Awesome products address the most common curiosity of users

Awesome products raise the bar of customer experience by addressing the most common curiosities of their users. Not to be confused with the minimum viable product, the most common curiosity indicates the primary need of majority of your users when they are interacting with your product. X-RayForMovies

While designing new customer experiences, I’ve found it useful to observe human behavior and identify the most common curiosities of users. For instance, one of our recent products – X-Ray for Video on Kindle Fire HD – solves a common curiosity of almost all movie watchers – “Who’s that actor and where else have I seen him?”. Shazam raises the bar when it comes to music by addressing the most common curiosity – “What’s that song and who sang it?”.

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A few utility apps have mastered the art of addressing their users’ common curiosities. Google Maps is my favorite among them. Most users are curious to find out how far is a particular place from where they are and how long will it take them to get there. Google Maps addresses them by automatically showing distance and time in search results.

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When a product solves a universally applicable need, it inherently raises the customer experience. It is equally important to reduce friction in the interaction, so users do more of it. X-Ray comes up by just tapping the screen while watching a video, Shazam identifies a track by just tapping the screen to tag it and Google Maps automatically shows distance and time.

What is the most common curiosity of your users?

-Kintan

 

How to delight users?

Awesome products are useful, usable and delightful (in that order). While delight is the third order bit, it often ends up being the hardest to pull off. Apple is a master of  delight – from storefronts that mimic a sleeping person at night to tens of apps with a heightened sense of realism (such as Notes, PhotoBooth, Compass, Calculator and more). As a purveyor of delight, I first wrote about delightful products in 2010, but this post attempts to add some science to the art of creating delight.

Delight is best delivered subtly. Subtlety can be achieved with –

  • a witty, but honest use of words,
  • an uncanny attention to detail,
  • anticipation of user’s desires and
  • an element of surprise.

Witty words: Words can delight users, if used aptly. Airbnb’s iPhone app uses words to make their first use experience delightful. For instance, if a user hasn’t booked any trips, the app subtly nudges the user – “Search for that city you’ve always wanted to visit!” instead of showing an empty screen with an ad. I wrote about the power of words in the last post.

AirBnB

Attention to detail: Apple refers to this attention to detail as a “heightened sense of realism” in the official design guidelines for iOS apps. One of my favorite apps – ness (instant restaurant recommendations) changes the background with a mouth-watering dish that represents the search term. For instance, searching for Indian food changes the background to a dish of Channa Masala or Chicken Tikka. Such attention to detail converts a user into a fan by offering unforgettable experience.

Ness Ness

Anticipating user’s desires: While it may sound tricky, anticipating user’s desires can be simplified by focusing on user’s primary intent on a particular screen. Google is the master of anticipating user’s intents – from “I’m feeling lucky” button since the very beginning to  suggestion search. Another app that skillfully anticipates user’s desires is Songza. It takes simple cues such as time of day, day of week, day of year, etc. to deliver delightful experiences. It eliminates the need for mental math for users by recommending playlists based on activities and moods suitable for a given time.

Songza

Element of surprise: Timing is critical, when it comes to delivering delight. Twitter Music’s iPhone app masterfully surprises the user at the least expected instance. For instance, when you long press the app icon to rearrange them on your screen, the wiggling icon creates an illusion of a throbbing boom-box speaker. TwitterMusic

Further, the app uses a clever animation when a user refreshes a page – nine dots first form an arrow and then a grid with disco lights. Users don’t expect these subtle animations, but get delighted by the surprise.

TwitterMusic1 TwitterMusic2

Such delights don’t make a product more useful or usable, however they make useful products more fun, sticky and awesome. Let’s build delightful products!

-Kintan

Reimagine the obvious

I admire Gauri Nanda from Nanda Home for reimagining the obvious – a mundane alarm clock. Snooze buttons in an alarm clock defeat the purpose of an alarm clock, especially for the occasional over-sleepers like me. Gauri redesigned the alarm clock and called it Clocky. By outfitting wheels to it and enabling the clock to jump off the bedside table and hide in the morning, Gauri forces the user to wake up to find the ringing clock. Alarm clocks were designed ages ago and wheels were designed even before. It takes an unencumbered perspective to re-imagine existing designs and exponentially enhance the user experience.

© 2010 nanda home inc. | clocky ®

Many objects and systems around us suck. Let’s attempt to reimagine them. Why can’t we bid on flight tickets? Priceline attempts to handwave at the problem by simulating a close-door bidding, but fails gloriously at it. Why can’t the microwave oven know how long to run for, based on what’s kept on the heating tray inside? Can’t my pack of pop-tarts come with a QR code/RFID that can be read by  standard microwave ovens such that the oven knows to run for 30 seconds as soon as I put a pop-tart in the oven? Can’t my jeans beep, if I forget my wallet? If I put eggs and milk at the same place in the fridge, can’t the fridge order them automatically from Amazon Fresh, as soon as they’re about to deplete?

I’m attempting to reimagine the way in which movie showtimes are displayed on mobile devices. All major apps IMDb, Fandango, Flixster, Moviefone, etc. display them in the same old vertical grid. That sucks and can be remaimagined.

What are you attempting to reimagine?

-Kintan