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

All change at the top for System Concepts
Source: System Concepts Ltd, 3 July 2009
 
Leslie Fountain has been promoted to joint Managing Director of leading usability consultancy System Concepts.

Life in UCD immortalised in fiction: you couldn't make it up
Source: UN, 2 July 2009
 
Sarah Herman's fictitious book on life in a user-centred design company has hit the shelves and The Guardian's book pages...

Interfaces Magazine - Issue 79: The Education Issue
Source: Interaction Group, 1 July 2009
 
The latest issue of Interfaces is now available as a free download from the Interaction Website.

Two new Behavioural research Tools from Noldus
Source: UN, 30 June 2009
 
Tool updates make on-site behavioural data collection easier.

Cell Phones that Listen and Learn
Source: MIT Technology Review, 29 June 2009
 
New software tracks a user's behavior by monitoring everyday sounds.

Top Six Don’ts for Usability Testing
Source: FutureNow Inc., 27 June 2009
 
Six tips for creating quality usability tests to ensure useful feedback from testers.

Usability: ‘Lovely software. But I can’t work it’
Source: FT.com, 26 June 2009
 
In a recent survey by Global Graphics, 77 per cent of office workers estimate they lose up to one hour a week because business software is difficult to use.

And what do you do?
Source: Dexo Design, 25 June 2009
 
How do you describe your job role? Here are the results of a recent 'Preferred UX/UI Title' Poll.

Most Doctors cite Usability as critical to Electronic Health Record Adoption
Source: TMCNet, 24 June 2009
 
It's all about 'meaningful use'.

Glossy monitors look good but can hurt
Source: QUT, 23 June 2009
 
A new advisory cites research which suggests high gloss monitors make users sit awkwardly.