For Customers

Building a system is building a world. Just as an RPG player adventures by the rules of the game, an e-commerce site, a bank, a booking system — each is a world to the person using it. And users do not want to use a system. They want to buy something, book something, finish a procedure. They enter the world to get something done. So the world must never leave them lost.

Errors are part of the world

"An error has occurred." From the user's side the only question is: so what do I do next? Showing an error is not the goal. Whatever the state, show a way forward.

There are people behind the screen

When I maintained an e-commerce site, the support center called: "A customer can't complete a purchase — please investigate." I asked how urgent it was. The answer: "The customer is on the phone right now." The messages we put on the screen are caught on the front line by people who explain them to customers and defend their trust. That day changed how I think.

The customer's purpose is non-negotiable

Business has profit; systems have constraints. Both matter. But one viewpoint I will not trade away: what is the customer trying to do with this system? Forget that purpose, and no amount of technical excellence means anything.

Books that helped me work for the customer go here. I am still choosing the first ones.