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

07 Saturday Jul 2018

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

≈ 1 Comment

Tags

Business, career, HCI, human factors, IBM, life, school, sports, 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 this Friday’s Wimbledon match, 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 many 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. 

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America has apparently decided, now, to play a “prevent defense.” Rather than being innovative and bold and embrace 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

Photo by Oleg Magni on Pexels.com

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 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 among replication of what works, providing defense of what one has and exploring what is new and different. That is what nature does. Every generation “replicates” aspects of the previous generation but every generation must also explore 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.” 

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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 you would choose a specialty and stick with it. Perhaps, you need not do that during your 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! 

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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). 

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There were a number of additional reasons I chose IBM. IBM Research’s population at the time showed far more diverse 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. Westchester roads even 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. 

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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 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 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

Photo by Somchai Kongkamsri on Pexels.com

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.

—————————————-

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

Happy July 4th

04 Wednesday Jul 2018

Posted by petersironwood in America, management, psychology, Uncategorized

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Business, collaboration, competition, Feedback, Human-Computer Interaction, learning, life, politics, psychology, science, teamwork, UX

As we celebrate in America, let’s not forget that many people fought long and hard to gain our independence and then to keep it. Let’s honor them by making sure we keep our independence. It would be a shame to lose it on the battlefield…and even more of a shame to lose it to greed.

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It would also be a good time to recall that America is not alone in the struggle against tyranny. Many other countries had to fight and win their independence – and in other cases, people are still fighting for their freedom.

 

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

As I mentioned before, I am temporarily suspending additions to the Pattern Language of ‘best practices’ in collaboration and teamwork and shifting to a different genre for a time. I’m still quite interested in collaboration and teamwork; I am interested in working together to learn from each other how to do that better. As I’ve tried to point out, while competition certainly has a place, both in nature and in human civilization, in human civilization, it needs to be done within an agreed upon framework. Otherwise, competition spins out of control into anarchy and violence. Of course, this has happened before in human history. This time, when our very lives depend on a global network of interconnectedness, anarchy will be worse than ever before. For now, however, I’ve listed most of the major Patterns I’ve run into. I will continue to elicit and look for additional relevant Patterns. If you think of one, please comment on the summary/index or email me at: truthtable@aol.com

 

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Meanwhile, I’ve decided to share a number of experiences from my career as a researcher and practitioner in psychology, AI, and the field of human-computer interaction/user experience. I will relate these as honestly and completely as I think useful. In some cases, I may use pseudonyms to avoid embarrassing anyone. Clearly, stories are told from my perspective, and others might remember things differently, if at all. 

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The reasons for recounting these stories is basically threefold. First, studying a field such as psychology, or human-computer interaction is related to actually working in the field but not so much as you might think. For the most part, the errors I’ve made and the lessons that I’ve learned in the course of a long career are not primarily technical. The main lessons are socio-technical. Hopefully, people considering a career in a related field may learn from my mistakes. But aside from pointing out mistakes made, I hope to give a flavor for what it’s really like to work in the field. 

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Turing’s Nightmares: Chapter 16

25 Wednesday May 2016

Posted by petersironwood in psychology, The Singularity, Uncategorized

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AI, Artificial Intelligence, cognitive computing, emotional intelligence, ethics, the singularity, UX

WHO CAN TELL THE DANCER FROM THE DANCE?

MikeandStatue

Is it the same dance? Look familiar?

 

The title of chapter 16 is a slight paraphrase of the last line of William Butler Yeats poem, Among School Children. The actual last line is: “How can we tell the dancer from the dance?” Both phrasings tend to focus on the interesting problem of trying to separate process from product, personage from their creative works, calling into question whether it is even possible. In any case, the reason I chose this title is to highlight that when it comes to the impact of artificial intelligence (or, indeed, computer systems in general), a lot depends on who the actual developers are: their goals, their values, their constraints and contexts.

In the scenario of chapter 16, the boss (Ruslan) of one of the main developers (Goeffrey) insists on putting in a “back door.” What this means in this particular case is that someone with an axe to grind has a way to ensure that the AI system gives advice that causes people to behave in the best interests of those who have the key to this back door. Here, the implication is that some rich, wealthy oil magnates have “made” the AI system discredit the idea of global warming so as to maximize their short term profits. Of course, this is a work of fiction. In the real world, no-one would conceivably be evil enough to mortgage the human habitability of our planet for even more short term profit — certainly not someone already absurdly wealthy.

