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Madison Keys, Francis Scott Key, the “Prevent Defense” and giving away the Keys to the Kingdom. 

12 Friday Dec 2025

Posted by petersironwood in America, family, management, psychology, sports, Uncategorized

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art, books, bravery, Business, career, choice, courage, HCI, human factors, IBM, life, school, sports, technology, Travel, UX

Madison Keys, Francis Scott Key, the “Prevent Defense” and giving away the Keys to the Kingdom. 

Madison Keys, for those who don’t know, is an up-and-coming American tennis player. In Friday’s Wimbledon match of July, 2018, Madison sprinted to an early 4-1 lead. She accomplished this through a combination of ace serves and torrid ground strokes. Then, in an attempt to consolidate, or protect her lead, or play the (in)famous “prevent defense” imported from losing football coaches, she managed to stop hitting through the ball – guiding it carefully instead — into the net or well long or just inches wide. 

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Please understand that Madison Keys is a wonderful tennis player. And, her “retreat” to being “careful” and playing the “prevent defense” is a common error that both professional and amateur players fall prey to. It should also be pointed out that what appears to be overly conservative play to me, as an outside observer, could easily be due to some other cause such as a slight injury or, even more likely, because her opponent adjusted to Madison’s game. Whether or not she lost because of using the “prevent defense” no-one can say for sure. But I can say with certainty that many people in many sports have lost precisely because they stopped trying to “win” and instead tried to protect their lead by being overly conservative; changing the approach that got them ahead. 

Francis Scott Key, of course, wrote the words to the American National Anthem which ends on the phrase, “…the home of the brave.” Of course, every nation has stories of people behaving bravely and the United States of America is no exception. For the American colonies to rebel against the far superior naval and land forces (to say nothing of sheer wealth) of the British Empire certainly qualifies as “brave.” 

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In my reading of American history, one of our strengths has always been taking risks in doing things in new and different ways. In other words, one of our strengths has been being brave. Until now. Now, we seem in full retreat. We are plunging headlong into the losing “prevent defense” borrowed from American football. 

American football can hardly be called a “gentle sport” – the risk of injury is ever present and now we know that even those who manage to escape broken legs and torn ligaments may suffer internal brain damage. But there is still the tendency of many coaches to play the “prevent defense.” In case you’re unfamiliar with American football, here is an illustration of the effect of the “prevent defense” on the score. A team plays a particular way for 3 quarters of the game and is ahead 42-21. If you’re a fan of linear extrapolation, you might expect that  the final score might be something like 56-28. But coaches sometimes want to “make sure” they win so they play the “prevent defense” which basically means you let the other team make first down after first down and therefore keep possession of the ball and score, though somewhat slowly. The coach suddenly loses confidence in the method which has worked for 3/4 of the game. It is not at all unusual for the team who employs this “prevent defense” to lose; in this example, perhaps, 42-48. They “let” the other team get one first down after another. 

red people outside sport

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America has apparently decided, now, to play a “prevent defense.” Rather than being innovative and bold and embracing the challenges of new inventions and international competition, we instead want to “hold on to our lead” and introduce protective tariffs just as we did right before the Great Depression. Rather than accepting immigrants with different foods, customs, dress, languages, and religions — we are now going to “hold on to what we have” and try to prevent any further evolution. In the case of American football, the prevent defense sometimes works. In the case of past civilizations that tried to isolate themselves, it hasn’t and it won’t. 

landscape photography of gray rock formation

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This is not to say that America (or any other country) should right now have “open borders” and let everyone in for every purpose. (Nor, by the way, has any politician of any party suggested that we do that). Nor should a tennis player hit every shot with all their might. Nor should a football team try the riskiest possible plays at every turn. All systems need to strike a balance between replicating what works–providing defense of what one has while also bravely exploring what is new and different. That is what nature does. Every generation “replicates” aspects of the previous generation but every generation also explores new directions. Life does this through sexual selection, mutation, and cross over. 

This balance plays out in career as well. You need to decide for yourself how much and what kinds of risks to take. When I obtained my doctorate in experimental psychology, for example, it would have been relatively un-risky in many ways to get a tenure-track faculty position. Instead, I chose managing a research project on the psychology of aging at Harvard Med School. To be sure, this is far less than the risk that some people take when; e.g., joining “Doctors without borders” or sinking all their life savings (along with all the life savings of their friends and relatives) into a start-up. 

At the time, I was married and had three small children. Under these circumstances, I would not have felt comfortable having no guaranteed income. On the other hand, I was quite confident that I could write a grant proposal to continue to get funded by “soft money.” Indeed, I did write such a proposal along with James Fozard and Nancy Waugh who were at once my colleagues, my bosses, and my mentors. Our grant proposal was not funded or rejected but “deferred” and then it was deferred again. At that point, only one month of funding remained before I would be out of a job. I began to look elsewhere. In retrospect, we all realized it would have been much wiser to have a series of overlapping grants so that all of our “funding eggs” were never in one “funding agency’s basket.” 

brown chicken egg

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I began looking for other jobs and had a variety of offers from colleges, universities, and large companies. I chose IBM Research. As it turned out, by the way, our grant proposal was ultimately funded for three years, but we only found out after I had already committed to go to IBM. During this job search, I was struck by something else. My dissertation had been on problem solving but my “post-doc” was in the psychology of aging. So far as I could tell, this didn’t bother any of the interviewers in industry in the slightest. But it really freaked out some people in academia. It became clear that one was “expected” in academia, at least by many, that one would choose a specialty and stick with it. Perhaps, one need not do that during their entire academic career, but anything less than a decade smacked of dilettantism. At least, that was how it felt to me as an interviewee. By contrast, it didn’t bother the people who interviewed me at Ford or GM that I knew nothing more than the average person about cars and had never really thought about the human factors of automobiles. 

Photo by Pixabay on Pexels.com
Photo by Pixabay on Pexels.com
Photo by Pixabay on Pexels.com
Photo by Pixabay on Pexels.com

The industrial jobs paid more than the academic jobs and that played some part in my decision. The job at GM sounded particularly interesting. I would be “the” experimental psychologist in a small inter-disciplinary group of about ten people who were essentially tasked with trying to predict the future. The “team” included an economist, a mathematician, a social psychologist, and someone who looked for trends in word frequencies in newspapers. The year was 1973 and US auto companies were shocked and surprised to learn that their customers suddenly cared about gas mileage! These companies didn’t want to be shocked and surprised like that again. The assignment reminded me of Isaac Asimov’s fictional character in the Foundation Trilogy — Harry Seldon — who founded “psychohistory.” We had the chance to do it in “real life.” It sounded pretty exciting! 

antique auto automobile automotive

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On the other hand, cars seemed to me to be fundamentally an “old” technology while computers were the wave of the future. It also occurred to me that a group of ten people from quite different disciplines trying to predict the future might sound very cool to me and apparently to the current head of research at GM, but it might seem far more dispensable to the next head of research. The IBM problem that I was to solve was much more fundamental. IBM saw that the difficulty of using computers could be a limiting factor in their future growth. I had had enough experience with people — and with computers — to see this as a genuine and enduring problem for IBM (and other computer companies); not as a problem that was temporary (such as the “oil crisis” appeared to be in the early 70’s). 

airport business cabinets center

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There were a number of additional reasons I chose IBM. IBM Research’s population at the time showed far more diversity than that of the auto companies. None of them were very diverse when it came to male/female ratios. At least IBM Research did have people from many different countries working there and it probably helped their case that an IBM Researcher had just been awarded a Nobel Prize. Furthermore, the car company research buildings bored me; they were the typical rectangular prisms that characterize most of corporate America. In other words, they were nothing special. Aero Saarinen however, had designed the IBM Watson Research Lab. It sat like an alien black spaceship ready to launch humanity into a conceptual future. It was set like an onyx jewel atop the jade hills of Westchester. 

