Throw The Flash In the Trash
I recently had a discussion with a client regarding technology features. The conversation was topically focused on the “Wow” Factor of E Learning Systems. My client was very interested in “whistles and bells” and believed strongly that Flashy Features created the “Wow” Effect. As I listened intently to his commentary with great interest I was also thinking about how I could politely break the news to him that I was in strong disagreement with his position.
Developing a powerful “E Learning Experience “ is about creating a Simple, Affordable, Fun and Efficient method of learning. The “Wow” Effect should come about not because of a Flashy Interface but because the E Learning System provides the end user with the best opportunity to reach their individual goals. I believe any feature set that serves to complicate usage or in some way slows down the users experience should be avoided at all cost. I firmly believe choosing Simple over Flashy when it comes to software and application development will always be a better decision. I believe a great E Learning Application should require you to do less while creating more impact.
This belief system is critically important as you develop a new application. It is easy to get caught up in the excitement of building a Flashy Feature. It can be exciting to chase down a rainbow. The real problem lies in the truth that you don’t always find a pot of gold at the end of the rainbow. Sometimes you can actually lose by creating a flashy feature that on the surface looks great but in application the feature complicates the end user experience and thereby serves to diminish usage. If we can’t make it simple for the end user we will throw the “Flash in the Trash.”
We are in a new era of software development today. The end of the Technocrat era came about due to a game changing revelation: the vast majority of the world was composed of non-technical people. Artists, accountants, authors, history majors and other unexpected consumers roamed the prehistoric landscape outside the hallowed engineering halls. Software development is no longer a “programmer only” business model. Today software is truly developed through the inclusion of the thoughts, ideas, emotions and needs of many people.
In The Past:
You see in the past, the programmers treated their customers just like other programmers. They made them memorize crazy expert keyboard conventions and loaded the product with dozens of obscure features. Some flashy, some complicated and yes some features were simple. Why did this happen? This is what the programmers wanted out of a piece of software, so they assumed that the customers must want the same. These assumptions in many cases were flawed from the outset.
Today Is A Customer Needs Based Approach:
Practical needs: If anyone had ever asked the customer they would have learned the customer simply wanted a product that worked. For example, the product obviously needed to save time and money. Does it meet this standard. They wanted the product to be intuitive in use and practical in application. Does it meet this standard?
Emotional needs: Another obvious and key distinction is that the customer also wanted products that actually possessed less tangible benefits. They wanted applications that treated them with kindness and understanding if they made a mistake. They even wanted to use products that were attractive and conferred status. The customers desired programs that appealed to the softer aspects of their humanity. A product that enriched their daily experience instead of one that created more complexity.
I finally asked my customer who wanted “The Flash” a few questions regarding his real “E Learning” goals? Questions that were designed to force a different level of thought regarding the “Wow Effect” he was seeking. Through a very engaging conversation we arrived at a few points of agreement.
- The end user needs to be wowed by the results they achieve.
- The end user needs to find their use of the application as a simple tool that solves complex issues.
- The end user need to have fun using the application.
- The end user needs to be able to afford the application and in fact see the application as a value add not a cost or expense.
Throwing the “Flash in the Trash” is not about building a boring or ugly application. It is not about forgetting the power of a great Brand or ignoring the need for a proper look and feel. This approach is not about ignoring stakeholders or rejecting concepts. This approach is about asking better questions. It is about eliminating steps and enhancing the simplicity of usage. It is about building applications that are S.A.F.E.. Safe because they are simple to understand and use. Safe because they are affordable and add value. Safe because they are fun and serve to enhance the experience of the user. Safe because they are efficient and help people do less while receiving more impact.
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I agree with your approach to this customer. E-learning should be engaging, simple, and intuitive but sometimes the “flashy” elements server to overwhelm the experience, creating the exact opposite reaction.
Your thoughts about this are very interesting… and truly make sense to real world end users like myself. Time is a valuable commodity and it is best spent achieving the results of why I watched the video, visited the website, or took the time to investigate the information. I also agree it must look professional to attract my interest enough to know that I am learning something from a world class authority. Such as yourself.
Again,
Thanks for an enlightening article/