Latin America. From IT managers in an organization or system integrators, to design consultants and manufacturers, they all spend a lot of time dealing with complaints about systems that are not working or, rather, that the user perceives that they do not work. According to Pete Swanson, expert systems integrator, with AVIXA CTS certification, there are three types of support request:
1. The user tries to work with the system, but has been confused because it does not do what the user wants. Call to make a complaint because you think the system is failing (user error).
2. The user thinks that the system offers him a "function" that he does not really have available or is non-existent. Frustrated because he can't find a way to use that "feature," the user calls for help because it seems the system is failing (the user needs training).
3. There is a real flaw in the design or installation and the system itself is broken and needs fixing.
In any case, the user experience has been adversely affected, and regardless of whether the system is flawed or not, it will be perceived as flawed. Many service calls fall into the first two categories, in which the system does not malfunction. There is a misunderstanding here, either because the user has different expectations about the system or because it is not intuitive.
The key to reducing or eliminating these confusions is to embrace the concept of user experience (UX) from design thinking. An audiovisual system (AV) that keeps the user experience as the main axis will ensure that everyone is satisfied. For those who focus on business factors, the gain lies in the UX. It is difficult to massify an incredible user experience, but the efforts invested in that area give results.
The industry has shown a growing interest in giving it importance and having the user experience in mind since the beginning of the design of an AV system. Even though the concept isn't new, it's become popular thanks to new ways of adopting its design thinking to create innovations and outstanding UX.
Expert Pete Swanson mentions that he has always believed in the power of creating a good user experience, even before handling the term as such. "We have taken the user into account when we refer to the 'Graphical User Interface' (GUI), eventually, this was transformed into the 'user interface' and now the 'interface' includes elements beyond a touchpad," says Swanson.
But when considering experience/design thinking, it doesn't just take into account the interface or control. About five years ago, the word "experience" began to be used to describe what should be the focal point, not the team or the technology, but the experience. People are willing to invest in good experiences and if they are great experiences, so much the better.
To truly understand the approach to UX design, it is necessary to change the point of view and debunk certain myths:
Myth 1: The user is not smart
If users don't understand a system, it doesn't mean they're not smart, it means the system isn't. It sounds very harsh, but it's true. A system has supposedly been designed for a client, but the people who are going to use it do not understand how to operate it. The fault may be in the design, documentation, or support model. On the other hand, if all these elements are made to work well, it translates into happy customers who will want more services.
Myth 2: Feedback is negative
Many professionals fear receiving bad feedback and would even prefer not to even receive it. They forget that this is a great opportunity to correct faults and maintain a good reputation with customers. If these complaints are not addressed, the negative opinion will remain, instead, giving the face and solving the problem will leave customers grateful.
Myth 3: UX is expensive and time-consuming
There is often the notion that UX is a slow, expensive process, and that it is a hassle to deal with unsubstantiated customer opinions. However, it cannot be allowed to ignore it. "Ask yourself if you will have the time to address complaints about situations that are not flaws, but are perceived as such by the user. Think of a project that you have carried out and in which you have been able to save time and resources by more clearly stating the scope from the beginning and agreeing better with the client about their expectations and needs, "proposes Pete Swanson. Allocating this time to understand the user does not imply that the requests or new functions to be developed will be offered for free, it is an opportunity to align objectives and agree in terms of thinking, understanding and appreciation of the user to the technical and practical realities.
Currently, AVIXA is developing the standard: User Experience Design for AV Systems, which will soon be announced. Its purpose is to help the AV industry to design systems based on the user experience. It is about experience defining the system and not vice versa.
Meanwhile, the expert integrator suggests starting each project by asking the "why" to get to the true purpose. For example: "Why are we building this system and who are the users?" The why should point to the purpose of the project, and get to the most specific. Why does the customer want this system? "What you can discover along the way is amazing," Swanson concludes.