I had mistakenly thought that because New York City was such a giant metropolis, everything north of “The City” (as locals call it) would be concrete and steel for a hundred miles. But no! Westchester was full of cut granite, rolling hills, public parks of forests marbled with stone walls and cooled by clear blue lakes. My commute turned out to be a twenty minute, trafficless drive through a magical countryside. By contrast, since Detroit car companies at that time held a lot of political power, there was no public transportation to speak of in the area. Everyone who worked at the car company headquarters spent at least an hour in bumper to bumper traffic going to work and another hour in bumper to bumper traffic heading back home. In terms of natural beauty, Warren Michigan just doesn’t compare with Yorktown Heights, NY. Yorktown Heights even smelled better. I came for my interview just as the leaves began painting their autumn rainbow palette. Even the roads in Westchester county seemed more creative. They wandered through the land as though illustrative of Brownian motion, while Detroit area roads were as imaginative as graph paper. Northern Westchester county sports many more houses now than it did when I moved there in late 1973, but you can still see the essential difference from these aerial photos. 

YorktownHts-map

Warren-map

The IBM company itself struck me as classy. It wasn’t only the Research Center. Everything about the company stated “first class.” Don’t get me wrong. It wasn’t a trivial decision. After grad school in Ann Arbor, a job in Warren kept me in the neighborhood I was familiar with. A job at Ford or GM meant I could visit my family and friends in northern Ohio much more easily as well as my colleagues, friends and professors at the U of M. The offer from IBM felt to me like an offer from the New York Yankees. Of course, going to a top-notch team also meant more difficult competition from my peers. I was, in effect, setting myself up to go head to head with extremely well-educated and smart people from around the world. 

You also need to understand that in 1973, I would be only the fourth Ph.D. psychologist in a building filled with physicists, mathematicians, computer scientists, engineers, and materials scientists. In other words, nearly all the researchers considered themselves to be “hard scientists” who delved in quantitative realms. This did not particularly bother me. At the time, I wanted very much to help evolve psychology to be more quantitative in its approach. And yet, there were some nagging doubts that perhaps I should have picked a less risky job in a psychology department. 

The first week at IBM, my manager, John Gould introduced me to yet another guy named “John” —  a physicist whose office was near mine on aisle 19. This guy had something like 100 patents. A few days later, I overheard one of that John’s younger colleagues in the hallway excitedly describing some new findings. Something like the following transpired: 

“John! John! You can’t believe it! I just got these results! We’re at 6.2 x 10 ** 15th!” 

His older colleague replied, “Really? Are you sure? 6.2 x 10 ** 15th?” 

John’s younger colleague, still bubbling with enthusiasm: “Yes! Yes! That’s right. You know. Within three orders of magnitude one way or the other!” 

I thought to myself, “three orders of magnitude one way or the other? I can manage that! Even in psychology!” I no longer suffered from “physics envy.” I felt a bit more confident in the correctness of my decision to jump into these waters which were awash with sharp-witted experts in the ‘hard’ sciences. It might be risky, but not absurdly risky.

person riding bike making trek on thin air

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Of course, your mileage may differ. You might be quite willing to take a much riskier path or a less risky one. Or, maybe the physical location or how much of a commute is of less interest to you than picking the job that most advances your career or pays the most salary. There’s nothing wrong with those choices. But note what you actually feel. Don’t optimize in a sequence of boxes. That is, you might decide that your career is more important than how long your commute is. Fair enough. But there are limits. Imagine two jobs that are extremely similar and one is most likely a little better for your career but you have to commute two hours each way versus 5 minutes for the one that’s not quite so good for your career. Which one would you pick? 

In life beyond tennis and beyond football, one also has to realize that your assessment of risk is not necessarily your actual risk. Many people have chosen “sure” careers or “sure” work at an “old, reliable” company only to discover that the “sure thing” actually turned out to be a big risk. I recall, for example, reading an article in INC., magazine that two “sure fire” small businesses were videotape rental stores and video game arcades. Within a few years of that article, they were almost sure-fire losers. Remember Woolworths? Montgomery Ward?

At the time I joined IBM, it was a dominant force in the computer industry. But there are no guarantees — not in career choices, not in tennis strategy, not in football strategy, not in playing the “prevent defense” when it comes to America. The irony of trying too hard to “play it safe” is illustrated this short story about my neighbor from Akron: 

police army commando special task force

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Wilbur’s Story

Wilbur’s dead. Died in Nam. And, the question I keep wanting to ask him is: “Did it help you face the real dangers? All those hours together we played soldier?”

Wilbur’s family moved next door from West Virginia when I was eleven. They were stupendously uneducated. Wilbur was my buddy though. We were rock-fighting the oaks of the forest when he tried to heave a huge toaster-oven sized rock over my head. Endless waiting in the Emergency Room. Stitches. My hair still doesn’t grow straight there. “Friendly fire.”

More often, we used wooden swords to slash our way through the blackberry and wild rose jungle of The Enemy; parry the blows of the wildly swinging grapevines; hide out in the hollow tree; launch the sudden ambush.

We matched strategy wits on the RISK board, on the chess board, plastic soldier set-ups. I always won. Still, Wilbur made me think — more than school ever did.

One day, for some stupid reason, he insisted on fighting me. I punched him once (truly lightly) on the nose. He bled. He fled crying home to mama. Wilbur couldn’t stand the sight of blood.

I guess you got your fill of that in Nam, Wilbur.

After two tours of dangerous jungle combat, he was finally to ship home, safe and sound, tour over — thank God!

He slipped on a bar of soap in the shower and smashed the back of his head on the cement floor.

Wilbur finally answers me across the years and miles: “So much for Danger, buddy,” he laughs, “Go for it!”

Thanks, Wilbur.

Thanks.

 

 

 

Photo by GEORGE DESIPRIS on Pexels.com

 

 

 

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And, no, I will not be giving away the keys to the kingdom. Your days of fighting for freedom may be over. Mine have barely begun.


Author Page on Amazon

Where does your loyalty lie? 

Essays on America: The Game

The Three Blind Mice

Roar, Ocean, Roar

Stoned Soup

The First Ring of Empathy

Math Class: Who are you?

The Last Gleam of Twilight

The Impossible

I Say: Hello! You Say: “What City Please?”

09 Tuesday Dec 2025

Posted by petersironwood in AI, creativity, design rationale, HCI, management, psychology, Uncategorized, user experience

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Tags

art, communication, conversation, Design, efficiency, HCI, human factors, photography, primacy, problem framing, problem solving, sensemaking, technology, thinking, UX

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In the not so distant past, people would often call directory assistance operators. These operators would find a number for you. For an additional charge, they would dial it for you. In fact, this was a very commonly used system. Phone companies would have large rooms filled with such operators who worked very hard and very politely, communicating with what was often a hostile and irrational public. 

