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Helping users "feel the fear and do it anyway"

March 18, 2007  |  from Creating Passionate Users

Bridgeclimb

We've said before that reducing fear might be a killer app... making something users were previously afraid of feel less threatening. Wesabe does this for personal finances. Dr. Laurie Kemet does this for a trip to the dentist. And Electric Rain does this for 3D. Our books try to do this for programming. But what about a step beyond that... where you help them do something that just IS really, seriously, scary? Making only things which are friendly and easy is not the holy grail of design.

Reduce my fear or guilt, and I'll be grateful. Help me do something that really IS scary, and I'll be grateful and exhilarated. I'll be forever changed, and your company, product, or service will be linked to that change. To reduce fear means taking something perceived as scary and showing users that it's not. But not everything can be made to appear friendly and easy and safe. Like Apple's Logic. The learning curve is steep, it looks overwhelming and intimidating, but the payoff can be high. What if instead of removing advanced features that make a product inherently daunting, it's OK to say to users, "This IS hard. Really, frickin' hard. But we'll get you through it."

Sometimes, with some products, it's OK to say, "We can't make this any easier or less scary, but we can help you come out the other side."

A short time ago I went on the Sydney Bridge Climb. At night. It was the most frightening thing I've ever done. But when it was over, I felt braver, stronger, and different. I'll never forget the Bridge Climb, and I'll probably be recommending it for the rest of my life.

We can reduce guilt:
Dogsrequired_1

We can reduce fear:
Dentistoffice_2

But helping a user be afraid and do it anyway is a powerful force. We shouldn't be too quick to over-simplify a product or experience. Of course, it's up to us to get our users through the big, challenging, thing--there's a big responsibility for stellar documentation and support. And we're talking moral support, not just tech support, so building a user community is even more important with something really, really, scary.

I've talked before about the benefits to us when we do something scary, but maybe we can help give those benefits to our advanced (or trying to be) users.

So, what scary thing have YOU done lately?

Filed: Construction-Training