Environments in which initial tasks are performed can be identified and, to some degree, can be correlated with user categories. Environmental factors may contribute additional characteristics to the initial experience, and may raise the need to apply additional focus on characteristics already identified. Three typical environments for computer-related products are: Individual/Family, Small Business, and Enterprise. Following are some of the characteristics of these environments that might affect the design of an initial experience.
Individual/family
Users performing initial tasks in the individual/family environment tend to be novice or occasional. The products involved are typically personal computers, peripherals, add-on options, and software.
In a typical scenario the head of the household makes a purchase decision after considering recommendations from other family members and friends. Advertisements and suggestions from sales assistants may also influence their decision. The price and features provided tend to be the most influential factors. However, reported and advertised characteristics of the initial experience may also influence product selection, especially over an equally functional competitive brand. The person who performs the initial tasks is likely to be the purchaser, but in some cases it may be a family member or friend. The product will usually be installed in a domestic environment that may be restricted, for example, by lack of space and insufficient power outlets.
Because these users are typically unsophisticated technically and have no technical support other than what is provided with the product, it is very important that the initial experience ensures immediate customer satisfaction. This has the additional benefit for the vendor of reducing product returns and help desk calls.
Small business
Users performing initial tasks in a small business are likely to be occasional or experienced. The products involved include servers, workstations, network computers, personal computers, peripherals, add-on options, networking support, and software. A small business is characterized by having less than 100 employees. These businesses may install equipment ranging from stand-alone personal computers to small networks. They often connect into larger networks to access parts suppliers and trade-service information.
Typically, one or two principals of the business are involved in the purchase decision, or they may have delegated the decision to a specialist, who might be an employee or a third party. Third-party businesses specializing in small business installations are increasingly involved. The person who performs the initial tasks might be the purchaser, an employee, or representative of the third party. Knowledge and skill levels are likely to vary widely within this environment. Cost, performance, features, reliability and ease of setup are typically the most influential factors.
The small business environment will likely be physically suitable for the installation. For example, a business is likely to set aside required space and provide appropriate power and cabling. Some environments, such as automobile service garages and small-manufacturing shops, may present special considerations for cleanliness and temperature control. Very small businesses may present a similar scenario to the Individual / Family environment.
The initial characteristics involved in a small business might range from those of the individual/family up through those of an enterprise. With respect to skills and training, the small business may be more similar to the individual/family environment, while spending for physical environment, supplies, and services may be less constrained. The small business, like the larger enterprise, is likely to view the expense as an investment and a justifiable cost of doing business.
Enterprise
Users performing initial tasks in an enterprise are likely to be experienced users. The products involved may include mainframe computers, servers, workstations, network computers, personal computers, peripherals, add-on options, and software. Elaborate networking configurations are typical.
Enterprises are typically businesses with hundreds or thousands of users using large-scale networks. The environment is typically well prepared in terms of office space, power, and cabling facilities specifically designed for the systems. The decision to purchase may be made by the CEO or CIO based on the needs of the business, or by a specialist who has been given the authority. The person who makes the decision to purchase may not be the user who performs the initial tasks. Because they may not personally appreciate its importance, the advantages should be brought to their attention through advertising and other information used to make the buy decision.
An enterprise will typically have an Information Technology staff with the technical training to deal with the various elements of the initial experience. Following such training they may require only high level guidance. Those who do participate typically convey the experience to others within their enterprise, including individuals who might influence the purchaser.
Frequently a large number of systems must be installed, sometimes at multiple sites. Productivity is a key factor reflected in capabilities like the ability to do a setup one time then copy it to other locations. Users in the enterprise want the initial experience to be as productive as possible.