Nature: the Ultimate Designer

Just finished reading a fantastic book, Born to Run: A Hidden Tribe, Superathletes, and the Greatest Race the World Has Ever Seen By Christopher McDougall. Google Books

Born to Run is an extraordinary read at many levels -- part science, part masterful storytelling, part history, part business, and more. Topics covered include:

• An in-depth -- and entertaining -- history of running from prehistoric persistence hunting to today's road racing
• The tension between the love and natural ability of running and the almighty dollar ("Goddess of Wisdom" versus the "Goddess of Wealth")
• A plethora of intriguing characters along the way: from the intentionally isolated Tarahumara (or Rarámuri) of Mexico to pioneers of ultra-marathoning and cutting-edge science

These topics and many more are wrapped in extremely engaging narratives -- to use the tired phrase -- that are hard to put down. McDougall is a truly captivating storyteller.

From a design perspective, and what I found most fascinating, is the natural engineering of the human foot and how we are, quite literally, "born to run".

The remarkable design of the human foot distributes the impact of each step. "Barefoot running", or as the Rarámuri practice it with thin sandals, leads to a quick step with shorter stride -- the way people have run for millennia.

However, related to the monetary tension mentioned above, as running became a popular leisure pursuit, the way we ran changed drastically. The "modern" (1970s+) running shoe design altered our natural stride and technique. Its raised heel was intended to give us a sort of "head start" by leaning us slightly forward. They also come with all sorts of shock absorption features that one might think would reduce injury and soften the impact of each step. McDougall provides convincing data that instead of preventing injury, this forced design has actually greatly increased running afflictions.

It has really been until just recently that designers have taken this problem into account. Besides simply pure barefoot running, here are two interesting designs that accept and compliment the design of the human foot:

Five Fingers by Vibram | Link

Extremely innovative, yet simple in design, these shoes go on like gloves. There's a place for each toe and the sole compliments, rather than alters, the human foot.

Nike Free by Nike | Link [curses to Nike for a cumbersome Web site]

From the originator of the modern age of running shoes, comes this incremental line of footwear. With models ranging from the 3.0 (sort of barefoot) to the 7.0 (almost complete traditional shoe). Reparations perhaps?

Both represent an interesting approach to design and a more careful understanding of true human factors.

Jon Stewart interviews Christopher McDougall on The Daily Show, August 19, 2009:

The Daily Show With Jon Stewart	Mon - Thurs 11p / 10c
Christopher McDougall
www.thedailyshow.com
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Customer Service -- Illusion or Reality?

In his most recent column, Los Angeles Times columnist David Lazarus nails the current state of "customer service" in the big box retail world...

The Sad Illusion of Happy Customers

Los Angeles Times, Nov. 11, 2009

Retailers say they want shoppers to be satisfied, but few have the resources to deliver the goods.

A sampling:

"'Happy customers is a long-term strategy for us,' Best Buy's chief marketing officer, Barry Judge, told me. 'If they're happy, they'll want to buy more.'

That's the idea anyway. But after visiting a couple of Best Buy stores and chatting with customers, I'd say the company still has some work to do on the happiness front."

He continues by citing multiple examples -- his own and those of customers.

There's a good chance you can add to the list too.

Personally, I recently went into a Best Buy browsing for cell phones and wanting to learn about family plan options. Even though two employees were sitting nearby, no one approached me during the five minutes I was looking around. A minute later, I was gone and will probably never step into that particular store again.

Lazarus is also featured on American Public Media's program, Marketplace, today:

Where's the Focus on Customer Service?

L.A. Times columnist David Lazarus talks with Bill Radke about why more businesses aren't focusing on customer service with so many consumers reluctant to spend. | Link

I especially like how Lazarus calls out Trader Joe's as an example of the way customer service should be.

Just yesterday, shopping in a crowded and busy TJ's, employees were everywhere. Even as they restock shelves, they are always on the look out for customers in need. They are always (ALWAYS) happy, knowledgeable, and most important, genuine.

To Best Buy CMO Barry Judge's point, my experience at Trader Joe's almost always leaves me feeling great. That's something that Best Buy -- or for that matter, the big grocery stores that compete with TJ's -- have never been able to replicate.