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Customer: “I have to get the number of that bowling alley right near where the A&P used to be before they moved into that new shopping center.”

Operator: “Sir, you haven’t told me what town you’re in. Anyway…”

Customer: “What town?! Why I’m right here in Woburn where I’ve always been!” 

Photo by Johannes Plenio on Pexels.com

There were so many operators that the phone companies wanted their processes to be efficient. Operators were trained to be friendly and genial but not chatty. The phone companies searched for better keyboards and better screen layouts to shave a second here or there off the average time it took to handle a call. 

There are some interesting stories in that attempt but that we will save for another article, but here I want to tell you what made the largest single impact on the average time per call. Not a keyboard. Not a display. Not an AI system. 

It was simply changing the greeting. 

Photo by eberhard grossgasteiger on Pexels.com

Operators were saying something like: “New England Telephone. How can I help you?” 

After our intervention, operators instead said, “What city please?” It’s shorter and it’s takes less time to say. But the big change was not in how long the operator took to ask the question. The biggest savings was how this change in greeting impacted the customer’s behavior. 

When the operator begins with “How can I help you?” the customer, or at least some fraction of them, are put into a frame of mind of a conversation. They might respond thusly:

“Oh, well, you know my niece is getting married! Yeah! In just a month, and she still hasn’t shopped for a dress! Can you believe it? So, I need the number for that — if it were up to me, I would go traditional, but my niece? She’s — she’s going avant-garde so I need the number of that dress shop on Main Street here in Arlington.” 

Photo by Tuu1ea5n Kiu1ec7t Jr. on Pexels.com

With the “What City Please?” greeting, the customer was apparently put into a more businesslike frame of mind and answers more succinctly. They now understand their role as proving information in a joint problem solving task with the operator. A typical answer would now be:

“Arlington.” 

“In Arlington, what listing?” 

“Dress shop on Main Street.”

The way in which a conversation begins signals what type of conversation it is to be. We know this intuitively. Suppose you walked up to an old friend and they begin with: “Name?” You would be taken aback. On the other hand, suppose you walk up to the line at the DMV and the clerk says, “Hey, have you seen that latest blog post by J. Charles Thomas on problem framing?” You would be equally perplexed! 

Conversation can be thought of partly as a kind of mutual problem solving exercise. And, before that problem solving even begins, one party or the other will tend to “frame” the conversation. That framing can be incredibly important. 

Even the very first words can cause someone to frame what kind of a conversation this is meant to be.

Words matter.

The Primacy Effect and The Destroyer’s Advantage

https://petersironwood.com/2018/02/13/context-setting-entrance/

Essays on America: Wednesday

After the Fall

The Crows and Me

Cancer Always Loses in the End

Come Back to the Light

Imagine All the People…

Roar, Ocean, Roar

The Dance of Billions

How the Nightingale Learned to Sing

Travels with Sadie

The First Ring of Empathy

Donnie Visits Granny!

You Must Remember This

The Walkabout Diaries: Bee Wise

Author Page on Amazon 

Measure for Measure

01 Monday Dec 2025

Posted by petersironwood in AI, essay, psychology, science, Uncategorized

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art, context, decision making, Democracy, framing, HCI, photography, politics, problem formulation, problem framing, problem solving, technology, thinking, Travel, truth, USA, UX

(More or Less is only More or Less, More or Less)

Confusing. I know. Let’s unpack. 

We like to measure things. And, generally, that can be a very good thing. Once we measure and quantify, we can bring to bear the world’s most incredible toolbox of mathematical, engineering, and scientific methods. However…

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It often happens that we can’t really measure what we’d like to measure so instead we measure something that we can measure which we imagine to be a close cousin to what we’d really like to measure. That’s still not a bad thing. But it’s risky. And it becomes a lot more risky if we forget that we are measuring a close cousin at best. Sometimes, it’s actually a distant cousin. 

Here’s an example. Suppose a company is interested in the efficient handling of customer service calls (who isn’t?). A typical measure is the average time per call. So, a company might be tempted to reward their Customer Service employees based on having a short average time per call. The result would be that the customer would get back to whatever they were doing more quickly. AND — they wouldn’t have to be on hold in the service queue so long because each call would be handled, on average, more quickly. Good for the customer. The customer service reps would be saving money for the company by answering questions quickly. Some of the money saved will (hopefully) mean raises for the customer service reps. It’s a win/win/win! 

Or is it? 

Imagine this not unlikely scenario:

The managers of the CSR’s (customer service reps) say that there’s a big push from higher management to make calls go more quickly. They may hint that if the average service time goes down enough, everyone will get a raise. Or, they might set much more specific targets to shoot for. 

In either case, the CSR’s are motivated to handle calls more quickly. But how? One way might be for them to learn a whole lot more. They might exchange stories among themselves and perhaps they will participate in designing a system to help them find relevant information more quickly. It might really turn out to be a win/win/win.

On the other hand, one can also imagine that the CSR’s instead simply get rid of “pesky” users as quickly as possible.



“Reboot and call back if that doesn’t work.” 

“Sounds like an Internet issue. Check your router.” 

“That’s an uncovered item.” 

“What’s your account number? Don’t have it? Find it & call back.” 

With answers like this, the average time to handle a call will certainly go down!

But it won’t result in a win/win/win!

Users will have to call back 2, 3, 4 or even more times to get their issues adequately resolved. This will glut the hold queues more than if they had had their question answered properly in the first place. Endlessly alternating between raspy music and a message re-assuring the customer that their call is important to company XYZ, will not endear XYZ’s customers to XYZ.

Ultimately, the CSR’s themselves will likely suffer a drop in morale if they begin to view their “job” to get off the phone as quickly as possible rather than to be as helpful as possible. Likely too, sales will begin to decline. As word gets around that the XYZ company has lousy customer service and comparative reviews amplify this effect, sales will decline even more precipitously. 

Photo by Denniz Futalan on Pexels.com

There are two approaches executives often take in such a situation. 

Some executives (such as Mister Empathy) may be led to believe that quantification should be less emphasized and the important thing is to set the right tone for the CSR’s; to have them really care about their customers. Often, the approach is combined with better training. This can be a good approach.

Some executives (such as Mister Measure) may be led to believe that they need to do more quantification. In addition to average work time, measures will look at the percentage of users whose problem is solved the first time. Ratings of how effective the CSR was will be taken. Some users might even be called for in-depth interviews about their experience.  This can also be a good approach. 

There is no law against doing both, or trying each approach at different times or different places in order to learn which works better. 

There is a third approach however, which never has good results. That is the approach of Mister Misdirect.

Original drawing by Pierce Morgan



Mister Misdirect’s approach is to deny that there is an issue. Mister Misdirect doesn’t improve training. Mister Misdirect doesn’t put people in a better frame of mind. Mister Misdirect does not add additional measures. Mister Misdirect simply demands that CSR’s continue to drive down the average call time of individual calls and that sales go up! In extreme cases, Mister Misdirect may even fudge the numbers and make it appear that things are much better than they really are. Oh, yes. I have seen this with my own eyes. 

Unfortunately, this way of handling things often makes Mister Misdirect an addict. Once an executive starts down the path of making things worse and denying that they did so, they are easily ensnared in a trap. Initially, they only had to take responsibility for instituting, say an incomplete measure and failed to anticipate the possible consequences. But now, having lied about it, they would have to not only admit that they caused a problem, but also that they lied about it.

