They (Microsoft) had no clue how attached people had become to their beloved start button and the comfortingly familiar desktop.
“Hey, look! Here’s a cool new touch feature to play with!” Would have gone over so very much better than the “Hey look! We took away everything you like and replaced it with a cool new (mandatory) feature most of you can’t use!” we all received.
Most of us have a very personal (-ish) relationship with our computers, we connect to people through them, we pay bills and explore through them too. So, when Microsoft turned our familiar Windows on its head, the public let loose.
The tile interface idea for Windows 8 by itself wasn’t all that bad; for users with touch laptops and tablets it works just fine, but then Microsoft went a step beyond. They took a nice innovation for touch devices and inexplicably shoved it into the desktop realm.
When you can’t get more than 12 percent buy-in on a flagship OS after nearly two years in a market you nearly monopolize, you’ve made some earth-shatteringly bad assumptions about your customers.
What were they? Has Microsoft learned anything from it?