Read or listen to the Marketplace piece here:

http://marketplace.publicradio.org/display/web/2009/11/11/am-lazarus-q/

Video Series on Behavioral Economics

Check it out if you have a chance...

American Public Media's outstanding radio program, Marketplace, has posted a video series on behavioral economics. They pull together an impressive collection of behavioral economics experts with concepts presented in a straightforward, entertaining way.

http://marketplace.publicradio.org/features/behavior/

Videos in the series:

Bribing vs. Signalling w/ "Undercover Economist" Tim Harford

The Gift Economy w/ Dan Ariely of “Predictably Irrational”

Free Music w/ consumer psychologist, Kit Yarrow

While obviously low budget productions, the videos do a good job of addressing key concepts in a simple, true-to-life way.

Comparative Peek into the Employee Experience

Another hat tip to Mark Hurst of Good Experience for this link. [If you don't subscribe to his excellent Good Experience email newsletter, you really should. They are simple, relevant, and always insightful. Sign up here.]

Working for Happiness

GREATER GOOD MAGAZINE

Some workplaces are happier than others. Journalist Alex Frankel tried to discover why. Link

"In what became a two-year adventure through the world of commerce, I served as a driver's assistant at UPS, poured coffee at a busy Starbucks cafe, folded garments at Gap, rented cars for Enterprise, and sold iPods at an Apple Store.

Though my mission was primarily to study modern workplace cultures—reporting that turned into my 2007 book, Punching In—I came away with an appreciation for the roots and benefits of on-the-job happiness."

Especially interesting is the comparison Frankel makes between the focus of employees of the Apple Store and Gap:

"At Gap...my chief duty was to fold clothing that had been unfolded by customers, a Sisyphean task. Sisyphus, you might recall, was condemned by the gods to keep rolling a boulder up a hill for eternity. And that's just what working at Gap felt like: an eternity.

In contrast, work at the Apple Store was set up so you were focused on accomplishing goals, not filling up time. At Apple, most product layout was left to one 'visual merchandiser' who was passionate about keeping the store neat, leaving others like me to interact with customers, share information, and be ourselves instead of following a script."

Even in this short vignette, one gets a good understanding of the impact the Employee Experience has on the Customer Experience.

Who would you rather be helped by: an employee trapped in the drudgery of their work, or one free to improvise and focus on YOU, the customer?

Alex Frankel is author of Punching In: One Man's Undercover Adventures on the Front Lines of America's Best-Known Companies.

Here's a video teaser:

Alex Frankel's Web site: http://www.alexfrankel.com

Book links: Amazon | Google Books (w/ "Find in a library")

+ Read Ch 1 at Frankel's site

Customer Point of View #2

So-Called Customer Loyalty

After a fairly long (both literally and figuratively) post on sales receipts, here's a much shorter rant...

As you checkout at nearly every retail store these days, one is asked, "Are you a ____ [insert 'loyalty program' name] member?"

Careful -- it's a trap.

If you say, "No", they'll start pouring on the sales job; sometimes it even has a credit card offer involved.

If you say, "Yes, but I don't have my card with me", they'll ask for your phone number, name, or other personal info. Who wants to go there?!

My recommendation: just say something like, "No, I'm not interested."

I don't know about you, but this always creates a moment of stress, tension -- even resentment. I JUST WANT TO PAY YOU FOR WHAT I BOUGHT; otherwise, leave me alone!!!

Do businesses REALLY think these "rewards" or "loyalty" programs -- carrying their card around or risk being accosted at checkout -- equals true engagement or loyalty?!

Instead, I'd love to see these businesses, rather than demanding my "loyalty", show their commitment to me; several examples include:

1. Get me engaged, rather than causing me discomfort
2. Remember my name/face/shopping habits
3. Recommend products and services that meet my needs, not those they're trying to push

Or, as suggested in my previous post, just say, "Thank you", make me feel valued and important -- and mean it.

That would make me want to come back. And maybe even tell others.

One of my favorite retailers, Trader Joe's, does these things authentically and effectively. The "biggies" such as my local Target or Cub (our local big grocery chain), do not.

