Human Factors International (HFI) announces new white paper "Kindle Fire: Proof that Usability is No Longer Enough!"

Fairfield, Iowa, USA, February 24, 2012 - Amazon’s Kindle Fire launched in late 2011 with much fanfare and mixed reviews. Millions of units were sold in the fourth quarter, but the media reviews focused on weaknesses in the design.

What would cause millions of people to purchase the Kindle Fire in spite of design features that could be better?

Eric Schaffer, CEO of Human Factors International and leading user experience expert answers this question in his white paper "Kindle Fire: Proof that Usability is No Longer Enough!"

Dr Schaffer goes beyond classic usability to consider the overall user experience:

• Explains how the Kindle Fire is part of an overall ecosystem design
• Uses PET (Persuasion, Emotion, and Trust) Analysis to explain what drives people to purchase the Kindle Fire and what more could be done to increase its sales
• Uses PET Analysis to show why people prefer the Kindle Fire over the monochromatic Kindles
• Discusses the impact of engineering fun into the design of the Kindle Fire using gamification design techniques

Dr. Schaffer says:

“We have to go beyond classic usability and consider the overall user experience. Let’s look at the ecosystem solution, the triggers for purchase, and then the emotions during usage. I think we can see why UX teams need to think beyond ease-of-use and consider a bigger picture.”

The white paper includes diagrams of PET (Persuasion, Emotion, and Trust) Analysis for the Kindle Fire and is available as a free download at:

About Eric Schaffer

Dr. Eric Schaffer is the founder and CEO of Human Factors International, Inc. (HFI). In the last three decades, he has become known as the visionary who recognized that usability would be the driving force in the "Third Wave of the Information Age," following both hardware and software as the previous key differentiators. Like Gordon Moore's insight that processor power would double every 18 months, Dr. Schaffer foresaw that the most profound impact on corporate computing would be a positive online user experience – the ability for a user to get the job done efficiently, easily, and without frustration.

About Human Factors, International, Inc. (HFI)

HFI is a leading advising and strategic planning provider of usability design services. HFI provides insight for both private and public organizations. The ISO-certifiable HFI Framework is built on the deepest concepts from psychology, computer science, human-computer interaction, marketing, and ergonomics. HFI uses many advanced strategies which involve research, design, assessment, validation, and training to help organizations meet their usability needs.

HFI has worked with many clients, including the British Broadcasting Corporation, Sony Ericsson, McGraw-Hill, Microsoft, Wal-Mart, Pay Pal, Verizon, Citigroup, and Dell.

HFI’s corporate headquarters is in Fairfield, IA, with regional offices throughout the United States, Asia, and Europe. 

Media contact: 
Guy Harvey, Human Factors International, Inc. 
guy.harvey AT 


Published on: 9:13PM on 24th February 2012