The Segway's Failure: Why It's Not Like a Motorcycle

The Segway, a self-balancing, two-wheeled personal transportation device, hasn't lived up to its initial hype. The article explores the reasons behind this failure, focusing on the perceived "dorkiness" associated with riding a Segway.

• Unlike the perceived effort and coolness of riding a motorcycle, the Segway's upright stance makes the rider appear smug and effortless.
• This perception stems from the rider's apparent lack of physical exertion, creating an impression of laziness or even arrogance.

The "Smugness" Factor: Why a Motorcycle is Cool, But a Segway is Not

The article uses the example of a motorcycle to illustrate the difference in perception. A motorcycle rider, despite not exerting significant physical effort, is perceived as cool and competent because of the perceived effort and skill required to ride.

• The seated position on a motorcycle conveys an image of control and engagement with the machine, unlike the upright stance of a Segway rider.

Design as a Key Factor: Segway's Stance and User Experience

The author proposes a thought experiment: imagine a Segway-like device that is ridden with one foot in front of the other, similar to a skateboard. This scenario, the article argues, would significantly reduce the perceived "smugness" factor.

• The author suggests that the Segway's upright stance, resembling a medical device rather than a recreational vehicle, contributes to its perceived lack of coolness.
• The author argues that a design more akin to skateboards or bicycles would be more appealing to a wider audience.

Marketing Mistakes: The Segway's Lack of User Feedback

The article criticizes Segway's development process, suggesting that the company's initial success in fundraising led to a lack of real-world testing and user feedback.

• The company's focus groups and internal testing failed to capture the negative perceptions that real users would have of the Segway's design and appearance.
• Had Segway iterated through several versions and sought feedback from actual users, they might have discovered the "smugness" factor and adjusted their design accordingly.

The Eunicycle: A Counter-Example to the Segway's Design Flaws

The article mentions a one-wheeled version of the Segway, called the Eunicycle, created by the author's friend Trevor Blackwell. The Eunicycle, despite being visually similar to a regular unicycle, is perceived more positively due to the user's apparent effort.

• The Eunicycle's design forces the rider to engage physically and exhibit visible effort, thus avoiding the "smugness" factor.

The Segway's Legacy: A Lesson in Design and User Perception

The article concludes that the Segway's failure is a valuable lesson in the importance of user perception and the role of design in shaping that perception.

• The Segway's case highlights the need for companies to incorporate real-world testing and user feedback into their development process.
• A design that emphasizes effort and engagement, rather than seeming effortless and smug, can make a significant difference in user perception and ultimately, market success.

Marketing and Technology: The Importance of User Experience

The Segway's failure is a stark reminder that technology, no matter how advanced, must be designed and marketed with a deep understanding of user experience. The article underscores the importance of considering not just functionality but also the user's perception and emotional response to a product.

• The Segway's case highlights the importance of focusing on user experience, design, and marketing to ensure that a product aligns with user needs and expectations.
• Effective marketing involves understanding the user's perception of a product and communicating its value and benefits in a way that resonates with the target audience.