Is there an easy way?
Posted: Mon Jan 06, 2025 9:57 am
The evaluability of improvements in the BlackBerry Z10
What about the new BlackBerry Z10? This device is equipped with all kinds of improvements. But if such an improvement is difficult to evaluate, it will probably cost the user a lot of time and effort to adjust the mental schema. As a supplier of a product, you will have to consider the evaluability of such improvements for the customer.
In addition, the evaluability of an attribute is largely influenced by the availability of a reference point. Such a reference point offers users of a product a starting point, and ensures that their mental schema is perhaps adjusted more easily and quickly.
innovation
We realize that marketers and designers (rightly) support innovations. After all, they put a lot of time and effort into designing and marketing these innovations. At the same time, many of these innovative attributes will be easy for them to evaluate, because they probably use a reference point. This reference can be an outdated model (previous BlackBerry model) or a competitor's product (Apple iPhone). In other words, designers and marketers often use joint evaluation when evaluating new attributes.
But do customers also have such a reference point when evaluating attributes? With innovations, we believe that separate evaluation is the standard for customers. For example, new customers do not always make the right connection with previous products (such as older BlackBerry models) during use. As a result, these customers are usa phone data in separate evaluation, where we know that difficult to evaluate attributes can cause problems.
Help customers remember
And if we indeed assume that separate evaluation with customers is the standard, then thinking carefully about the design, and how to offer it, is an absolute must. Therefore, include in the design of an attribute (such as icons on a touchscreen) for example elements that help customers remember previous models or operating systems (reference point). With such an approach to design, attributes will become easier to evaluate, and the adjustment of a mental schema will possibly take place faster and more efficiently.
Without a reference point, a customer may remain in the dark about how to deal with new attributes. The risk that you as a supplier run is that the customer will attach little importance to the new attributes. And that is certainly a shame when you consider how many organizations (including designers and marketers) often invest in launching innovative concepts on the marke.
What about the new BlackBerry Z10? This device is equipped with all kinds of improvements. But if such an improvement is difficult to evaluate, it will probably cost the user a lot of time and effort to adjust the mental schema. As a supplier of a product, you will have to consider the evaluability of such improvements for the customer.
In addition, the evaluability of an attribute is largely influenced by the availability of a reference point. Such a reference point offers users of a product a starting point, and ensures that their mental schema is perhaps adjusted more easily and quickly.
innovation
We realize that marketers and designers (rightly) support innovations. After all, they put a lot of time and effort into designing and marketing these innovations. At the same time, many of these innovative attributes will be easy for them to evaluate, because they probably use a reference point. This reference can be an outdated model (previous BlackBerry model) or a competitor's product (Apple iPhone). In other words, designers and marketers often use joint evaluation when evaluating new attributes.
But do customers also have such a reference point when evaluating attributes? With innovations, we believe that separate evaluation is the standard for customers. For example, new customers do not always make the right connection with previous products (such as older BlackBerry models) during use. As a result, these customers are usa phone data in separate evaluation, where we know that difficult to evaluate attributes can cause problems.
Help customers remember
And if we indeed assume that separate evaluation with customers is the standard, then thinking carefully about the design, and how to offer it, is an absolute must. Therefore, include in the design of an attribute (such as icons on a touchscreen) for example elements that help customers remember previous models or operating systems (reference point). With such an approach to design, attributes will become easier to evaluate, and the adjustment of a mental schema will possibly take place faster and more efficiently.
Without a reference point, a customer may remain in the dark about how to deal with new attributes. The risk that you as a supplier run is that the customer will attach little importance to the new attributes. And that is certainly a shame when you consider how many organizations (including designers and marketers) often invest in launching innovative concepts on the marke.