We’re working on some new stuff which involves designing a screen for managing users. It’s a bit of an R&D project at this point, but it’s not that far away from being real.
We designed the UI and we liked the way it looked and worked, but then we started asking some questions. Why is this there? Why does that work the way it works? Why would someone want or need to do that?
When we questioned one specific UI element (which dominated the design), we found ourselves defending it with an “Imagine if someone wanted to…” That’s when the red flag went up.
“Imagine if…” is always a red flag. It doesn’t mean the imagination won’t prove to be right, it just means slow down, step back, and get back to what’s real for a moment.
Any scenario can be imagined. Any use case can be dreamed up. But is this something a majority of the people will really need? Is there solid ground beneath this feature or is it floating in fantasy land?
When we hit these bumps we almost always end up with the same decision: Kill it. We can add it back later if it’s a real problem. Until then, we’re just playing with our imagination. We’re better off with less to start. More can come later if it’s really necessary.
Jiimmy Chan
on 22 Mar 10Imagination is a vision, a destination..
Walt Disney won’t be exist if no imagination.. Microsoft won’t be there if no imagination… iPod won’t be here if no imagination…
Nael El Shawwa
on 22 Mar 10Good point, however, “imagine if” occasionally also leads to brilliant, new products.
“imagine if ppl can send SMS to the rest of the world” “imagine if ppl can get e-mail in their pocket”
and of course… “imagine if ppl can have simpler project management software”
: )
Yes its a red flag, but its probably worthwhile to timebox the “imagine if” to see if you are onto something or not.
The Real Josh
on 22 Mar 10I like to think that treating the Imagine if… as a project red flag as a solid piece of advice. There is a million and one ways to do just about anything with design and coding that it will only drag the project down to constantly be thinking of what if this or that. If something becomes a stumbling block for clients/customers then it would be good to fix it, but throwing away 1000 hrs of dev to make things full-proof never works. Cant wait to get my copy of REWORK.
Ptah Dunbar
on 22 Mar 10Great point. This is also the classic moment of leaky abstractions when developers start to “imagine if…” for software features and functionality. I even find myself having to take a step back into reality and focus on solving real problems with real use cases whenever that thought pops up.
Tony
on 22 Mar 10True that. You have to have a strong opinion about how people are going to use a piece of software in order to build a self-evident interface.
Of course, usage in real life may show that opinion to be incorrect. But at that point it isn’t “imagine if…” but “here’s what’s happening…” – true, actionable feedback.
Don Schenck
on 22 Mar 10I’m going to guess that those who disagree…those who defend “imagine if…” are not now, nor were at any time, involved with developing a product for a start-up.
I’m doing that now (Mac, Python, django, et al). The owner of the company means well, but can’t stop himself from pushing more and more “ideas” and “visions” onto the page.
Please, JUST STOP…let us DELIVER. We can always add later. But if we keep adding now, there will be no “later”.
Imagining sounds great…but delivering actually works.
proverb
on 23 Mar 10“You’ll never plow a field by turning it over in your mind.”
Arkadiusz
on 23 Mar 10It’s good to read that even you can be trapped into “Imagine if…” problem. Even today I found that I was thinking about doing more, because someone would like to use particular feature. When I code I sometimes think about “Imagine if…” source things that would be necessary in other applications or other usage, but in this particular application just is not necessary and would not make the difference.
Thinking about removing features, working on the core and real problems (like application size or it’s speed) is much better approach and makes work a lot faster and product better.
For me that question comes couple times day, but remembering what is important, makes answering it a lot easier. “Image if… [whatever]” – “Imagine if not”, we will think what would happen later.
Angie
on 23 Mar 10I see both sides of the discussion. But I’m left to wonder if some are confusing “Imagine if…” with “what if…”. Fine line, but there is a difference I think. My 2 cents.
Henrique Carvalho Alves
on 23 Mar 10PO: See, imagine if the user wants to email this with different subject lines for each person.