In the story, the protagonist, Goeffrey, is rather resentful of having this requirement for a back door laid on him. There is a hint that Geoffrey was hoping that the super-intelligent system would be objective. We can also assume it was added late but no additional time was added to the schedule. We can assume this because software development is seldom a purely rational process. If it were, software would actually work; it would be useful and usable. It would not make you want to smash your laptop against the wall. Geoffrey is also afraid that the added requirement might make the project fail. Anyway, Geoffrey doesn’t take long to hit on the idea that if he can engineer a back door for his bosses, he can add another one for his own uses. At that point, he no longer seems worried about the ethical implications.

There is another important idea in the chapter and it actually has nothing to do with artificial intelligence, per se, though it certainly could be used as a persuasive tool by AI systems. So, rather than have a single super-intelligent being (which people might understandably have doubts about trusting), instead, there are two “Sings” and they argue with each other. These arguments reveal something about the reasoning and facts behind the two positions.Perhaps more importantly, a position is much more believable when “someone” — in this case a super-intelligent someone — .is persuaded by arguments to change their position and “agree” with the other Sing.

The story does not go into the details of how Geoffrey used his own back door into the system to drive a wedge between his boss, Ruslan and Ruslan’s wife. People can be manipulated. Readers should design their own story about how an AI system could work its woe. We may imagine that the AI system has communication with a great many devices, actuators, and sensors in the Internet of Things.

You can obtain Turing’s Nightmares here: Turing’s Nightmares

You can read the “design rationale” for Turing’s Nightmares here: Design Rationale

 

The Fault is in Defaults

25 Friday Jul 2014

Posted by petersironwood in Uncategorized

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Customer experience, defaults, google maps, HCI, printer, scanner, user experience, UX

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

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 there is always an interesting tension between imagining that we ourselves are the masters of our fate. It is our ability, or attitude, or grit, or whatever that determines how much money or happiness or health we have. Or, on the other hand, there is the view that things are pretty much beyond our conscious control and due 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 today by trying to scan a document. In general, I am amazed how excellentscanners 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. Hmmm. Here there is a lot of room for improvement. Today, I repeatedly tried to scan a one page document to no avail. I thinkI 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.

But this is not an isolated example. Often there are “defaults” which seem to me to be rather odd, to say the least. Right now, my google map application, for no discernible reason, has 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 the 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.

Starting your Customer Experience with a Lie

13 Monday Jan 2014

Posted by petersironwood in Uncategorized

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Tags

Customer experience, ethics, honesty, marketing, scam, spam, UX

I really need someone to explain this strategy behind the following kinds of communications to me.  I get things in email and in snail mail and they start out with something like, “In response to your recent enquiry…”, or “Here is the information you requested.” or “Congratulations!  Your application was approved!”  And…they are all LIES!  I understand that sometimes people lie.  And I understand that companies are sometimes greedy.  But I do not understand how it can possibly be in their interest to start their communications with a potential customer with a complete and easily discovered lie.  What is up with that?  So far, the only explanation I can gather is that they only want a very small number of very very gullible (perhaps even impaired) customers that they can soak every penny out of so the initial contact is a kind of screening device.  ??  Any other suggestions?

Newsflash: MUSAK does not compensate for bad customer experience

09 Thursday Jan 2014

Posted by petersironwood in Uncategorized

≈ 1 Comment

Tags

bad music, customer service, HCI, IVR, Musak, UI, UX

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 will come to you if you think about for 20 or 30 seconds though.  People play 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.

The word “simply” should be banned.

02 Thursday Jan 2014

Posted by petersironwood in Uncategorized

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Complexity, consumer products, health care, packaging, Simplicity, UX

So, in 2013, I changed from four medical plans to four different medical plans to six plans for 2014.  Thank goodness we don’t have a “single payer” system because there is nothing I love more than pouring through a hundred pages of text for each plan which is mainly garbage but occasionally has important information.  There is nothing more fun than ping-ponging among doctors every time your plan changes.  Oh, wait!  I forgot that in addition to the plans I *actually* had, IBM also sent me huge packets of information on plans that were no longer relevant.  In the midst of all this, I was heartened to find a concise 72 page document from my dental plan which also informs me: “Please note: if you are a previous user of MyBenefits, you can still enjoy all the same features under the new plan. Simply visit (our website) and re-register with an updated username and password for access to your new plan.”  It is the word, “simply” that I object to. Indeed, in some parallel universe, there is probably a time and place for the word “simply” but in has no legitimate place in actually 21st century America.  It *invariably* signals this message: “We are going to make this difficult for you.  But we don’t want to come out and say that so we will preface our instructions with the word simply so when you have trouble you won’t blame us but yourself.”  

