Is User Interface overrated?
There is a lot of
discussion around User Interface design and best practices. Especially in the
area of Software as a Service where systems are accessed through web browsers
and therefore any enhancements in web technology, scripting languages and
market-driven “best practices” are easier to adopt and put into action. I am
putting the term “best practices” inside quotes because I think that sometimes
market is driving designers to choices around UI that are controversial to say
the least.
For this discussion I
will focus on high-end Business Application software and not low-end,
narrow-scope programs; let’s have in mind some ERP or CRM applications. Many
times, when users look at a SaaS product expect to see a kind of user interface
that they are used to by the usual daily exposure they have on the internet,
such as social media, news web sites etc. When they see a more “traditional”
design approach they tend to characterize the software “old”, “cumbersome” and “not
functional”. And all this before they even press a single button!
If the discussion moves
further, they will sometimes argue that the system should have been modernized
or revamped from its previous version to look more fresh and contemporary. They
express these views before having seen how things work inside the application,
how entities are connected to each other, how the reporting capabilities of the
whole system suit their needs and stop at the first element of examination: the
User Interface.
So big is the impact
of this discussion, that we see newer systems adapt to the general requirements
of the current mid-level management age range, which is the millennials: people
that have aged with social media, sites like Facebook, twitter, Messenger for
their communication needs etc. That adaptation is their effort to be liked by
the today’s buyer (which is in many cases a millennial professional).
Having set the discussion
on the general landscape, I pose the question: is the User Interface overrated?
Should it be a critical factor for the buyers, in the area of Business Software
as a Service? I am putting the cart before the horse and I answer “no”. You
see, when we examine a piece of software, we must first examine if it gets the
work (that we need) done. In most cases there are small differences in each
business process, as it is executed by customer A and B. Sure, the Sales Order
Processing is something that most people know and execute in the same way, but
the peculiarities of each business tend to infuse small changes in the process or
inevitably create variants of it. And it is the SaaS system’s job to try and
fit-all-purposes (otherwise it’s “bye-bye multitenancy” and “bye-bye cloud
business model”, right?) Therefore, it is possible that the maker of the software
has inserted several options and parameters, some selection tick boxes etc. in
each screen/view/report that tend to make it somewhat more “packed with
information” than you would initially expect. And the discussion begins with
something like “the whole thing seems like a bit too much for us…”. The next
request is something like “can we redesign some of the screens of the system?
We actually don’t need so much overwhelming information” and the whole
discussion is derailed from the actual topic of focus (i.e. how good is the
system) to a costly, yet irrelevant, effort to making it work “somehow differently”.
My experience over the
years (and different technologies used) is that the discussion around User
Interface is indeed a valid one, as long as it evolves around ease of use and
how objects and entities are connected to each other inside an integrated
Business Application. On the flipside, discussions around the design of the
screens, the views, the reports and any other design elements of the
(web-based) application only makes the final decision harder; and for no
apparent reason. At this point, I should mention one funny incident that shows
how irrelevant this discussion can sometimes become: In an application I used a
small “magnifying lens” icon to show that a specific field had a search
function associated with it. A prospect customer that I was giving a
presentation to, didn’t like the idea of having a “tennis racket” icon beside
the Customer Code field! You get the point? (You would be surprised of how
similar a magnifying lens and a tennis racket can look in 16x16 pixel size)
Any kind of user
interface will eventually be digested by the users and they will forget how
they used to do things. What can’t be overlooked is the problem that a particular
system does not fit the purpose and was selected only because it looked
fresher, more functional and contemporary.
My advice to buyers,
especially the younger ones, is to not “judge by appearances”. It is a very
rare case that you will get the functionality that you are looking for from a
twitter-like application. Sure, makers will listen to you and try to evolve
their User Interface over time, but having a “live-feed” on your production ERP
is not what will make your plant work better, nor should it be a decisive factor
for your SaaS system decision.
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