Who actually wants functional software?

For the avoidance of doubt. That is not me.

A couple of weeks ago some of the product managers in our company have been sharing a few ideas around user experience and how we can make more engaging B2B applications. One of my colleagues shared the following article which focussed on how people are “addicted” to technology.When looking at B2B applications we are – like many – exploring “Game theory” and “Rewards” to enhance the users experience in  a product. Whilst it is easy to dismiss this in a work environment – after all we do get a reward for doing our jobs, it’s called a pay cheque, there is definitely merit in exploring ways the user can be delighted by using a product. In a simple fashion it could be an “exciter” feature. Something which is beyond the minimum functional spec, but something which is basically cool and pleases the user. It’s intangible to a degree which is why most companies skip them. Think of reading a book on an iPad – turning the page mimics turning a real book page, with the reverse bleed of the ink visible (now removed in iOS7 of course!). Totally unnecessary to reading an ebook on the device, but very neat.

But a key disadvantage to designing B2B applications is that relative to consumer applications or even games the individual is often forced to use an application they did not chose, and its part of their job. In 2013 a poll revealed that up to 70% of employees did not like their job. That raises a whole other debate on how to improve your life, but back to software, this places a huge demand on the user experience and a software designers. Throw into the mix that in a B2B environment the users probably didn’t have any role selecting the software and it becomes easy to see why it is difficult to get right. This is pitted further against cost/corner cutting to get something into market.

I once heard User Experience defined once as “the difference between functional and usable”. Functional is no longer going to be enough to win the market, it is only one part of the equation. Instead businesses are going to have to invest further into User Experience and design so even if 70% of people hate their job – they might just like using your application. Game theory may play some role in this, but the software must move on to enhance the operators experience, increasing productivity and be centred around making them – and their line managers a hero! Functional software is very last year, usable software is where it’s at.

Chris M