I believe that simple things can make a big difference. This week, for example, I went through self-checkout at a local grocery store and the keypad gave me the options of “debit card” or “all other tenders” to complete my transaction. “All other tenders”—who talks like that? No doubt there was a group of people that decided that, technically, “tenders” was the best word to cover all the other options. It doesn’t really matter that it makes the system more confusing. That’s my problem.
Software systems suffer from this problem perhaps more than any other consumer product. I remember the old joke about having to go to the “start” button to stop the computer. This still happens, despite the fact that experience has shown us that the single most important feature contributing to the success of software is usability.
Put simply, even the most powerful system is completely worthless if people can’t figure out how to use it. My own brother discovered this when he recently decided to switch from the iPhone to an Android phone for the additional capabilities. Not a very technical person, he quickly switched back complaining that he was utterly confused by the “full fledged computer” he was carrying around in his pocket.
At Pondera, we make the claim that our system is “built by investigators, for investigators.” And it’s true. Our most important design principle is to “mask” the underlying complexity of the system and provide analysts and investigators with an intuitive system that works the way they do. Technical people can’t do this. Data scientists can’t do this. Only investigators can do this. That’s why we hire them and task them with our most important work.