Yesterday I decided to subscribe to a friend’s RSS feed. She is currently in Japan and writing about her experiences there (yes, she’s been talking about the earthquake among other things). I’ve been carrying around my Chrome netbook since it’s more comfortable to use than my Eee PC netbook and I was using when I decided to subscribe to her feed. Chrome OS is supposed to be optimized for living on the web and RSS is definitely a part of the web. In fact, Google Reader is the probably the best web-based feed reader out there (and one of the better RSS readers period). However, despite Google’s expertise with the web and their investment in ChromeOS doing something as simple as subscribing to an RSS feed takes three separate steps.
When you get to a webpage that has associated RSS feeds, Chrome will auto-detect them and put a small RSS icon in the address bar. When you click that icon you get a list of available feeds. That’s fine because it exposes important information in an unobtrusive form and makes more detailed information easily available. Once you click whichever link you do want to subscribe to, you get taken to another page which shows a preview of the feed articles and lets you choose which feed reader you want to subscribe to. To be fair, this step can be removed by picking a default feed reader. In my case I choose Google Reader. But instead of just adding your feed to Google Reader, you are dropped into Reader where you have to click the subscribe button to actually subscribe to the feed. Though I’ve seen far worse signup processes, this could all be boiled down to a single step process if Google Reader and Google Chrome OS worked just a little bit better together (yes, I said Google twice to make a point).
I’ve done this lots of times already, but today it really bothered me. A few hours before I subscribed to my friend’s feed, I read Andy Ihnatko’s review of the iPad 2. If you’re considering buying the iPad 2 (or just interested in it) take half an hour and go read it. I want to highlight the part of the article that really stuck with me (and fueled my annoyance at the Chrome/Reader signup process).
The iPad 2 Smart Cover is emblematic of what makes Apple a great technology company. I kind of want to hide one in my jacket pocket every time a tech company is giving me my first briefing on a new tablet, and bring it out at a decisive moment.
“Halt,” I would say, unrolling the Smart Cover and holding it before me like a talisman to ward off evil. “Did you put as much thought into your entire tablet as Apple put into this deceptively simple screen cover?”
See, I’m increasingly coming to the view that the small things matter. Not only do they matter, they are downright important and worthy of serious attention especially if they are part of products you want to get into the hands of lots of people. Unfortunately this does not seem to be clear to people and companies that are making said products, even companies that should know better.
As much as we’d like to pretend that humans are logical beings and use products and services based purely on their technical merits, the truth is we’re not Vulcans. Using beautiful, well-designed products and living in attractive environments actually makes us feel better and more productive. And when it comes to making a solid, fine-tuned experience, the small stuff matters. It really matters.
Not to sound like a total fanboy, but Apple realizes this and executes it well, and is one of the few companies that do. Interestingly enough, Apple’s penchant for polish and good design spills over into the whole ecosystem of Mac apps. OS X is the only platform where I honestly say that some applications are beautiful. The web is a becoming close second thanks to the increase in quality of rendering engines. I think this is an analog of the “broken windows theory” — Apple actively discourages broken windows on its platform. It’s own products are useful, well-designed and a joy to use. They’re continually raising the bar, in terms of hardware, software and the combined experience.
Demanding perfection and not shipping bad products is not a easy choice to make, but is certainly pays. Again, Apple last made $14 billion in profits. In profits. And is now the second largest company in the world. Companies like Moleskin, Behance and Rhodia make beautiful, thoughtfully designed stationary products and they’re not cheap. But they’re worth it. If you’re serious about creating products and services that people not only use, but want to use, then you should sweat the small stuff and work on creating the filter.