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How much control should our users have?

February 13, 2007  |  from Creating Passionate Users

Usercontrolone

We all know Featuritis is bad, but what about User Control? Is more always better? The notion that a user-centric focus means putting users in control of everything--their software (and other tools), their learning, their conferences, the companies they support (the now-over-used "community")--is pervasive. But even when users do have the expertise to make good decisions, do they want to?

In some scenarios, of course. But when applied with abandon, user control can mean user suffering. In the 80's, the big thing in education was Learner Control. With hypertext tools came CBT programs and learners were finally put in charge of their own paths through material. The learner was empowered! Just one problem: most people pretty much suck at making sound learning decisions, especially when they don't already know the material. So, the era of more-is-better-for-learner-control was over.

Then in the 90's -- Whoo-Hoo! Interactive Movies! Interactive Television shows! Interactive Fiction! Outside of rare novelties and a few good story-driven games, most of us would rather leave our storytelling to Steven King or Steven Spielberg, thank-you. A huge part of the point of movies and novels is to be swept into another world--a world we do not have any responsibility for.

Worst of all, though, is the ongoing trend toward more-is-better for the products we purchase. More choices, more options, more control. In the book The Paradox of Choice, Barry Schwartz looks at how the overabundance of products today makes buying even toilet paper stressful. We shut down when we're faced with too many choices, even when those choices are about relatively simple things.

Yet we expect people to make decisions over some of the most complex things, regardless of whether they have any knowledge or training in those areas. I look at product checklists and comparisons for electronic devices and think, "WTF are they talking about?" I have no idea what this thing-with-the-check-mark-next-to-it is or why I'd want it. And we don't just agonize before we choose, the vast array of possibilities has us agonizing afterwards as well. Second-guessing ourselves, continuing to check reviews, etc. Like we don't have enough stress.

And in software programs, especially, we expect users to choose their workflow configurations way before they have the slightest idea why they'd care. Or we give them ten different ways to do the same thing--so each person can do it in the way that best suits them--when the new user just wants to do the thing -- not grapple with the cognitive overload of ten ways to do the thing they still can't do.

How much control should users have?

Obviously this is a big "it depends", but the main point is to focus on the relationship between user control and user capability. As user capability (knowledge, skill, expertise) increases, so should control -- at least for a lot of things we make, especially software, and especially when we're aiming not just for satisfied users but potentially passionate users. The big problem is that we make our beginning users suffer just so our advanced users can tweak and tune their configurations, workflow, and output. [For the record, I'm a big fan of splitting capabilities into different products, or having a really good user-level modes--where you use wizards or simpler interfaces for new users, etc. Yes, they're often done badly, but they don't have to be.]


The simple rule we so often forget is:

The amount of pain and effort should match the user's perceived payoff.

In other words, the user has to think it's worth it. Yes, another "duh" thing... but if it is that "duh", then why oh why haven't some of the biggest producers on the planet taken it to heart? How come I still can't tune my Denon receiver? Or adjust my home thermostat properly? How come I find myself in hotel bathrooms staring at the shower faucet, wondering how annoyed the front desk will be when I ask them to help me take a bath. How come I can't turn off automatic Capitalization in Word? (trust me, it's not as simple as it seems...)


Usereffortworthit

But we'll accept (and sometimes even value) pain and effort when it's worth it. Apple's Final Cut, for example is much more difficult than TextEdit. But I expect Final Cut to be hard... and it's worth it. The pain-to-perceived-payoff ratio works. My stereo receiver, on the other hand, just pisses me off. The sad thing is, I'm probably just two button-presses away from success, but I swear the possible combinations of button-presses on my remote exceeds the number of particles in the known universe.

Bigcanyon

On the other extreme is Apple's iMovie. It gives you almost no control, but the payoff is high right out of the shrinkwrap. It exceeds my expectations of pain-to-payoff. But pretty quickly, anyone who gets into iMovie--and is bitten by the movie-making bug--starts wanting things that iMovie doesn't let you control. So... Apple says, "not to worry -- we have Final Cut Express HD for just $299". The problem is, the learning curve jump from iMovie to Final Cut Express is DRASTIC. There needs to be something in the middle, to smooth that transition.

User Control in Web 2.0
I realize that part of the Web 2.0 "sensibility" is that users are in charge, but I'm pretty sure even Tim O'Reilly doesn't mean that Web 2.0 means the inmates should be running the asylum. There's an ocean of difference between user contribution and user control. I'm sometimes afraid that the Age of User Participation will lead to the Age of Too Many People Doing Things They Are Not Qualified To Do But That Everyone Is OK With. Amateur Mash-up videos on YouTube? Hell yes. But what's next... amateur minor-surgery mash-ups? (that is actually, scarily, already happening, and I won't even link to it).

Putting users first does not necessarily mean putting users in charge.

I believe with all my heart in working with the user's happiness in mind (i.e. helping the user kick-ass), but part of my role is to use my specialized skills and knowledge to make that happen.

Even the poster kid of community-based business, Threadless, does not really put its community in control. In charge of voting on t-shirts, yes. In charge of whether Threadless is successful, yes -- but no more so than most businesses--they all live or die on whether customers want their product, experience, or both. But the Threadless community does not do the company's books, decide who to hire, choose their factory location, etc. The community has a very strong voice, and the Threadless guys listen--and respond--much better than most, but the company still controls the company. User contribution, not user control.


User Control and Capability enables Passion

In the end, though, having more control and capability represents a higher-resolution experience. It's part of what makes being GOOD at something so much better than being bad or even average. And it's that high-resolution experience that inspires people to passion. (A passionate snowboarder is usually on black-diamonds, not the bunny slope) So we should be trying to give users more capability and control...and encouraging them to take it. But we must balance that with the learning they need to take that responsibility without being overwhelmed.

Like everything else, it all comes back to user education. The more we help them learn and improve, the more control they can handle... and appreciate. By putting the user first, it's our job to give them the responsibility they want, but only when we know they're ready to handle it.

Filed: Construction-Technology Operations