It’s easy to rest on the assumption that costs are only monetary. In product design, this misses an important point — costs are everywhere:
- Waiting for a webpage to load is a cost.
- Typing in your card details is a cost.
- Figuring out whether to trust a company you’ve never heard of before is a cost.
- Learning how a product works is a cost.
- Signing-up is a cost.
- Waiting to find something out (yes, uncertainty) is a cost.
- Having to print out, sign and post a form is a cost.
- Handing over your personal information is a cost.
Identifying costs [and] what they might equate to for your users is an insightful way to inform how you think about the products you make.