As seen in . . .
Digicam or
Digican't?
Digital
camera setup still too daunting for most consumers
By Glenn
D. Slovenko
Effortless computers and email
clients, hot-and-cold-running-bandwidth that whisks
5-megapixel images to the photofinisher, home color printers
with professional quality output in a snap, and for peanuts .
. . NOT!
Infrastructure limitations will keep
digital camera setup and use daunting for years to
come—despite the steady flow of innovation. To realize the
digital potential, manufacturers need to get better at guiding
average consumers through the technical odyssey they face.
This necessity gives new meaning to the expression, "the devil
is in the details."
In the rush to match a competitor's
new resolution, price point, feature, or form factor,
manufacturers are overlooking details critical to consumers.
We at EZ Rated find that
most digital cameras do not provide a reasonable setup and
first use experience out-of-the-box. The setup and first use
failure rates are appalling. Too many consumers go through
torture, then in frustration are forced to seek
assistance.
Causative issues are oftentimes
minor, as are the remedies, yet too few bother to take the
relatively painless steps necessary to catch and correct such
items. Lost customer goodwill and "Cost Events" (e.g., lost
sales, product returns, after sale support, warranty service
from negligence, brand damage, and negative referrals, etc.)
inevitably result. This hurts the manufacturer, and our
transitioning industry.
"I know one thing now, based on today's experience I
am definitely NOT going to buy a digital camera. No way!"
(User quote #1)
Recently
we heard a senior executive state that correcting significant
flaws in the setup process of their digital camera was "not a
priority!"
Not a priority for
whom?
Consumers clearly have a desire for
ease when it comes to the complex world of digital
photography. For proof, one need only examine the dramatic
change in Kodak's market capture, post
EasyShare.
"Is it a big 'returner'? I would think it is!!!
My friend has one and she's yet to get a picture on the
computer. They're complicated, I know that! I would really
give up at this point. It's too complicated. It should be
easier. I'm a computer science graduate." (User quote #2)
We at EZ Rated know from too many
test results that consumers frustrate easily when faced with
vexing and poorly understood processes—especially if
significant obstacles are encountered prior to experiencing
some success.
"I don't know
what is happening in this installation process. I would like
to know what's going on. I don't know what it's doing and it's
pissing me off. I have no idea what I am installing now.
There's no getting out of this. I don't understand what I'm
loading. I have no idea whether I'm going to use it."
(User quote #3)
Individual items
themselves are not normally a big problem. It is the
compounding effect of confusing documentation, cryptic
references, diagram deficiencies, jargon, misleading marketing
copy, and poor labeling that leads to wincing, furious
consumers. In the below illustration (taken from a new
release, and materially disguised), EZ Rated presents a
montage of interacting documentation elements, along with user
data, commentary, and prescriptions. Presented in this manner,
several issues now seem obvious don't
they?
User quote #3 largely resulted from
frustration with the issues uncovered in the
illustration.
Investing the level of resources
required for a new camera development and launch without
robust debugging based on soccer moms and Joe Average is
nonsensical. EZ Rated specializes in such refinements via our
Product Radar and Flash services, both of which derive from EZ
Rated's anthropological evaluations. Our proprietary
processes select, analyze, and report on users who reflect the
home setup and first use experience of 90% of the demographic,
90% of the time. If these folks can setup and use your camera
efficiently, "Cost Events" will be minimal. However, left
unattended, the issues that prevent these users from efficient
setup and first use will be the same issues filling call
centers and driving product returns in the
future.
Imagine that you have invited close
friends to visit your secluded cottage in Maine for a little
summer vacationing. With much effort you draft directions to
the cottage that show major highways, distances between turns,
points-of-interest en route, suggested gas stops, and the last
mile to 1/10,000 scale. However, the directions have a slight
flaw; they're missing "ONE" needed turn.
Your guests innocently begin their
journey, with only your written directions to guide them—you
have no telephone. When, or if, your guests ever realize the
directions are flawed is unknown. However, there is good news.
They will have the chance to see picturesque Maine—all of it.
If they brought their digital camera they'll probably even
have some great new snaps in the camera. Now, if they only
knew how to print them—or email them to you and other friends.
That is, if they still consider you a friend!
Glenn D. Slovenko is the president and CEO of EZ Rated, which
provides out-of-box setup and first use evaluations,
diagnostics, and technical documentation services based
on its proprietary anthropological usability
processes.
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Reprinted by permission courtesy of . . .
Photo Trade News -- a division of Cygnus Business Media
a CommerceConnect Company.
Copyright ©2002 Cygnus. All Rights Reserved.
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