Guess where I go most often and spend more of my food dollars?

Customer Point of View, #1

What's With Those #%$&@ Receipts?!

There's a trend you may have noticed over the past couple years when ending a retail shopping experience: mile-long sales receipts.

I think it first started with the automatically-generated coupons at grocery stores. Now this, I can somewhat understand and support. The coupons created by this system relate, at least remotely, to my purchases: if I bought a large container of vanilla yogurt, I might receive $1 off my next purchase of a different brand of yogurt, etc.

What does get my goat [is that phrase used anymore?], however, is a foot-long receipt with all kinds of useless, store-centered junk on it. This descriptor -- "foot long" -- is no exaggeration for a receipt I recently received at Staples:

A quick inventory of the information provided in this marathon receipt:

- Store name/logo

- Tag line

- Address/phone

- Date/time

- Customer satisfaction survey solicitation

- Product purchase info

+ Another 2.6 inches of plugs, promos, and bar code

Here's another example, this time from Borders.

[A BRIEF ASIDE: I know, I know. An earlier blog post -- specifically about an extremely disappointing experience at a local Borders -- stated that I would not go back. Ever. I've held true to this vow, having not returned to that specific store. In fact, this pile-o-receipts comes from another Borders; and the shopping was on behalf of my daughter. I still avoid Borders when possible. This next example supports that feeling.]

Borders bookstore, rather than presenting lengthy receipts, prefers a small pile of receipt paper:

Here, the breakdown is a little more clear:

- One receipt slip for, well, the receipt

- Another for their version of the customer sat. survey

- And a third devoted to a product and in-store promo

I see what the retailers are trying to do with these. Receipt paper is cheap, and each inch provides a fresh surface for a marketing message.

But have they ever considered how it feels to a customer?

1. They're Tedious

These receipts, once folded, become an annoying pile of paper, stretching a wallet to its limits. Also think about this point in the transaction: we're putting away our wallet, credit or debit card, checkbook, whatever. We're also thinking about the logistics ahead -- grabbing our bags/cart, finding the car keys, etc., and they hand over this long paper banner that requires folding, tucking away, stuffing into a bag or wallet. AND you want me to complete an online survey?!! Feels like a hassle to me.

2. They're Wasteful

In an era when we are becoming "green" conscious, giving a foot-long receipt -- when a 4-inch one will do -- is excessive. Whenever possible, I give any unnecessary pieces or portions back to the cashier. Whether they listen or not, consider this my tiny protest.

3. They're Self-Centered

Nearly always, the messaging crammed into these narrow lengths of thermal paper is all about the store/brand and has nothing -- absolutely nothing -- to do with the customer.

4. They're Remembered

Handing a receipt to a customer is typically the last human act that happens to us before leaving the store. Is that hassle outlined above how the store/brand wants to be remembered?

Solution?

Buried in the ginormous Staples receipt was this simple message, written in the shouting language of ALL CAPS:

THANK YOU FOR SHOPPING AT STAPLES !

That, alone, would have been nice.

For more insight on this phenomenon, check out these resources:

Tale of the Tape: Retailers Take Receipts to Great Lengths

Wall Street Journal

http://online.wsj.com/article/SB125175363135673825.html

Toothpaste Purchase Results In 3-foot Long Receipt

The Consumerist

http://consumerist.com/5301230/toothpaste-purchase-results-in-3+foot-long-receipt

[Gotta love their doggy measurement standard...]

Daily Infographic Fix

If you visit just one clever, humorous, observational infographic blog each day, make it this one:

Indexed

http://www.thisisindexed.com

Each weekday, visual communication genius Jessica Hagy publishes one index card with a witty, often insightful, infographic. Beyond its sheer entertainment value, Hagy's images inspire those of us interested in simple, yet effective, ways of conveying complex ideas.

Bookmark her site or subscribe to her RSS feed. You'll be feeding your mind and spirit.

Also check out Jessica Hagy's collection of these brilliant cards in her books, Indexed and Indexed Reporter Notebook.

[NOTE: For an overload of great information architecture/presentation ideas, check out our earlier post, 37 Data-ish Blogs You Should Know About.]