The Homer Principle: improve your product thinking like Homer Simpson
Build products people love with these 6 Homer-inspired axioms
As a Product Manager, one of our key responsibilities is to represent our users.
Become the user. Feel like them. Think like them.
However, we usually have so much context and involvement in our own products, that it’s sometimes hard to get perspective and abstract from all that. And you tend to forget how to view your product from the eyes of the user.
So it becomes a fundamental trait for product people to develop a critical eye. There are many tools and frameworks to do this, we’re bringing you one today that’s as simple as the character that has inspired it: Homer Simpson.
Homer is a decisive, impulsive man. Doesn’t think twice and he won’t stop to ponder decisions before making them. Not everybody will think and do as he does, of course, but a mass of users will tend to behave as Homer does! So today I bring you The Homer Principle, with 6 Homer-inspired known-truths about users that will help you build better products, and develop that critical mindset you need.
Homer Axiom 1: users don’t know
You might tell Homer the same story over and over, and he won’t be able to remember it. Even if he might have been trained or educated to act on an emergency at his post on the nuclear power station, don’t expect him to be able to act when he’s required to.
Just like that, your users might forget, even if they’ve done the same action over and over, even when you’ve explained exactly how it goes. Names. Context. History. Never assume your users connect the dots. They just don’t know.
Think twice about what you need to tell them, and the steps they need to take in your product!
Homer Axiom 2: users don’t read
Would you expect Homer to read a manual before using a new device for the first time? He didn’t even follow the instructions to build an “IKEA-style” barbecue…so keep it short and simple! And even then, assume Homer won’t read any text. However big or small, bold or italics.
Homer won’t stop to read your terms and conditions. Won’t read your in-app messages, disclaimers, alerts or pop-ups. He’ll dismiss all of it, keep moving forward, and randomly touch buttons to do whatever he needs to do in your product. Users simply don’t read.
Homer Axiom 3: users don’t comprehend
Even when user read, they won’t try to comprehend and digest what they just read. Simple as that.
Make sure that the text your users are reading is easily understandable, provides the exact context and doesn’t allow any room for misinterpretation.
Homer Axiom 4: users are lazy
Imagine asking Homer to fill a 20-field form to join a new social network. Do you think he’d do it? Whatever it is your product sells or does, make it simple for your users to complete the action you want them to complete. A purchase flow, onboarding funnel,…don’t make it harder than it already is. Or they will give up.
Homer Axiom 5: users get easily bored
And distracted: “Look, a blue car!”. Keep them engaged and keep them focused on the task you want them to perform, or else they’ll space out. If you can’t capture Homer’s attention, he’ll start imagining he’s favorite cymbal-clashing backflipping monkey. Your users are the same.
If you make your key action tedious and boring, it will be extremely challenging to get anybody to jump through the hoops. Make it simple, attractive and engaging so you can lure your users to step into your web (or app…pun intended)!
Homer Axiom 6: users want their donut
(Just in case, I’m not saying you should start giving out actual donuts to your users, it’s a metaphor!) As Nir Eyal explains in “Hooked”, you must have some sort of reward your users will receive so they’re willing to invest and put some effort in your product. Define what is it you can offer that they’ll want.
Find your “donut” and Homer will be willing to do anything for you.
You can start by applying each of these individual axioms one at a time. Work with your team to overcome the «homerness» of your users. And when you master all of the theorems, you can simplify by asking yourself:
What would Homer do?
Thank you, Homie, for so much.
