Coach and consultant by product Matt Lemay encourages designers to stop to focus only on popular and authoritative users. Remember music site turntable.fm. The project idea is simple to genius. You enter into a virtual “room” where they share their tracks and mixes from friends and strangers.
Proxy server instantly United users despite their geographical and cultural differences. As with any project, rapidly became popular, and turntable.fm relied on social engagement, consumer opinion. I remember I was ecstatic about starting it — and Im not alone. However, the more I used the turntable.fm, the more I felt like a complete loser. By entering into this community, I was interested to discover new music, not to become a star among virtual DJ.
But the platform does not encourage and does not encourage active listeners. I never got a trophy for your thoughtful participation in the discussions, and my avatar remained the same pale and inconspicuous, while other participants accumulate marks of distinction and received funny animal costumes. In the end I just gave up and walked out of the network. It happened because of bad user experience design for ordinary users.
Nobody likes to participate in the competition, which he will never win. Products and platforms are not thinking about their ordinary users, often turn into Ghost towns populated by ambitious “leaders” stood out in vain into the void in search of the interested inquisitive listeners. Unfortunately, in a world obsessed with indicators and markers of the condition, this happens everywhere. Below are several signs that can indicate that you are not care about the experience of ordinary users.
Of course, in the short term people may be involved in the product in the hope of abstract rewards like “points” or “coins”. But what happens to those who are at the bottom of the table and does not remove any real benefit from the time that he invested in to earn all those shiny baubles. Dont want to feel that reward, for which you fought so hard, has no value. Such gamification seems to be very attractive for those who want to get quick results, but it doesnt work in the long run.
This is one of the patterns of bad user experience design for ordinary users. The purpose of the verification system on Twitter was to check whether people are who they say they are. But over time, instead of having to build trust between users, it has become a kind of “badge of honor”, which held the line between who has it and who doesnt. Later, the network administration has corrected this error, after mass testing of journalists and giving all to understand that these badges are assigned not just to celebrities.
This is probably the most common mistake when designing user experience. How do you decide what content to put in front of other. Probably the most popular, isnt it. Which users seem to be the most “interesting”. Arent those who have more subscribers?.
In the economy say about it. “getting richer”. Creating on their platforms reward system that encourages those who already achieved success, you rise to the elite, which will fiercely fight for the preservation of their status quo, even if it is contrary to the interests of the platform. Zach Holman in his article “dont make people do the dirty work” gives a typical example of using this pattern. Immediately after signing up for the beginner squall tips on how to become a “power user” and get the most from the product.
If a newcomer does not follow these councils, he gets stuck in some kind of limbo, not allowing the sense of the value of a product right now, since it rained continuously persistent demands to connect these or other unneeded functions. If you besiege ordinary users third, they inevitably will feel like losers and will soon leave your site. Careful attention to ordinary users will allow you to create a wide, engaged and self-sustaining user base. Platforms that focus on common interests and social interaction more than the huskies, and “favorites” help each of its members to find “their” people.
For example, Instagram consistently introduces users to those associated with their current friends and not with those who have the most likes or subscribers. Using the updated search functions I found like-minded people to play the guitar, and also found the community of fans of cats, and Prairie dogs. The more I use the search functions of Instagram, the less attention is paid to how much I likes and followers.
I understand that the main value of this platform is the people with whom I interact. This is a sure sign of an excellent user experience. The reblog feature on Tumblr is a great example of good user experience design for those who are not very active online. If a user likes some content, he can share it with all friends and subscribers, not only to leave him a comment or a like.
It helps people to engage in deeper communication and leads to the fact that the entry published not too popular in the community, can reach a wide audience. Thanks to rebloging those who dont like to write lyrics, can feel its importance and to contribute to the development of the network. The last and perhaps most important tip. Stop confusing the concept of “good user” and “advanced user”. Testing a product or new features to the companys employees is a direct path to project failure.
Another mistake — the use of testing only those who love your product. Think about your ordinary user and ask yourself honestly. “Would I feel a loser if I used this product only a few times a week?”. Send your speakers and front-end cases [email protected]