The high-tech industry has inadvertently put programmers and engineers in charge, so their hard-to-use engineering culture dominates. In our rush to accept the many benefits of the silicon chip, we have abdicated our responsibilities. We have let the inmates run the asylum. When the inmates run the asylum, it is hard for them to see clearly the nature of the problems that bedevil them. When you look in the mirror, it is all too easy to single out your best features and overlook the warts. When the creators of the software-based products examine their handiwork, they overlook how bad it is. Instead they see its awesome power and flexibility. Programming is such a difficult and absorbing task, that it dominates all other considerations, including the concerns of the users. Programmers aren't evil. They work hard to make their software easy to use. Unfortunately, their frame of reference is themselves, so they only make it easy to use for other software engineers, not for normal human beings. Why high tech products drive us crazy and how to restore the sanity? This is what this book is about.
Because it is far cheaper for manufacturers to use computers to control the internal functioning of devices than it is to use older, mechanical methods, it is economically inevitable that computers will insinuate themselves into every product and service in our lives. This means that the behaviour of all of our products will soon be the same as most obnoxious computers, unless we try something different. The incredible power of computers means that few people can afford to ignore them. Even if you don't have a desktop computer, you probably own a VCR and an ATM card, which are software-based products. It is unrealistic to simply say you "won't use computers". They aren't just getting cheaper; they are getting ridiculously cheaper, to the point of ubiquity and disposability. Many familiar products that we imagine as mechanical (or electronic) are no longer made without computers. Cars, washing machines, televisions, vacuum cleaners, thermostats and elevators are all good examples.
This book is written with humour, liveliness, and amusement, it has a lot of funny illustrations. Yet it reveals the problems of software industry which were left attention for decades. One of the problem is "elastic user", such a user which must bend and stretch and adapt to the needs of the moment. When a company speaks about the software it develops, every party involved (management, programmers, testers, sales) include different meaning into the word "user". In "Goal-Directed design", the participants never refer to "the user". Instead, they refer to a very specific individual: "a persona". To create a product that must satisfy a broad audience of users, logic will tell you to make it as broad in its functionality as possible to accommodate the most people. Logic is wrong. You will have far greater success by designing for one single person. Imagine that you were designing an automobile to please a wide spectrum of people. You could easily identify at least three subgroups: the soccer mom, the carpenter, and the junior executive. Mom wants a safe, stable vehicle with lots of space and big doors for hauling the kids, dogs, groceries and other stuff. The carpenter wants a rugged vehicle with all-wheel drive and abundant room for ladders, lumber, bags of cement, and tools. The young executive wants a sporty car with a powerful engine, stiff suspension, convertible top and only enough room for too. If we make such a combination vehicle, what a goofy, impossible car will appear! Making three different products in software is lot easier than making them in steel, too. Another problem which the author points to is "the customer-driven death spiral", where "conceptual integrity" is the only solution.
The author declares that the key to solving the problems is interaction design, and exposes the Goal-Directed design method that provides manufacturers of high tech products with an insightful understanding of their users and a practical blueprint for a superior result. Alan Cooper, the author of the book, and his company, have designed a wide range of products ranging from clean, simple kiosk systems to complex scientific applications, controls for consumer-oriented computer peripherals, conceptual designs for entire product lines, eCommerce sites. The list of companies that adopted the Goal-Directed design includes many industry leaders, large and small, such as 3M, Proctor & Gamble, Dolby Labs, Fujitsu, HP, Informatica, Logitech, SAP, Charles Schwab, St. Jude Medical, and Varian. The description of Goal-Directed design in this book is very reader-friendly and is targeted to the broad audience. Alan Cooper gives the further explanation of this method in his following book "About Face 2.0", aimed mostly to the engineers. Although these two books are still not enough to deploy this method in your organisation, they show how vital this technique is for a successful product.
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Top reviews from other countries
V K HAMEED
A really important read on the craft of software development
Reviewed in India on January 21, 2022
iAPX
A must-read for Web designers, Developers, Product Owners, Project Managers and Managers!
Reviewed in Canada on March 6, 2016
Carlo Beschi
the inmates are (still) running the asylum ...?
Reviewed in Italy on October 18, 2013
C. Rouge
Lecture essentielle pour qui travaille dans la conception et le développement d'applis numériques
Reviewed in France on October 20, 2008