I’m tired of hearing about artificial intelligence or Ai. I’m more interested in Hi or human intelligence.
When you design a product or service, how easily a human being can use it is critical to the product’s success. Artificial intelligence is remarkable, but by itself, you must match it with human behavior.
Ai vs. Hi
Artificial intelligence focuses on designing a machine that can imitate human behavior. I ask Alexa what the weather is outside, and she knows where I live and can search online quickly. It’s 35 degrees and it is starting to rain.
Human intelligence considers a more holistic situation. When I ask my wife, what’s the weather like outside since she just came in, she can provide an answer that adapts her response to be more relevant to me because she knows I’m getting over a cold, and she has noticed the temperature dropping rapidly. Her empathic answer is more relevant and valuable. She even asks if I want some Jewish penicillin. (chicken soup)
ROKU and me
Last week I had to replace my streaming device on my not SmartTV. It is an older model from about 2012 and doesn’t have Internet connectivity. I plugged the device in and on the screen where step by step directions, written as if a human being was speaking to me.
It was easy to follow even for someone without a deep knowledge of the technology. It offered clear and helpful suggestions. I didn’t need to call tech support because the design of installation was so well-thought-out. You could tell they had tested the installation on people like me, not people with more IT knowledge. Roku clearly understands design thinking.
Designing Products and Services for Human Beings
When I work with clients, I’m frequently asking these questions.
- How can we make this simpler and easier to understand?
- Do we know if our audience will be confused by our instructions?
- Is the call to action obvious?
- Have we overcomplicated their decisions?
- Is there friction in the buying process? Could you eliminate it?
- Are we considering what type of human being is buying this product?
- Will the buyer say that was easy?
Can the human you are marketing to understand your instructions?
Does your business need a human marketing coach, guide, or sherpa? Are you generating enough leads? Is your marketing underperforming? I can help.
You can set up a time to chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com Let’s explore working together today.
Photo by Icons8 Team on Unsplash
