Easy is Hard to Do

Most of the interactions we experience daily are automatic. We don’t have to think about how to open a door or turn on room lights. These interactions become second nature, learned over the years from childhood to adulthood. The public doesn't consciously think about words like "interaction" or "intuitive" because not having to think deeply about how to interact with the world is essential. Otherwise, we would struggle to get out of the house each day.

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These seemingly simple actions can become surprisingly challenging when we travel to different countries. Pulling instead of pushing a door, switching light switches that work oppositely in the USA and the UK, or driving on the left side of the road can be bewildering. Take, for instance, the tragic cases of tourists killed in London because they instinctively looked left while crossing the road. To address this issue, you can now find crosswalk messages in London that boldly say "LOOK RIGHT" in big white letters. Imagine if every interaction had to be a conscious thought, and every interaction with products and services had to be learned or troubleshooted – how mentally taxing this would be. Well, this is what people's lives are like in today's tech-driven world.

The constant stream of "innovative products" we interact with on a daily basis has become exasperatingly normal. Now, it's almost impossible to go through our day without experiencing some frustration over a tech product that doesn't work well. We often find ourselves dealing with IT problems that are rarely the fault of the user but more to do with bad interaction design.

While I don't want to continually hold up Apple as the ultimate example of good design, the truth remains that there is no other company that comes close to their standard of user experience (UX) design. Thanks to Apple, people now expect to use software or connected devices immediately and effortlessly, without the need for extensive manuals or tutorials. Apple has set high standards for user-friendly design, conditioning society to demand simplicity in all the products they encounter.

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As an industrial designer specializing in physical and digital products, I'm passionate about understanding how things work, or why they don't. Every day, I observe instances of poor design, whether it's the flow of customers at a coffee shop or a parking lot elevator with bewildering buttons that lead people to the wrong floor as they desperately search for their car. Here are a few recent examples of frustratingly designed products to illustrate my point:

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1. Self-serve US Post Office kiosks: It appears that these machines were designed by someone who may not have considered real-world user experiences. For example, the kiosk at my local San Francisco post office is positioned too low, causing most users, including myself at 5'9", the average height of US males, to uncomfortably bend down. While it's crucial to ensure ADA compliance in design, it shouldn't come at the expense of the overall user experience for everyone else. This situation reminds me of the design ethos of Universal Design, a principle we adhered to while creating OXO kitchen tools at Smart Design. Our goal was to design tools that accommodated individuals with dexterity issues like arthritis while remaining fully usable by the entire population. The kiosk interface is notably confusing, to the point that local post office employees have resorted to creating their own labels, further adding to user confusion. This particular kiosk is also positioned against a wall where direct sunlight streaming through the window renders the screen illegible. Consequently, many customers give up and opt to wait in line, leaving them frustrated and dissatisfied.

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2. Electrify America fast chargers: These chargers should be straightforward, but I've had to call tech support each time I've used one. And I can assure you that as a tech innovator, I know how things work – I'm not your average user. Thirty minutes on a hot day with a two-year-old child in the car is not a good user experience. Electrify America, owned by Audi-VW, knows I drive an Audi E-Tron; they have my credit card and license plate in their software platform. With this information, they could make the experience friction-free and seamless. I pull up, a camera captures my license plate, and all I should have to do is remove the charger and plug it into my car. Seriously, the experience needs to be simpler than pumping fossil fuels into our cars if we are ever going to convert people to a more sustainable future. I just read that JD Power gave Electrify America a score of 538 out of a possible 1000 points, the worst score of all EV chargers.

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3. The UCSF public parking kiosks: Slow feedback for actions like payment acceptance leads to user frustration. The "yes I accept" button is green with a checkmark. Users should have immediate confirmation for their actions, especially when there's latency in the system as the user's credit card information is sent to a server in the cloud. An audible click or mechanical movement on the button would be helpful. Instead, people stab at the button or press harder and harder, believing it's a user error. It's never a user error; it's a designer error. The green button icon is wearing out from people over pressing it. (There are many more issues with this product – I’m focusing on one of many.)

4. Bosch Induction Stove: The user interface of my German premium appliance brand is indeed a visually appealing black shiny slab. It's evident that the designer was enamored by the aesthetic possibilities, but, unfortunately, it's another example of poor interaction design. The process to operate it involves five convoluted steps and is accompanied by annoying beeps that seem more appropriate for a product in distress. Such sounds are out of place in a domestic kitchen. In comparison, my old gas stove was simple and efficient, requiring just one rotating action to turn on the burners, making this induction stove fall short in usability. Nobody should have to learn how to use a stovetop, and nobody should have to put on reading glasses to scramble some eggs because the font is too small. But we need to convert people to induction stoves for energy sustainability. If you are from Bosch, call me, and we can fix this together.

