Kathy Gibson reports from Gartner Symposium – In the emerging world of digital business, organisations may end up knowing more about consumers than they are really happy with – and this could become a little “creepy”.
Debra Logan, fellow at Gartner, says the “creepy” factor can arise when companies adopt an exclusively machine approach to technology.
“On the other hand, business moments tend to be human moments – even deeply personal human moments,” she says.
As technology becomes more pervasive throughout the business world, Logan points out that there are two philosophies prevailing: that of the machinist and that of the humanist.
The machinist sees solutions in terms of automation, functional requirements, creating control and reducing complexity by establishing order – almost getting, she says, to where we don’t really need people at all.
The humanist, on the other hand, believes that technology is there to put people at the centre of the business, and let people do the things they want to do. Technology is there to help people realise their ambitions, think about their behaviours and emotions. It seeks to help people participate and understand, providing freedom.
“I’m not suggesting that either one is good or bad,” Logan hastens to add, “But they need to have one another in order to function.
“The humanist will enable people to get what they want; the machinist will simply automate everything. But when you get it right, the machinist part will simply blend in while the humanist part will stand out.”
The perfect blend, she says is the digital humanist and this is what CIOs should be striving to achieve.
To do so, Logan says the digital humanist manifesto should prevail: put people in the centre; embrace unpredictability; and respect personal space.
“All design should be human-centred and should start with observing people,” she says. “Don’t ask your users what their requirements are, because they don’t know. Watch what they do, rather.”
In addition, privacy should be designed into all systems. “Everything should be opt-in,” Logan says. “In addition, be careful with personalisation and identity-sensitive situations. And always apply the golden rule: how would you like to
be treated?
“If you don’t follow the rules, people will soon find ways to go around you.”