Signal and Noise and Apple Subscription Plan

There’ve been a plethora of reaction and analysis of the Apple subscription plan, from pros and cons to anywhere along that spectrum.

I don’t know enough—or as much as the tech pundits do—to dissect, slice, dice, julienne, and fry all the possible implications. I am for sure worried about the common concerns, like not being able to read all the Kindle books I’ve bought, or not being able to stream Netflix on my iPad or iPhone.

Until that happens, I’ve taken the sideline to see how things unfold as the tech world scrambles over itself.

I do have one curiosity, though, about how this affects “the average user”. As much as I’ve tried to put myself in the shoes of an average user, I have a hunch I’m not one, or at least in Apple’s eye. One night, I captured a picture of my parents sitting on the couch, my mom playing on her iPhone, and my dad browsing for news on an iPad, and it dawned on me that they might be considered more “average” than me.

My mom and dad on their iPhone and iPad

After all, they’re not going to jailbreak and root anything. They’re not going to try to run Android as a dual boot. They just need to be able to turn their devices on and off, and send a picture, a message, or read the news. While I am trying to squeeze all the features out of my devices, demanding and constantly asking “What more can you do for me?”, I don’t think it’s the same for my parents. They don’t think of their devices as something to hack and do surgery on.

What do these devices mean for an average user? Specifically, how do they read news and magazines? Curious about this, I went to the App Store and looked up what I consider the quintessential average user—busy moms and busy women who still want to stay current with all the trends, tips and tricks for that much promised Best Life—Oprah fans.

Here are some comments about the Oprah Magazine app for February 2011:

“I have subscribed to O Magazine since the beginning 10 years ago. I love this new app! I have the January and February issue on my IPad. I have one suggestion. Make the app a subscription price instead of $3.99 per issue. I now trying to decide to cancel my magazine subscription or download monthly to my iPad.”

“Give us an annual subscription price and I’d gladly sign up and go green. A reluctant 4 stars for a 5 star app.”

“It could be 5 stars if new issues was [sic] and “in-app” purchase rather than purchase one app every month. “

“Please please please make make this a subscription and load it into one app.”

What I see here is a clear desire to have  content from a trusted source in the easiest way possible: one app, one subscription. As I mentioned, I have no idea how this will pan out, and for the sakes of all my Kindle books, I hope Gruber’s right: “You’ll seldom go wrong betting on Apple doing something that’s good for Apple and good for its users — no matter what the ramifications for everyone else.”

With Great Power – The Responsibility of Doing User Experience Design

UX is kind of a big deal these days (and not just in Japan), and it has gone a long way since the early days of our profession.

That’s a Good Thing, and along with our 15 minutes of fame, comes some responsibility. I think we still have a long way to go to integrate into how we make software. Here’s how I’ve grown as a UX Designer, and some lessons I’ve learned along the way.

First, here’s where I’m coming from.

Phase 1 – The Beginning: I heart UX!

I got interested in doing User Experience Design during my sophomore year in college. Only, it wasn’t called User Experience Design then. It was Usability Engineering, and User Centered Design, and Value-Sensitive Design, and Library Science.

I majored in Informatics at the UW iSchool, and I totally loved it. I was one of those _really_  annoying and overly enthusiastic kids that would sit in front of the class and go to the professor’s office after class to talk about things like “models of information search behaviors in antiquity”, or something similar reeking of fancy academic speak.

When I finished college, I wanted more than anything to do two things: 1) run off to Thailand to bartend at a dive resort and rock climb, and 2) do User Research for social technologies.

Number 1 wasn’t really an option, at least not while my parents were still paying for my expenses, and number 2 was due to an internship I had at Microsoft Research doing participatory design and studying mobile and social patterns.

Phase 2 – The Separation: I Got Jaded

For my first job, I ended up at Boeing where I worked in the Usability Engineering group. I started to feel lost in the sheer size of the company, and began to question how much impact I really had.

Don’t get me wrong, there was a ton of good work going on, and I learned how to fit Usability in a larger corporate software development methodology and cycle. But looking at the big picture, I lost faith in how much good I could do in the world with my career.

