Personal or impersonal?

There are two ways to design software: impersonal and personal. Interestingly, the same two methods apply to businesses.

Consider airline travel and the instructions given to passengers. Anyone who has travelled on a commercial flight knows these instructions (how to fasten and wear a seatbelt, floatation devices, oxygen masks, and no smoking in lavatories). Airlines are mandated to provide these instructions to passengers.

Many airlines view this task as a cost, and do everything that they can to minimize that cost. The provide the instructions on recorded video, which reduces the cost and ensures a consistent delivery of the message. In doing so, they make the procedure impersonal. Some might argue that it is inhuman.

Southwest Airlines takes a different approach. On all of their flights, the flight attendants provide the message. There is no recording, no impersonal message. People deliver the message. Some crews take the opportunity to customize the message, adding humorous comments to the instructions. The experience on Southwest is more enjoyable.

The same concept applies to software. Now, I don't expect you to visit each of your customers and provide humorous instructions for the use of your software. I will ask you to think about the experience that you provide to your customers. Is it consistent and impersonal?

The change from desktop PC to laptop saw no real change in the user experience. The change from laptop PC to smart phone (or tablet) is larger; customers have a more intimate relationship with these devices. Impersonal applications will find little traction in the smartphone and tablet market.

You can make the customer experience what you want it to be. The question is, what do you want it to be?