The facade of simplicity: A checklist for properly evaluating software products

When business and tech leaders need to purchase a new software product, they often fall back on the “facade of simplicity,” i.e., instinctively looking for options that feel safe and familiar. Basically, it’s natural for people to want to make decisions and solve problems in a way they’re comfortable with — obviously, it’s easier and less scary than trying something new. This is exactly how that old business saying, “Nobody gets fired for buying IBM,” secured its place in the lexicon of technology. 

The problem is that with the rapid pace of technological advancement, falling back on antiquated products and old solutions just because they’re in your comfort zone isn’t usually the best decision for your business. If you truly want to invest in products that improve operations and achieve goals, you have to force yourself to break away from this habit. Here, we offer tips on how to properly vet vendors, so you can gain the confidence to choose software products that deliver positive impact.

The facade of simplicity is a well-studied human trait everywhere in the world. In general, people gravitate to things they know — whether it’s a rebooted TV series, the 2nd, 3rd or 4th release in a movie series or a product they’ve loved for years. This trait explains why many people continually choose to eat at the same restaurant, ordering the same dish over and over, and why others order fries every time they order a burger. In everyday life, it’s not a big deal. Ultimately, they know they’ll  be happy with these choices, and if they never go to the hottest, new dining spot in town or try sweet potato fries or onion rings, it’s not going to negatively impact their life in any way. 

This doesn’t hold true when it comes to buying software products. The fact is that even if a product solves the same problem as other products, every vendor takes a slightly different design approach. You’re not going to get that consistency across the board. To make it more confusing, when you start looking for your new product, whether it’s accounting, project management, CRM, commerce or any other type of software, every vendor markets its product as the best, easiest and fastest solution. Unfortunately, since you’re not just buying a burger and fries, the raw deal you end up with can lead to bigger problems. This is why it’s so important to carefully evaluate products to confirm they actually deliver as promised.  

You might be tempted to choose the vendor that presents the solution that seems easiest and most affordable. After all, no one wants to buy a product labeled “expensive and complicated.” However, making a quick decision using this logic is falling prey to the facade of simplicity — and to your own comfort zone. To ensure that you choose a well-designed, robust product that meets your needs (and solves the problems it’s supposed to), you have to be more discerning.

The vetting process:

Since evaluating software products is no easy task, business leaders often compartmentalize decision-making into smaller sections that can be validated independently. While this approach may seem logical, it can oversimplify the process, inadvertently causing you to dismiss your greater needs and not properly qualify the product. It’s best to take a more comprehensive approach. Don’t just focus on if a product can support your needs, but also on how. Examine if the support it offers is scalable and adaptable to your long-term business vision. 

The checklist below is designed to help you properly vet your next software purchase, avoiding the pitfalls of the facade of simplicity.

1. Define what you need 
   Think about your specific pain points and the goals you want to accomplish. It’s simple to fall back on the familiar, so be careful not to jump at the first solution you find. Keep in mind that what you think you need may not actually be what you need. Take the time to select multiple products and vet them through an objective lens.
   
2. Determine if the product addresses your primary use cases
   You spend a lot of time and energy defining your use cases, so it’s important to use them as a base to narrow down your initial product choices. Once it’s clear which ones fit your needs, connect with those vendors so you can dive deeper into product capabilities and pricing. It’s also critical to request a demo so you can see the software in action and confirm it can support your use cases. Ask the vendor to share stories from other customers who have successfully solved the same problem(s) using the product. Don’t hesitate to request to speak to a customer.
   
   Take your time with this process, because often vendors rely on carefully scripted demos and prescriptive UIs to shine during this evaluation phase. If you sense the vendor is oversimplifying the problem the product solves, or the promises being made seem too good to be true, trust your instinct and raise a red flag.
   
3. Identify if the product offers all the features you need 
   Develop a comprehensive checklist of every requirement you have, and request the vendor’s product team confirm support for these features. You should also request access to their documentation. Keep in mind, if a vendor isn’t willing to share this information, they’re probably withholding something.
   
   If you can check the majority of the items on your list and feel confident about the product’s capabilities, you’re in good shape to present it to other stakeholders. They’ll appreciate your effort, as it demonstrates that you've effectively mitigated potential risks. However, if you have concerns about any specific aspect, don't hesitate to seek clarification before moving forward.
   
4. Ensure the product is future-ready
   One of the most crucial, yet often overlooked elements of product selection is the need for a forward-thinking approach. Many programmers and developers recall the famous quote attributed to Bill Gates about RAM: “640K ought to be enough for anybody.” Whether he actually said it or not, this statement underscores a vital lesson: Our current needs may not necessarily align with those of the future.
5. In a world where technology evolves at an unprecedented pace, it’s essential to go beyond immediate requirements during the vetting process. To ensure long-term success, integrate a future-oriented perspective into your evaluation by considering how features function, the frequency of updates and the ability to scale. MACH® products are rapidly emerging as the standard, as they’re  designed with the flexibility that brands need to adapt to constant change.

Tips to overcome the Facade of Simplicity

It can be very difficult to assess a product’s adaptability through the lens of prescriptive UIs and targeted product demonstrations. Often, you’re left with trying to understand product architecture. Vendors often position competitive products that are highly adaptable (such as commercetools Platform) as complex, hiding the limitations of their own products by promoting the facade of simplicity. As a decision-maker, you have to look beneath the surface. 

1. Understand how the solution space is evolving
   The software industry has changed dramatically for the better. Today, more modern architectures are being designed to handle current needs and ensure future flexibility. Leveraging organizations that vet architectures, like The MACH Alliance, can help you navigate multiple software needs and make the best decisions for your business.
   
2. Look beyond the carefully orchestrated sales pitch
   A good UI can be a great advantage in product configuration, but it can also hide a lot of problems or product rigidity. These are key limitations that could prevent you from accomplishing your ultimate goals. The trick is to see through the facade before you commit to a product.
3. If the product seller controls a demo, ask to drive it yourself. Having control will enable you to move beyond the carefully scripted demo scenario and better understand how the product works. Attempt to do more than you think you might need. Stretching the product’s capabilities will expose any crucial limitations and provide a clearer overall impression.
   
4. Knowing how it works is important  
   I mentioned this point early on, but it’s worth repeating: Rather than solely focusing on if a product can support your needs, pay attention to how. Assess the product's flexibility by asking key questions: Does it provide only a user interface, or are APIs available? Is the product designed to lock you into a single approach for solving your problem, or does it offer multiple alternatives? Remember, your goal should be to clarify not only what the product can do, but also what it cannot.
   

Conclusion

Product evaluation is hard, and with a large landscape of potential options, it can be a daunting task. Don’t get caught up in short-term wins or group-think — look beyond what you currently need to do and think about what you may want to do in the future. A product that seems simple now could be massively difficult and expensive to modify or replace if it doesn’t work as expected. 

Align your choices with your business goals, be aware that vendors tend to exaggerate the truth, prioritize flexibility and don’t be afraid to ask the hard questions. This is how you can break through the facade of simplicity and confidently choose products that will support your success and the future of your business.

Analyst reports like those from Gartner, IDC and Paradigm B2B are an essential tools for helping business leaders vet software decisions, especially when it comes to commerce software. IDC MarketScape Reports provide in-depth analysis of the capabilities of commerce vendors along with expert opinions, trend insights and forecasts for the future. Visit our IDC Report Access Center to explore and download a complimentary copy of the most current reports.