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What can we learn from the Amazon Kindle Fire usability study?
First, let's recap what led to the "disappointingly poor" user experience rating.
- Users struggled with fat-fingering.
There were frequent tap errors and accidental activation on non-mobile websites using the Fire. The study found users were more accurate when they used mobile sites typically designed for phones. - The device is too heavy.
As an e-reader, the study found the Fire too heavy to comfortably hold over a long period of time. It is a device meant to be used with one hand; however, despite being lighter than the iPad (a device designed for two hands), it is still too heavy for single-handed use over a long period of time. - There are no physical buttons for turning the page.
The lack of physical buttons requires the user to tap the screen to turn the page, which interrupts the reading experience. - There are other UI design problems.
They found the screen updates were slow and broke the illusion of direct manipulation. Also, users couldn't detect the highlighting feedback around buttons because it was too small to see around their fingers.
The report was widely reported and generated a ton of feedback. In his rebuttal to the critics, Nielsen wrote two things that caught my eye. First, he states that the Fire "feels like a product that was rushed into production. A few extra months of usability studies, iterative design, and more sophisticated programming would have worked wonders." This stood out to me because the battle between timing the release of a product or website and getting the design right is something that comes up with my clients frequently. Was it worth it to Amazon to sacrifice usability and performance just so that the Fire could be a wrapped up under the Christmas tree? Amazon has the brand, presence, and resources to overcome this unfortunate Fire debut, but your business may not. You may not have a second chance with your clients.
Nielsen also states it is important to report on the usability failings of high-profile products, such as the Kindle Fire, because companies with tighter budgets tend to follow the lead of larger companies that they assume have invested in usability studies, focus groups, and market testing. The Fire's shortcomings teach us that the big guys don't always get it right. That's why it's important for small businesses to invest in their own expert reviews and usability tests. The insights you'll gain are particular to your product, your service, and your website. Sure, there are things to be learned from the big guys, but sometimes they are "what not to dos."
Find out more about how Is It Easy? can help you ensure usability problems on your website aren't losing you customers on our Services page. Also, find out more about why usability testing is so important.
usability is branding
Usability is branding in the interactive world
He illustrates this point with an investigation into why the Wall Street Journal’s mobile app is stricken with a low, two-star rating and nasty reviews from irate customers. Nielsen explains the app's first two screens leave subscribed users exasperated and convinced they are being charged for content they have already paid to view through the online channel. Double charging? Shame on you, WSJ!
Not so fast. In the words of Jessica Rabbit, “I’m not bad. I’m just drawn that way.” It’s the design that’s misleading users. Go further and they'll learn (on the third screen) the content is actually free for users subscribed through the website. The problem is most users don’t hang around that long.They abandon the app altogether on the first or second screen feeling annoyed and mistreated.Two sentiments you don’t want users associating with your brand.
It's important to remember the interactive world is low-commitment, particularly in the case of mobile apps. They tend to download for little to no money in little to no time. Since users aren't invested in these apps, they likewise won't invest much time into figuring out how they work. If your company has built an app to increase visibility, build loyalty, and encourage engagement, it must be useful, usable, and altogether easy.
By usability testing your app, you can determine if it is easy to use and meets customer's needs prior to putting it out for all of your users. Once it is out and available for all, it is open to rating and review. Avoid damaging your brand by finding out what is or isn't working before rolling it out to everyone.
Read Nielsen’s full article here.
