satisfaction: the difference between robots and humans
DESCRIPTION
*My mother bought a Mac!* I recently helped my mother buy a computer on the Apple website. The experience was almost perfect. The site is well organized and features all the information you need to compare different systems. There are large photos of each product, with complete specifications to help you find the best computer for your needs. On top of that, the configuration utility is tops, offering clear explanations of each option. An excellent example of polite design! My mother didn’t even need me! *Apple has some work to do* But you will notice that I said the experience was “almost” perfect. At the payment stage, the billing didn’t indicate the final amount with taxes. My mother was being asked to authorize payment for an unknown amount. Kind of like signing a blank cheque! She asked me why it worked this way. Having worked at Apple for a short time, I answered what I always answered when asked this question, “That’s just how the system works.” My mother - a user of the site, the one who clicks the “buy” button - doesn’t care about the system. If there’s a technical issue, she won’t know about it, doesn’t understand it and, honestly, doesn’t even want to know. She just wants to see her final total before authorizing the transaction. *Mistakes not to make* This situation perfectly illustrates three of the seven major mistakes that an e-commerce site can make. Here’s the full list: - Purchase process is not reassuring - Poorly explained goals and tasks - Complex transaction procedures - Weak information architecture - Inconsistency between different areas of the site - Lack of information required to complete the purchase. - Poor management of errors It’s important to mention that practically all of these mistakes can be avoided if the user is considered as a human being and not as a robot. Do you know how to tell the difference? And you, do you have any examples of e-commerce sites who commit these seven mistakes? Here’s a presentation I gave on the subject during the February 28 MTL eCommerce Meetup.TRANSCRIPT
SatisfactionThe difference between Robots and Humans
@CynthiaSavard
CYNTHIA SAVARD SAUCIERUX Specialist
@TP1
What is the difference between robots and
humans?
Robotslike efficiency,
HumansPrefer politeness.
Difference #1
Polit! design?
Mr. Clippy
- Clippy claims to know what you want to do;
- He monitors your actions, but does not remember your preferences;
- Even if you close his window, he keeps coming back;
- He’s the guest that never knows when to leave, no matter how many times you ask him to...
Clipp" is not polit! :
Mr. Clippy was such a spectacular failure, his demise was part of the
SALES PITCH
Despite
for Microsoft XP.
25,000 hoursof user testing,
Whitworth, B., 2005
1. Ask permission before interrupting
2. Offer a choice to your users
3. Explain these options
4. Respect the user’s final choice
What #hould b! don!:
Robotsdon’t.
Humanshave genders,
Difference #2
Designing fo$ womenYou should consider
A woman is the CEO of her family.
Wh!?
She is responsible for 58% of online purchases
80% of product purchases
A# th! CEO
She-conomy.com 2009
Ho"ve#...believe that electronics manufacturers have their needs in mind when developing products.1%
believe that brands only consider the female market for cleaning and beauty products.
Consumer Electronics Association (CEA)
71%
This leads to catastrophes:
Finally, a pen for females!
In the field of technologies :
Tech tips?Find recipes;Counting calories; Guided meditations,
Wow, they got everything right!
1. Use human presence instead of heavy text.
2. Contextualize your product in scenarios.
3. Use different types of navigation (related products,
favorite, selections, etc.)
How to $pea% to women then?
Do you feature a woman outside of the home?
Do you feature a women in a role other than “mother”?
Is she NOT doing yoga?
Is she eating something other than salad or yogurt?
Buchanan test
Congratulations!
Try the
And be careful, this isn’t reality :
I can’t do that!
Robotslike systems and rules,
Humansare irrational and don’t understand systems.
Difference #3
!-commerc! #it!don’t understand why your
optimal for them!
User
is NOT
The 100 most profitable websites online
%r! analyzed.by Smashing Magazine
5 STEPSin the purchase process.
On average, they have
of companies think that their e-newsletter is
Toda!,
ESSENTIAL.
81 %
require clients to create an account profile.
24 %
Can you imagine being asked for a password every time you order chicken nuggets at McDonald’s?
ask that information be entered twice.
50 %
The reason used to explain this is often: «That’s how the system works».
But I just gave you my email address!
Robotsare okwith muffins,
Humanslikes cupcakes.
Difference #4
emotional connection. As long as they find an
Users won’t mind :if it takes more time;if it’s more expensive;if it’s less efficient.
1. Surprise
2. Attention-grabbing
3. Entertainment
4. Cuteness
Emotional connectors :
Comic Sans is not “entertaining”.
#ThursdayConfessions: I have always dreamed of using Comic sans in a presentation.
Emotionall"-intelligent design
Two emotional connectors create :
http://mv.mu/
More money, more dance!
Play Tic-Tac-Toe while you wait!
My favourite, obviously!
Skype
Remember...
Humans ar! irratial, emotional users.
Than% you!
ReferencesPolite design: Whitworth, B., 2005, Polite Computing, October, Behaviour & Information Technology. vol. 24, no. 5, September, p353 – 363 Presentation
Clippy: http://infinitevishal.wordpress.com/2010/08/06/the-other-side-of-microsoft-clippy/http://robotzeitgeist.com/tag/clippy
Design for women: http://marketingtowomenonline.typepad.com/blog/website-design-for
women/consumer electronics Association (CEA)She-conomy.com 2009
Women:http://chapters.aiga.org/resources/content/8/6/3/8/documents/Erica_Eden_presentation.pdf
How to speak to women: http://marketingtowomenonline.typepad.com/blog/website-design-for-women/http://scienceatlantic.ca/wp-content/uploads/2012/05/2012-Psychology-Conference-Program.pdfhttp://copernicusconsulting.net/designing-for-women-using-archetypes-not-stereotypes/
Purchase process in 2012:http://uxdesign.smashingmagazine.com/2012/09/04/the-state-of-e-commerce-checkout-design-2012/ http://baymard.com/checkout-usability/benchmark
Examples: Apple http://www.apple.com/mac-proDonation Mr Valaire: http://mv.mu/Tic Tac Toe: http://littlebigdetails.com/
All images are from these 3 great videos :
http://vimeo.com/17477384
http://vimeo.com/39864844
http://vimeo.com/34512434