[ID Discuss] Convention versus innovation

[Andrei Herasimchuk]

On Apr 23, 2004, at 1:34 PM, Sandeep Jain wrote:

> What is the criteria for choosing an innovative design
> over a conventional one?

Usually it is long term benefit. (Both to the business bottom line and 
the user's use of the innovation.) Innovative designs that are well 
thought out, test well over long periods of time, and have been through 
an extensive iterative design and prototyping process tend to last the 
test of time. Conventional ones tends to last only as long as the 
convention is considered appropriate. In some cases, that may only be 
months or just a few years. How many times have Microsoft and Apple 
changed the conventions for OS controls and interface directions since 
1984?

> In addition, how does one go
> about convincing non-designer, decision makers
> (product managers etc) to take a chance with an
> innovative design?  How does one challenge the
> statement: "But Microsoft doesn't do it that way?"

Extensive, iterative testing. The only successful way I've ever been 
able to influence these types of coworkers is with fully-formed 
prototypes that have been tested with a consistent pool of users over a 
long period of time. (3 or more months at minimum.) Spot testing with 
innovative designs (the behind the mirror stuff) will only provide more 
fuel for the conventional fire, as most users react poorly to something 
that is different only because it is different.

> To complicate matters, let's say that the context is
> UI design jobs where contact with users is limited and
> it isn't easy to get evidence from the field.

Then I think you might be out of luck. You really need both time and 
extensive prototyping to get innovation through the process.

I also tend to think that's ok, and shouldn't be any different. It 
would be irresponsible for any product manager to approve a change or 
take a chance on "innovation" if it fell flat on its face and hurt the 
business. They have to be concerned with the bottom line, as rightly 
they should. As such, they need to be given as much data on the long 
term benefits of any innovative design direction before accepting it on 
behalf of the business

Andrei Herasimchuk
andrei at adobe.com

work: http://www.adobe.com
personal: http://www.designbyfire.com