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Biggest mistake most product teams make is building technology for what they believe the user wants rather than what the user needs


http://www.bothsidesofthetable.com/2013/10/14/how-to-avoid-a-common-product-mistake/

mainframe terminal application

The single biggest mistake most product teams make is building technology for what they believe the user would want rather than what the actual end-user needs.

When computers moved from “green screens” to Windows we – the educated, young, technophiles – easily grasped the concept. It was hard to imagine customer service reps who had learned every keystroke short-cut by heart on a green screen and weren’t eager to embrace the obvious future. We worked evenings and weekends getting a system read for public utility employees to be able to move into the future and have more power on their desktops than the dumb terminals they were used to.

The earliest user testing proved disastrous. The CSRs wanted nothing to do with drag-and-drop, point-and-click mouse commands. Computers were a necessary evil to getting their jobs done and frankly what they valued more than anything was maximized their hands on the keyboard (versus lifting one to grab a mouse) and processing orders efficiently (versus having more options, more power, more choices).

We live in world of choice and yet paradoxically as humans we generally want fewer choices. We want less complexity.

Read the rest: http://www.bothsidesofthetable.com/2013/10/14/how-to-avoid-a-common-product-mistake/

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