As soon as Buzz was announced — before I could try it — I tried to intuit its goals and I found profound opportunities.
Now that I’ve tried it, reality and opportunity a far piece apart. It’s awkward. I’d thought that I had wanted Twitter to be threaded, but I was wrong; the simplest point quickly passes into an overdose of add-ons. Worse, Google (NASDAQ:GOOG) didn’t think through critical issues of privacy — and it only gets worse (via danah boyd). I won’t go as far as Steve Rubel and some others, who instantly declared Buzz DOA; there is the essence of something important here (which I think will come out in mobile more than the web). But there’s no question: Buzz has kinks.
I was going to use that line in the headline — that Buzz is a beta too soon — but the irony is that Buzz is the one product Google did not release as a beta. Big mistake, I think.
In fact, even if Buzz had been released as a beta to a small audience, I’m not sure all the problems would have surfaced because it takes a lot of people using it to surface those problems: unwanted connections and too much noise.
So I wonder whether Google should have moved the users up the design chain — something I’ve been advising retailers and manufacturers to do. The sooner one can learn from one’s customers/users/public (not turning design into democracy but enabling the target to help make you smarter and make what you’re creating better), the better. What if Google had released screenshots and wireframes of Buzz? It’s not as if someone else was going to steal it; Buzz was Google catching up to Twitter, Facebook, and Foursquare anyway. Very few people would have bothered to dig into the design of the product but enough might have — the 1% rule — to warn Google off the worse of Buzz’s bloopers.
Then again, isn’t that what Google did with Wave? Some — many of the same insta-critics — declared it too difficult and DOA while I reminded people that Google specifically said it released a version very early in the process so people could use it and, more importantly, develop new products atop it and through that, Google would learn what Wave really was.
So where’s the happy medium? Or as I ask in the presentation I’ve been making on Beta (likely next book): When’s the beta baked? How done is done?
Were I to give Google advice on Buzz — what the heck, everyone else is — I think I’d release a product plan for comment and then put out a clearly labeled beta and then invite only volunteers to try it and then make sure that at every step there’s a clear opportunity for me to opt out of a choice and tell Google why I was doing it so Google could learn. I’d listen better.
MORE: This is a video I did for the release of What Would Google Do? summarizing the beta section in the book, which in turn inspired the thinking above: