The guidelines were developed and refined by IBM usability design experts. They identified key elements and characteristics used in creating successful and satisfying initial experiences for the users of their products. They also identified successful design and evaluation processes and provided insights to integrating these processes within the product development cycle.
The results of their work and much additional follow-on work are included here to help all designers appreciate the importance of this crucial phase of product use and to share the insights that will allow product developers to create compelling, productive, and satisfying initial experiences for their users.
The motivation for examining how we design the initial experience becomes apparent when we consider some of its potential impacts:
- The highest percentage of calls to help desks typically occurs shortly after product purchase. At this point the user is unlikely to be familiar with the product and may experience a variety of problems from unpacking through setup and configuration. Thoughtful support during this phase of product-user introduction can ease the experience and create a lasting, respectful bond between product, manufacturer, and user.
- This is also the point at which a user who made the decision to purchase the product should reaffirm that their decision was a wise one. Whether the user who unpacks and sets up the product selected it or not, their initial experiences set their expectations for future interaction and use.
- The initial experience may also be the user's first direct interaction with the company and the brand. The user's image of both company and brand may be improved by a positive experience, or it may be damaged possibly beyond repair by a negative one.
- Sales of products through retail and catalog order channels are affected by how well the product presents itself to users; how well it communicates its functions and features; and how well it distinguishes itself from its competition. Packaging is an aspect of product design that contributes both to advertising and to the user's initial experience.
Specific attention to the design of the initial experience should result in reduced support costs, improved customer satisfaction, and increased sales.
The initial experience associated with computers, workstations, and peripherals has tended to be much harder than that related to consumer electronic products. Thus, there is a need for an initial design focus that will lead to measurable improvements. Retailers such as CompUSA and Circuit City, and magazines such as Consumer Reports and PC Magazine measure aspects related to users' initial experience of products. Improvements will be apparent to customers before as well as after the purchase.
If the elements essential for users' initial experience (packaging, product documentation, software, accessories, sales or promotional literature, and the product itself) are not designed in concert, they are likely to come together in a haphazard manner that will create user frustration. Often, these pieces are developed by different groups and are not integrated until the product is ready to ship to the customer. While only a few of the developers are likely to see the entire package, all of the product's purchasers will.