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Technology Speak

Technology Speak
  
How the early designers saw kitchen technology

How do you get past the problem of 'technology speak' when talking about modernising and digitally enabling creative companies?  This model arose in response to a discussion/Think Tank at NWRDA on 15th May 2006. 

The challenge?  "Generate an awareness of the benefits and advantages ICTs can bring."

The biggest barriers can be seen as:
  •     Language
  •     Awareness of what is possible and what is achievable
  •     Poor 'relevance'
  •     Hard selling
  •     Perceptions of the time needed to use ICT
  •     A Skills gap that is exacerbated by perceptions and poor past experiences
  •     Security and Malware Fears
  •     Perception about costs
  •     Feelings that 'control' will be lost to the technical

Without addressing these things, how can we really harness any benefits?

The model is a simple one, and one which should be understandable by anyone. In particular though, this is aimed at what could be considered 'Creatives'
 
 

Where does the technology fit?

Let's draw an analogy.  Imagine a perfect meal. What makes it perfect for you as the lucky person looking forward to eating?
Sometimes, you simply want a 'quick fix', and fast food is fine, but its hardly an experience that will hold your attention (hence fast, but also easy and consistent). Not a 'perfect meal'.

What is it about that perfect meal? For me it would be a complex thing. It would be what I like; served how I like it; prepared the way I prefer; it would be served in comfort; savoured in my own time and importantly I would enjoy eating in a smoke free zone and sharing the experience with people I like. All in all, its a complete experience.

So where does technology fit into this analogy?

Behind the scenes technology could be paralleled by the kitchen and the tools and process that ensure that I get my meal (hot, if appropriate), taking my preferences into account. Does how it was prepared really ever become any more than a component in the process of serving you well?

Paralleling this model: Technology should enable service, quality and personalisation to be improved.

In some 'restaurants' the 'technology' is centre stage - the Japanese are famous for this approach, cooking at the table - and that is part of the experience people buy into. In the main though, the technology of the preparation process only becomes an issue if the meal fails to impress. Do you blame the chef, the ingredients, the cooking?

Over cooked veggies? Seldom does the chef blame the oven!!!!! - and therein is the Communication piece.  Indeed, how can you seperate it out of the whole experience.  Information and communication are the things we use, whereas the technology can be the make or break of the experience. Often left out of technology discussions, communication is actually the driver of much of the drive of technological change.

Back to the original analogy: When I eat, I take all of the things listed above into account. Of course I COULD choose to eat at home. Takeaway is an interesting model, and it almost models the idea of 'buying online'.  There will always be compromises, I know it cannot be served as in a restaurant, but the product can be very good, and I (the customer) am very much in control of the experience as long as the food is good.

Language could equally be a barrier in this model - you might have to have interpretation of the menu. More importantly though, a great experience is tailored to your needs rather than just 'served'. What most people do want is to 'tweak' their preferences. Its called choice.

So - where does technology fit into the creative process? If it is good technology it enables; it is efficient; it compliments the product and process; it is easy to use and understand; it is able to provide advantages to the product or service; it may catalyse new ways of working. It is not forced into the faces of the customer though.............

Here is the challenge................

We have a model that anyone should be able to associate with. Assuming someone wants me to eat in their new restaurant, how do they attract my attention?
Ditto with technology, we need' Creatives' to come to the table trusting they will have a good experienced, and a balanced, enjoyable meal. The technology should be in perspective, relevant and it needs to add to the experience.

Lets not make a meal of IT; lets just ensure everyone enjoys the experience IT assists, and comes back for second helpings of our products!