Quality was what set the good craftsmen apart form the bad ones. It was why some brands became more revered than others. The illusive idea is why Apple sells so well, why some artists are better than others. But what the hell is quality? Does it change from artist to artist? Does it mean something different for cars than for software? No. I don’t think so. I think there’s a common feature for all types of good quality.
Using Cognitive Psychology to reveal quality
In academic circles scholars of cognitive psychology have been debating and hacking the human perception for a very long time. One of my favorite tidbits of knowledge from my student days is that negatives are worth twice as much as positives. That means if I give you $100 and then take it back, you’ll feel as if you’ve lost more money than you felt you gained in at first. Put another way: if you spend $50 and earn $100 dollars you’ll feel you made about even. Losing something is negative, and is therefore twice as important to you perception.
This gives us valuable clue to Quality. Let’s see how far that can bring us.
If negative values, and negative experiences, create stronger reactions in users we should look at minimizing these as much as possible. If we get close to no negative values we’ll have a really solid product experience regardless of the products positive values.
For example, if you create an app where every action gives clear feedback it will feel great. Even if the UX design isn’t all that great from the start.
Getting the values right
But wait, let’s back up a bit. What is a negative value? And what is a positive value? We’re talking about products here! What is a negative in a web app?
Happily, another branch of cognitive psychology has dealt with what value is. This is the theory: there is no “real” value. Only subjective, or perceived, value. That is to say: water to a man dying of thirst has a lot of value, while water to a man at a cocktail bar in NY is worth very little. This sounds really basic right? But if all value is relative to experience that also means that we determine reasonable prices from prices around us. We distinguish beauty not by their own beauty but by how much less beautiful the other people around us are. Dan Ariely has some great examples of this in his book Predictably Irrational.
The good part starts 12 minutes in.
So all value is interpreted relative to similar experiences by each individual. How does that help us? That means every experience is valued compared to other, similar, experiences.
Well if people experience negative values much stronger than positive ones, we need to focus harder on making our apps perform at least as well as other apps the users are using instead of trying to one-up our competitors. This will make out UX more positive than focusing on making the positive experiences better. Most Human Computer Interaction studies are actually based on this. They’re often studies to define how consistency works. And consistency is exactly what I’m talking about here. But not internal consistency, while that to is extremely important, but experience consistance for the user. No matter what that use might look like, spanning over machines, apps, platforms and use cases.
A principle of quality, a rule of thumb that works for all products and services, is not making something really well. It’s minimizing the negative impact of shortcomings.
So how do we use this principle?
- Don’t show the user experiences that aren’t finished. Release early release often as much as you want, but don’t release half baked.
- Polish one feature instead of making two features.
- Make sure other apps aren’t making your experience feel broken by creating an experience gap that will feel negative for example the pull-down-to-refresh UI of iPhone apps.
- Look at the platform. Look at the most popular uses. Look at the environment it will be used in. Then try to be consistent.
- Make your marketing consistant with your experience, or you might end up making your product feel worse than it is
The perfect example of not understanding quality is the Nokia N97, enjoy!
Another great example of achieving quality, not by adding features, but by managing your negatives is the iPhone and iPad operating system. Just compare these transition effects from iOS to the Android counter parts: