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Archive for August, 2011

Online Ticket Ordering Pressure!

Login problems make online ticket ordering difficultThere’s probably no higher pressure experience for a consumer than ordering tickets for a popular event online. Once the tickets go on sale, you’re competing against thousands of other people for the best seats. Time is of the essence! Once you enter the number of tickets you want and the search results come back, those tickets are reserved for five minutes. A countdown clock starts ticking down the time to complete your order. If you don’t finish within that time, your tickets are released and you have to start over again with much worse seats.

I recently ordered tickets for a Foo Fighters concert on Comcast Tix, the vendor for the Wells Fargo Center in Philadelphia. They went on sale at 10am on a Monday, and I was one of the first into the site at 10am. I was excited to see that I had floor seats. I’ve never been so close to the stage before in a major concert.

As the clock started ticking down, the first screen asked me to enter my user name and password. I had ordered tickets from Comcast Tix before, but it was a long time ago. I don’t usually remember or take the time to write down passwords for sites that I use infrequently. I tried my standard password that I usually use in situations like this, but it didn’t work. I tried another variation, but that didn’t work either. Glancing at the countdown clock, I saw the time ticking away and started to sweat.

Maybe I had the wrong email address entered as the user name? I tried another email address. That didn’t work. I thought about going through a password reset, but by the time I got that, I’d lose the tickets.

Okay, maybe I’ll just try the option to complete the purchase with a new account. I filled out the form, but I got an error message saying that my email address was already in use as an existing account. Now I was really getting nervous. I only had two minutes left.

Finally, I hit upon the solution. I’d create a new account using my work email address. That worked! Now I had less than two minutes to race through the forms to complete my purchase or I’d lose the tickets. Glancing at the countdown clock as I raced to complete the forms, I felt like I was defusing a bomb. Finally I completed the transaction and got the tickets. Whew!

If ever there was a situation that needed foolproof usability, it’s the online ticket buying experience. I recognize the need to only hold tickets for a limited period of time, but the checkout process has to be extremely simple. An easy solution would be to give people the option to checkout without creating or logging into an account.

Especially when they charge you a $5.00 “convenience charge” and $2.75 “delivery charge” to print the tickets yourself online, they should offer a much better experience. That, or give you a $20.00 “poor usability” discount.

New Article: Client Reactions to User Research Findings

As a design researcher, I’ve heard a lot of reactions from clients about the user research findings, both positive and negative. Fortunately, they’ve been mostly positive, but the negative reactions make for the best stories. I’ve written about those in my latest article in UXmatters: Client Reactions to User Research Findings. It includes the following reactions:

  • “Ho hum. Where are the designs?”
  • “We already knew that.”
  • “You’re wrong!”
  • “You talked with only 12 people.”
  • “Why didn’t you mention this problem?”
  • “The recommendations aren’t specific enough.”
  • “We could have done that ourselves.”

Read the entire article at UXmatters: Client Reactions to User Research Findings.

Netflix: It’s About the Format

Okay, it’s also about the format. In my last post, I wrote about how the choice between Netflix streaming and DVD was about the content. Netflix’s streaming content is mostly poor quality and quantity, while you can get almost anything you want by DVD. But format also makes a difference. If the content was the same in both formats, I think streaming would have a definite advantage.

The ability to instantly watch a movie from any internet-connected device is a great advantage of streaming, although many people don’t have a wired internet connection near their TVs and setting up a wireless network is beyond them.

Streaming provides the freedom to choose what you want to watch, when you want to watch. Although sometimes that freedom of choice can be paralyzing. When you have DVDs, you feel a commitment to watch them. They came in the mail, and even if you turn them off and send them back, it will be a while before you receive more. With streaming if you don’t like what you’re watching, you can stop and have a multitude of choices available. Sometimes I find the initial choice of what to watch difficult enough, but if a movie doesn’t grab me quickly, I end up second guessing myself and wondering whether I should have picked something else. Having so many choices instantly available seems to cheapen their value, whereas a DVD that I need to watch and return to get another, seems more urgent to watch.

DVDs require much more maintenance of your queue, strategically placing new releases at the top to get them sooner. What you watch tonight is based on a decision you made several days or weeks ago. We’ve all experienced that feeling of disappointment receiving a DVD other than the one we expected. The queue for streaming isn’t that important, except to prioritize which items you want to watch first and to save items that you might want to watch later.

The mailing schedule of DVDs can require strategic maneuvering. To make sure you have your new DVDs by the weekend, you have to make sure that the previous DVDs are returned by Wednesday. How many families have been annoyed by a slowpoke who didn’t watch a movie and return it in time to get another for the weekend? To be the first in line to get a new release that comes out on Tuesday, you can time the return of your DVDs on Friday or Saturday. Send them back too soon or too late and you may not get the new release.

With the decline of DVD sales, studios are beginning to become unfriendly to the rental market by creating rental-only copies stripped of special features and filling them with previews and ads that you can’t skip through. I recently watched a new release from Warner Brothers that had 17 minutes of non-skippable previews and ads, including several promoting the purchase of the Blue-ray version. Streaming, for now, contains no previews or ads, but the studios’ influence can be felt in the limited quantity of streaming titles and Netflix’s price increase to cover the increased cost of licensing content for streaming.

So it’s the format and the content. Streaming is a more efficient format, but the content needs to vastly improve before it will replace DVDs.

Netflix: It’s About the Content

Netflix Instant QueueThe recent customer uproar over Netflix raising their prices was a little overblown. It’s a business, they need to make money. With the expense of negotiating contracts with studios over streaming content, Netflix needed to adjust their pricing. I understand that, and that’s their right.

Although as customers, we have to decide what to do. Keep what we have and accept the price increase or make changes. I started with the 3 DVD at a time, unlimited plan about 5 years ago. When Netflix added their Watch Now streaming, I saw it as a nice bonus. Most of the time I had enough on my hands trying to keep up with the 3 DVDs. I only watched the streaming when I didn’t have a DVD to watch.

But for me it’s all about the content. I couldn’t care less about the mode of delivery. Netflix’s DVD library is huge. I can get almost anything I want, and 3 DVDs at a time is more than I can handle most times. In contrast, their streaming Watch Now content is full of movies and TV shows I’ve either already seen or never wanted to see. Also there’s a lot of just plain crappy movies.

Sure there are a few things I’ll miss. I just started to get into Mad Men now that it’s on streaming, but then again I can also get those on DVD.

So I’ve decided to cancel the streaming from my 3 DVD at a time plan, and just go with the unlimited 3 DVDs. It’s actually going to save me about $5 a month. Ironically, I think that’s the opposite of Netflix’s hope to wean customers off DVDs and onto streaming only.

If they really want to get streaming going, I think their subscription model is a good plan over pay per view streaming services. But it will never be worth it to me until they get a better streaming selection and new releases. Again, it’s about the content.

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