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These examples highlight the importance of prioritizing ease of use in product design. To achieve this, here are some suggestions:

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1. Don't reinvent interactions needlessly: Stick to established norms to avoid unnecessary learning curves. As designers and engineers, we sometimes become overly enthusiastic about introducing new elements simply for the sake of novelty, often forgetting that the public may neither be able nor willing to adapt to changes at the same pace as the innovators.

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2. Progressive reveal: Allow users to start using a product and its core functions immediately. Advanced features can be learned over time. A good example is the Apple EarPods – you can plug them into your ears immediately and enjoy music then learn about advanced features like Adaptive Transparency and Personalized Spatial Audio with dynamic head tracking. New software can also have progressive revelation, introducing new features not when they are ready, but when the user is ready to absorb them.

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3. Reduce choice: Concentrate on excelling in one area rather than inundating users with numerous options. For instance, I own a printer that offers five different methods of connection: NFC, Bluetooth, Wi-Fi, something called Direct Connect cable, and a USB cable. None of these options worked well. It's often a greater challenge for designers and engineers to simplify and provide a single, effective option. Avoid burdening consumers with multiple choices whenever possible.

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4. Be the User: Gain a deep understanding of the user's context by experiencing their conditions. Step out of the comfort of your office and walk in their shoes. Many of my innovations have originated from observing people in their real-life contexts and then becoming the customer myself, immersing in their experiences, and gaining empathy and valuable insights from it.

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5. Prototype, Prototype, Prototype: Before committing to full engineering, conduct thorough testing using experience prototypes. But what exactly is an experience prototype? It's a prototype that simulates a product's function in a manner that allows for constant and rapid iterations of creation, testing, learning, modification. It's based on simulation than engineering reality. Far too often, I've witnessed engineers and designers invest significant time, money, and resources into a prototype, only to find that it falls short when tested by users. In such cases, the resources and schedule already invested inhibit the necessary changes required, and the development team ignores the painful reality that the product is failing. The "build it, and they will come" model is risky.

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6. Form Follows UX: While aesthetics are important, it's crucial to prioritize designing for the ideal user interaction first. In our studio, we emphasize that aesthetics should be the final 10%. The majority of our work and focus revolve around creating the best possible user experience. When aesthetics take priority over the user experience, it can end up causing confusion.

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7. Don't Make the User Your Designer: Releasing unfinished products and relying on users to identify issues is not a customer-friendly approach that fosters brand loyalty. In the realm of software, it's relatively easy to make changes after a product's launch. While this approach isn't inherently flawed and can be a valuable part of product development, it can be problematic when overused. In physical design, it's much more challenging to alter a product after it's been launched, which places a greater responsibility on designers and engineers to get it right from the start. Ready-aim-fire (a sharpshooter) as opposed to Fire-an-Adjust (a cannon)

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8. Avoid Feature Creep: Instead of continually adding new features, focus on resolving existing issues or improving an existing product. At Nike, we referred to this approach as "Refine and Perfect," where we aimed to find small improvements that, over the years, accumulated into an impeccable product. In the world of consumer electronics, there's often a belief that introducing new products each year is essential to keep customers engaged. However, I argue that over time, having a multitude of products leads to an overwhelming array of choices and can create customer confusion. Strategic companies limit choice and options, preventing customers from having to decide between competing products from the same company.

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Creating user-friendly products isn't just a choice; it's an imperative. It requires unwavering dedication to the end user and an unwavering commitment to excellence. Companies like Apple have set the bar high, fostering expectations for intuitive and seamless experiences. CEOs and their teams must lead the charge, championing superior user experiences as the linchpin of their products and the key to their companies' future success. In today's world, brand loyalty is waning. Consumers are quick to embrace products that simplify their lives, enabling them to focus on what truly matters: the joy of a good meal with friends and family, a good book, or a hike in nature. We cannot afford to let frustration over poor interaction design stand in the way of progress. Interaction design should be as natural and intuitive as the act of opening a door or flicking a light switch. Users should not grapple with complexity. As designers our mission in product innovation is obvious: introduce solutions that reduce friction and enhance the quality of life. It's not just a goal; it's our obligation.

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Max Burton is the co-founder of Industrial Craft, a design and innovation agency located in San Francisco. Throughout his career, he has been dedicated to crafting exceptional product experiences that prioritize seamlessness and user-friendliness. His expertise lies at the intersection of physical and digital design. Max has a track record of designing notable product experiences, including Nike's pioneering venture into digital products with Nike+, industrial and interaction design for Sonos, enhancements to the boarding process for United Airlines, a streamlined check-in experience for Marriott, the guest-focused experience for Disney World called MyMagic+, and The Carnival Cruise Medallion Experience, the interface design for XM's introductory product, and the industrial and interaction design for leading medical robotics companies such as Auris Health. Max's studio continues its relentless pursuit of making technology simpler and more delightful for everyday users.