Realignment Too

March 15th, 2011 | Posted in Strategy, Tactics

The new iPad reminds me that even though technical improvements may increase user satisfaction, signs of life that the organization cares about, listens to, and wants to build better trust with its users makes a much larger impact.

I consider the iPad 2 upgrade to be similar to the recent upgrades we started to make this month to wustl.edu. They are realignments.

While a total redesign takes considerable time, teams can make and launch immediate improvements quickly that enhance the experience. To do this, an organization must constantly listen. It must also research the most important features that make the greatest impact on its users. These are the areas that need realigning, and they should remain a top priority. These key performance indicators are the best ways to communicate to your users that you care.

What is your “smart cover?”

In the case of the iPad 2, the areas of realignment were adding a camera, making it thinner and lighter and faster, and providing a much improved “smart” cover for protection. These are not major overhauls of the device, but highly-informed, expeditious, and well-timed upgrades.

I am testing the newer version of the iPad compared to the original, and beyond the obvious upgrades, Apple sent a clear message to its millions of users (including me) that the iPad is alive and doing well. They care about this population of users. The device is for real. And everyone, even those 70% of people who will not upgrade to version two, will benefit from this message because it brings hope that this commitment will continue into the future. Now, bring on the iPhone 5.

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