The next day, when executive wakes up, they have a choice: 


1. Own up 


OR

2. Continue to deny

If they own up, the consequences will be immediately painful.
If they continue to deny, they will immediately feel relieved. Of course, if they have surrounded themselves with lackeys, they will feel more than simply relieved; they will feel vindicated or even proud. It’s not a “real pride” of course. But it’s some distant relative, I suppose. 

For a developer, UX person — or really any worker in an organization, the lesson from this is to anticipate such situations before they happen. If they happen anyway, try to call attention to the situation as quickly as possible. Yes, it may mean you lose favor with the boss. If that is so, then, you really might want to think about getting a new boss. Mister Misdirect will always ultimately fail and when he does, he will drag down a work team, a group, a division, or even an entire company. Mister Misdirect has one and only one framework for solving problems:

Try whatever pops into consciousness. 

If it works, take the credit. 

If it fails, blame an underling. 

But the real fun begins when he takes credit for something and then it turns out it was really a failure. Then, there is only one choice for Mister Misdirect and that is to claim that the false victory was real. From there on, it is Lose/Lose/Lose.

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Author Page on Amazon

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Relevant essays, poems, & fiction about the importance of speaking truth to power:

Pattern Language: “Reality Check”

The Truth Train 

The Pandemic Anti-Academic

How The Nightingale Learned to Sing

Process Re-Engineering Comes to Baseball

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Posts on Problem Framing:

How to Frame Your Own Hamster Wheel

Wordless Perfection

Problem Formulation: Who Knows What?

I Went in Seeking Clarity

I Say Hello

Problem Framing: Good Point

Reframing the Problem: Paperwork & Working Paper

The Doorbell’s Ringing! Can you Get it?

Problem Formulation: Who Knows What?

28 Friday Nov 2025

Posted by petersironwood in AI, creativity, design rationale, psychology, Uncategorized

≈ Leave a comment

Tags

AI, browser, HCI, problem formulation, problem framing, problem solving, query, search, seo, technology, thinking, usability, UX

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This post focuses on the importance of discovering who knows what. It’s easy to assume (without thinking!) that everyone knows what you know. 

At IBM Research, around the turn of the century, I was asked to look at improving customer satisfaction about the search function on IBM’s website. Rather than using someone else’s search engine, IBM used one developed at IBM’s Haifa Research lab. It was a very good search engine. Yet, customers were not happy. By way of background, it’s worth noting that compared with many companies who have websites, IBM’s website was meant for a wide variety of users and contained many kinds of information. It was meant to support people buying their first Personal Computer and IT experts at large banks. It had information about a wide variety of hardware, software, and services. The site was designed to serve as an attractor for investors, business partners, and potential employees. In other words, the site was vast and diverse. This made having a good search function particularly important.  

A little study of the existing data which had been collected showed that the mean number of search terms entered by customers was only 1.2. What?? How can that be? Here’s a website with thousands of products and services and designed for use by a huge diversity of users and they were only entering a mean of 1.2 search terms? What were they thinking?!



Of course, there were a handful of situations when one search term might work; e.g., if you wanted to find out everything about a specific product that had a unique one-word name or acronym (which was rare). For most situations though, a more “reasonable” search might be something like: “Open positions IBM Research Austin” or “PC external hard drives” or “LOTUS NOTES training.” 

We invited a sample of users of IBM products & services to come into the lab and do some tasks that we designed to illuminate this issue. In the task, they would need to find specified information on the IBM website while I observed them. One issue became immediately apparent. The search bar on the landing page was far too small. In actuality, users could enter as many search terms as they liked. Their terms would keep scrolling and scrolling until they hit “ENTER.” The developers knew this, but most of our users did not. They assumed they had to “fit” their query into the very small footprint that presented itself visually. Recommendation one was simply to make that space much larger. Once the search bar was expanded to about three times its original size, the number of search terms increased dramatically, as did user satisfaction. 

In this case, the users framed their search problem in terms of: “How can I make the best query that fits into this tiny box.” (I’m not suggesting they said this to themselves consciously, but the visual affordance led them to that self-imposed constraint). The developers thought the users would frame their search problem in terms of: “What’s the best sequence of terms I can put into this virtually infinite window to get the search results I want.” After all, the developers knew that any number of terms could be entered. 

Although increasing the size of the search bar made a big difference, the supposedly good search engine still returned many amazingly bad results. Why? The people at the Haifa lab who had developed the search engine were world class. At some point, I looked at the HTML of some of the web pages. Many web pages had masses of irrelevant metadata. I found some of the people who developed these web pages and discussed things with them. Can you guess what was going on?



Many of the developers of web pages were the same people who had been developing print media for those same products and services. They had no training and no idea about metadata. So, to put up the webpage about product XYZ, they would go to a nice-looking web page about something else, say, training opportunities for ABC. They would copy that entire page, including the metadata, and then set about changing the text about ABC to text about product XYZ. In many cases, they assumed that the strange stuff in angle brackets was some bizarre coding stuff that was necessary for the page to operate properly. They left it untouched. Furthermore, when they “tested” the pages they had created about XYZ, they looked okay. The information about XYZ was there. Problem solved.

Only of course, the problem wasn’t solved. The search engine considered the metadata that described the contents to be even more important than the contents themselves. So, the user would issue a query about XYZ and receive links about ABC because the XYZ page still had the “invisible” metadata about ABC. In this case, many of the website developers thought their problem was to put in good data when what they really needed to do was put in good data and relevant metadata. 

A third issue also revealed itself from watching users. In attempting to do their tasks, many of them suggested that IBM should provide a way for more than one webpage to appear side by side on the screen so that they could, for instance, compare features and functions of two different product models rather than having to copy the information from the web page about a particular model and then compare their notes to the second page. 

Good suggestion. 

Of course, IBM & Microsoft had provided this function. All one had to do was “Right Click” in order to bring up a new window. Remember, these were not naive users. These were people who actually used IBM products. They “knew” how to use the PC and the main applications. Yet, they were still unfamiliar with the use of Right Click. Indeed, allowing on-screen comparisons is one of the handiest uses of Right-Click for many people. 

This issue is indicative of a very pervasive problem. Ironically, it is an outgrowth of good usability! When I began working with computers, almost nothing was intuitive. No-one would even attempt to start programming in FORTRAN or SNOBOL, let alone Assembly Language or Machine Code without looking at the manual. But LOTUS NOTES? A browser? A modern text editor? You can use these without even looking at the manual. That’s a great thing. But — 

…there’s a downside. The downside is that you may have developed procedures that work, but they may be extremely inefficient. You “muddle through” without ever realizing that there’s a much more efficient way to do things. Generally speaking, many users formulate their problem, say, in terms like: “How do I create and edit a document in this editor?” They do not formulate it in terms of: “How do I efficiently create and edit a document in this editor?” The developers know all the splendid features and functions they’ve put into the hardware and software, but the user doesn’t. 

It’s also worth noting that results in HCI/UX are dependent on the context. I would tend to assume that in 2021 (when I first published this post), most PC users knew about right-clicking in a browser even though in 2000, none of the ones I studied seemed to realize it. But —

I could be wrong. 