Developer: ...
PO: No, really, imagine if...
Developer: If my mom had 4 tires she would be a Jeep.
Adam
on 23 Mar 10Why does is this question so pervasive in job interviews?
“Imagine if a user needs to manage a collection of images…”
Imagine being told that the user, size, layout and quantity of the images is “irrelevant.” Imagine the person asking this question used to design UIs for Microsoft. Imagine the company is one of those VC-backed “web 2.0” has-been’s. What can you say but, “no thanks”?
Michael Gaigg
on 23 Mar 10Answer: It has to serve the business goal (singular!).
Imagination (especially in early stages) is a great way to innovate but a real problem at later stages. It means one or more of the following:
- the business goal of the app is not clearly understood across the team
- the main user need (that hopefully initiated the development in the first place) got lost in translation
- the HIPPO effect kicked in (highest paid person’s opinion)
I’m a UI developer with strong UX background and I completely agree with Jason, be aware and always ask ‘Why are you suggesting this?’, ‘What’s the value for our users and business in doing something else/additional/different?’
Cheers, Mike
Kevin Daugherty
on 23 Mar 10when the idea goes to concept and concept is in development…imagine if = feature creep
Darryl Jonckheere
on 23 Mar 10Interesting, this article reminds me of Scott Anthony’s recent post on HBR – How to Kill Innovation: Keep Asking Questions http://bit.ly/cPDVNX
Berserk
on 23 Mar 10Macro imagine if: Good.
Micro imagine if: Bad.
Angelee
on 23 Mar 10Today’s technology was brought upon by the ‘Imagine if’ mode from many very creative brains… I once read a book from America’s dream coach and she’s really good in lighting-up other people’s imagination and dreams. So, I think it is nice enough not to stop the ‘Imagine If’ exercise… The craziest idea might be the best source of something better.
ash bhoopathy
on 23 Mar 10If no one ever imagined, we’d be surrounded by simulacra of simulacra of simulacra on the web. Oh wait, we are. However, getting lost in the minutiae of little ideas should be avoided at all costs, particularly in a startup.
I like the simplicity of Berserk’s point above.
Matt
on 23 Mar 10Beserk gets the toaster.
@Jimmy, Nael: Maybe it’s fun to pick apart Jason’s post and throw out some snide remark. The commentary was based on a premise that he was talking about a specific screen and a potential function on that screen. Read. Please.
JF
on 23 Mar 10I’m talking very specifically about individual features and elements. It’s easy to talk yourself into any use case when saying “Imagine if…”. There’s no end to that road. Lots of software gets lost that way.
Imagining new things, big things, novel things – all good. But beware using “Imagine if…” to justify individual decisions.
Ted Goas
on 23 Mar 10Not surprised to hear this from you guys. Good refresher on why not to plan for something that might not exist, or worry until there’s something to worry about.
merle
on 23 Mar 10It’s good to ponder options in your head if only to be able to emlimnate them from consideration.
Jimmy Chan
on 24 Mar 10@JF It is good to “Imagine if …” to solve the problem. Sometimes developers use “Imagine if …” for fun stuff. (I thought you was point this thing).
Jean-Pierre Bobbaers
on 24 Mar 10Imagine if… ?
Works for us successfully since 1989 !
Jean-Pierre Bobbaers Founder/Owner IMAGINIF Strategy and Branding in Retail Design
P.S We changed the name ‘Imagine if…’ in 1997 due to domain name restrictions ;-)
Tim
on 25 Mar 10If you ask imagine if, it’s not needed.
I’m busy designing my first app (heavily influenced by Getting Real) and I’ve applied most principles and getting rid of “imagine if” from it (or trying to).
It’ll be interesting to see how it goes in real life (4 weeks to I am beta testing the app!); whatever functions don’t get used, I’ll be scrapping in subsequent updates.
This discussion is closed.