Fear in using a product
May 14th, 2008Last night I was having a discussion with a potential user of the personal finance application I’m working on. We talked about the fear of starting to use a financial product for an end user.
Think about it: a personal finance application (in whatever form) is almost always going to do a lot more good than harm. A lot. But starting the process of managing personal finances can be tough, especially if the situation doesn’t look that good today. It takes a certain amount of inspiration, discipline, and courage to look debt or lack of money in the face and turn the situation around.
Identifying the money-management issue is not half the battle. Really. The single biggest issue seems to be getting over that initial dread of accounting and budgeting. Once fear is removed from the process, clear decisions and rational plans can be made (with a good system, of course).
That’s a huge challenge if you ask me. Most applications (especially online) get to deal with convincing users to use their product over their competitors’ products; this problem is about persuading users that using this product will make their life better, whether or not they want to use it.
Of course, this isn’t a unique problem. The medical industry has dealt with this forever. Who wants to take ten, let alone fifty or more, pills every time they eat? [Answer: people who want to get better.] Other industries deal with the same problem in different ways. So what’s the solution?
Great question. I think the solution is the same to any other problem: make the process easy and friendly after convincing the user that it’s a necessary evil. Subtleties in an application’s user interface can make people happy to solve their own problems. What those subtleties are I haven’t quite discovered, but I’ll write about them when I do.