(Why do I need a different userid and password?).   Anyway, you know the drill.  You go to the website and the first six userids that bear any resemblance to my name are taken.  But they don’t typically tell you that till you also enter a password.  And, of course, there are the typical “security questions” such as “What sized underwear did you wear in the fourth grade?”  “What was your second grade teacher’s maiden name?”  “What was the name of the company you bought your first ant farm from?”  And so on.  

This ironic use of “simply” is not confined to websites.  It also applies to packaging as in, “SIMPLY remove the plastic overwrap.” Yeah. But, what if you left your chain saw in the garage?  “Simply, tear the plastic along the indicated line.”  In the rare case, when it is physically possible to tear, it never tears evenly.  More typically it is some semi-metalic plastic that requires an industrial laser cutter. the most recent example involved two different kinds of dry cat food.  These were nearly impossible for me to “simply” open.  I left the bags for a few minutes to get an exacto knife and when I returned two minutes later, my CATS had indeed simply opened the packages and spread the contents around the hallway.  For all I know, they might have actually ingested a piece of cat food but it was clear that their main intent was simply to cause a mess.  The reason they could open the packages simply is that they have cat claws!  I don’t!   Not sure what genius came up with the idea that packages of cat food should be opened simply by cats but complexly by humans.  

Since the word “simply” has simply gone out of fashion in its true meaning, I think we should simply ban its use.   Period.

I made a mistake; here’s what you can do to fix it!

18 Wednesday Dec 2013

Posted by petersironwood in Uncategorized

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banking, banks., customer service, UX

Having recently moved across the country, fixing up our new house, dealing with a huge moving van fire, health and family issues, I found myself with 45 seconds of uncommitted time, so I was **thrilled** to get a wonderful form letter from American Express informing me that a credit card I had cancelled about five years ago nonetheless had been compromised and it was up to me to take a series of time-consuming steps.  At last!! Something to do!! How thoughtful!   If all goes well, this would not only eat up the 45 seconds of free time but about 45 additional days.  Of course, all of these steps require either going on-line or calling an 800 number so we KNOW that all will NOT go well.  Going to a website generally means getting an account with a user name and email address.  These may be the  same or different depending on the site.  You can pretty much bet PeterSIronwood and Peter Ironwood and PIronwood are already taken so I will end up with some completely impossible to recall username like IPeterIWoodIS437.  Of course, I can regenerate my username by merely answering three simple security questions such as, “What is your favorite movie star?”  I don’t know.  Or, worse, it changes from day to day.  Maybe the people who made up these security questions have a favorite movie star that they keep constant for their entire 23 year lives.  But I don’t. “Where did you grow up?”  What makes you think I grew up?  And, what makes you sure it was in one place?  And, even if it was in one place, which is the exact spelling I used last time: “SanDiego”, “San Diego”, “San_Diego”, “San Diego, CA”, “San Diego, California”, “California”, “SoCal”, etc. etc. Of course, I could take the OTHER route and call an 800 number.  “We’re sorry.  All of our agents are helping other customers.  Due to unusual call volumes, your call may take longer to answer than usual.  Your estimated wait time is 5.5 centuries.  But meanwhile, you can listen to really loud, really repetitious, soul-sucking low-fidelity music.  This century’s selection is entitled, “The Dementor’s Theme Song.” You know what? If YOU screw up YOU fix it!  Don’t impose on ME to fix it.

The Opportunity of Disaster

30 Saturday Nov 2013

Posted by petersironwood in Uncategorized

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Customer experience, customer service, 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 of my children, 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

Where is the door?

30 Saturday Nov 2013

Posted by petersironwood in Uncategorized

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Tags

A Pattern Language., architecture, Christopher Alexander., Customer experience, UX

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.

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