A design can do everything right, but one small flaw can still sink it. Case in point: US Wal-mart and Costco stores are rolling out a new milk gallon [NY Times] that is a huge improvement over the old version. Because of its shape, the new bottle is much easier to handle and transport. This, in turn, makes it cheaper for consumers. It’s also a better fit in most new refrigerators, is kinder to the environment, and keeps the milk fresher.
Still, some consumers are profoundly unhappy with the new design. (“I hate it,” was one woman’s response.) Why? The new, rectangular bottle shape makes it difficult to pour the milk without spilling. Silly, stupid little detail! Yet a critical requirement, perhaps the most important one to the product’s success.
I’ve been in design meetings where the user’s needs and expectations are relegated to the “nice to have” pile; most requirements are about “efficiencies” and “cost savings”. While these are noble goals for a design project, they are irrelevant if the product’s interface annoys the end user. (No efficiencies at all can be realized if the product doesn’t get used.) UI requirements are critical to most projects’ success.
[Photo: Flickr]
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