What factors and usability issues need to be overcome for consumers to adopt technology?
I have a simplistic attitude towards consumer technology that stems from my background in programming, database design, usability testing and technical project management: the device have a good interface and fit in the workflow of my daily life. This sounds easy but in reality has been my biggest challenge. I have experienced usability challenges on everything from smart watches that are not smart, which this BGR blog post documents very well, to smart devices, which TechCrunch also identifies as a usability mess. As pointed out by Fast Company, Millennials are looking for personal technology to be meaningful and impactful. “This is the thing which is now scarce, because when we can easily acquire anything, the question becomes, ‘What do we do with this?’ The value now lies in the doing.”
With IoT (Internet of Things) being one of the top buzzwords connecting smart consumer electronics, are customers today able to fully utilize ” the ability to connect devices, systems, and services covering a variety of protocols, domains, and applications” with interfaces that are user friendly? If not, what factors and usability issues need to be overcome for consumers to adopt this technology?
Common Set Of Protocols?
One factor challenging personal technology adoption is the lack of a common set of protocols for new smart device infrastructure and platforms. Smart watches, for example, can communicate to apps and other connected devices such as smart phones – but via different operating systems such as iOS (Apple) and Android.
Many smart systems use Bluetooth, WiFi and wireless (such as 3G, 4G) but have their own apps and connected devices. For example, Belkin WeMo Home automation has multiple home device sensors and apps including connected crock pots and coffee pots, Phillips (Hue) has a smart lighting system and Nest has smart thermostats. Examples of companies that have frameworks for communicating and controlling connected devices in the home include Control 4, and Apple with HomeKit. At CES, I learned about both the Zwave alliance, which is a wireless communication technology and Zigbee which is an wireless open standards based solution controlled by the ZigBee Alliance.
Verge reported that “Today, the A4WP and PMA have signed a preliminary agreement to each adopt the other’s technologies, effectively merging into a single wireless standard. That leaves Qi as the only other competitor.“ But the Qi Standard is being used now by many smart devices including Ikea that just announced a furniture line that utilizes Qi wireless charging. Even though Ikea earns points in my eyes by incorporating wireless charging design, the usability is a different challenge. As Wired points out, “The biggest problem is that it’s (wireless charging) been kind of kludgy…..wireless charging is arguably less convenient at this stage than faster charging, and wireless accessories can’t match the amps or speeds of some modern wired components.”
Data and Diagnostics?
The next factor: diagnostics and data.. In an NPR article Alexis Madrigal explained “… diagnostics are only one part of what data will do for these household objects. The other thing is that tracking data at least offers the opportunity to optimize a routine“. Smart devices will really show their power in helping our daily lives when they can take the data they gather, diagnose to improve our situation and then make suggestions or even adjustments on the data analysis.
Another factor is product design. For example, while the Apple Watch is being advertised with a 2 page spread in Vogue, a fashion expert interviewed on Fast Company said it looked like a “computer on your wrist”. Another Fast Company article pointed out that the current reports explain that the Apple Watch could have a battery problem because the charge only lasts 2.5 hours. I tested out a smartwatch that I saw at CES 2015 that had a watch battery that lasted up to six months, but the interface did not seem user friendly. I have yet to review a smartwatch that has a good interface and battery life (but I am hopeful and will keep testing).
After reviewing consumer devices for years I found that very few passed my personal usability standards even though many had a great technology features. This is why I started turning down opportunities to review products where I felt I would be spending more time beta testing usability than actually taking the product for a test drive. The graveyard of failed smart devices in my office is used as props by my kids when filming homemade superhero movies.
The Big Secret (unveiled):
The big secret discussed by technology journalists every time we get together is that while we use the newest technology for our work, we have not fully implemented the newest technology in our personal lives because of problems with usability. So I wondered: Are technology journalists the only ones frustrated by consumer technology usability issues?
The Answer: Consumers Reporting Problems With Smart Devices
The answer recently became clear to me at the opening press event of the 2015 Consumer Electronics Show where Accenture was sharing their recent research on today’s digital consumer. Their report hit the nail on the head, describing what I have been thinking for years: There is a usability problem in consumer electronics, devices and apps which is affecting consumer adoption and longevity.
EXCERPT FROM ACCENTURE REPORT “Engaging the Digital Consumer in the New Connected World.”
“Most Consumers Encounter Challenges Using New Types of High Tech Devices, Accenture Survey Finds. NEW YORK; Jan. 5, 2015 – Most consumers experience challenges using several new types of smart high tech devices, according to a new report from Accenture titled Engaging the Digital Consumer in the New Connected World.
Overall, 83 percent report various problems when they use new device types such as wearable fitness monitors, smart watches, smart home thermostats, in-vehicle entertainment systems, home connected surveillance cameras and security systems, and wearable health products. The biggest challenges consumers face are that the smart devices are “too complicated to use” (21 percent), “set-up did not proceed properly” (19 percent), and “did not work as advertised” (19 percent).
“For these new connected device categories, high tech companies need to go back to the drawing board and rethink their product development approaches to focus on the entire customer experience,” said Sami Luukkonen, managing director for Accenture’s Electronics and High Tech group. “They should make fundamental strategic changes that no longer focus on product feature differentiation but rather holistic, digital experience differentiation.”
