What is meant by the term ‘product rage’?

Product rage is an extreme negative response to product or service. It is, in fact, the tip of the iceberg of the frustration we all feel from time to time. It happens when products are not delivering the results we expect or not doing so in a manner that we would like. We can encounter these problems during anything from trying to open an orange-juice carton to wrestling with a home computer.

All products can elicit a response on a spectrum that ranges from delight through to detest. If we are frustrated by a product, some might throw it against the wall, some might complain, some might put up with it and not use the problem feature and some might avoid the brand in the future. Whatever the response, this leads to loss of sales for the company that made the product. It is clearly in everyone’s interest, whether consumer or supplier, that those products are as close as possible to the delight end of the scale.

What are the most common complaints about products?

Complaints occur throughout the life cycle of a product. They start at purchase, when consumers are often presented with a bewildering array of features and options. The next stage is getting started with products that may be complex and difficult to use, and problems continue with the frustration of everyday use and finally the difficulty of disposal.

Is this more of a problem for older people who may be less comfortable with technology and less strong, or is it something that can affect anyone?

We have to be careful not to make generalisations that all older people find things more difficult. There are older people who are very adept with technology, but we also cannot ignore the reality that the needs of older users are often overlooked in the design of products. Professor Bernard Issacs said that if you design for the young you exclude the old, but if you design for the old you include the young. This is very true: if you consider the needs of the older population you tap into issues that affect the whole population and end up with a better product for the majority.

Are some products not properly tested before they are put on the market?

There are always compromises along the product life cycle and testing can be squeezed out due to time pressures. When testing does take place it often occurs just before products are due to be launched, which is too late. Finding out at this stage that you have got it wrong makes it difficult and expensive to correct. Involving users in the testing at an early stage of the development project is key to getting the product right in the first place.

Would it cost companies more to do the research and design work necessary to produce products that more people are able to use?

Doing things better can cost more or less depending on what you are doing already. Inclusive design is a logical evolution of the design process to cater for the needs of the wider population. Inclusive design is better design. It could allow a company to increase its market share, improve its brand positioning or reduce support costs. Improving the design process needs to be done on a cost/benefit basis, and for many companies it is about improving what they already do rather than an additional cost overhead.

There is also a commercial advantage that stems from the ageing population. Half the adult population is over 47 and in 15 years it is expected that nearly half will be over 50. Research by the Henley Centre in their Leisure Tracking Survey showed that disposable weekly income and available free time peak at around 65. The so-called ‘grey pound’ is a real opportunity, especially when many products are focussed on younger consumers.

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