Media: IBM relates Perceived Usability to the Real Thing

Once upon a time, Don Norman spent several pages of his 1998 book "The Invisible Computer" explaining the difference between an affordance -something a thing could do - and a perceived affordance - what it looked like it could do. Usability lies with making the first into the second.

Now, with this interview we are introduced to the difference between perceived usability and objective usability. This has more to do with sales than design, but it is an interesting development, especially in view of the recent brouhaha about the perceived overexposure of usability (see Prodding at the Limits of User-centred Design).

To quote from the article: '"People buy products based on perceptions, assumptions, and expectations they have of the product. Perceived usability is one such perception that drives purchase decisions. Unfortunately, as usability professionals, we put most of our efforts into objective usability associated with actually using the product. We really have to sell products twice." In this statement, Barry Beith, President of HumanCentric Technologies, Inc., highlights the less-examined concept of perceived usability as equally important for usability professionals to focus their efforts on as objective usability. Although perceived usability helps persuade people to buy a product based on first impressions, they are usually buying without much, if any, experience actually using the product. Objective usability is demonstrated through ongoing experiences with a product. For the most part, usability professionals spend their time designing and testing objective usability, ensuring that the product is as usable as possible and therefore responding to what we assume are the user's expectations. Beith stresses, "If we're doing our jobs right, usability is invisible."

'Although objective usability drives customer satisfaction and brand loyalty (and therefore future sales), this is really only the "second sale" to the customer. The "first sale" must be based on how usable, fun, and appealing a product looks or is perceived to be by potential customers. Beith emphasizes that for the first sale, "customers don't know what the level of objective usability will be; they just form perceptions and assumptions about it, and then develop expectations based on those perceptions and assumptions of usability."'

As I've just commented elsewhere (see Ann's Rant: Lawyers, Doctors and Usability Folk), usability work is starting to merge with marketing in some areas. Clearly this is the case at HumanCentric Technologies, Inc.

Associated Link: IBM Ease of Use: A Tale of Two Sales

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