The standard American compliment for a product, and it is a claim about the absence of learning. Its opposite, counterintuitive, is a criticism of the design rather than of the person who was confused.
The tool
American product language is instrumental. A tool, a solution, a platform, a utility, an app — from application. Every one of these names what the thing is used for rather than what it is.
One-click
Amazon patented single-click ordering in 1999 and defended the patent for two decades. Removing one step from a purchase was considered valuable enough to litigate over.
Plug and play
An American phrase for hardware that configures itself on connection, and it passed into general business speech for anything that works without setup. The claim is about the absence of preparation.
The Nielsen heuristics
Jakob Nielsen’s ten usability principles, published in 1994, became the standard American checklist for interface evaluation. Visibility of system status, user control, error prevention, recognition rather than recall. The list is about reducing what the user must hold in their head.
Usability testing
American product development runs sessions in which ordinary users attempt tasks while being observed, and the failures are recorded as defects in the product rather than in the user. The method locates the fault in the design by default.
The Apple design principle
American consumer technology is sold on the claim that it can be used without instruction, and products are reviewed against it. A device that needs its manual read has failed a test that was applied before it shipped.
Don’t Make Me Think
Steve Krug’s 2000 book on web usability became one of the most widely read American design texts, and the title is the argument. The user should not have to work out how the thing operates.
Intelligent software
SAP is located in Walldorf, Germany, not far from Heidelberg. It is the world’s fourth largest software maker and the largest in Europe.
Founded in 1972, SAP initially created mainframe software for payroll and accounting. Over time it developed a single system capable of processing different types of data from different areas of complex companies.
Today SAP offers a suite of business intelligence solutions which can extract highly relevant data from very large amounts of data, thus enabling sophisticated analysis, which in turn allows for intelligent decision making.
Intelligent software for intelligent decision makers.
Tools serve
Tool: A handheld device that aids in accomplishing a task; something such as an instrument or apparatus used in performing an operation or necessary in the practice of a vocation or profession; an element of a computer program that activates and controls a particular function; a means to an end; one that is used or manipulated by another.
Americans use the term tool in many different situations. A tool is practical, pragmatic, singular, specialized. They are always at hand, simple, easy to use, precise. A tool does exactly what the user wants it to. They are not only physical and mechanical, like a hammer, screwdriver, a wrench. Tools can assist with sophisticated tasks, including those purely mental, such as software, financial analytical tools. Intelligent tools are only as intelligent as the people who created and those using them.
Programmable appliances: Appliances like microwaves and coffee makers are becoming increasingly sophisticated, with added features such as programmable start/stop functions and alarms. Modern appliances are much easier to use and program than previous generations. They are frequently redesigned to be more user friendly. This is a response to consumers’ demands for products which do much of the thinking for them.
Easy to use: Intelligent products can be used by not so intelligent people. Most modern products – including household appliances, automobiles, computers & software, tablets, smartphones, electronics in general – employ large, simple displays with large buttons and easy to follow protocols. They are designed to be simple and to avoid overwhelming users with low-value, distracting features. Although more advanced features are often possible, they do not crowd out the simplicity of the product. All possible measures are taken to make the product as easy to use as possible.
It is up to the customer to decide the level of sophistication they seek in a product. The most basic models are always available for beginners, while many companies offer far more advanced models of appliances or electronics for more knowledgeable users. For example, there are various levels of stereos and TVs for consumers who want different features and levels of sophistication.
iPhone OS as a tool: One example of a simplistic, intelligent tool is the operating system of Apple products like the iPhone and iPod. Apple favors an elegant, easy to use design over more complex designs. Most people can quickly figure out how to use an Apple product by simply using their fingers and following on-screen prompts. Options are limited and presented in a layered, decision tree fashion. Many other electronic and appliance products have begun to employ similarly simplistic and user friendly designs.