Five Myths of Consumer Behavior : Create Technology Products Consumers Will Love

The Internet dumps thousands of new technology products and services into consumer homes each year. Yet users struggle with both the volume of offerings and their complexity, trying to find value that is often hidden among dozens of useless features. Meanwhile, companies continue to design products using outdated design philosophies and practices that simply don't work. 5 Myths of Consumer Behavior explains why these products fail, and how to redesign them to achieve success.Paul Allen Smethers and Alastair France have spent the last 20 years designing successful products at some of the largest consumer technology companies in the world, creating new tools that allowed them to analyze billions of transactions against millions of real users -- what were users really doing?The results were amazing. Consumers are behaving exactly opposite to how the experts in the industry said they would. The fascinating discoveries presented in this book lead to new consumer behavior models that should be mastered by every entrepreneur, marketer, and engineer trying to crack the consumer technology marketplace.