User Involvement and Expectation Management

Chapter 9 stresses the importance of involving real users throughout the entire development process. This type of user feedback is often utilized in the development of new software in which users get to test out before they are released to the general public. The chapter talks about how developers use this type of feedback for expectation management which is the process of making sure users’ views and expectations of a new product are realistic in order for the users to not feel ‘cheated’ when they receive their product. I have personally had many experiences with new software or other products where there was so much hype that I felt very let down with the actual experience with the product and I am sure that everyone has probably had similar experiences. I feel like companies routinely overlook this idea of expectation management and hype new products tremendously. Why do companies constantly hype products so much that they can almost never live up to users expectations? What would the consequences of not hyping a new product be?

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3 Responses to “User Involvement and Expectation Management”

  1. cmeiers Says:

    Companies can never live up to user expectation because there is always flaws in their users’ evaluation. The consequences are usually that a product is hated so much that it is not used as much as it should be. An example would be Vista and how it can make people switch over to Macs because they don’t like the design of new products

  2. tspeters Says:

    I think the companies expect the people that are going to buy the product to believe this hype so much that no matter what they will purchase the product. This allows the company to market their product without having to worry if it will sell. I don’ t think thats for most cases though because the company wants to put out a good product and wants the public to feel excited about it, so I think this is why the product gets hyped up. I think it just gets over-hyped by people spreading possible rumors or just expecting too much. I think if you didn’t hype your product you would not be able to market you’re product as well because people want to see the excitement of an upcoming product to persuade the interests and it would draw a lot more attention to the people that do not notice the product or that don’t research for new products.

  3. prdelong Says:

    I think both of the above posts are right, but I think they dwell too much on the negative sides. There are products I can think of off hand that have lived up to the hype. Ipods and the Xbox 360 are two that come to mind. Bear in mind that a lot of companies aren’t just focusing solely on selling the product but also in establishing long term market segment penetration. They need to establish their brand so that it pops up when people make their purchases.

    Many of the products are hyped to a point where they almost can’t fail like tspeters mentioned above. People hear about them so much and they get so exposed to them that they lean toward that product even if it doesn’t have a marked advantage. Microsoft’s Zune player is the main rival to Apple’s Ipod and comes with a few features, like FM radio, that the Ipod lacks. However, Apple literally has a monopoly on the mp3 player market.

    This can go the other way too. For years Cisco has been THE name in routers, firewalls, and switches. They only recently started advertising heavily for their products. They switched from being a hardware only company to one that actively promotes hardware/software solutions to business problems.


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