"We wanted to create an application specifically for our MaxPerks members first, because they are our most responsive customer base and their feedback is immediate.
If we can exceed the expectations of our most loyal customers and address the feedback they give us, then we feel it will make the app better and more appealing to a broader base of consumers."
What made me stop and think about this was the idea that you should be designing for the people that use your application the most and let all the other customers needs come second. I don't think that I agree with this methodology or approach. I understand that companies take this line because they think it will do two things for them:
1. It may help them to get on the map quickly with their mobile experience and will allow them to at least start somewhere.
2. The more loyal customers typically are more vocal and will help with the best feedback to design something more useful.
The challenge with this mindset for concept design or interaction design is that when you design for the most experienced or most loyal, you likely will miss what the majority really need or want.
And this is not just a mentality that is specific to mobile. I have heard this same concept run through the streams of design for websites for companies as well, specifically when I speak with people about web self service.
There are very few companies that have the luxury of designing for their loyal users first or just putting out to the masses what they think will work. The only industry that comes to mind right now is the banking industry because by it's very nature is a "sticky" industry, meaning I am interacting with my bank many times a month typically for transactions or issues. Because that is the case, most users of bank apps or mobile sites are going to be proficient at using what has been designed.
But most every other industry out there, consumers are not as sticky to their site or app. They may visit once a month or twice a month to interact with your brand. And this is the majority of consumers for a majority of brands. In my mind, with this reality being the case, the design process should not just start with a loyal few in mind. But instead should focus on the masses that infrequently interact with you. You want them to be blown away. You want them to see the ease of use. You want them to come back and tell their friends how great of an experience it was.
I am not a design expert, but I say design for the lowest common denominator masses, release it and then layer on more and more for the loyal few.
What do you think?
What made me stop and think about this was the idea that you should be designing for the people that use your application the most and let all the other customers needs come second. I don't think that I agree with this methodology or approach. I understand that companies take this line because they think it will do two things for them:
1. It may help them to get on the map quickly with their mobile experience and will allow them to at least start somewhere.
2. The more loyal customers typically are more vocal and will help with the best feedback to design something more useful.
The challenge with this mindset for concept design or interaction design is that when you design for the most experienced or most loyal, you likely will miss what the majority really need or want.
And this is not just a mentality that is specific to mobile. I have heard this same concept run through the streams of design for websites for companies as well, specifically when I speak with people about web self service.
There are very few companies that have the luxury of designing for their loyal users first or just putting out to the masses what they think will work. The only industry that comes to mind right now is the banking industry because by it's very nature is a "sticky" industry, meaning I am interacting with my bank many times a month typically for transactions or issues. Because that is the case, most users of bank apps or mobile sites are going to be proficient at using what has been designed.
But most every other industry out there, consumers are not as sticky to their site or app. They may visit once a month or twice a month to interact with your brand. And this is the majority of consumers for a majority of brands. In my mind, with this reality being the case, the design process should not just start with a loyal few in mind. But instead should focus on the masses that infrequently interact with you. You want them to be blown away. You want them to see the ease of use. You want them to come back and tell their friends how great of an experience it was.
I am not a design expert, but I say design for the lowest common denominator masses, release it and then layer on more and more for the loyal few.
What do you think?
