Cost of Interaction
Businesses always talk about ROI: the Return on Investment.
This makes sense. Every business takes a risk when they invest money in a product or service and they rightfully crunch numbers from predictors and precedent in order to feel confident about spending money up front.
But what about me?
Do I care what they spend on a service? No, I care what the experience feels like to me. With so many digital and technological experiences to choose from, I don't even really care if the product or service works -- I care if it works the way I want it to work. You may think that makes me lazy, but research shows I am not alone in this demand. In 2008 Accenture reported that of all the 'gadgets' consumers returned, 68% of them worked perfectly fine. They just didn't work the way consumers wanted.
Erik Stolterman, a human-computer-interaction-design researcher at the School of Informatics, comments on a new idea: the Cost of Interaction. I think his COI is an idea with which we're all familiar. The Cost of Interaction is that point at which you say "this is just stupid" and stop purchasing a good or service that you were otherwise going to buy.
And in 2007 at least, the COI of 68% of the gadgets out there was too high for users -- which I'm sure put a dent in many ROIs.
This makes sense. Every business takes a risk when they invest money in a product or service and they rightfully crunch numbers from predictors and precedent in order to feel confident about spending money up front.
But what about me?
Do I care what they spend on a service? No, I care what the experience feels like to me. With so many digital and technological experiences to choose from, I don't even really care if the product or service works -- I care if it works the way I want it to work. You may think that makes me lazy, but research shows I am not alone in this demand. In 2008 Accenture reported that of all the 'gadgets' consumers returned, 68% of them worked perfectly fine. They just didn't work the way consumers wanted.
Erik Stolterman, a human-computer-interaction-design researcher at the School of Informatics, comments on a new idea: the Cost of Interaction. I think his COI is an idea with which we're all familiar. The Cost of Interaction is that point at which you say "this is just stupid" and stop purchasing a good or service that you were otherwise going to buy.
And in 2007 at least, the COI of 68% of the gadgets out there was too high for users -- which I'm sure put a dent in many ROIs.
posted by Sean Connolly at
8:24 AM
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