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Do users change their settings?

14 Sep

Back in the early days of PC computing, we were interested in how people used all those options, controls, and settings that software designers put into their applications. How much do users customize their applications?

We embarked on a little experiment. We asked a ton of people to send us their settings file for Microsoft Word. At the time, MS Word stored all the settings in a file named something like config.ini, so we asked people to locate that file on their hard disk and email it to us. Several hundred folks did just that.

We then wrote a program to analyze the files, counting up how many people had changed the 150+ settings in the applications and which settings they had changed.

What we found was really interesting. Less than 5% of the users we surveyed had changed any settings at all. More than 95% had kept the settings in the exact configuration that the program installed in.

This was particularly curious because some of the programâ€™s defaults were notable. For example, the program had a feature that would automatically save your work as edited a document, to prevent losing anything in case of a system or program failure. In the default settings for the version we analyzed, this feature was disabled. Users had to explicitly turn it on to make it work.

Of course, this mean that 95% of the users were running with autosave turned off. When we interviewed a sample of them, they all told us the same thing: They assumed Microsoft had delivered it turned off for a reason, therefore who were they to set it otherwise. â€œMicrosoft must know what they are doing,â€ several of the participants told us.

We thought about that and wondered what the rationale was for keeping such an important feature turned off. We thought that maybe they were concerned about people running off floppies or those who had slow or small disks. Autosave does have performance implications, so maybe they were optimizing the behavior for the worst case, assuming that users who had the luxury to use the feature would turn it on.

We had friends in the Microsoft Office group, so we asked them about the choice of delivering the feature disabled. We explained our hypothesis about optimizing for performance. They asked around and told us our hypothesis was incorrect.

It turns out the reason the feature was disabled in that release was not because they had thought about the userâ€™s needs. Instead, it was because a programmer had made a decision to initialize the config.ini file with all zeroes. Making a file filled with zeroes is a quick little program, so thatâ€™s what he wrote, assuming that, at some point later, someone would tell him what the â€œreal defaultsâ€ should be. Nobody ever got around to telling him.

Since zero in binary means off, the autosave setting, along with a lot of other settings, were automatically disabled. The usersâ€™ assumption that Microsoft had given this careful consideration turned out not to be the case.

We also asked our participants for background information, like age and occupation, to see if that made a difference. It didnâ€™t, except one category of people who almost always changed their settings: programmers and designers. They often had changed more than 40% (and some had changed as much as 80%) of the options in the program.

It seems programmers and designers like to customize their environment. Who wouldâ€™ve guessed? Could that be why they chose their profession?

(Big takeaway: If youâ€™re a programmer or designer, then youâ€™re not like most people. Just because you change your settings in apps you use doesnâ€™t mean that your users will, unless they are also programmers and designers.)

Weâ€™ve repeated this experiment in various forms over the years. Weâ€™ve found it to be consistently true: users rarely change their settings.

If your application has settings, have you looked to see what your users do? How many have changed them? Are the defaults the optimal choice? Does your settings screen explain the implications of each setting and give your users a good reason for mucking with the defaults?

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$300 Million Button: making customers create logins to buy cost etailer $300M/year

05 Aug

"The $300 Million Button," Jared Spool's 2009 article on usability and ecommerce design, is remarkable in that it a) articulates something that anyone who shops widely online already knows; b) is advice that would make a lot of money for sites if they adopted it; c) has been part of the literature for at least two and a half years; d) is roundly ignored.

Spool is recounting the story of an unnamed large ecommerce retailer who had one of those forms that made you register before you could buy anything, and to remember your login and password before you could shop there again. Removing this form, and allowing the option of saving your details with a login and password at the end of the transaction, increased the retailer's sales by $300,000,000 in the first year.

From a commerce perspective, the Internet's glory is reduced search costs for customers. When I was making my office coffee table, I decided I wanted to source some brightly colored anodized aluminum bolts, nuts and washers. I'd never bought these before, but I assumed they existed, and I was right -- a couple searches showed me that they existed and were sold to motorcycle modders. I found a site that supplied them, and ordered sixteen of each, plus some spares. It was the first time in 39-some years I'd needed brightly colored bolts, and it may very well be that long again before I need any more.