————————————

The Invisibility Cloak of Habit

Essays on America: Wednesday

Index to a catalog of “best practices” in teamwork & collaboration. 

Author Page on Amazon

What about the butter dish?

Labelism

The Stopping Rule

The Update Problem

The Fault is in Defaults

27 Saturday Sep 2025

Posted by petersironwood in Uncategorized, management, America, politics, user experience, HCI

≈ Leave a comment

Tags

art, Customer experience, defaults, Design, google maps, HCI, printer, scanner, technology, UI, user experience, UX

“The fault, dear Brutus, is not in our stars,
But in ourselves, that we are underlings.”

Photo by egil sju00f8holt on Pexels.com

So Cassius says to Brutus in Shakespeare’s play, Julius Caesar. Cassius was trying to convince Brutus to join the plot to assassinate Caesar. As I recall, things did not turn out well for Julius Caesar. Or for Brutus. Or for Cassius. Or, ultimately, for Mark Anthony either, but that’s another story.

The point is that an interesting tension arises when we imagine that we ourselves are the masters of our fate. We like to imagine that it is our ability, or attitude, or grit that determines how much money or happiness or health we have. On the other hand, we also realize that many things are pretty much beyond our conscious control and due largely to our heredity, our environment, our upbringing, etc. Both views are partly true and both have their place.

If you are a user of a product and you want to get something accomplished, blaming the stupid product will not help you accomplish your goals. On the other hand, if you are a product developer, it will not help you to blame your user. You need to design thoughtfully.

I was reminded of this debate by trying to scan a document. In general, I am amazed how excellent scanners and printers are today, not to mention cheap! I was born in an era of expensive, heavy, noisy, dot matrix printers or teletypes. You’ve come a long way, baby! But the software that actually lets us use these marvelous machines? Here, there is still a lot of room for improvement.

Today, I repeatedly tried to scan a one page document to no avail. I think I finally diagnosed what the problem was. The scan screen came up with a default that said “custom size” and the defaulted “custom dimensions” were 0 by 0. Because, obviously, the development team had done a thorough study of users and found, I suppose somewhat surprisingly, that the most common size of image people wanted to scan was 0 by 0. I suppose such images have the advantage that you can store many more of them on your hard drive than images that are 8.5 by 11 inches or 3 inches by 5 inches, say.

This absurd default is not an isolated example. Often there seem to be “defaults” are rather odd, to say the least. My google map application, for no discernible reason, decided that a good default location for me is the geographical center of the continental United States. It was not “born” with this default but somewhere along the line “developed” it. Why? I have never travelled (knowingly) to the geographical center of the United States. I have never wanted to “find” the geographical center of the United States. Yet, for some mysterious reason, whenever I do try to find a route to say, the dentist who is ten miles away, the map app tries to send me from Southern California to the geographic center of the US and then back again. I can eventually get around this, but next time I open up the app, there we are again.

Of course, I am tempted every time to just to see the place (near the corners of Oklahoma, Kansas, Arkansas and Missouri. And, “with no traffic”, it only takes a little over 22 hours to get there. The phrase, “with no traffic” in Southern California is equivalent to “when pigs fly.” So, tempting as it is to drive 22 hours to the geographical center of the US and then 22 hours back (provided the sky if filled with flying pigs) in order to go to the dentist who is a few minutes away, I haven’t yet actually taken that particular trip.

I am tempted to rant about the absolute ludicrosity of “sponsored links” (which cheeringly informs me that I could take a side trip to a gynecologist on the way to the dentist) but I’ll try to stay on topic. Where do these defaults come from? Is this just a nerd’s nerd free choice as a perk of the job? Do they seriously conceptualize size in terms of a two dimensional grid with an origin at zero zero and therefore this is a “logical” default for paper size? Are they trying to do the user a favor by saving space?

I am hoping there is a product manager out there who can answer these questions. I am hoping things will turn out better than they did for Caesar and Brutus and Cassius.

Now, a more serious impact of “defaults” have insinuated their way into my daily life. That would be bad enough, but this insinuation has also found its way into the lives of my relatives, my friends, my neighbors, my countrymen, and even my fellow humans throughout the world.

For about 250 years, America had a default that different political parties would play by the same set of rules. Of course, parties sometimes pushed at these rules or interpreted them somewhat differently. They argued and debated about which criteria were most important for various offices. But the default for both parties was that we lived in a democracy; that the citizens choose their leaders; that the truth matters; that we keep our agreements; that our leaders don’t simply use their position of power to line their own pockets and settle their private grudges.

Those defaults are now out the window. All of them. The result will soon be inefficient and ineffective government but it won’t stop there. When government officials are open to bribery, then private businesses will tend to be led by people with lower standards of ethics. They, in turn, will tend to hire people with lower standards of ethics. They, in turn, will treat their customers more cavalierly, more contemptuously. Customers, in turn, will care less about being civil to the people whom they interact with. And so it goes.

Sometimes, there’s a good reason for defaults.


D4

Dick-taters

The Truth Train

The First Ring of Empathy

Pattern Language for Collaboration and Cooperation

Tools of Thought: What Comes Next?

Tools of Thought

Travels with Sadie 1

The Walkabout Diaries: Bee Wise

Newsflash: MUSAK does not compensate for bad customer experience

25 Thursday Sep 2025

Posted by petersironwood in America, essay, HCI, psychology, Uncategorized

≈ Leave a comment

Tags

bad music, customer service, customerexperience, Design, HCI, humanfactors, IVR, Musak, UI, userexperience, UX, wordpress

 

 

 

 

 

 

 

 

Newsflash: Playing really low quality Musak while the customer is on hold for 40 minutes does not improve the customer experience.  Nor, does always playing the message that you are experiencing “unusually heavy volumes” right now improve your credibility. Now, I admit that someone in marketing who thought about for about 15 seconds *might* think that playing really bad music would be a good thing.  After all, people do pay money to listen to music.  Not everyone is a pirate.  And, people spend a lot of time listening to music.  Here’s the thing that might come to you if you study the rocket science surrounding this situation for about 20 or 30 seconds.  People pay to listen to the music they choose. They do not pay to hear the music you choose.  Furthermore, people pay to listen to music that is high quality. Granted, sometimes, when nothing else is available some of the people some of the time would prefer low quality music to no music at all. But no-one chooses absurdly bad quality music over silence.  One more thing: unless you are a love-struck pre-teen, you do not listen to the same short sequence of music over and over and over and over for an hour at a time.  No.  You listen to a piece of music.  Then, you listen to a different piece of music.  Then, you listen to a different piece of music.

Now, I do grant that it is somewhat useful if you are going to put your customers on hold for 40 minutes that you give some sort of signal other than complete silence to show that you are still there and haven’t had the system “hang up” on them (which happens all too often but is another topic). But playing loud, obnoxious, very low fidelity music is not the answer.

Back to credibility.  If you are really monitoring the call volume and the customer calls at a time of really unusual high call volume, you may want to tell them that they would have better luck another time.  But if you always play this message, what do you think it does to your credibility? I am amazed to find that my credit union, an otherwise fine institution, always plays this message.  And every single time, it makes me think twice about whether I can really trust my funds to an organization that clearly lies every single day.