Accenture’s annual consumer survey, extensively researched with responses from approximately 24,000 consumers in 24 countries covers both emerging and developing global markets. Their methodology took into account the fact that the online population starts at age 14 (sometimes younger) and demographics were split male/female across all age groups.”
I had the opportunity to discuss the report with John Curran, managing director for Accenture’s Communications, Media, and Technology group. He viewed the consumer devices and the consumer Internet of Things (IOT) as a significant and central theme of CES that raises important technology adoption questions:
- What are people expecting and what are companies delivering?
- What does it takes for these new devices to be adopted and used loyally?
- How important are in vehicle entertainment, fitness monitors, home surveillance systems, smart thermostats and smart watches to the electronics consumer?
- What factors are most important to consumers when they are making purchase decisions?
In their survey, Accenture asked users of connected consumer devices to describe their experience. The findings indicated overall ownership in the low single digits for some leading technology. Overall, these owners are early adopters, the most tech savvy of all consumers. They are also the ambassadors for mainstream product adoption, sharing their opinion with others, stating, “You need to try this”, “It is amazing” or “I have to hold off…”
Results from the Accenture survey demonstrate that the most important product benefit to consumers is ease of use (more than features and functionality). Consumers readily see the product’s value and potential but need help developing confidence that the product can be easily used. While the tech industry focuses on features, customers desire a seamless, easy to use set of capabilities.
In the survey, only 17% said they did not experience challenges in using devices. As mentioned above, this means that 83% of consumers are experiencing challenges. The encouraging news from this Accenture survey is that even with these challenges many early adopters have future plans to buy smart devices:
In the next 12 months:
- 12% of consumers plan to buy a wearable fitness monitor, rising to 40 percent within 5 years.
- 12% of consumers intend to buy a smartwatch, rising to 41 percent within 5 years.
- Other the next 5 years:
- 41% have strong purchase interest for connected home devices including home connected surveillance cameras and security systems
- 39% plan to purchase smart thermostats
- 37% have interest in connected car entertainment systems
- 35% have interest in buying home 3D printers and wearable heads-up display glasses
Here are some of the other findings discussed with John Curran, managing director for Accenture’s Communications, Media, and Technology group:
- Even more troubling is that most of their complaints reflected on the ‘out of box” experience: 21% said the product was too complicated to use, 19% said setup did not proceed properly, 19% responded that the product did not work as advertised and 19% could not connect to internet. Right out of the box, consumers faced disappointment that jeopardized product adoption. That created a high barrier for them to promote or recommend the product to others.
- With IOT (Internet of Things), the consumer’s expectation is that product, hardware, software and services will work together seamlessly across a broad intersection of devices. Companies who have been successful with one element of the solution now need to focus across multiple technology competencies. For example, it used to be good enough to produce a great TV. Now that most new TVs are connected, product manufacturers need to connect to the clouds managed by several different content providers as well as support Bluetooth connections to wireless speakers, and streaming content from various companies. Product design has become more complex in order to deliver that seamless experience desired by consumers. Companies need to go back to drawing board and create products that work in this seamless world. They need to rethink engineering, hardware, software and user interface to deliver a consumer-driven out of box experience and ongoing product usability throughout the product life cycle that encourages interaction and connection.
- To do this, there are three sales factors to consider. First is “relevance”, accomplished through branding and marketing campaigns in order to create product awareness. Second is “inspiration”, resulting in the “I gotta have it” attitude. The third factor is “confidence” convincing the customer that the product is easy to use and will deliver on promises made during the sales process.
If 83% of early adopters are experiencing product problems then do you need to fix it? And what do you fix? Products must work within a company’s internal parameters (product and services) as well as broader industry infrastructure (protocols, API’s, platform requirements). Companies should determine their most important qualities and out of the box experiences to “delight consumers” and what can they enhance over time. Products should also not only work within current trends, such as wearables, but look ahead to solve complex problems (such as wearables that can save lives) and incorporate user friendly interfaces.
I recently bought a Samsung S5 Active smartphone because it was water resistant, tough (I already dropped it multiple times and it survived) and has an accelerometer, gyroscope, barometer and heart rate monitor for fitness apps. Then I bought the connected Gear Fit to experience a smartwatch in my own busy daily schedule. While the Gear Fit was helpful to show the time and when I am getting calls and texts on my watch (except when I am driving, then it is annoying), the step and calorie tracking pedometer did not match with my other fitness apps on my phone. The fitness tracker’s step tracking features also did not work if I am riding a bike because the motion tracking is based on my wrist. I did see some exciting new smartwatches at CES 2015 that have solutions around my smartwatch issues, but then I also read that Samsung did not announce a new watch at Mobile World Congress 2015 because they are going back to the drawing board to develop the perfect “smartwatch”.
Maybe companies are getting the hint that product design and “re-design” with user feedback is important? What do you think?
The articles linked to in my post are curated on my Tech: User Experience Magazine on Flipboard
View my Flipboard Magazine.