features that 100% of our users knew how to employ 100% of the time, we would never create new metaphors of interaction and interface, and more importantly, the medium and the mechanism would never become art. So sometimes, we have to be brave enough to strike out on our own.
Regardless, it’s a good thread to become absorbed in - two great thinkers exposing their thoughts for the world.
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