Designers in silico (link to an essay on the OUP blog)
Having just undergone the relatively unpleasant, but fortunately rare, experience of having a shipped package from a reseller (in short, merchandise paid for by me) go astray, I am particularly sensitive to the matter of imperfect heuristics in the most banal of interactions. My concerns are amplified personally, because at one time in my career my income derived in part from having in my designer repertoire of skills the need to design and, unfortunately, implement user interfaces on computer screens.
In the case of my package gone astray, the Fedex Ground delivery route driver (I did encounter him the same day, because he managed to deliver the second package from the same reseller accurately) seemed harried and confused. It’s not surprising. These folks are required to deliver the day’s assignment of parcels before being able to quit. They have to account for every package, get signatures for those cartons and parcel requiring it, scan every single item delivered as to time and date of leaving it at its destination. And of course, all of this must be done accurately, that is, trying to ensure that the package goes not only to the right address, but the correct recipient.
All of this must be done, moreover, under the unique constraint of the carrier (and all of them are alike in this regard, but especially the major ones, because they carry the bulk of the freight and their logistics are particularly dicey as they have all those individual residential addresses to which they must deliver) being required to deliver within a certain promised window and, if the purchase cost threshold is exceeded according to tariffs and fees that have been negotiated to the fraction of a cent, they must do so at a contracted rate, with razor thin margins. In the case of sales over a stated amount (anywhere from $25 to hundreds of dollars) the reseller is picking up the cost, and the services are very competitive, but especially so these days as the U.S. Postal Service, in its struggle to reach profitable operations (at the mercy of a refractory congress, which otherwise takes up the slack of the cost of operations), is now carrying a lot of the water for the other two major national delivery services, FedEx and UPS. The most costly part of any route is the proverbial “last mile,” which is the figurative representative distance between the last rational distribution point and a recipient’s address.
In the case of my errant delivery, the package did require a signature. And the last mile, like all the preceding miles of transport, was being covered by FedEx Ground. The driver obtained a signature. Unfortunately it was the signature of whoever answered the doorbell or knock of the guy when he brought the package to the door of the wrong address, somewhere in my neighborhood (but now, four days later, I am as much in the dark as to where it went as any other ordinary shmoe just waiting for his purchase). The signature, according to the tracking data I am allowed to see as the addressee, was by someone named, apparently, Sshishaanna. If you know this person, please let them know I’m still waiting for the package they took out of the sweating hands of the FedEx route guy.
You’d think anyone accepting a package would, among other things, first check to see where it was coming from, especially if you weren’t necessarily expecting a delivery, and two, to check to see who in the household it is to whom it’s addressed. But no, we, in our general mindlessness, apparently just sign, scribbling whatever indecipherable nonsense appears on the crude screen of the tracking device the route driver hands you along with the plastic stylus that doesn’t seem to register half the time anyway. It used to be you signed and that ended it, but these days – and let me guess, could it be because more and more packages go astray and more and more efforts to trace the package fail because the signature is indecipherable, for starters? – if the driver can’t make out what you wrote, they ask for the spelling of the name you wrote. I’ll also guess it probably took more time for him to type in “Sshishaanna” than he took to read the label before ringing the bell.
I could suggest some things that, germane to the topic of this essay about how to make interfaces not only more friendly and efficient, but more accurate in the everyday contexts of costly logistics as the last step in the process of getting merchandise into the hands of the paying consumer. And this is true especially in these days of more and more retail trade being conducted on the internet, and with a lag (as small now as two or three hours, given Amazon’s intrepid advance to abbreviate the wait for your precious consumer goods) before what you’ve purchased is in your anxious little mitts. Why doesn’t that tracking gizmo that the driver hands you for your signature show in a conspicuous way the name and address of the recipient in clear and readable text with the caveat that you are about to sign for a package shipped to this individual and to please make sure it’s correct? That’s just for starters.
I don’t know how you train route drivers cost-effectively so that you reduce the kinds of imbecilic errors they perform routinely. And which even mistakes that result in sanctions they feel in their own wallets and purses do not encourage them to behave more mindfully in the performance of their salaried duties. But I do know there is clearly a great deal more to be done with the materials and technology at hand, which is being used anyway, and which would produce more and more accurate results (at greater cost-effectiveness) with the small adjustments that an informed methodology applied to the design of labels, device screens, and the mechanisms, both mechanical and electronic, used to ensure that the participants in a transaction are given the best chance of not screwing up. The untoward consequences in most cases are a small amount of frustration that most adults can shrug off, especially in a day or so. But sometimes the result, as this OUP essay adverts to, can be as disastrous and anxiety provoking on a mass basis as the goof that sent the entire population of Hawaii into a panic because of an alleged nuclear attack. The warning was an error of monstrous proportions in its effects, but tiny in terms of the mechanism deployed to trigger it on the simple assumption that no one who was thinking and paying attention would do absent-mindedly or in error.
The denouement of my package disappearance is that the reseller has to ship me another one, that is, as soon as they get more items in stock, because it’s back-ordered. Popular item you see. Flies off the shelves. Even if the cost is high enough that I get “expedited shipping” for “free.”