I am lucky enough to work an amazing company called Automattic. Every year we get together (that’s right all ~400 of us) and work, play, hang and get to know each other. One additional aspect to this is that we all give 4 min flash talks on any topic we want.
I couldn’t think of a topic so I polled my colleagues for some ideas. Those ideas are listed below and now I need you to vote on what talk I’m giving. I have one day to do the research and create my slides, so you need to vote asap. Enjoy making my life as difficult as possible.
Take Our Survey
I gave a talk at WordCamp Boston 2015 on providing a better overall experience for users by starting from the ground up.
Today at Starbucks I had an interesting conversation with a guy who says he “works in marketing”.
Guy: “Hey, you look smart. Do you know anything about MailChimp?”
Me: “Yeah a bit…”
Guy: “Do you know how to remove the unsubscribe button from the bottom of an email?”
Me: “Why would you want to?”
Guy: “Cause I don’t want my subscribers to unsubscribe”
Me: “Ok, but what if they don’t want to read your emails anymore?”
Guy: “Why wouldn’t they want to?”
Me: “I’m sure there are plenty of reasons why someone would change their minds, but if they can’t unsubscribe they’ll get frustrated and mark it as spam”
Guy: “How do I stop them from marking it as spam?”
Me: “Write great content that provides value to your readers AND give them an unsubscribe button”
Guy: “But I don’t want them to unsubscribe”
Me: “Then don’t use MailChimp cause it’s a requirement”
Guy: “My content is so good I don’t need an unsubscribe button, why does MailChimp suck?”
Me: performs epic face palm
We are lazy. We are impatient. We expect perfection, even when we don’t pay for it. We are quick to wrath when we don’t get what we want. We expect more than we deserve. We are the worst versions of ourselves when we are online and we are the best thing that has ever happened to your product.
Remember when you started building faster websites because users didn’t want to wait 3 seconds for a page to load? The Internet is what it is today because vocal users got their way.
We have to remain empathetic, while designing to delight. Let’s learn from our users and build them the best possible experience every time.
I’d love to give this talk at SXSW 2016 but I need your help.
I could really use a few extra votes. I appreciate the thumbs up!
Vote Here ->
What you’ll learn
- What do users really want and how do I give it to them?
- When is a user the vocal minority and when are they actually teaching you something about where your product should be heading?
- How do you learn from the sins of your users and build them a better product?
There is a fundamental problem with star ratings. I have no idea how long these reviews have been coming in, and I can’t see any trends.
Take a look at the Troy-Bilt Weed Wacker above. 765 reviews means it’s been on Lowes.com for quite some time.
With exactly 227 – 5 star reviews, and 227 – 1 star reviews it sounds like a solid 3 star product, but that’s actually really deceiving. It doesn’t mean I’m likely to get an average product that works but could be better. What it actually means is that I have a 50/50 chance of getting a working one.
How can we improve ratings?
Let’s trend those ratings so we can see what’s happening over the lifetime of the product. The data is obviously there on lowes.com so why not use it. If you told me when that 70% of those 1 star reviews were from 3 years ago, then I’d know that Troy-Bilt has obviously fixed a major flaw in the product. If however most of those 1 star reviews came in, in the last 6 months that would mean something completely different.
Geographic locations may make a big difference too. If I’m looking for a snowblower and most of the 5 star reviews come from areas with very little snowfall that data isn’t really helpful for me. I’m more interested in what this person thinks.
Star ratings have been pulling a veil over our eyes for a long time, especially considering how much spam there is. In the end a great return policy makes it easier to just throw out ratings and just try it for yourself. I would prefer that over imaginary reassurance that I’m going to like the product.
My present self is often hating my past self while writing checks my future self can’t cash.
It’s an endless truthful loop that I can’t seem to end, nor do I really want to. Calculated risks with no regrets, lets go!
I know this doesn’t solve inequality or terrible human nature but it’s a least a very positive move in the right direction. I congratulate those who worked hard to make this happen and I’m proud of the nation I live in today.