Wednesday, November 19, 2008

The importance of reflection

We've all been in situations in our professional lives where things didn't go exactly according to plan. But how often do we take the time to sit down and take the time to reflect on where it all went wrong?

There are any number of ways in which we can stuff things up. It's a sad fact of life that we makes mistakes - spectacularly so at times. None of us are perfect; and, more importantly, most of us are constantly trying to expand our skill set, experience, and knowledge. Learning is a critical aspect of our professional lives, and one of the best ways to learn is to just give it a try. And when you give things a try, sometimes you'll get it wrong.

Get used to it.

More importantly, if you really want to get the most out of the failure as a learning experience, you need to go back and think critically about what went wrong.

In order to learn from our mistakes our reflection needs to include several components:
  1. Reflection is best done in proximity to the event itself;
  2. Be objective;
  3. Look at the problem from a range of different perspectives;
  4. Explore different possibilities for avoiding such errors in the future;
  5. Commit to improve and do better next time.
1. Reflect quickly
It's important to take the time to look back at the events while they're still clear in your head. The longer you wait the harder it will be to remember exactly what happened, and a lot of the details will be lost.

2. Be Objective
This is probably one of the most important elements of good reflection and learning. It's normal to feel angry, frustrated, or just plain stupid when things go wrong. While you're in that frame of mind is the wrong time to try to reflect on the problem. Wait until you've calmed down; get some distance - but not too much! Don't forget point 1.

Objectivity is necessary for the reflection to really provide any value. If you're not looking objectively at the situation, then it's likely that a lot of what's going through your head is more blame than responsibility. Reflecting should be an opportunity for you to ask: 'What did I do wrong?' 'What can I do better next time?'

If you find yourself cataloguing all the instances where other people stuffed up, then I suggest you give it a rest for a while and come back when you have a bit more distance. What others did wrong is not the focus of the exercise.

3. Different Perspectives
A good way to uncover insights into why things went awry is to put yourself into the shoes of some of the other actors in the situation - client, colleagues, family etc. Try to look at the situation from their perspective: what were their expectations? How did the actual events match those expectations? Were they being listened to? What would they have seen?

If possible, and if you have the opportunity, it can be useful to actually discuss the events with others. Not as a formal de-brief - although these can be good for the project team - but as a way to gain an extra dimension to the problem. Remember, the idea here is to gain a better understanding of the path events took so that you can start to look at ways to avoid the same problem in the future.

4. Explore possibilities
Thinking about our mistakes can be painful; and something that we'd like to get over quickly. One way to do that is to come up with one good idea for not making the mistake in the future and calling a job well done.

But like most ideation activities, the first ideas are often not the best. Treat reflection in the same way: throw down a whole bunch of ideas and then start going through them. Look at each possible solution both in terms of how it might have affected the mistake for the better; and whether there would possibly be any further consequences down the track. The last thing you want to do is take a different tack next time and make things worse!

5. Commit to doing it better
OK, so you've thought about your mistakes; looked at it from different perspectives; come up with a few ideas that you think would work in the future. For many people, that's the end of it. When the same situation arises in the future, they fall into the exact same behaviour; make the same decisions; and the same mistakes occur.

The point of reflecting on our mistakes is to make ourselves better at that activity in the future. But it usually takes an explicit commitment on our parts before that change in behaviour, thinking, and action comes together and actually results in a different approach next time.

Things to reflect on...
Short answer: everything. A meeting that goes pear-shaped; a design document that is completed misunderstood; a decision that cascades into a project disaster (budget, time, etc); taking a bad job/client; a clash with a colleague.

It can also be interesting, and useful, to spend time reflecting on things that we've seen or read - articles, books, a design, a product, a presentation. In this case, the aim is to think about how we can fit this idea or concept into our knowledge and make use of it in future.

I don't have time to think!
This is a pretty common reaction whenever the topic of reflection comes up: I don't have time to sit and think. So let me ask you: do you have time to make the same mistakes over and over again.

I was once told, without any hint of irony, that I wasn't paid to sit around and think. That was, and remains, perhaps the most short-sighted thing I've ever heard.

