Standing Out From The Crowd

With so much talk around Web Usability, it is easy to forget that Usability is a much broader concept and can be applied to almost everything.
 
By definition, Usability is the easy with which people can employ a tool or human made object to achieve a particular goal. 

Lately, this definition has expanded to include the effectiveness and efficiency with which users can achieve tasks in a particular environment.

In other words, you are surrounded by usability examples.  Some as complex as the computer in front of you, some as simple as your coffee mug.  Everything around you can probably be measured for its usability. Most can still be improved.

Signal vs. Noise posted today a very interesting entry about Casino Usability.  Even considering all observed flaws to the posted information (check Hunter’s comment), the discussion itself already makes the point of how usability could and should be applied beyond the internet.

Several shocking security breaches, compromising the personal data of millions of customers, have been reported lately.
Below are just a few of the most flagrant cases:

- Chase trashes 2.6M customer files
- Second Lifers’ ‘first life’ hacked
- Wells Fargo leaks personal data
- AT&T deceptive on data theft

What amazes me about these breaches is not only the scope and impact of the leaks, but the way in which they occurred. Most of them have been caused by an improper use of data by employees (like the now infamous case of the US Department of Veteran Affairs). Others were caused by losing control of how personal data was handled by companies’ partners or vendors. Chase’s customer data was mistakenly thought to be trash and thrown out. Quite a treasure trove for identity thieves.

Although most corporate reactions to leaks have improved by becoming more forthcoming and transparent, the breaches are still a huge blow to costumers’ trust. How can anyone believe a website’s Privacy Policy or the company’s Safety Statement when such egregious security gaps abound.

Transparency is good, critical even, but is not enough. Sooner or later, companies will have to start taking security lapses seriously. And it better be sooner, because as the saying goes: “The road to hell is paved with good intentions.”

I always understood that it can be difficult to please a customer, but I never gave much thought about why. Seth Godin has some curious insights though on that matter in two of his recent blog entries: What People Want and The Thing About the Wind.

My two cents to companies: Listen very carefully to your customers and understand them as if you were in their shoes. Without that, you may be catering to your customers’ every whim without ever giving them what they really want.