It's the Training, Dummy

Are your users dumb? Or are you?

Software development firms love to believe that their products are "intuitive" and "easy to use." But, invariably, when those folks see how their products are used in the real world the are surprised how people are using them. They are shocked that some features are not being used. They are dumbfounded at the work flows that users have concocted. "There's an easier way!" they cry. But the users don't find it.

It has been an unwritten rule that the degree of complexity in a system dictates its ease of use. I challenge that statement. I believe that unplanned complexity creates systems that are hard to use because the design metaphor tends to change over time due to evolving requirements. These are the situations in which a clean start may be appropriate in order to make a more coherent system.

But, that's rarely possible on a regular basis. You can only rip out the foundation and start over so many times in a year or quarter. Instead, you need to be able to bring the tablets down to the people. We live in a time in which distance learning is becoming more and more effective. Products such as WebEx, GoToMeeting and Live Meeting are all ways that we can engage with customers that we couldn't before. That can save cost and allow you to reach more customers than we could before. But, is it effective?

There is a great deal of value in bringing people together in person, especially for training events.Trainers teach best when they can see the body language of their students. Students learn best when they aren't trying to take training classes in their offices with emails, phone calls and co-workers constantly interrupting them.

There's a time and a place for all the various training approaches. Webinars might be highly appropriate for your customer base or at least a segment of them. You probably will need to reach out in all sorts of ways: on-line help, on-line video training, appearances at industry events and conferences, in person group training, on demand training, etc. The important takeaway is to commit yourself and your company to ensuring that your customers have the opportunity to learn enough about your system to ensure that they can use it effectively. They will be much more likely to keep it.

So, next time your product isn't gaining share in the marketplace, take a look in the mirror and ask yourself, "Is it the training?"