You might think that it’s bad for business to lose credibility. Of course, it is. But it’s far more than that. It’s a betrayal of the very thing that makes us human. We did not succeed in covering so much of the planet by having the sharpest claws or teeth. Nor is it because of our great strength. It’s because our language enables us to learn from each other across time and space and culture. That happens when people trust each other and are trustworthy. Of course, one may gain a short-term advantage by lying. But the long term impact of enough lies is nothing less than the complete breakdown of human civilization. 

 

 


A Lot is not a Little

The Truth Train

Try the Truth

Trump Truth Treason

Happy Talk Lies

A Parachute Ripped by Lies

Dick-Taters

You Bet Your Life

That Cold Walk Home

The Pandemic Non-Academic

True Believer

The Opportunity of Disaster

22 Monday Sep 2025

Posted by petersironwood in essay, management, psychology, Uncategorized

≈ 1 Comment

Tags

art, Customer experience, customer service, customerexperience, Design, HCI, humanfactors, userexperience, UX

After moving from Westchester County New York to the San Diego area, we were asleep (again) on an air mattress awaiting almost all of our material possessions to arrive the next day.  We were awakened by a call from our moving company that our things would not be arriving tomorrow morning as promised.  Or ever.  Indeed, our furniture, clothes, electronics, papers, photographs, paintings, kitchenware, bedding, etc. had all been destroyed in a truck fire near Albuquerque, New Mexico.  This was something of a disaster for us, and, from a positive “customer experience” standpoint, a disaster for the moving company.

But the point of this post is to point out that in this disaster, there is an opportunity for the moving company to be proactive and excellent and greatly ameliorate or even turn around this customer service disaster. They could, for example, send us a personal apology.  They could be in constant contact about the status of any remains.   They could arrange for us to visit the site of the fire at their expense.  They could arrange to quickly reimburse us at least for the full amount of our insurance with the moving company so that we could get on with our lives as best we could.  Obviously, photo albums, the drawings my kids made, letters from friends, my grandfather’s paintings, and souvenirs from a lifetime of travel could not really be replaced.  But what *could* be replaced needed to be so quickly.  And, given that we were in a somewhat vulnerable state, this disaster really offered an opportunity for the company to provide the very best customer service they possibly could under the circumstances. 

 

 

 

 

 

 

 

 

 

 

 

That was the opportunity.  What did they do instead?  They basically refused to communicate with us.  At every opportunity, they balked; did not answer emails; did not answer phone calls; did not offer reimbursement.  As we found out later, they did not even pay the towing company who moved their van off the Interstate.  Instead, they focused on how to limit their potential liability by withholding as much information as humanly possible.  They refused to let us even come to the site and examine our stuff.  We found out the day before, thanks to our insurance company, that we would be able to see our stuff on Friday if we flew to Albuquerque and rented a car to drive to Continental Divide.  There we discovered the charred remains of our things.  And, we discovered that nothing had been done for an entire month to protect our things (or those of the other two ex-patrons who shared the misfortune of choosing this moving company).  What was left of our clothes, photos, furniture, etc. was all open to rain, wind, and passersby for over a month.  

Continental Divide is a fitting metaphor for the choice that a company faces when they make a BIG mistake.  They can admit the mistake and do everything in their power to make it right to the customer.  Or, they can do everything in their power to continue to screw the customer in order to save costs, face, and limit liability.  

Image

Of course, the same choice also faces government. Any government will make mistakes. But then what? Do they admit those mistakes and try to ameliorate the damage? Or, do they deny, minimize, lie, obfuscate, point fingers elsewhere?

————

Try the Truth

The Truth Train

D4

Dick-Taters

The Last Gleam of Twilight

Come to the Light Side

Cancer Always Loses in the End

Dance of Billions

You Bet Your Life

Wednesday

Where is the door?

21 Sunday Sep 2025

Posted by petersironwood in Uncategorized

≈ Leave a comment

Tags

A Pattern Language., architecture, Christopher Alexander., Customer experience, Design, HCI, history, photography, Travel, userexperience, UX

Photo by Laura Tancredi on Pexels.com

Symmetry is often a really nice thing.  I like snowflakes as much as anyone.  So long as no more than three gather at any one time.

And, I suppose that making a building with four identical sides probably saves marginally on costs.  Maybe.  

But if you really care about the “customer experience” wouldn’t it be nice if the customer can figure out how to enter your building? I mean, enter it without walking the perimeter a few times.  Especially if it is raining, or sleeting, or boiling hot, or dark.  There is a variant on this which is popular with convention centers.  They are required by law, I guess, to have approximately 480 doors or more.  However, typically, all but one or two of these are locked.   

Perhaps an argument could be made that making the entrance to a building difficult to detect adds to security.  I seriously doubt it.  A determined burglar could find out by trial and error or observation where the door is.   That burglar has plenty of time because you see, being a burglar is how they make their living.  But not so your customer.  Much as you would love to *think* that your customer has nothing better to do than circle your establishment trying to find a way in, they do, in reality, have better things to do.  

Recently, I had occasion to visit Paris.  Do you have any trouble finding the doors in the building shown?  Last year was the 850th birthday for Notre Dame.  So, having an entrance which is distinctly visible from a distance as an entrance, we would have to say is a *solved problem*, n’est pas?  Check out Pattern 110, Main Entrance, in Christopher Alexander’s A Pattern Language.

Image


A Context-setting entrance

Roar, Ocean, Roar

The Dance of Billions

Peace

The First Ring of Empathy

Travels with Sadie 1

The Walkabout Diaries: Bee Wise

Imagine All the People

The Power of the Unbrella

10 Thursday Feb 2022

Posted by petersironwood in Uncategorized

≈ 4 Comments

Tags

creativity, Design, essay, HCI, power, prepare, umbrella, UX, writing

Photo by Dave Colman on Pexels.com

Yay! Yay! Today’s Umbrella Day! 

Hold your umbrellas high and … what? 

How do we celebrate Umbrella Day? Put up an umbrella tree with little paper umbrellas we’ve collected in a lifetime of drinking fruit flavored nerve poison? Hey! Here’s one way we could celebrate: get rid of the necessity of a nuclear umbrella and while we’re at it, why not get rid of war altogether? It benefits very few of the people involved. Look it up. 

No, I suspect that how we are really supposed to celebrate “Umbrella Day” is to buy more umbrellas. Buy more umbrellas? That sounds right. No doubt, this was something cooked up by manufacturers of umbrellas. I doubt the raindrops lobbied for it. A group of consumer fans who just happen to love umbrellas to an inordinate degree? Possible, but extremely unlikely. It’s not the umbrella’s fault; it’s that an umbrella addresses a miserable problem: getting wet when you don’t want to get wet. And, the umbrellas never do a perfect job. They wet the interior of your car and home. They pinch your fingers. People use them! I use them. They are useful. But I don’t think people love them enough to spontaneously beg their government for Umbrella Day. You can call me a cynic; it’s okay. I’m pretty sure it was the Umbrella Manufactures.

Photo by Johannes Plenio on Pexels.com

That doesn’t mean I won’t appropriate Umbrella Day for my own purposes which are to have fun writing and to entertain some folks out there. Whenever I think of umbrellas, one of the first things that comes to mind was a “QUALITY” meeting all managers in an anonymous telecommunications company (ATC) were required to attend. We listened to talk after talk, many with exciting PowerPoint pie charts and bar charts. No fewer than seven members of the audience were carried out on stretchers for tachycardia brought about by the sheer exuberance of the final slide showing the PILLARS of ATC QUALITY. 

