I had a good conversation last week with an old colleague of mine, who had some interesting thoughts about some recent research I did. As we were talking, we started to realize that some of the stereotypes about the user and adoption of technology was just that: Stereotypes with little basis in actual data.
“Some of us old folks aren’t tech savvy, some are – but a great many of us are tech selective… We decide to adopt technology in a more methodical way than other, younger people, may.”
A lightbulb popped on in my head and I quickly typed his quote into my new iPhone (insert ironic comment here). Let’s look at this and a third grouping for a moment (and I will present them in Title Case because I think there’s Something Interesting About All This).
Tech Selective users (who can be any age in my opinion) are picky – they choose the tools that they use in a more methodical way, and may often only learn certain core features of the product to service their needs.
Tech Savvy users (who I think skew younger) tend to have a big picture view of the technology, and, while they can’t all build a computer or compile a program, know enough about the underpinnings of the technology to be able to speak comfortably about it.
Finally, the last group are the Tech Averse, users who are frightened of technology and this fear drives them away from learning or using it (we all have a relative like this). This may be because at some level they just don’t “get it” – and so they shun it all together.
So, why have I spent 270-some words on this topic? Because how your users view the technology should influence how it is designed. If you identify through research that your typical user is Tech Selective, this influences how and what you focus on. Make the core functions simple and provide support that doesn’t get in the way.
Tech Savvy users may be an easier “sell” when it comes to your product but how you sell it will be different (promote the technology as much as the features) – and finally, Tech Averse customers will need more reassurance, more hand-holding, and more guarantees… and make sure that the product matches their mental model of how things work.
In the end, it always boils down to the basics: keep your user’s perspectives in mind when you are designing an interface or a product.
