In our recent study on consumer preferences, respondents made it clear that guidance is critical in guiding them to make good decisions.
Simplicity vs complexity
Interestingly, age does differentiate users in terms of their tolerance for complexity. But, “The customization paradox” applies to users of all ages. Users are fickle. They want complete control, but when you give them too much power, they get frustrated. The key to mitigating “customization fatigue” is guidance. Use templates with defaults, filter options, reduce steps, and show recommended combinations. Make your design tool “customer proof.” The trick is to give them power and to protect them from themselves at the same time.
Why do young users want more complexity?
Most likely because younger generations are accustomed to digital control, and are therefore more inclined to control hard products as well.
Per Frank Piller, consumers are finally ready for customization: “I believe it took 10 years of consumer education on the net so that MANY of them feel confident to not just shop standard products from a catalog, but also co-create. Also, today’s 25-35’s – a core group of people buying custom goods – are trained by the interactive solutions of social networking, but also co-creation in computer games. This generation is the natural shopper for custom goods – and getting old enough now to have the discretionary income to buy custom goods online.
The reality is that customers are customizing YOUR brand. They are empowered to customize within the constraints that you define. Customers are great editors, but are they talented designers / creators? Most customers don’t want a blank canvas, they want to start with recommended (virtual) products and make adjustments to match their tastes. This is guidance at its core. It really depends who your customization customers are, but guidance is appreciated by advanced and novice product designers. Creativity loves constraint.
Users want to see suggested designs, what other customers are designing, the last 5 products built, product of the week, etc. Inspire them with creative suggestions rather than asking them to be creative in a vacuum.
From our research, here are a few verbatim suggestions on how product configurators can improve:
- “More suggestions or creations by others.”
- “Better to provide a big pool of ‘good designs’ as showcase and customers could use those or work from there.”
- “I think it can be improved by providing pre-customized products with option to modify the product.”