User Experience as a USP

Exec SummaryUser Experience (UX) is increasingly becoming the USP of similar products. Easy-to-use means lower costs and quicker efficiencies gained on the learning curve. This in turn can be used to show the bottom-line benefits of a product.

The learning curve is also a reason why User Experience (UX) is becoming such a hot issue at the moment. As our world and gadgets become more complex, there comes a point at which the law of diminishing returns kicks in and some things are simply not worth the effort. If, however, that effort is minimal, then the value offered by the product does not have to be as huge in order for people to buy it.

Obviously, this doesn’t change the basics of strategy/sales – you still have to offer a larger benefit than your competition. However, if the products offer a very similar outcome, the one that is easiest (or more intuitive) to use will usually win. This is more and more becoming something that customers value as a unique selling proposition (USP).

Consumer attention spans are waning. People want the outcome itself, not to spend time learning how to achieve that outcome.

For example, I was recently examining technical support ticket desk SaaS products. My needs were as follows:

  1. access for external customers controlled via login
  2. simple and automatic segregation of tickets based on a customer
  3. reports to show time spent on a particular customer
  4. submission of tickets by email
  5. knowledge base (also access-controlled)

Some products were aimed at internal IT desks within a large corporation (and seemed very good at that job) and therefore I did not fit their customer profile. However, many (most?) other products were aimed at customers exactly like me. Of these, all of them addressed the points on my checklist above – but they did so in very different ways.

I’m not going to name any names, but, in my eyes, there were clear winners and losers.

One product in particular (let’s call it “Product A”) had a powerful and flexible product that met my needs. Unfortunately, all of that complexity was visible at once when using the product. There were so many menus and buttons shown that my poor 13″ laptop screen was overwhelmed – nearly half the screen was taken up by them, leaving me with little room for anything else (1024×768 people!).

The other products I saw (also complex and powerful) had far simpler interfaces, with the complexity…not hidden, but tucked away inside an intuitive menu system. The same functionality as in Product A was easy to find, but did not use up all of my screen’s real-estate. Furthermore, were I to place one of my non-technical salespeople in front of Product A, they would be just as overwhelmed as my screen by all of the options. Simply answering a ticket would be a struggle. Many would need to be answered before any efficiencies would kick in. For this reason alone, Product A did not make the cut.

Product B, the product that was eventually chosen, provides a far simpler experience to the end-user. My salesperson can log in, see what tickets are assigned to them, and answer those tickets via a simple interface. The complexity is hidden from the user and only accessible to an admin like myself – which is, I think, how it should be. The time that I invest in setting up the system is an up-front/one-off chunk of time. Once the system has been set up, it should then operate in that way for as long as is needed. The complex options do not need to be visible to everybody.

In summary, user experience and the learning curve are very closely linked these days. The internet has made it cheaper and easier for products to be launched, many of them attacking the same user segments. The key differentiator of these products is increasingly becoming how easy they are to learn/use. Easier to use means quicker efficiencies gained, which means lower training costs, which means it is easier to justify expenditure on that system with a cost-benefit analysis.

Update – 17 Sept 2012: This is a really good article along the same lines from Fast Company Design. It talks about how a good User Interface will play a huge part in any startup’s bid to be great.

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