I was interviewed by CruxialCIO about how companies can design and redesign digital and mobile products that engage rather than frustrate. The article (Digital Products Flunking User Test) is broken across three tabs (Situation – Solutions – Takeaways) and the quotes from me appear on the second two tabs. FYI, the pages are a bit slow to load.

Remember the precedents. While copying competitors isn’t necessarily advisable, it doesn’t make sense to design, for example, a fly swatter that you use by swinging a string around with the flat swatter piece attached to it. People expect a stick at the end. “You can’t fail to acknowledge that there are precedents out there,” says Portigal.

“There’s some history about how customers are going to expect something to work. Everyone is a consumer so in an enterprise situation, we bring in expectations about how something should work.” If people expect that swiping left or right, double clicking, or other gestures will have a certain outcome, the lack of that outcome will be confusing. After Apple came out with the iPhone, for example, it became quickly clear that when consumers wanted a smartphone, they expected something fairly similar in form factor and function to the iPhone.