I once read that senior managers should spend at least 25% of their time thinking about the future of their company; and another 25% reflecting on the past. Whenever I mention that to people in senior roles they can't help but laugh. It seems ridiculous that we might spend that much time 'not doing any real work'. But again I ask: if you're not learning from your mistakes, then what 'real work' are you really doing?

Do you take the time to reflect? Don't you think you should?

Tuesday, November 18, 2008

Sample Size Oddities on UXMatters

My latest column for UXMatters was published over night. Sample Size Oddities - http://www.uxmatters.com/MT/archives/000352.php

"It might seem counterintuitive, but the larger the proportion of a population that holds a given opinion, the fewer people you need to interview when doing user research. Conversely, the smaller the minority of people who share an opinion, the more people you need to interview.

Mariana Da Silva has written an article about sample sizes in market research—or user research—titled “The More the Merrier.” In the article, Mariana made a comment that has caused some consternation—and for good reason."

Take a read, and let me know what you think.

Sunday, November 09, 2008

They're not 'volunteers'...

The October 2008 issue of Harvard Business Review carries a feature story on the ways in which organizations can harness the power of the customer-base to enhance the product or service on offer. The article: "The Contribution Revolution" by Scott Cook - sounds like a good article on the use of customer engagement in business, but instead highlights the lack of understanding of social media in business.

We'll get to the negative aspect of the article shortly. On the plus side The Contribution Revolution puts forward a model for a 'user contribution system' - new phrase; makes a good TLA - UCS. The UCS describes the different types of user contribution - active/passive; aggregates content/stuff for sale/behavioural data/resources. Utilising the power of such contribution can provide companies with a number of solid, fundamental benefits:
  • Reduced costs
  • Increased scalability
  • Competitive advantage
The article goes on to talk about the ways in which user contribution can help your company. These include:
  • customer service
  • marketing
  • employee support (intranet-based)
  • capital resources
  • design and development
  • production
There aren't really any great surprises in here for anyone familiar with social media and customer engagement, with the possible exception of 'capital resources'. So lets take a more detailed look at that item.

Capital Resources
The example offered here is Skype. Their voice-over-IP service was built using existing infrastructure - the Internet - and relies on the processing capacity of your computer instead of needing network infrastructure of their own. This is one notion of social media or user contribution that isn't widely discussed: in addition to contributing their own time, ideas, and passion - they also bring their own hardware infrastructure to the party.

This is true of all the video uploaded to youtube: the production work - what there is of it - is carried out on the contributors' own equipment. It's true of the applications submitted to Apple's appstore (for iPhones and iPod Touch) and those in use on Facebook - strong contributors to the value proposition of those services.

The bad part...
OK, so far we've seen a fairly uncontroversial discussion of the ways in which an organization can open up it's boundaries a little and reap some of the rewards discussed above. However, let me come back to the article title, in full this time: "The Contribution Revolution: letting volunteers build your business".

The choice of 'volunteers' as the label to apply to contributors in this context is rather unfortunate. It reinforces an 'us' and 'them' mentality that is at the heart of many organizations' difficulties in understanding the power of customer engagement strategies and the use of social media.

It explains why the section on Customer Service talks about company-sponsored forums rather than strategies for going out and engaging with customers wherever they may happen to be. This is why we see companies struggling to stem a tide of negative sentiment through strategies centred on the creation of 'controlled' public spaces. The aim is to control the message rather than to seriously understand the issues and address them. And companies are scared of such negativity in the public domain; they don't understand the frustration that drives such negativity; and so they assign reasons and motivations that speak to this lack of understanding rather than recognising the root cause lies with them.

It also explains why the article doesn't talk at all about customer engagement occuring beyond the bounds of the organization in channels such as Twitter. To be honest, the article doesn't cover engagement strategies at all. It doesn't cover the need for authenticity and transparency in customer engagement: look at the recent farce perpetrated by the National Australia Bank with their uBank social media experiment; or the robot-like early attempts by Telstra on Twitter. At least Telstra seems to be improving (@bigpondteam) in that issues are no longer being shuttled off-channel to be dealt with 'quietly'.

To characterise the social media and co-creation movements as a form of volunteerism is ludicrous. These trends represent a blurring of the lines demarcing the boundaries of traditional businesses. They represent a change in the economics of product and service design, and manufacturing; a fundamental shift from concrete and discrete corporate entities to networked entities whose boundaries are amorphous at best.