Professional Documents
Culture Documents
52
i n t e r a c t i o n s S e p t e m b e r + O c t o b e r 2 0 0 9
OPINION
Not all companies are so clueless. There are numerous success stories. For products we have the BMW Mini Cooper, the ubiquitous iPod, and Amazons Kindle. For websites there is a long list of excellent services coupled with great experience and underlying smooth, efficient operations that instantly deliver upon their promises: Amazon, eBay, FedEx, Kayak, UPS, and Netflix. For pure services we have luxury hotels and low-cost business hotels as well as stores such as IKEA. Even Dominos Pizza joins the list: Order a pizza by telephone and then you can follow its progress on the website. Youll get not only an estimated wait time, but also the name of the pizza maker and then the name of the delivery person. I think I get more enjoyment out of watching pizza tracker than eating the pizza, said one blogger. Systems thinking transforms the antagonizing wait for delivery of the food into an enjoyable, personalized experience. In all of these instances, the company has thought through the entire experience, ensuring that all the parts are coherent, consistent, and pleasurable. The iPod story has been told many times, but most of the storytellers miss the point. The iPod is a story of systems thinking, so let me repeat the essence for emphasis. It is not about the iPod; it is about the system. Apple was the first company to license music for downloading. It provides a simple, easy to understand pricing scheme. It has a first-class website that is not only easy to use but fun as well. The pur-
S ystems thinking is apparent from the iPods clean, simple packaging to Apples overall strategy for marketing their products and services.
chase, downloading the song to the computer and thence to the iPod, is handled well and effortlessly. And the iPod is indeed well designed, well thought out, a pleasure to look at, to touch and hold, and to use. Then there is the Digital Rights Management system, invisible to the user, but that both satisfies legal issues and locks the customer into lifelong servitude to Apple (this part of the system is undergoing debate and change). There is also the huge number of third-party add-ons that help increase the power and pleasure of the unit while bringing a very large, high-margin income to Apple for licensing and royalties. Finally, the Genius Bar of experts offering
service advice freely to Apple customers who visit the Apple stores transforms the usual unpleasant service experience into a pleasant exploration and learning experience. There are other excellent music players. No one seems to understand the systems thinking that has made Apple so successful. Amazons Kindle is my latest example of superb systems thinking. This is Amazon.coms ePaper-based book reader. Now, there are competing products on the market which offer superior features. Amazon wins, however, because of its systems thinking. No computer is necessary for most transactions. When the Kindle arrives, it is preloaded with the books
53
i n t e r a c t i o n s S e p t e m b e r + O c t o b e r 2 0 0 9
T he Mini Cooper sits atop the list of the most-wanted cars due to BMWs superb marketing strategy and forward-thinking approach.
i n t e r a c t i o n s S e p t e m b e r + O c t o b e r 2 0 0 9
[1] de Souza, C.S., and Leito, C.F. (2009). Semiotic Engineering Methods for Scientific Research in HCI. http:// www.morganclaypool. com/doi/abs/10.2200/ S00173ED1V01Y20090 1HCI002
that were ordered. Moreover, it can work instantly. Even more important, Amazon thought through the entire system, from discovering a book to loading it onto the Kindle. Users can order new items from the Kindle itself and receive them on the device within roughly a minute. Files in a variety of formats can simply be emailed to the Kindle, for each device comes with its own, unique email address. Again, the true beauty of the Kindle is that it is a system. Like the iPod, the Kindle itself is well designed, attractive, lightweight, and easy to use. Try as I might, I can think of only a few tweaks I would make to the interaction. In their recent book, de Souza and Leito show how the
communication approach of semiotic engineering can help ensure consistency and coherence [1]. They critique the HCI community (and my past work) for optimizing the individual components at the expense of the whole. They are correct. A systems analysis goes beyond the design of individual screens or actions. It considers the entire experience from start to finish: thought through action through reflection. To make this a whole, seamless, coherent experience requires considering each action, each system response, each message whether verbal or visual, silent or audible, visceral or behavioral, haptic or happenstanceall as part of the whole. Make sure
that each message is consistent with the others in tone, voice, locus, and message. All steps must be readily accommodated, with the system always anticipating and ready for whichever choice the person makes. This is what it means to be a system: to think of everything. Systems thinking, some people say, is all very fine for luxury goods and services, but far too costly for the everyday items. Look at your examples iPod, Mini Cooper, and Kindle lower-priced, smaller-margin goods cant do that! This argument is false, for the success is not due to expensive services; it is due to thoughtful analysis and provision of consistent coherent services. Whether it is a bargain airline (Southwest Air), bargain food (McDonalds), bargain car rentals (Enterprise), or bargain hotels (Tatas Ginger hotels in India), all it takes is the right point of view. No product is an island. A product is more than the product. It is a cohesive, integrated set of experiences. Think through all of the stages of a product or servicefrom initial intentions through final reflections, from first usage to help, service, and maintenance. Make them all work together seamlessly. Thats systems thinking.
ABOUT THE AUTHOR Don Norman wears many hats, including cofounder of the Nielsen Norman group, professor at Northwestern University, visiting professor at KAIST (South Korea), and author. His latest book is The Design of Future Things. He lives at jnd.org.
Photograph by Paul Mullett
54