Microsoft's Windows 8 Is The Perfect OS That Nobody Wants

Windows 8 looks perfect. But new updates may revert its design to appease consumers. What is going on?

With Windows 8, Microsoft did the unthinkable: The company designed a groundbreaking interface of boxes called Metro that could scale from laptops, to tablets, to phones, to Xboxes—meaning any Microsoft device in any context would always be equally familiar. Not even Apple has been bold enough to merge Mac OS and iOS, which is why it seemed that with Windows 8, the nerds at Microsoft had somehow won the design war.

But the Metro interface hasn’t brought a new golden age for Microsoft. Adoption of Windows 8 PCs has been slow, while Microsoft's Surface tablets have proven a $900 million-plus flop. And nowhere is consumer response more apparent than in how Microsoft has backpedaled, reinstating the Start button in Windows 8.1. This one button drove the Windows interface for almost 20 years. Removing it in Windows 8 marked a paradigm shift of the company's UI. And bringing the Start button back signifies that consumers never wanted something new in the first place.

Adding fuel to the flames, new rumors suggest that Microsoft will revert its design even further, adding more options to run Windows 8 far more like a traditional Windows machine, complete with a full Start Menu and Metro apps that happily run on an old school desktop.

The Start button, lower left, added back to Windows 8.1 desktop mode.

What is going on?

Content Not Chrome

The Start button had been part of Windows since 1995, and its birth was a big deal. Microsoft paid the Rolling Stones millions for "Start Me Up" to be the theme song to the campaign, as clicking this tiny button unfurled all of the information hiding within the computer.

But then Metro came around. Whereas most operating systems are built on desk metaphors—like "folders" or the ubiquitous "desktop"—Metro had evolved past them. One of Metro’s most important mantras was "content not chrome." It meant that rather than wrapping your files in symbolism and filigree, an interface should present content in as unfettered a way as possible.

Whereas most operating systems would present an icon for your photos—maybe a Polaroid or a roll of film—Metro would just make those actual photos into a slide show within its interface.

As Windows 8 completely shifted UI paradigms with Metro, Microsoft ditched its iconic Start button. That move made sense. The Windows interface had completely changed, and the Start button lost its old significance. Philosophically, the Start button was pure chrome—it hid your files behind something. Metro was about transparency. Metro just had your files there for your eyes to see. Why hide them behind a button?

High Design Vs. Everyday Use

At Co.Design, we’ve been particularly bullish about Windows 8. First and foremost, it’s just a beautiful interface, balancing color, typography, and photography. But beneath the surface, philosophically, it has a certain perfection to it.

Windows 8 "Metro" interface.

Metro is one interface to rule them all. It not only has to scale to many different sizes in an aesthetically pleasing fashion—and Metro’s reconfigurable blocks could scale to any shape or sized screen we could imagine—it also has to work for several different inputs, including tapping with one’s fingers, clicking with a mouse, waving one’s hands through Kinect, or responding to vocal commands.

Compare Microsoft to Apple in this respect—purely academically. Apple falls back on a different interface for laptops, phones, and AppleTV. The company's attempt to build iOS controls into Mac OS, through Launchpad, was an embarrassing failure. (What Mac user do you know who actively decides to leave their normal desktop to scroll through an iPhone interface shoehorned within OS X?) Meanwhile, Metro can perform equally well on a laptop, phone, tablet, or television, because Microsoft figured the design problem out.

So Why Don’t People Like It?

I’ve written a dozen articles championing the design philosophy of Metro, but at the end of the day, I don’t use Windows 8. I still own a Mac, iPhone, and an iPad. And if you look at Windows 8 sales figures, it appears I’m not alone in that regard. (In fact, one analyst firm points directly at Windows 8 for stalling PC sales, rather than driving growth.)

So if Windows 8/Metro is really the better designed solution, why isn’t it thriving? Why is Microsoft backtracking from its groundbreaking interface? With Metro, Microsoft made incredible art and bad design.

First and foremost, good design solves problems.

Metro solves the problem of, "How do you map the same interface to disparate devices?" Okay. But is that a real problem for consumers? I don’t think so. I think that’s a design philosophy problem.

The consumer design problem is, "How do I make this device as intuitive as possible?" or "How can I streamline the process of getting someone the file he wants?" People care about speed, efficiency, clarity, and delight. But a phone interface matching a laptop interface is about as important as socks matching underwear. It’s nice, but on most days, probably the last priority on your mind.

The entire "content not chrome" idea is downright poetic—when someone taps a square in Metro, they’re literally touching the information they want. But showing people their vacation photos in a tiny box is not necessarily faster or clearer than showing them an icon of a photo book.

Case in point is the Metro interface running on Xbox One. Any given box could contain a photo link to Xbox music, Xbox movies, or Xbox games, or downloadable content for Call of Duty, the latest episode of a particular TV show, a link to Netflix, a limited time coupon for 99-cent action movies, etc. It can be extremely disorienting to navigate to any particular preconceived destination. In this regard, Metro pushes exploration and discovery, but when you actually want to play a certain game or load a certain app? You'll really want to bypass Metro altogether and just tell the system where to go.

Multitasking photos and mail in Windows 8.1.

Also, multitasking in Windows 8 just stinks. It’s expected that users switch between full-frame apps, as is common on a phone, or enter a rigid split-screen mode. But to try to multitask while keeping up with Twitter, IM, a word processor, and a dozen browser tabs—well, when you consider the problem, you start to realize why Mac OS still looks so clunky in comparison to Windows 8 and iOS, because that clunkiness is, in some paradoxical way, very good for multitasking. And again, the design of Windows 8 multitasking feels like art, presenting each app as beautifully as possible—when in reality, our digital workflows mandate balancing several scraps of information at once.