So while this specialist bolt retailer is visible to motorcyle hobbyists and can compete for their repeat business with other specialists, they're also tapping into a market to whom they were entirely invisible until the net came along. Periodically, someone like me is going to drop in and spend some money on a one-off basis, and make windfall cash for them. There are a lot of people who, at some time in their lives, want to buy some specialized component or good. Before the Internet came along, we'd likely have just got the non-specialized equivalent. But because of the Internet, businesses all over the world are getting sales from the unlikeliest of corners. And what's more, some of those one-time only customers might discover that they actually really enjoy whatever the specialist thing is, and come back for more. It's win-win.

But the fastest way to alienate those customers and scare away that free money is to make its owner establish a relationship with you before s/he can make a purchase. In the case of the company that sold me my bolts, I was required to create a login and password, and I still get a fortnightly newsletter full of information I don't care to know about bolts (I checked all the opt-out bits, but either I missed one or they just don't pay attention to it).

Spool's research showed that a substantial portion of ecommerce users are even more sick of this stuff than I am -- $300 million/year's worth, in fact. And what's more, of the repeat customers who might have benefited from the faster checkout afforded by creating an account, 45 percent had multiple accounts in the system because they'd forgotten their logins, lost access to the email accounts they'd used, and signed up again with a new address.

Repeat customers weren't any happier. Except for a very few who remembered their login information, most stumbled on the form. They couldn't remember the email address or password they used. Remembering which email address they registered with was problematic - many had multiple email addresses or had changed them over the years.
When a shopper couldn't remember the email address and password, they'd attempt at guessing what it could be multiple times. These guesses rarely succeeded. Some would eventually ask the site to send the password to their email address, which is a problem if you can't remember which email address you initially registered with.
(Later, we did an analysis of the retailer's database, only to discover 45% of all customers had multiple registrations in the system, some as many as 10. We also analyzed how many people requested passwords, to find out it reached about 160,000 per day. 75% of these people never tried to complete the purchase once requested.)
The form, intended to make shopping easier, turned out to only help a small percentage of the customers who encountered it. (Even many of those customers weren't helped, since it took just as much effort to update any incorrect information, such as changed addresses or new credit cards.) Instead, the form just prevented sales - a lot of sales.

The $300 Million Button (via Beth Pratt)

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5 of the Best New User Experiences of 2010

28 Nov

As part of the ongoing Mashable Awards, weâ€™re taking a closer look at each of the nomination categories. This is â€œBest Website User Experience.â€ Be sure to nominate your favorites and join us for the Gala in Las Vegas!

When it comes to user experience, designers and developers must do much more than present their users with a â€œpretty faceâ€ web page.

The user experience (UX) of a site or app involves much more than looks; the UX is something that lingers on after the user has left your site. It lies in ease of use, perceived value, whether desired goals were achieved and so much more. The user interface (UI) is only part of that larger experience, but it can contribute much to a userâ€™s impression of the app.

In writing about the best web designs of 2010, form and function each played a large role in determining our choices. But when we think about user experience, function takes absolute precedence.

What sites and apps were the most interesting, the most useful, the most innovative of the past year? In this post, we examine five groundbreaking new UX/UIs from 2010 and discuss how each one expands our expectations of the user experience.

1. Quora

One of the earlier launches this year, Quora was a buzz-heavy private beta service in 2009. As a product of some of the best design minds at Facebook, the site was almost guaranteed to have an excellent UX from the start.

We love Quoraâ€™s elegant interactions. It looks simple; it prompts instant and easy engagement; and it takes the hide-and-seek elements of a Q&A site away, leaving the user with a trove of relevant information at his or her fingertips.

Weâ€™re not the only ones who love Quoraâ€™s design. For a bit of meta navel-gazing, read this Quora Q&A on why people like Quoraâ€™s design.

Initially, another thing that made Quoraâ€™s UX so excellent was the quality of its membership. Have a question about Facebook? A Facebooker would likely answer it. Questions about venture capital? Here are some actual investors to talk to you. Marketing? Ad execs were on the site, too.

