I love coming across examples, outside of software product development, that relate to our local marketing software program.  There are two reasons that this is fun for me:  I learn something new to apply to my job from an unexpected source and usually gain a new perspective in the process, and second, because I'm reminded that others deal with the same challenges we do.

This morning over breakfast and the Idaho Statesman Sunday paper, I was hit over the head with an example of one of these real-world lessons.  The article was the section where readers can write in with questions and had to do with Idaho Highway 21.  Highway 21 is a popular road, leading to boating, camping and hunting - 3 things Idahoans love.  Along this highway there is a very official-looking state sign, which has a question mark and an arrow on it.  The question-asker wanted to know what in the world that sign was trying to communicate. 

As avid boaters, my husband and I have had a conversation about this exact same sign on one of our many trips up to the lake.  It went something like this:  "What the heck is that supposed to mean?  It's like the state of Idaho is trying to tell us that they have no idea what can be found left of this road."  We then proceeded to joke about it - maybe we should turn left and then report back to them what's there so that they can fix the sign. 

In the answer, the author confirms that Idaho Fish and Game gets A LOT of these questions.  

As a local marketing software product specialist, I'm constantly struggling with the fact that I know the ad builder software in and out, and yet when planning out new enhancements, I need to look through the eyes of someone who has never used the system before and knows nothing about it.  The quote from the article, stated so matter-of-factly, provides a great gut check for me:  "What [the sign] means makes perfect sense when you know what it means." 
Umm, okay...

The sign is meant to convey that if you have questions for Boise River WMA, turn left.



As soon as people hear the intent behind a feature, or how it is supposed to be used, it usually makes perfect sense, and it's hard to go back to that time before you knew what it meant.  Once someone knows what it means, they can usually come up with a pretty good reason why everyone else should know what it means too.  In the article, they quoted a representative from the Idaho Transportation Department.  "The way I read it is that it's a more succinct way of saying 'questions.'  It's bigger, so you can catch a little more attention with it."  This person is right about one thing - the more confusing something is, the more attention it will get.  If the sign had said, Speed Limit 55 or Deer Crossing, I guarantee it would not have spurred a confused conversation in my car, and in the cars of many other folks just heading to enjoy the outdoor fun that Idaho has to offer.

Even after all the confusion, it sounds like the Idaho Transportation Department does not plan to replace the sign, which at one point used to say the same exact thing, but with actual words. 

When it comes to creating ad builder software that people know how to use, it doesn't mean we should pretend that all users are dumb.  They're not.  The fact that people didn't know what the street sign meant doesn't mean they're dumb (and I'm not just saying that because I was one of those people).  It means that it will make perfect sense - once they understand it.  So make sure you're explaining it.