In the most un-ironic move in tech history, Microsoft recently provided me with a great example of ‘missing the forest for the trees’, a mistake I passionately urge clients (and others alike) not to make when designing and developing a web-based product—whether you’re consciously selling something or not.
The Backstory
Although I’m hopeful about the future of Windows (both mobile and desktop), let’s state the obvious: Microsoft is not the front runner in mobile. They’re not even in a close second. But, they’re in a dream underdog scenario: an abundance of capital, a steady company history, and brilliant people. So, the launch of a new, major release to their platform is a big deal, and a lot rides on it.
Now, Nokia’s Lumia 900, probably the ‘flagship’ WP7 phone, won the Best Smartphone award at CES 2012. It was just unveiled in January of this year, and came to consumers in April with a massive marketing push, trumpeting the latest in Windows Phone technology. It’s a beautiful and capable device, and many folks signed a brand new two-year contract to get it.
Ignoring some other places where Windows Phone has been falling short as a consumer product, this was a great step for Microsoft’s mobile department.
Yesterday, Microsoft announced the arrival of Windows Phone 8. Despite mixed reactions (which every mobile OS release is privy to), it looks like a beautiful, powerful update that users should be excited about.
What a marvelous surprise for all those customers who bought the Lumia 900, a “high performance” phone, right?
No?
Apparently, the best Windows phone currently on the market can’t handle an update to Windows Phone 8, so they’ll be getting an update to 7.8 with the “core elements” and UI of 8.
Of course, when you’re targeting features in an OS release that rely on multiple processors and NFC, as Microsoft’s Greg Sullivan stated in that article, it’s not beneficial to try to make it work on less capable devices. Consumers understand that you do have to move forward, and that always requires more powerful hardware. But, what’s the logic behind not giving an update to the millions who bought your ‘best’ device, just months prior? Why not find a way to disable features to support older devices, so that an existing customer can get the updates their device can support and Microsoft can avoid fragmentation?
The Pervasive False Premise
Nokia’s Kevin Shields wants to clear that right up for us:
…we sat down with Nokia’s Kevin Shields to find out if the company is doing enough for its existing Lumia users.
“I definitely think it’s more than enough. I think that ultimately your typical customer probably isn’t all that aware of this upgrade thing,” he says, referring to news about Windows Phone 8.
Aside from the merits of hardware upgradability, just read this again, and note his tone:
“I think that ultimately your typical customer probably isn’t all that aware of this upgrade thing.”
So, he thinks that, ultimately, “your” (everyone’s) “typical customer” isn’t “all that aware” (is ignorant) of “this upgrade thing“.
Stop the presses: he thinks you’re smart enough to select and buy a highly advanced pocket computer, but you’re too dumb to upgrade it. And this sounds a lot like common misconception held by many potential clients that you need to only address lowest common denominator of your potential visitors, because your “typical” visitor “isn’t all that aware” of basic web navigation. So, you build something contrary to current web standards (and even styles) where everything is presented in long-form all at once, or in highly inconvenient ways.
You might make the mistake of thinking your users are stupid.
Counterpoint: iOS
Again, Shields says “your typical customer probably isn’t all that aware of this upgrade thing”, but this says it all:
Apple’s got a 75% adoption rate (as of March!) for their latest OS, and iOS 5 still had to be installed in a tethered manner.
Don’t Doubt. Instead, Design.
Your users aren’t stupid, and the ones who actually might be aren’t your best ones. They aren’t the ones who will buy and love your product through your website. Don’t focus on them—focus on the ideal user.
To extend the iOS example, Apple doesn’t offer all the features and customization of Android because they can keep the experience consistent that way. It’s paying off. Users weigh the value of upgrading (in this case) against the cost of time and potential frustration.
This is why intentional design, based on the fundamentals, research, and psychology, helps organizations optimize their website. Breathing personality into your copy, using great color palettes, and creating layouts— based on brand personas—may not suit every user, but it will suit your best ones.