2. Hipmunk

One thing we loved about Hipmunk from the start is that it took a traditionally bad user experience â€” airline flight search â€” and made it into a good one.

This startup reimagined the most important element of online flight search: how results are displayed. It took a convoluted, multi-entry/multi-exit process and made it simple to behold and linear to walk through, creating a user experience that is far from the stress-inducing nightmare flight search once was.

The company has also hinted it will be turning its eyes toward other types of travel services soon, possibly hotel search. We canâ€™t wait.

To get the big picture, check out the video above, and the excellent interview blogger Robert Scoble conducted with Hipmunk co-founder Steve Huffman.

3. Seesmic Desktop 2

Seesmic launched a new iteration of its popular desktop app just a couple months ago. Dubbed Seesmic Desktop 2, the application also included an entire marketplace of plugins, making SD2 an all-in-one social media access point â€” a great set of features for run-of-the-mill social media narcissists, as well as businesses that need more control and monitoring tools for their web efforts.

Seesmicâ€™s Silverlight-built, Mac- and Windows-compatible product also came wrapped in a gorgeous and functional UI with elegant and subtle details, making it a joy to behold as well as a pleasure to use.

During some turbulent times for third-party applications, Seesmic founder Loic LeMeur proved his very salient point: If you make a great product, build in great functionality, and give users a great experience, you can still build a business on someone elseâ€™s platform.

4. Flipboard

Flipboard launched this year as one of the first iPad apps that sought to reimagine social media for a new form factor.

The tablet gave designers and developers a chance to think about lean-back, glossy, high-end design experiences. Of course, magazines had a heyday; their content is already almost a perfect fit for the iPad. But when you think about social media content â€” those messy, spaghetti-like, intertwining and overlapping feeds of drama, irrelevance and the occasional gem â€” you begin to see what a challenge the makers of Flipboard had on their hands. Could social media be both beautiful and functional on a tablet?

Flipboard integrates personalized Twitter and Facebook feeds to build a social magazine for each user. In an initial review we called it â€œgorgeous and a pleasure to use,â€ and the app has continued to rack up the platitudes from social media junkies around the web. Its core value proposition is more than just its beautiful, mag-like design; it makes the experience of reading social feeds simpler, faster and better.

5. Roku

Without a doubt, 2010 has been the first big year for Internet-connected living room devices. Weâ€™ve seen cool things in the past from PlayStation, Xbox and Boxee; however, 2010 brought something new: affordability and ease of entry.

Rokuâ€™s set-top boxes start at just $60; already priced to win. Each model also comes with built-in WiFi and they are easy to install â€” they practically set themselves up. They connect to some of the most popular Internet content providers, including Netflix, MLB.tv and now Hulu, as well.

The Roku UI is simple, clean, bright and intuitive; it reminds us of the more user-friendly gaming interfaces, like that of Nintendoâ€™s Wii. Itâ€™s a design language that says, â€œIâ€™m not technical; Iâ€™m fun.â€ Very quickly, the design itself fades into the background and the content becomes all the user notices.

In a word, Rokuâ€™s UX is amazing because it makes something that was supposed to be complicated and scary (bringing Internet content to the living room) inexpensive, easy and a pleasure to use.

What Are Your Picks?

Those are five of our favorite user experiences from 2010; weâ€™d love to know what impressed you this year. In the comments, tell us about the apps, devices and websites that youâ€™ve loved using throughout 2010 or nominate them for a Mashable Award.

The Mashable Awards Gala at Cirque du Soleil Zumanity (Vegas)

In partnership with Cirque du Soleil, The Mashable Awards Gala event will bring together the winners and nominees, the Mashable community, partners, media, the marketing community, consumer electronics and technology brands and attendees from the 2011 International CES Convention to Las Vegas on Thursday, January 6, 2011. Together, we will celebrate the winners and the community of the Mashable Awards at the Cirque du Soleil Zumanity stage in the beautiful New York New York Hotel. The event will include acts and performances from our partner Cirque du Soleil Zumanity. In addition, there will be special guest presenters and appearances.

Date: Thursday, January 6th, 2011 (during International CES Convention week)
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