At the conclusion, to make sure that the excitement we all feel when sitting for non-interactive presentations all day didn’t somehow dissipate when we walked out the door, each manager was presented with an ATC QUALITY umbrella of our very own! 

Whether ATC management arranged for the downpour that hit the city the moment we left the meeting or whether it was sheer happenstance, I don’t really know. In any case, it was a fortuitous event from the perspective of the quality folks because now we would instantly see just how important quality is in our daily lives. 

The raindrops came down.

Photo by Aline Nadai on Pexels.com



The umbrellas went up. 

The umbrellas broke. 

Yes. 

Immediately. 

Photo by Terence Koh on Pexels.com

The umbrellas served their purpose: they showed just how much top management cared about quality. 

(By the way, there really are useful approaches to the important topic of quality. This wasn’t that.) 

The umbrella is a device that can be used in many situations. In the summer between my Junior and Senior years in college, I worked as a child care worker at a psychiatric hospital for kids. I lived in a tiny basement studio apartment in the “Little Italy” part of town. My cheap bed had a line of broken springs so my umbrella served as a brace so that I didn’t sag onto the floor. The umbrella bent but did not break. I was much lighter then.

On one occasion, one of those tiny non-human vampires some might call “a bat” broke into my tiny room and flapped endless noisy loops inches from my head.

Photo by Miriam Fischer on Pexels.com



Slowly, I eased my way out of bed. I slid the umbrella out of its place and when the bat was at the far end of my cell, I opened the umbrella and slowly worked my way toward the door end. My left hand held the umbrella shield before me, much like a muggle version of a Patronus Charm. I slid my right hand over and opened the door. The next time the bat approached the door, out they went. Yay! I like win/win solutions even with mini-vampires. Bats, incidentally, are really cool critters! They are useful to us for a number of reasons, and that’s pretty nice. But they are also just cool in their own right. Their “bat-ness” is every bit as marvelous in its own way as our “human-ness.” The point is that we can use the umbrella in ways the umbrella manufacturers probably never envisioned. 

Now, we turn to the one of the most powerful umbrellas in the world.

The “UNbrella.” 

For several years, my wife and I attended the Newport Folk Festival — a wonderful outdoor concert with two score of the very best folk performers. One of the reasons I like outdoor concerts is so that I can dance. I mean by that that I can dance the way I want to and not get ejected from the venue.

The Newport Folk Festival was no exception. Typically, we had very good luck weather-wise, but one year, it poured. It wasn’t a drizzle. It wasn’t a sprinkle. Nor was it short, hard summer shower that lasts a half hour and then the sun comes out and the rainbow comes out and everyone’s clothes dry in the sun. Nope. This was a constant downpour. 

Photo by Pixabay on Pexels.com

We knew it “might” rain so we came prepared with rain clothes and large umbrellas. The stage was protected so the performances went on as scheduled. I, like most, huddled under layers of clothing and beneath an umbrella. 

I was cold. 

I was not dancing. 

I thought to myself, “I came here to dance. I am going to dance.” So I did. I shed my clothing save for my bathing trunks and I traded in my UMbrella for an UNbrella. 

Four hours later, it was still raining. But the mood was completely different. Now, half the crowd was dancing in their bathing suits. Everyone was happy! All thanks to the power of the unbrella.



Speaking of vampires and werewolves…

“Beware when you wear ware that you are aware that it is merely ware you’re wearing. You are not your wear.”

Remember the power of the UNbrella. 

Photo by James Wheeler on Pexels.com

——————————-

Author Page on Amazon

Index to Tools of Thought

Fifteen Properties to consider in Design

The Sound of One Hand Clasping



Index to Pattern Language for Collaboration and Cooperation

Not-Separateness

24 Tuesday Aug 2021

Posted by petersironwood in Uncategorized

≈ 1 Comment

Tags

beauty, Design, ecology, GreenNewDeal, HCI, IBM, peace, TNOO, UI, usability, UX

Not-Separateness

It seems odd to specify a property of natural order in terms of what it is not. On the other hand, I cannot come up with a positive alternative that doesn’t bring other connotations with it. I think it’s related to “unified” or “integral” or “belonging” or “inter-related” but none of those seem quite so on the mark as does “Not-Separateness.” 

Christopher Alexander’s degree from MIT was in architecture. Part of the reason he may have chosen this particular term is in reaction to some examples of architecture in which the architect seems to be in the business of constructing a building whose primary purpose is to make them famous regardless of what that building does to the neighborhood or the occupants. 

Photo by BROTE studio on Pexels.com

Imagine Mr. Bigg designs a house that is a perfect black cube set on on vertex. In effect, this design says to me: “I am BIG. I am Mr. Bigg! I am a genius! You would have never been brilliant enough to design a house that is a cube on its vertex! You would have wasted your time and done something mundane like placed the cube on the ground on one of its faces. Anyone could think of that! But I put it on a vertex!” Indeed, we may easily imagine that he says words to this effect when his interview is reported on in the (mythical) architectural journal, Things that look different! 

“Mr. Bigg, you made the Bigg House out of black steel and black glass. Some critics have argued that this doesn’t fit with the existing neighborhood of stone cottages with thatched roofs.”

“Of course, little minds will always criticize Bigg ideas.” 

“Yes, yes. It also means that the construction costs of the house were quite high. And, the estimated costs of heating and cooling are much higher as well.”

“Nothing that a worthwhile (i.e., wealthy) client can’t afford.” 

“Some have also argued that it is inconvenient for the occupants who have to walk up and down at a steep angle and that furniture such as dressers, tables, chairs, and beds do not accommodate well to the tilted walls.” 

“Let me ask you aquestion. Would you have ever thought of putting a cube on its corner? No. I didn’t think so!” 

Of course, this is exaggeration. But not much. 

We would hope that User Experience designers take into account the users, their tasks, their contexts, and the way in which their designs interact with other related artifacts, people and processes. We would hope that applications and artifacts and services are all designed with the property of “Not-Separateness.” 

In the early 1980’s, I worked in the IBM Office of the Chief Scientist. My main assignment was to get IBM to pay more attention to the usability of its products. As part of that process, I visited quite a few IBM development labs around the world and spoke to many development teams. On many of these visits, I was accompanied by the Chief Scientist, a brilliant physicist, who “got” usability. 

On one occasion, we watched a new printing technology. Instead of printing out black printing on a white sheet of paper sized 8.5” x 11” or A4, this printout was of no standard size. The printing was black on a shiny silver sheet that curled severely. The Chief Scientist asked the head of the development team how they envisioned this being used. 

Chief Scientist: “Once someone printed this out, what would they do with it?”

Answer: “Oh, anything they liked.” 

Chief Scientist: “I mean, would people tape this into a notebook or paste it? Or would you imagine notebooks that would bind such paper?” 

Answer: “It’s not up to me to decide how people would use it. Doesn’t it look cool?” 

Another type of answer we heard more than once to the question, “How would this be used?” 

— “Oh, it’s a (replacement/upgrade) for this other IBM product.” 


“But who would use it and for what?” 


“It has three main components. Would you like a description of the components?” 

