US Technology Corporation

Identifying what is “Core” to the computer experience

Challenge

Take the windows out of the 747, and is it still a way people will travel? Back in the day, Virgin Atlantic identified that they could offer cheaper airfares if they bought cheaper planes, ones without windows (they’re a major cost those windows) and travelers could each have a little TV screen (imagine that). The project never happened, people like to watch the clouds and there was an element of fear involved with not being able to see take-off and landing. No one was going to get on that concept-plane. The little TV’s on the other hand… Innovation is the buzz, but what happens when you remove something your customer holds dear ‘in the name of progress’, innovation, competitive advantage? You lose the customer, and the customer probably goes back to your competitor who hasn’t innovated away the windows. Intrepid was commissioned to identify the ‘core elements’ of the computing experience; the elements that should not be innovated-away without first understanding what they mean to users.

Our Contribution

The negatives surfaced really easily. Getting at what’s ‘core’ meant digging into users feelings around experiences, to understand what’s pleasant about a seamless experience. Two digging tools were used: First, a lightweight, agile & cost effective Virtual Ethnography described the variety of user experiences based on hardware, simultaneously indicating the parameters of the software experience. The second phase took the VE outputs and went deeper. Using ‘friendship groups’, a developed focus group tool conducted within respondents native environments, delivering additional group-dynamic & contextual insight, the project threw up a field of ‘core factors' for analysis.

Results

This was a fascinating project, the results of which we can’t talk about here. But when the fat lady sings, the user will get the software experience he/ she/ it (child) emotionally requires, reinforcing the principles of familiarity, uninterrupted workflow, and faith-in-technology through branding. Intrepid will have delivered a very refined handful of design principles which can reinforce the simple basis of excellent user-centric software. And the music plays on...