I got jaded.

I thought long and hard, and longer and harder, about what I wanted to do in life. I started doing Business Analysis, because they get to gather and write requirements and create functional specs, and those specs get read by software developers and they build the code, which become the software, which gets used by the user.

I liked the idea that *that* was how I’d make a difference in the world. I was all over it. I read books, I went to seminars. I wanted to be the best requirements gatherer I could be. I wanted to be the T.S. Eliot of functional specs.

But, I discovered how awkward requirements gathering was. Requirements are not like oranges to be gathered. It went against a lot of the things that I had learned and personally believe in when it comes to making software. As the guys from 37 Signals say, there’s nothing “functional” about a functional spec.

Once again, I lost steam. Once again, I dreamt about bartending and rock climbing and teaching yoga on the coasts of Thailand.

Phase 3 – The Transformation: ZOMG, UX is Back!

Five years have passed since I graduated with an Informatics degree, thinking I could improve the usability of software for the average user out there and wouldn’t it be great. During those years, I gave up, and rediscovered that idealism, just to give it up again.

And now, UX is en vogue. I’m pretty sure this is partly thanks to Steve Jobs, who’s proven that good and thoughtful design actually makes money!

I remember doing Usability Engineering and being told, “Thanks for the lovely report, but it’s too late, and we have no time or money”. I remember being told “the user is a four-letter word”, and that “that touchy feely stuff doesn’t pay the bills.”

How time has changed.

The other day, I was reading this article about User Experience in Forbes, (yes, Forbes!!!): Why Apple Will Hold Its Tablet Hegemony With iPad

“What is Apple’s “secret” to success? What Apple has delivered in the iPad and has consistently delivered in all of their products is a “user experience.”

Somewhere around 1967, our culture began to focus on experiences, not attributes, and ever since then marketers have made millions selling books on branding, emotional branding, rethinking design, conventions of experience, et cetera. Yet, technology companies fall into the same old trap of touting attributes (GB, RAM, 4G, et cetera) instead of the experience.

If the competition just tries to compete with Apple on functions, they will not be well served. The tablet category is just beginning. Apple has emerged as the clear mind-share leader and the only way to compete is to focus on user experience (usefulness, simplicity, elegance, consistency) not the product attributes.”

Where was this article when I was a 24-year-old trying to justify my existence in the professional world?

Consider another article from MondayNote by Jean-Louis Gassée: The OS Doesn’t Matter

“Windows will live on — in a PC industry now at a plateau. But otherwise, in the high-growth Cloud and smartphone segments, it’s a Unix/Linux world. We need to look elsewhere to find the differences that matter.

The technical challenges have migrated to two areas: UI (User Interface, or the more poetic—and more accurate—UX, for User Experience) and programming tools.

Now that all “system functions” are similar, the game for hardware and software makers is to convince the user that his/her experience will be smooth and intuitive.

Your device will walk on water (with the programmer right under the surface), catch you as you fall, make sure you don’t get your feet wet.”

Great, so now the bar is “your device will walk on water”? Can I just have a minute to put some hot air in my head and get some “I told you so” vindication first?

No, really, in all honesty, I’m glad it has worked out this way for the UX profession.

Actually, I’m grateful.

Grateful that I am in a field that’s getting recognition, which means I get to have a job, which means I get to go to work tomorrow doing something I believe in. I’m grateful that I get to get worked up over first-world-problems, such as, “look at how this form assaults your senses.”

Phase 4 – The Integration: I Try #Adulting

Now that UX has been hailed as some kind of Double Rainbow all the way across the sky, here’s what I’ve learned about the responsibility of being a UX Designer.

Stop, Drop, and, you know this one

Though I didn’t always enjoy doing other types of work: Business Analysis, Project Management, Product Management, etc., I got to experience first-hand the challenges of those roles, and I’ve come to sympathize with them.

UX Designers can occasionally (and understandably) run into conflict with other roles, and I’m glad I have some perspectives on what they do.

I get it. I get why we get mad.

