By Laura Pomeroy (opens in new tab)
Image credit: iStock
As a Design Researcher, I typically work with a wide variety of users so I can learn from their pain points with a product or feature and make recommendations for how to improve the user experience. In the past, I’ve also offered my services as a tech tutor, which has put me in touch with an often misunderstood and underserved segment: low confidence computer users. Here’s what I have learned from working with this group of people, and why they’re not represented as well as they could be in recruiting for user research studies.
Who are low confidence users?
According to some research my colleagues have conducted, less confident users make up a significant percentage of adults using a computer. While some of those users are stereotypically older workers or retirees, this isn’t always the case. Younger people making a career change to a more computer-centric role often need help gaining specific skills, such as getting up to speed with applications they might not have used since high school, for example. Another segment are people with a disability who want help learning new accessible technologies, or who need to work without them due to cost.
Traits that affect a user’s approach to computers
There are several traits I’ve noticed that affect an individual’s approach to computers, and in turn their success. Not surprisingly, these traits are exhibited in children, who typically have fewer issues in learning new technologies or applications. A study by GenderMag (opens in new tab) found a list of traits that exist in different genders. Over the years, I have observed them among all genders of low confidence computer users.
- Self-efficacy: A form of confidence predictive of a willingness to persevere. This means being willing to try again when you don’t get something right the first time.
- Risk: Willingness to assume some risk in trying something new; letting go of the fear that you’ll permanently ruin something.
- Tinkering: Willingness to experiment with features that are new; in some cases, even delight at trying new things.
- Information processing: Collecting complete information before attempting to do an unfamiliar task; for example, wanting to know what steps to take before proceeding with the task.
- Motivation: Motivation for using technology is based on what it enables them to accomplish instead of enjoyment, pleasure, or entertainment.
These attitudinal markers are great predictors for whether a user will gain confidence, with time, experience, and in some cases, coaching. Increased experience with technology can reduce anxiety and increase competence, but using the technology may be precisely what people avoid due to their attitudes about themselves. Users who dismiss themselves as “stupid” or “bad with technology” will have more difficulty overcoming the idea that they are the problem, rather than that the technology isn’t as easy to use or discoverable as it could or should be.
How to improve recruitment of low confidence users
Low confidence users are a large and diverse population that spans many profiles, life stages, and demographics. But despite their strong presence among computer users, we tend to see them underrepresented in our research channels. With Microsoft’s mission “to empower every person and every organization on the planet to achieve more,” we think it’s important to ensure that we’re reaching all user groups to improve the functionality of our products. If we want less confident users to achieve more (and perhaps increase their confidence), we must include them in our research efforts. Here are a few ideas how:
- Get creative with recruitment. Low confidence users aren’t typically going to be on the forums that their high confidence counterparts use. Try recruiting outside the box.
- Screen for technology usage and self-efficacy. Make sure your research participant recruitment screening questions don’t assume that people are comfortable with technology, and/or don’t screen out those with a lower confidence level.
- Remember accessibility. Consider that the way technologies and features are designed may make usage more difficult for those with and without disabilities.
- Apply heuristics and principles. Using these as guidelines during the design process can help ensure technology is designed inclusively for everyone including low confidence computer users. One example is the 7 Principles of Universal Design (opens in new tab) which were developed in 1997 by a working group of architects, product designers, engineers and environmental design researchers, led by the late Ronald Mace in the North Carolina State University. The universal design principles are:
- Equitable use – The design is useful and marketable to people with diverse abilities.
- Flexibility in use – The design accommodates a wide range of individual preferences and abilities.
- Simple and intuitive use – Use of the design is easy to understand, regardless of the user’s experience, knowledge, language skills, or current concentration level.
- Perceptible information – The design communicates necessary information effectively to the user, regardless of ambient conditions or the user’s sensory abilities.
- Tolerance for error – The design minimizes hazards and the adverse consequences of accidental or unintended actions.
- Low physical effort – The design can be used efficiently and comfortably and with a minimum of fatigue.
- Size and Space for Approach and Use – Appropriate size and space is provided for approach, reach, manipulation, and use regardless of user’s body size, posture, or mobility.
- Provide simple, non-complex experiences. Make sure that study design isn’t so complex that it provides a barrier to less confident users.
- Involve low confidence users in research and design, early and often.
The rapid explosion of new applications and devices means that we’re all learning how to master new technology on a regular basis, and even those of us born more recently may feel stuck at some point. To prevent users from blaming themselves for issues, it’s more important than ever to prioritize accessible design to ensure that they’re having a positive, confidence-enhancing experience.
What do you think? How will this help you to include low confidence users in your research and design work? Tweet us your thoughts at @MicrosoftRI or follow us on Facebook (opens in new tab) and join the conversation.
Laura Pomeroy leads user research studies for Microsoft Word with a primary focus in the writing intelligence space. In collaboration with designers and program managers, we work hard to turn insights into informed product designs and decisions. Let’s make the world a better place for all.