By Jeff Harrison
It’s an exciting time to be me! If this email I got from LinkedIn is any guide, my career is about to really take off.
Also, this email from my bank shows my rewards balance on this credit card remains at an all-time high. (I don’t know what “Earn More Mall Earnings” means but as someone who lives within a hypothetical short drive of the Mall of America I’m pretty stoked.)
To top it off, according to this visualization in ClassDojo, my kid is rocking Spanish class. The chart helps me see that all of the feedback from his teacher is positive.
All these displays have one thing in common: underwhelming data. I do not actively promote my profile on LinkedIn [edited to add link to LinkedIn profile], and my son’s Spanish teacher never got into the habit of using ClassDojo to communicate with parents. I never signed up for the rewards program for which I receive the monthly grid of zeroes above; they just started showing up in my email a year or two ago. (The program is attached to an overdraft protection feature that Wells Fargo couldn’t figure out how to implement without issuing me a second debit card, which I routinely cut in half each time I get a new one.)
It’s easy to imagine the design reviews for these interfaces. Colorful charts! Insights! Engagement! When there’s a match between the data in these displays and what customers care about optimizing, magic happens: think of all the Fitbit users who consult their apps to monitor their steps and optimize their day for physical activity. The data contributes to a feedback loop, and more people take the stairs. However, when there’s a mismatch the displays aren’t motivating. They just feel kind of lame.
Do your user research. Get it right. And stop sending me notifications that suggest my life is somehow disappointing. Because LinkedIn and my mom would both tell you different: