A pen and paper are “easy to use.” You just take the pen, remove the cap, put the point on the paper, and carve out letters. Children learn how to do it over a couple years of practice as they learn language.
Typing a message on a keyboard into a Twitter update box is “easy.”
But how long does it take to learn how to type? How many people in the world know how to do it? How many people in your market can touch type? How fast do the people in your market read?
How long does it take to punch in a sentence on a smart phone? Is that ‘easy?’ It might be ‘easy’ for a kid who grew up texting. It won’t be for a 55-year-old arthritic.
Programmers and other professionals assume that their specialized skill-sets are standard issue. They’re not.
A lot of people in the US and abroad read much slower than you do, can’t touch-type, and struggle to comprehend text. It takes many more multiples of effort on their part to gain knowledge. Their lives are tougher as a result. Their problems appear tougher for them to surmount.
Creative people have a tremendous structure of knowledge inside themselves built up over years of effort. As we’re all trapped in our own heads, it takes extra effort to figure out how other people think and act.
It helps me, at least, to make an analogy with areas that I’m ignorant about. Some people are as ignorant about gaining and applying knowledge as I am about cleaning drain pipes. Or building a plumbing system for a large office building. I’m dimly aware of the principles of water pressure. That’s the extent of my plumbing knowledge.
It would take me years of focused effort (or months of crash-studying and apprenticeship) to become a good enough plumber that I could be trusted to lay pipe.
Many users become frustrated by a product when it assumes that they have skills that they don’t. There’s nothing that you can do on Instagram that you can’t do with a pirated copy of Photoshop.
Photoshop is intimidating to someone who hasn’t yet learned its esoteric mysteries. Editing a photo that you’ve taken on your smartphone on a desktop copy of Photoshop takes at least several steps and perhaps some format conversions.
Instagram allows anyone to transform poorly-taken photographs into pretty pictures in a few taps.
People who are ignorant of photo editing and don’t care to cure that ignorance can now achieve their ends.
There’s a wealth of product ideas to extract by examining tasks that requires special knowledge to accomplish and then using technology to eliminate those requirements.
It seems like an obvious concept. It’s not. People continue to mistake complexity for utility. A complex product may be powerful, but increased complexity limits how many people can derive utility from it. The complex product delivers zero utility to a wide swath of the population, but may have a lot of potential for a skilled operator.
Photoshop is worth nothing in the hands of someone who doesn’t know how to use it and doesn’t want to learn. A designer can use Photoshop to earn a salary and equity besides.
During development, ask:
“Who’s going to use this? How skilled are they? How much effort are they going to expend using this before they give up?”
“How much utility are those people going to get from this?”
“How many people are we losing for every new feature we’re adding?”
“What skills are we assuming the user will have?”
Many products would be drastically different if the principals creating them took those questions seriously.




