Consumer-oriented versus technology-oriented systems: designing services for people

Current computer systems providing consumer services seem to be designed primarily on ‘technology-oriented’ thinking, based on the ‘efficiency’ and the operating methods of the computer. To be of benefit to a wider variety of consumers, the system design may have to reflect a more ‘consumer-oriented’ approach, based on factors such as the needs, preferences, skills and knowledge of the user. This article demonstrates the differences between user evaluations of two computer systems designed to help in house-hunting, modelled on (a) consumer-oriented, and (b) technology-oriented approaches. Although particularly relevant to consumer systems, the article may have important implications for consumer and public services in general.