For example, as someone who’s trained in doing research and usability, there have been so many times when I squirm uncomfortably during user interviews or acceptance testing conducted by my non-UX colleagues.

“Oh my god, for the sakes of everything that’s holy, don’t … do… it!” I would silently think when I hear one leading question after another.

I’ve realized, though, that my findings from user research mean nothing, my wireframes and brilliant UX Guidelines are totally useless if there are no developers coding and breathing life into them.

I wouldn’t get to put my headphones on and obsess over the taxonomy of a system if I didn’t have a PM worrying about allocating time and money for the project. I wouldn’t even have a job if I didn’t have someone out there courting clients, selling work for me to do.

In other words, I can do no good without all these people. So what if their universe doesn’t include the difference between Utility Navigation and Content Navigation?

UX is not better than any other roles on a project, and I’ve learned to not get too smug. Or, to get smug, and get over it.

Clarifying, not just for butter

I don’t know what the right word to use here is: Educate sounds heavy, Evangelize sounds corporatey (not to mention… uh… churchy?). But, I hope you’ll know what I mean when I’m done.

UX is still new for a lot of people and organization. You can’t just show up and say, “Who wants some UX?”

To make things worse, there’s a bunch of *stuff* that goes into what we call UX. In fact, I’m willing to bet you right now that what’s in my mind is not exactly the same as what’s in your mind about UX. It is this fact that makes things so fascinating and frustrating.

Seriously, the UX of the talking about UX can be vastly improved.

UX could mean Information Architecture, Interaction Design, Usability Engineering, Content Management.

UX could mean Personas, Wireframes, Scenarios, User Research, Interviewing, Contextual Inquiry, Participatory Design, Prototyping, Dreaming About Unicorns and Rock Stars, etc. Are you getting dizzy yet?

(Also, UX for some people is bullshit. Please say a prayer for them.)

My point is, I’ve learned to ask first, “What do you mean by UX?”, and “What is your expectation of how I can help?” If someone wants me to create a Flash or Silverlight spinning ad or a landing page, I know I’m the wrong tree for them to bark up.

My second point is, I’ve found it really useful to keep educating myself, and then others, especially with being as clear as possible the difference between the methods, which is different from the goal, and why/when/how to do what for what purposes.

The more people that I explain UX to, the more people who can 1) explain UX to other people and generate more work, and 2) the more we can collaborate with one another. Vanilla Ice would love it.

UX Sangha, let’s get together

Before I started doing my Yoga teacher training, before I started taking up meditation seriously, before I ventured into learning Buddhist philosophy, I didn’t know what a sangha was.

I didn’t pay much attention to other people doing the same thing I was. Sure, I went to UPA and CHI meetings. I went to InfoCamp and MindCamp and I signed up for all the UX user groups listservs. But I didn’t really think to have… for lack of better words, UX homies.

I recognized the importance of being part of professional groups, but it was for resume-building purposes. I didn’t think of people in the field as my support group, or cheap therapy, or, just anyone fun to have a drink with.

(And while I’m airing my dirty laundry, when I came into the field, I had a feeling that everyone was older and boring. Who else would get together to knit and talk about indexing? Not me! )

Back to sangha. Sangha is a Pali word roughly meaning “community”, specifically a community of people working towards the same vision. In the Buddhist context, that vision is liberation. Once I realized that I could not meditate on my own without a teacher, I went for help. Then I discovered the benefit of talking to people going through the same experience, having the same struggle, and discovering similar insights.

I took what I learned from that into the UX world. I’d go to workshops not just to learn about the topic at hand, but get to know the participants. I’d seek out prominent people in the field and see what they’re up to.

As I get older, I’ve come to see that obsessing over taxonomy and classification is not *that* insane to do on a Saturday night. Either I’m getting more boring, or those things are getting more exciting. Or both.

Regardless, I’m working on building my own UX sangha. Whether we’re rigorously debating the merits of tabs as navigation, or just letting our hair down and wondering what the heck Design Thinking is, we’re bonding, and hopefully supporting each other in this still-nascent field.

To the Future