I’ve had this conversation a few times over the course of the last couple of weeks, so I thought I would write it down for the rest of you.
Here is my Second Rule of Product Development:
Given a choice between two products that do roughly the same thing, where one is noticeably “better” and the other is noticeably more convenient, the more convenient one wins.
People will actively choose a worse experience if it’s more convenient.
Time and again I’ve spoken with people whose products are focused around higher quality when more convenient alternatives are available. It doesn’t work. Higher quality is a good thing, don’t get me wrong, but unless it’s also more convenient than the existing options, few people are going to switch.
Don’t believe me? MP3s have worse sound than CDs or LPs. Camera phones are replacing digital cameras, which replaced point and shoot, which replaced manual. McDonalds burgers don’t taste anywhere near as good as what you can make at home. TV sucks, compared to movies. At each stage the quality of the experience goes down but convenience goes up. Amazingly enough, price frequently goes up at the same time (at least in the early stages). One of the few things that people can be relied upon to pay for is convenience.
As a side note, this is also why DRM is destined to fail. As long as it’s easier to get the files from bittorrent, that’s what people will do. It’s not about the money. People pay for content all the time. It’s about effort. Less effort wins. Full stop.
Yes, ye pickers of nit, there will always be niche markets devoted to pursuing the highest quality experience. Some people will stick with LPs because they sound better, insist on fiddling with the settings on their film cameras, and spend weekends fine tuning their car engines. These are all real people, but they are niche markets.
So, developers and product managers, look at your products. Are you building for convenience or quality?
Ok, I’m throwing down the gauntlet. Here’s your chance to make me look stupid (fine, stupider). Find me one product where higher quality won out over a comparable product that was more convenient.