Photo by Andru00e9 Ulyssesdesalis on Pexels.com

Of course, there is a place for “playing around” with technology and thereby discovering things which someone else may find a use for. But in design and development of a product or service, having a clear notion of context of use and the users and tasks is fundamental. Of course, other users may appropriate a product or service for purposes beyond those envisioned by the original designers. That’s cool. 

What’s not cool is designing a device that is to be used in the bright outdoor sunlight and then testing the display in a typical office environment. Have you ever run across something like that? I have.

A more subtle lack of contextualization in design occurs when the design team fails to realize how many interruptions happen to the user while they are trying to accomplish a single task with the new application. If you “test” the application while the user is in a quiet “usability lab” and can give your tasks their undivided attention, then necessitating them to remember the invisible internal state of “Insert” versus “Edit” mode may not be a big deal at all. They will simply remember. But in their office environment, they may be interrupted by a phone call, a message, or their boss entering their office and asking a series of detailed questions. If they now go back to the task at hand, there is about a 50-50 chance that they will correctly guess whether they are in “Edit” mode or “Insert” mode. 

A design which shows the property of Not-Separateness is the natural result of a process which shows not-separateness. Here are a few common ways to help ensure the design process grows organically from the users and their goals & contexts. 

* Put people on the design team who are familiar with the users, and/or their tasks, and/or their contexts. 


* People on the design team observe people engaging in the relevant processes, whenever possible, not — or not only — in a “Usability Lab” but in the actual work environment. 

  • Jointly develop a product or service with the group who will use the product or service. 
  • Observe people actually using product P (or service S), version N so that version N+1 will be better attuned to the needs of the users. 
  • Gather and understand feedback from service calls and help desks and customer complaints in order to improve over time. 

There will be benefits to a company who takes such approaches beyond initial sales. If you’ve done any gardening, you will appreciate that the quality of the tomatoes you enjoy eating is related to the quality of the soil and the quality of the care you give the tomatoes. Similarly, a product or service that has the quality of Not-Separateness will not only be useful — users will fight to keep your product or service. It becomes integrated with the environment. To change the brand means that they will have to change the way they work; possibly even with whom they work. Not-Separateness is likely a path to what business people like to call a “Cash Cow.” 

If you’ve ever walked through a neighborhood after a hurricane, you’ve likely seen many uprooted trees. When you look at the roots of an uprooted tree, what do you see? Of course, you see roots. But what else? You see rocks and soil all around and embedded into the roots. They are Not-Separate. In a hurricane, there are typically not only high winds. There is also a lot of rain. The trees are hit with a double whammy. The wind pushes the tree but the rain weakens the solid soil in which the tree is embedded. It is the combination that makes it very difficult for the tree to “hold on” and keep from falling over. 

Living things, just like us, have a 4.5 billion year history of living. The living things adapt over time to their environment and they mold the environment to their needs. They are not separate. Flowers appeal to the insects who pollinate them. The insects who pollinate them are adapted to the characteristics of the flower. A horse adapts to their rider and the rider adapts to their horse. A product or service must have a design that serves the needs of its stakeholders. For a product or service to have maximum beauty, utility, and longevity, it must also have a way to adapt to the changing needs of the users and other stakeholders. At the same time, if the users and their organizations adapt to the product or service, then true Not-Separateness is achieved. 

If you want to skimp on designing your product or service, you can make it more separate, more divorced from its context, its users, and its tasks. Of course, if you do that, you also make much easier for your users to abandon your product and switch to a new one. 

Another way to think about this in terms of systems theory is where you draw the boundary. If you draw a sharp boundary around your product, you may find that, over time, your product becomes ever more peripheral to the community you’re trying to support and your product is ever more fungible with others in its class. On the other hand, if you draw the boundary around the product or service and the people and organizations who provide the product or service then, you are on the path of ever tighter interconnect. 

Not-Separateness is not only a quality of good design in terms of not overly separating the context and users from the product or service. It is also a good quality for the organization that produces products & services. Of course, some people today must manage a giant amorphous “organization” of tens of thousands of people so they set up divisions, and departments, and groups, and teams, and positions etc. There may indeed be a “UX Department” and a “Software Department” and a “Hardware Department.” That’s all fine. But it is counter-productive if the UX Department sees itself as separate from the rest of the company. To a great extent the success of the UX Department depends on the success of the Hardware and Software Departments. The Sales Department’s success will, of course, depend partly on the skills of the Sales Department. But it will also depend on the success of the UX Department, HW, SW and Services. 

Have you ever had a paper cut? It isn’t just the skin on a quarter inch of the inside of your ring finger that’s cut. You’re cut! It isn’t just that the finger feels pain. You feel pain! That causes you to take steps to ameliorate the pain and to try to make sure it doesn’t happen again. That’s why empathy in leadership is important. A leader must feel empathy for all, or the organization will disintegrate from lack of Not-Separateness. At some point, a raccoon may chew off its own arm in order to escape a trap. 

But it isn’t the first thing that occurs to them every time they experience a thorn in the paw! 

The raccoon doesn’t say to itself:  — “that paw is giving me pain! I’m going to chew it off! Then, it won’t hurt any more.”

Photo by anne sch on Pexels.com

Evolution did not evolve a raccoon that acts that way. Self-mutilation exists but it is typically a last resort.

But not for corporations. It is the first thing they think of:

“Our (you name it) Department is not performing well. Let’s lay them off and outsource it.”

What does that say to every thinking employee in the entire corporation? It says:

“You know what? All this talk about teamwork and pulling together is a total bunch of bull$hit. You cannot trust management to do what’s best for everyone. You can only trust them to do what’s best for them.” 

Living forms in nature are living forms. Their parts have severe Not-Separateness with the other parts of that form. Often, as in well-functioning families or teams, that extends to all members of the group. 

Not-Separateness is essentially deep cooperation. I give to the larger community by becoming a part of it and doing my part in it. I lend strength to the community. In return, I gain strength from that community. It is not a zero sum game, of course. The community, if it is functional, is much stronger than the sum of the individuals in that community. 

This is so deeply embedded in 4.5 billion years of evolution that it does not surprise me that we recognize beauty as being even more beautiful if it is not separate. Not-Separate enhances beauty because, like all the other properties, it is essential to life. 

Eventually, if humanity is to survive, we will realize that Not-Separateness applies to all of us. We are not there yet. But that doesn’t mean we cannot appreciate and design Not Separateness in our products, in our services, and our lives. 

Photo by Pixabay on Pexels.com

—————-

The Declaration of Interdependence

How the Nightingale Learned to Sing

Roar, Ocean, Roar

Imagine all the people

Ripples

Author Page on Amazon

Thomas, J.C. and Kellogg, W.A. (1989). Minimizing ecological gaps in interface design, IEEE Software, January 1989.

Thomas, J. C. (2012).   Patterns for emergent global intelligence.   In Creativity and Rationale: Enhancing Human Experience By Design J. Carroll (Ed.), New York: Springer.

Thomas, J. C. (2001). An HCI Agenda for the Next Millennium: Emergent Global Intelligence. In R. Earnshaw, R. Guedj, A. van Dam, and J. Vince (Eds.), Frontiers of human-centered computing, online communities, and virtual environments. London: Springer-Verlag.

Thomas, J.C. (1985). Human factors in IBM. IBM Research Report. RC-11267.  Yorktown Heights, NY: IBM Corporation.

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