What Should Microsoft Do Next?

From the outside, it certainly appears that Microsoft is backpedaling by reinstating the functions of the Start button—that they’re tacitly admitting some level of mistake or regret with the brazen interface onslaught of Windows 8 and Metro.

And that’s okay.

The great thing about design is that it can always be redesigned. Windows 8 seemed like the perfectly designed solution to our complicated digital lives on paper. In practice, it’s an academic solution, not a practical one.

It's more than impressive that Microsoft rallied behind Windows 8. Sure, its ideas are a bit of a failure, but they’re moving the dialogue of interface forward. Now, let’s see if Microsoft can fix where the public clearly feels the company has gone wrong.

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  • David Moreso

    There are, in my opinion, three important defects: 1.- People like widgets (Android), Microsoft killed Gatgets (from W7) 2.- Windows is unable to switch from Wifi to 3G transparently as Android do. 3.- The app shop is terrible, you can't find decent apps to fill Metro.

  • are you fracking serious? Windows 8' smetro interface is the worst UI design I've ever seen in over 20 years of using Computers. It's horrid. Truly horrid. Apple has nothing to be worried about.

  • Alexis Carlos Emanuel Zocco

    metro apps just got extinct it seems. they are often unstable and lacking in options... they are a black screen and 3 buttons. rigth now we all waiting till w9 shows up and takes us back to the desktop or fix this w8 progamming mess

  • rosselliot

    The one monumental mistake that ms made with w8 was a marketing one. If it has been launched as an improved w7 (which it is once you bypass the unwanted candy) with the ability to switch to tablet/cellphone mode at will, everyone would have been over the moon, and metro/modern would be getting a lot more use and kudos. Seduction trumps coercion every time.

  • David Randall McKay

    At first I hated it. Utterly. But then, like all things you are forced to reckon with on a daily basis, you learn to live with it and not hate so much. In fact, I think the lack of the start button actually prompted a jump in evolving the way I interact with a computer. Even though it was very painful at first, now I think I am ready to take on a new revolution in Operating Systems for consumer computers. Thanks. Now I'm going to go back to stare at my Metro Screen.

  • David Randall McKay

    At first I hated it. Utterly. But then, like all things you are forced to reckon with on a daily basis, you learn to live with it and not hate so much. In fact, I think the lack of the start button actually prompted a jump in evolving the way I interact with a computer. Even though it was very painful at first, now I think I am ready to take on a new revolution in Operating Systems for consumer computers. Thanks. Now I'm going to go back to stare at my Metro Screen.

  • Michael Lum

    I hope you guys don't ever work for Microsoft, because if you think one operating system including this "Metro" Interface is really good across all platforms from tiny cell phones to huge desktops, you're missing the point. Sure, the interface looks pretty and clean, but it gets in the way of what we are all accustomed to doing on our computers for work. Multitasking with "Metro" apps is more difficult since you cannot visually layer one window atop another within this GUI mode.

    I have a Surface Pro 3, Dell XPS 27, MacBook Pro Retina, MacBook Air, Galaxy Note 3, Galaxy Note 10.1, and a ton of iPads, iPhones and iPads. I do not like fragmentation of the various OS available, but in life, we typically have more than one tool for the job at hand.

    I have hope for Microsoft, but it needs to stop forcing us stuff we don't need. The stuff we prefer not to use just gets in our way.

  • Inverse Onethreeseven


    The only good thing you can comment on is typography?

  • Winter Storm

    The first thing that came to my mind when installing W8 was : they can do anything, but should they do anything just for the sake of doing it? For me, the W8 Start button issue looks like a door with the hinges in the upper part: sure, it will close by itself, but it will be annoying and difficult tu use like hell.

  • Inverse Onethreeseven

    A tablet interface for a desktop operating system is "a great concept?"

  • Hi , problem lies within our-self

    if we don't consider ubuntu (Linux) than obviously Metro UI is Clean , Powerful, Fast and error less , Although there may be some glitches like 3 click to power option, no traditional start menu which definitely ruined the Desktop UI, lack of Apps in Store (most of them are nonsense) but typography is far far better than aero graphic of windows 7 , motion graphics of Android and that of Mac,

  • An issue is something inherently wrong in the system due to design. A glitch is an issue that unintentionally occurs due to some conflict in the system.

    For Example:

    Issue - Having to press 10 buttons to do one thing would be an issue.

    Glitch - You press a button and instead of sending a nice email to your mom like it is supposed to it sends the contents of your porno file instead because of some issue with the file names.

  • Itsall Good

    Great, honest and unbiased article. Thank you. I am by no means an Apple fan, but to each their own. Have always been a "Windows" fan until this debacle. When 8 came out I needed a new laptop, but had "issues" with the "jewels" on the side and the mouse pad, it kept opening. Horrible experience, took it back and purchase Win 7. You would have to know how much I dislike Apple to know how much I really must dislike the Win 8 design when I actually considered buying an Apple brand product. I don't know if this issue has been fixed, so I am still using my Win 7 and the good news is can still buy Win 7 products. My friend a work who is a computer guru, also likes Win 7, not sure why. Anyway, I appreciate your great article and how unbiased it was. :")

  • I disagree with your assessment of Launchpad. I've been a Mac user since around 1986. The day I upgraded to the OSX version that introduce Launchpad I started using it tentatively, and within a few days I had it set up to activate with a hot corner, and ordered all my apps into categories that make sense to me. I now almost always start any application through it. In the rare case I can't find the icon for some program immediately, I just type the first letters (usually just 1 or 2) of it's name until the app list is short enough to find the icon I'm looking for at a glance.

    I think Launchpad i one of the biggest UI improvements to OSX of recent years