Posts Tagged ‘Efficiency’
May 3rd, 2009
Or, when did ordering tea become so complex?
Have you ever tried to accomplish what you expected to be a straightforward task, but been sidelined because there were too many steps or too many choices to make? This is a common problem in web and software design, but you have probably also come across it in many other day-to-day tasks. For example, this is what happened to me when I tried to order a tea at Starbucks recently:
Me: Hi, can I have a medium tea for take-away?
Starbucks Guy: Ok, one tea. What size would you like?
Me: Medium, please
Starbucks Guy: One medium tea. To drink in, or to take away?
Me: To take away please
Starbucks Guy: Ok
[Starbucks Guy turns around and walks over to the tea bags]
Starbucks Guy [calling over his shoulder]: Would you like one tea bag or two?
Me [yelling back to him over the general coffee shop noise]: One is fine!
Starbucks Guy [still calling over his shoulder]: Is English Breakfast ok?
Me: Yes! English Breakfast!
Starbucks Guy [now standing by the hot water spout]: Would you like room for milk?
Me: Yes, please
Starbucks Guy [now standing back at the counter]: Warm milk, or cold milk?
Me: Cold milk is fine
Starbucks Guy: Ok, cold milk is on the counter next to the napkins
[Starbucks Guy finally hands me my boring old standard cup of tea, so I can go add my boring old regular milk]
In this situation, I asked for a medium tea for take-away, thinking that would be more than enough information for the cashier to prepare my order. I didn’t want anything out of the ordinary, yet he still had to ask me SIX questions before the order was complete; two of the questions repeated information I had already provided, and none involved up-selling.
Now, I understand that one of Starbucks’ defining features is that it allows each customer to personalise their order to fit their unique tastes. But when carrying out common procedres like placing a tea order or installing a new software product, there is likely to be a large portion of the population who want or need basically the same thing, and a smaller portion of the population who want or need something dramatically different. This is why, in user interface design, we try to define sensible ‘default settings’ whenever possible – it makes life easier for the majority of users, and makes processes more efficient.
In the world of software, a default or preset is an initial value that is assigned to a configurable option. Likewise, default options often exist in the physical world; for the configurable option of ‘number of tea bags’, most cafés have a default value of ‘one’. The goal is to identify the values that will meet the needs of most users or customers, so the majority of people don’t have to bother thinking about what the ‘right’ answer is.**
For example, on my Blackberry Pearl, the default setting for the ‘Key Tone’ (the sound that is made when you press a key) is ‘Off’ – most users don’t want to hear a beep every time they press a button on their phone, so they will simply accept this perfectly reasonable default setting. However, for those who need more feedback that a key has been pressed (such as people with vision impairments), they can change the setting to meet their needs:
How can we extend this notion to other real-world processes, like filling a drink order? Simple.
- For each drink type (tea, café latte, cappuccino, etc) collect some data on what people order and what options they choose (size, milk type, topping, etc)
- Identify the most common configurations
- Establish those common configurations as the ‘defaults’
- Allow your customers to indicate any special requests up front, but don’t force them to reiterate the standard options unnecessarily.
Of course, you can’t set default values for everything. For example, you couldn’t set the default drink type to ‘tea’ at Starbucks – there are some choices that customers just have to specify, and defaults are only useful if they are carefully chosen to cover the majority of cases. But whether you’re designing the process behind a web application, a mobile phone, or a face-to-face interaction, think carefully about the defaults so you can optimise the end user experience.
** Note: I am not advocating for designing for the ‘average user’ here. I am suggesting that if you have decided that there is value in making something customisable, you should still make every effort to minimise the need for users to interact with that configuration.