Saturday, 19 February 2011

Change

Things I learnt this week about change

Set the destination
Find the bright spots, then do more
Direct the script, but keep it simple
Shape the path, environment matters
Break habits to catalyse change
Big problems don't need big solutions, small solutions can solve big problems
Chunk it and keep the horizon near; small steps are easier than big ones
Develop you & your team to be able to make bigger steps
Identity is the strongest motivational lever there is
Behaviour is driven by identity and environment
Culture is just collective behaviour
Use social proof when you can to influence culture
Change the culture and anything is possible

Reading; "Switch", by Chip and Dan Heath

Thursday, 17 February 2011

Thermodynamics, evolution, wealth and happiness

If I was to say to you that there's a fundamental foundation that links life, physics, wealth, happiness and effort, would you;
a) yawn?
b) laugh?
c) sit up and listen?

If c, read on. Recent reading and thinking has led me to the following conclusion;

Firstly, that the first and second law of thermodynamics hold the keys to the meaning of life. And secondly, progress and wealth are underpinned by an evolutionary mechanism that is universal.

Come again?

I guess I'll need to explain in more detail. I'm not sure I can do it in a single blog post, so bear with me as I  fire up a few synapses.

The first law of thermodynamics expresses that energy can be transformed, i.e. changed from one form to another, but cannot be created nor destroyed.

The second law of thermodynamics is an expression of the tendency that over time, differences in temperature, pressure, and chemical potential equilibrate in an isolated physical system.

i.e. - the universe has a finite amount of energy, the universe is an isolated physical system and energy will level out in this system.

The levelling out process is called entropy.  In it's most general sense one can regard entropy as the general decay that surrounds us.  A new car will eventually rust, a building will need new paint, food will rot, people grow old and stuff just generally falls apart.  New life however is sustained by the sun which provides energy for living creatures.

Life requires continued energy to be sustained otherwise it fades and dies. To stay alive, we need to eat and sleep.  (Doing nothing is not an option).  There's a certain amount of energy required to stay where we are; we have to keep walking forward to stand still.  Every day we need our 2 or 3 thousand calories of energy, we need to rejuvenate with our sleep.

If we do more than just stand still it requires effort.  If you want to be wealthy, it requires effort.  If you want to have a family and prolong your gene-pool, it requires effort.  There's effort required to stand still and yet more effort to more forward.

The effect of all of this extra effort is a temporary suspension of entropy.

We strive against a tide of entropy that surrounds us and the efforts we all make on a daily basis help drive humanity forward.  We have an inner drive and purpose to temporarily suspend entropy.  This drive, this striving, is the essence of life.  It gives us satisfaction, it gives us meaning and it gives us value.  I would even go so far as to suggest that it is the source of our happiness.

When considering the business landscape, you could see it in this way: businesses competing to create business models that temporarily deliver additional value.  Over time, new business models become the norm, become commoditised and so companies need to innovate (strive) to do more than stand still.  Those that succeed create wealth, those that don't decay and die.

Behind both humanity and business is a common evolutionary algorithm.  This evolutionary algorithm is a method to uncover (not by pre-determined means, but by trial and error), organism designs and business plan designs that are optimal for the environment in which they find themselves.

To make sense of life and to make sense of business, you could like me take the following view;

1. We are part of the fabric of life itself, iterations of the human species that are being continuously tweaked to be optimised for the environment we find ourselves in by an evolutionary method

2. We derive satisfaction (value) by striving to do more than to stand still and to suspend entropy as best we can

3. Businesses work by the same means, combining previous business knowledge into new business designs that can temporarily beat the competition (suspend entropy) and create value.  To win they must continuously innovate and embrace evolutionary methods in their architecture.

The laws of thermodynamics, together with an evolutionary mechanic are foundational in understanding the human need to strive and the business need to innovate.  One delivers satisfaction and happiness, the other value and wealth.  Businesses are but collections of humans so this should be no surprise.

If you are still reading this and wonder what I'm on to deliver such a stream of consciousness, there's two things you should know.  I once studied Theology and Religious Studies at University (but am currently an atheist) and that I've recently read "The Origin of Wealth" by Eric Beinhocker.  If you get a chance do read Beinhocker, it will help develop the thinking that I've scraped the surface of here.

Thursday, 10 February 2011

How not to ask for a phone number

A real life lesson in simple usability improvements that can improve conversion rates.

My wife and I love the movies, so to celebrate Valentine's Day this weekend we'll be going to our local cinema to see "The Kings Speech".  I've heard it's very good.

I booked online with at the cineworld.co.uk site (@cineworld) and only just managed to book thanks to a rather horrible usability hurdle.  Here follows what I wrote to them using the contact pages after the experience.

Dear Cineworld

"...I wanted to share with you a usability problem I had with the payment pages.  If my experience is anything to go by it will be seriously hampering your conversion rates and if you fix it should improve your bottom line immediately...


It's to do with the validation of the mobile phone number.


I initially put in my number as follows;
077XXXXXXXX


The error message told me to add the country code. So I did;
+4477XXXXXXXX


The error message told me to only use digits.  So I did;
004477XXXXXXXX


Then the was another error message.  Can't remember exactly what it said.  To get through the validation process I needed to actually type;
4477XXXXXXXX


4 attempts!
From someone who works building websites for a living and has done so for the last 11 years!


It's quite possibly the worst validation experience I've ever  had.


Suggestions;
1. If you want to capture the data in that format tell them so in the form up front 
2. Alternatively have a drop down of country codes to select from with UK as default.  Then ask people to enter their number as normal in the field and get your programmers to remove the first zero and any spaces.


In essence - you're making it way too complicated.


Hope you find this useful..."

What's happened here?

I've seen this happen many times.

The developer says, "In order to send SMS confirmation messages, my system needs clean and correct numbers.  I need the country code, then the mobile number in the following format; [XXYYYYYYYYYY] (where X is the country code, no zeroes, no symbols and Y is the number, no spaces, no zero up front)".

The developer does not say, "How do people usually type in their mobile numbers?  How can I help them enter it in a way that is obvious for them and still helps me get the data in the format I need"

Don't blame the developer though.  The producer / product manager should be on top of this during the design process and the interaction designer should instruct the developer.

Cineworld, to be fair have built a pretty intuitive website and it's very easy to find and select a movie to book.

Funnily enough, Cineworld did populate the form with a suggestion format in the field.  I didn't see it, the light grey was so light it didn't register.  Then, when I got it wrong, I didn't have obvious instructions on what the format should have been.


The only way top really test this is to watch real people using it.  People with nothing to do with the design process. Learn from idiots like me, tweak the form, then measure the results.  How many more visitors converted into bookings did I make as a result of that change? Sounds obvious.

Be your own customer.