Selling a product is hard. Selling a product that is only half finished and doesn’t really work and is of marginal utility anyway is hard. Even if it is free.
I mean, lets say we have a class of students and wanted to convince them to do some user testing on our half-finished product. Now we sort of want the user test to have results that are publishable or at least interesting. But we only realize this a week before we need to start the test, so we throw together some instructions around a study that we are already concerned about getting good results for. Then we justify it by saying it is a “zero-effort” study.
There is no such thing as a Zero-Effort Study.
The ZES is a myth and a lie. Any technology someone just has laying around cannot be tested for free (even if it works well). Study design is a bit of an art and a bit of a science and it needs to be developed and iterated on. Especially in a case where you have seen in the past (three times!!) that even people you pay to use your product stop using your product.
This is when it is time to step back and re-think where you are putting your effort. What are your goals? What are the barriers to entry? Where is the wow factor? What is the benefit of the product?
So are the technological issues related to my current work really so large that they cannot be remedied? No. They just haven’t been, we don’t have the resources and we don’t have the expertise. But this doesn’t mean we can pretend they are solved.
We started the ZES today. After twenty minutes of introduction and signing the consent form, we began install. Of the eighteen students, install went perfectly for zero of them. Four had Vista and we seem to have never tested on Vista. The other fourteen each had the same problem, they were not able to self-locate. A configuration bug. Another twenty minutes answering questions and trying to explain why to use the product, followed by the server being brought to its metaphorical knees.
False explanations were offered:
- We are currently running another study and that seems to be negatively impacting the server. (Except, that one is actually working)
- We have never seen issues like this before. (Except for everytime)
- We have some really great technology which is current set to “off,” maybe later in the semester we will turn it on. (Except it is only in our heads right now)
And after a total of seventy minutes, the students were told they could go, and updated instructions would be emailed to them. Seventy minutes to explain to them how to use a website (has any website ever taken you that long to learn?). Seventy minutes trying to fix the problems they were having setting up our ZES. Seventy minutes to trick them into using a product that they will likely stop using within a week, because it is hard to use, buggy, low on features, ugly, and doesn’t improve their life at all.

