Pipsqueak Articles

Posts written by Olga Werby or Christopher Werby

2013 Think Tank Presentation on Socio-Technical System Design

I’m about to leave for Washington D.C. for a Think Tank on Citizen Engagement in Biomedical Research. I have only five minutes to talk during the introductory speed geeking event, where all of us get to know about each other and each other’s projects. I’m going there to talk about our lessons learned from designing complex socio-technical systems that required intense participation from their users. I’ve been working on designing such systems for many years now. Some projects were/are very successful, some not so much. I’m not sure I will be able to give a full account of what we’ve learned, so I’m putting up a long(ish) version of my presentation here — if I had 15 minutes, this is what I would say to our very interesting group of participants. I chose these four complex socio-technical systems because all of them were in some measure educational ventures and all required outside users to contribute large amounts of data. I will start with Ushahidi. Ushahidi was born during the 2007 Kenyan election. That election was bloody and the violence, in many cases perpetrated by the government, was not being reported. Ushahidi was a grass-roots effort to tell their countrymen and…

Do you remember Gardol?

Colgate Gardol Ad

Do you know what Gardol is? Unless you are close to retiring, probably not… So here’s a bit of background: Gardol is sodium lauroyl sarcosinate — not a very harmonious sounding chemical. I’m guessing Gardol was a clever marketing trick of combining the words “Guard” and “All”, relying on the phonetic combination to drive home the idea of protective quality of this chemical compound. In our society, chemicals don’t sell — we have an aversion to chemicals, we only want natural products! The common Western p-prim (or folksy wisdom) is that chemical are bad for us, and products created from natural ingredients are good for us … never mind arsenic! Gardol might have disappeared from the drug store ads, but the chemical sodium lauroyl sarcosinate didn’t — today it goes by the name “Advance White” and is part of a very well respected for its natural and health-consious products, Arm & Hammer toothpaste! Oh, and we don’t like the word “dental cream” — it’s toothpaste now…

Daniel Kahneman, Customer Service, and Perception of Quality

Last week, we went to listen to a talk by Daniel Kahneman and by coincidence I’ve just finished reading his book, Thinking Fast and Slow, just a few months ago. The ideas in the book are amazing and worth a read (it would be great if the two academic papers included in the back of the book and for which Dr. Kahneman received his Nobel Prize in Economics were printed in a font larger than 8 points!). And a few days after the lecture, I was struck by an obvious application of his ideas, or more to the point, how his experiential self versus remembering self concepts help explain the customer service phenomenon. It has been known for a long time that politeness of error messages and civility of customer service play a strong roll in how the experience with the product is remembered. Above a small portion of the Google Image Search results for “error messages”. The internet is full of these because people get so irked by such messages that they want to share their bad experiences with others. The results are just as illuminating for “bad customer service stories”. Again, a good bad story has legs! But…

The Tone and the Interface

2013-03-21 Cheese from Farmers Market Amsterdam

I just returned from a brief visit to The Hague and Amsterdam. When in a foreign country encountering an unfamiliar language, it’s easy to focus on the visual presentation of content since the linguistic portion of the presentation is unavailable for processing. People who can read can’t help but do so when presented with text. But when one can’t process the linguistic content, all that is left are visual clues (and smells and sounds…). So I took a few snapshots to show how the tone of the interface impacts the emotional processing of content and attitude of the customer to the content. Selling Cheese in Amsterdam This is a farmers’ market stall in the middle of Amsterdam, selling home-made cheese. The woman in the photo is the actual cheese maker. Note the hand-lettered signs, the simple wooden boxes, the plain presentation — the overall effect is home made goods, care in production, quality product, even made with love. Fancy production values would just be off putting in this context, and probably result in lower sales of cheese. This NOT a museum, but rather a neighborhood cheese store in Amsterdam. (It is located next door to the flower museum…). What is…

Forgetting by Design

Why Mothers Scream email forward

I get a lot of email forwards…don’t we all? And just the other day I got one that I have seen many times already over the past few years… Usually, you look, you smirk, you move on. But this time, the photo got me thinking: that poor kid — he has no memory of this shot, but he will be remembered for it for the rest of his life! The shot has long ago slipped from the close circle of sharing that his parents intended it for and has been widely distributed through out the world. Someday, this kid might even get it as mail forward himself: an adult man looking at a silly embarrassing moment that got away… Information with Expiration Date Somehow, I don’t imagine that getting “an image that got away” of oneself would be a source of continuous pleasure. One might want to forget the whole thing… And it is not just images — although having images with expiration dates would be very valuable — there are loads of information that should be forgotten by design. When my generation was growing up, the silly and stupid things we did didn’t end up as data for public…