In the midst of a global downturn, Apple beat Wallstreet’s expectations today with their most profitable quarter ever. Sales for iPhones have risen dramatically. BrandKeys just published their 2009 ratings for the brands with the highest loyalty: iPhone takes first place, up from 2nd place last year.
This all with a phone that is not per se usable.
Make this little test: Try to call your friend with your iPhone while she is calling you from a regular cell phone at the same time. Until today, I always had to answer my iPhone before I was able to dial. The reason: The iPhone address book is not geared for efficiency, a key usability dimensions for frequent tasks.
Back in the 1950s, US company General Mills launched a cake mix. It was geared towards efficiency for the busy housewife. No separate ingredients needed – just add water. It didn’t take off. So business psychologists came in, researched the customers and found: Make the product LESS usable. Make customers add eggs themselves. Provide for a great experience by satisfying the social needs and basic motivations of the customer group. The cake-mix became a great success.
Harry Brignull concludes:
I like this story because it nicely sums up the progression in thinking from ‘just designing for ease and speed’ (old-school usability) to ‘designing an entire experience’ (new-school experience design).
Maybe Steve Jobs also likes the story.
Providing good usability for today’s products and services is a must-have. Understanding users’ motivations and needs and therefore evoking good experiences is where the money is.
Looking forward to comments from all the loyal iPhone users and usability fanatics.
The iPhone is the world’s best handheld computing platform, media player, navigation tool (see augmented reality) and programmer’s playground. It also has a phone attached.
In a way, it is just the top of the line iPod with BONUS! phone.
Yes, I’m a fan.
Compared to all cellulars I had so far, I like the iphone the most. Because it’s easier to use. There are some issues of course, but where not?
Interesting comparison with the cake mixer though! So you think apple does the same? They try to make it some kind of less convenient? I’m not sure about that. Let’s take their new feature call by voice. The user doesn’t need to type in the number anymore. That would be a little bit as the eggs in the pie, won’t it? (I don’t know how good the voice dial works though, as I have no 3GS). On the other hand that’s maybe better usability?
What’s the motivation of users to get an iphone? Just to be cool? Mabye. The whole bunch of neat apps I don’t really need? No. The way you use the iphone? Yes, it’s like a game.
Adam and 2ni. Thanks for your comments. I think you touched on some interesting points there.
Is the iPhone more than a phone. Yes. In my opinion it ties in seamlessly into the system (iLife) they create to not only make your life easier but to make technology fun and effortless for everyone to use – like a game. If a company wants to do this, it has to put itself in its customers’ shoes and REALLY empathize with them (not your product).
Then thinking outside-in is easy. And providing for an good overall experience in the entire context of usage is a no-brainer.