Читать книгу Engaged - Amy Bucher - Страница 49

Once users are enrolled in your program, it’s important to provide an experience that aligns with what they expect. If you’ve promised them smooth sailing and then immediately hit them with challenges, they’ll feel betrayed. Not only will they be skeptical about working on the challenges, but they’ll also have negative feelings toward your product that wouldn’t be there if they’d just known the requirements going in.

Often, designers fudge the truth to make their product seem more palatable to users. They might have rationales like the following:

• If people do a trial on the program, they’ll like it so much that they’ll be willing to upgrade to a paid version. It’s okay not to tell them it’s not free until they’re already hooked.

• I know this is the best thing for users. I also know that if I tell them what they need to do, they won’t do it. If I can get them started on the right path, I’ll convince them.

• This is a really short survey. I’ll say it’s five questions, even though it’s really ten; five sounds better, and no one will mind because it’s still super short. (See Figure 3.9 for a program that did exactly this.)

The product designers who decide to present their users with more palatable experiences than they actually deliver aren’t evil. They’re just trying to get people to use their product and hoping it works out. It’s not effective. Don’t do it.