On the pitfalls of product design

[Mst.Rina1R]

At the last conferenceIT-nightsIn Innopolis, Nikita Ivanov, design director of Tutu.ru, gave a lecture entitled "Traps People Fall Into." The portal's editorial team spoke with him on the sidelines of the event about this topic in more detail.

Is product design a story about "the product for the user" or about "the user for the product"?

In my opinion, it is a two-way street; on one side there are clients with their expectations and needs; on the other side there is the business, of which the design team is a part. The latter acts as an intermediary between the company and the audience, helping to find common ground. At the same time, the client is more important, because he can live without our business, but the business cannot live without him.

Are we talking about the fact that some options are needed czech republic telegram by the client, and some only by the service?

Let's say we sell travel at Tutu. The client doesn't want to fill in their passport number and other personal data, but just gets a ticket. We would like that too, but the booking system needs this information. Our job as designers here is to find a solution that will satisfy the service and relieve the client's headache. In our case, this is autofilling of already saved data that a person entered during a previous order.

If such a compromise is not reached, how can the client understand that his attention is being manipulated?

Successful manipulation is not realized. But in the context of a bona fide business, I would talk about "nudging" the client. Manipulation is evil and taboo, but nudging is not always the case. Why is that? From the point of view of everyday common sense, this sounds counterintuitive, but research in the field of behavioral economics shows that there is no such thing as completely free choice. This was what my lecture was about. Let's take the same online ticket sales. Let's say you want to get from Moscow to St. Petersburg or to Kazan. There are many options, they are different. Even if the business decides that it does not want to interfere with the client's decision in any way, the tickets are still shown in some order. And this is already nudging, because people are more likely to choose one of the first options than the two hundredth. Here it is important to study the needs of clients (we rely on the data of our analysts and other studies) and offer solutions that are truly useful to people.