Architecting and designing

         Architecture

Seth Godin asks ‘Is architect a verb?’, and makes an interesting distinction between design and architecture (emphases mine):

Design carries a lot of baggage related to aesthetics. We say something is well-designed if it looks good. There are great designs that don’t look good, certainly, but it’s really easy to get caught up in a bauhaus, white space, font-driven, Ideo-envy way of thinking about design.

So I reserve “architect” to describe the intentional arrangement of design elements to get a certain result. You can architect a computer server set up to make it more efficient. You can architect a train station to get more people per minute through the turnstiles. More interesting, you can architect a business model or a pricing structure to make it far more effective at generating the behavior you’re looking for.

Seth’s definition of ‘architecting’ is very closely aligned to what I’ve termed ‘design with intent’: strategic design intended to result in certain user behaviour. My definition’s a bit narrower, probably, with the focus on influencing user behaviour, techniques for doing that, and the rights and wrongs of it, but there’s a big parallel there. The key thing is that both architecting and designing with intent are deliberate (and often deliberative, too, in the Aristotelian sense - thanks to Kristian Tørning for this point). There is some reasoning, some intended outcome, driving them. As we’ve seen before, not everyone likes the term ‘architecture’ (or ‘architectures’) being used outside the pure building and environmental design context. But it’s useful because it clearly implies the planned, deliberate nature in a way that, say, ’structure’ doesn’t necessarily.

Of course, many designers, especially interaction designers, would argue that they always design ‘with intent’ anyway. They’re always ‘architecting’: considering the relations between system behaviour, user behaviour, users’ goals, and so on is the very basis of the human-centred/user-centred turn in design. But that doesn’t negate Seth’s point: ‘design’ does have a lot of aesthetic baggage. It may be useful - and persuasive - baggage sometimes, but it can serve to mask what design really is, or what it can be.

Seth’s final point draws a number of other aspects together:

Architecture, for me anyway, involves intention, game theory, systems thinking and relentless testing and improvement. Fine with me if you want to call it design, just don’t forget to do it.

Based on my research so far, I think we need to add ecological psychology and behavioural economics to that list, at the very least.

links for 2008-08-05 [delicious.com]

Salt licked?

Salt shakers. Image from Daily MailSalt shakers. Image from Daily Mail

UPDATE: See the detailed response below from Peter of Gateshead Council, which clarifies, corrects and expands upon some of the spin given by the Mail articles. The new shakers were supplied to the chip shop staff for use behind the counter: “Our main concern was around the amount of salt put on by staff seasoning food on behalf of customers before wrapping it up… Our observations… confirmed that customers were receiving about half of the recommended daily intake of salt in this way. We piloted some reduced hole versions with local chip shops who all found that none of their customers complained about the reduced saltiness.”

A number of councils in England have given fish & chip shops replacement salt shakers with fewer holes - from the Daily Mail:

Research has suggested that slashing the holes from the traditional 17 to five could cut the amount people sprinkle on their food by more than half.

And so at least six councils have ordered five-hole shakers – at taxpayers’ expense – and begun giving them away to chip shops and takeaways in their areas. Leading the way has been Gateshead Council, which spent 15 days researching the subject of salty takeaways before declaring the new five-hole cellars the solution.

Officers collected information from businesses, obtained samples of fish and chips, measured salt content and ‘carried out experiments to determine how the problem of excessive salt being dispensed could be overcome by design’. They decided that the five-hole pots would reduce the amount of salt being used by more than 60 per cent yet give a ‘visually acceptable sprinkling’ that would satisfy the customer.

OK. This is interesting. This is where the unit bias, defaults, libertarian paternalism and industrial design come together, in the mundanity of everyday interaction. It’s Brian Wansink’s ‘mindless margin’ being employed strategically, politically - and just look at the reaction it’s got from the public (and from Littlejohn). A BBC story about a similar initiative in Norfolk also gives us the industry view:

A spokesman for the National Federation of Fish Friers called the scheme a “gimmick” and said customers would just shake the containers more.

Graham Adderson, 62, who owns the Downham Fryer, in Downham Market, said: “I think the scheme is hilarious. If you want to put salt on your fish and chips and there are only four holes, you’re just going to spend longer putting more on.”

I’m assuming Gateshead Council’s research took account of this effect, although there are so many ways that users’ habits could have been formed through prior experience that this ’solution’ won’t apply to all users. There might be some customers who always put more salt on, before even tasting their food. There might be people who almost always think the fish & chips they get are too heavily salted anyway - plenty of people, anecdotally at least, used to buy Smith’s Salt ‘n’ Shake and not use the salt at all.

And there are probably plenty of people who will, indeed, end up consuming less salt, because of the heuristic of “hold salt shaker over food for n seconds” built up over many years of experience.

Overall: I actually quite like this idea: it’s clever, simple, and non-intrusive, but I can see how the interpretation, the framing, is crucial. Clearly, when presented in the way that the councils media have done here (as a government programme to eliminate customer choice, and force us all down the road decided by health bureaucrats), the initiative’s likely to elicit an angry reaction from a public sick of a “nanny state” interfering in every area of our lives. Politicians jumping on the Nudge bandwagon need to be very, very careful that this isn’t the way their initiatives are perceived and portrayed by the press (and many of them will be, of course): it needs to be very, very clear how each such measure actually benefits the public, and that message needs to be given extremely persuasively.

Final thought: Many cafés, canteens and so on have used sachets of salt, that customers apply themselves, for many years. The decision made by the manufacturers about the size of these portions is a major determinant of how much salt is used, because of the unit bias (people assume that one portion is the ‘right’ amount), and, just as with washing machine detergent, manipulation of this portion size could well be used as part of a strategy to influence the quantity used by customers. But would a similar salt sachet strategy (perhaps driven by manufacturers rather than councils) have provoked similar reactions? I’m not sure that it would. ‘Nanny manufacturer’ is less despised than ‘nanny state’, I think, certainly in the UK.

What do you think?

links for 2008-08-04 [delicious.com]

links for 2008-08-03 [delicious.com]

The asymmetry of the indescribable

Like the itchy label in my shirt, there’s something which has been niggling away at the back of my mind, ever since I started being exposed to ‘academic fields’, and boundaries between ’subjects’ (probably as a young child). I’m sure others have expressed it much better, and, ironically, it probably has a name itself, and a whole discipline devoted to studying it.

It’s this:
The set of things/ideas/concepts/relationships/solutions/sets that have been named/defined is much, much, much smaller than the set of actual things/ideas/concepts/relationships/solutions/sets.

And yet without a name or definition for what you’re researching, you’ll find it difficult to research it, or at least to tell anyone what you’re doing. The set of things we can comprehend researching is thus limited to what we’ve already defined.

How do we ever advance, then? Are we not just forever sub-dividing the same limited field with which we’re already familiar? Or am I missing something? Is this a kind of (obvious) generalisation of the Sapir-Whorf hypothesis?

Relating it to my current research, as I ought to, the problems of choice architecture, defaults, framing, designed-in perceived affordances and so on are clearly special cases of the idea: the decision options people perceive as available to them can be, and are, used strategically to limit what decisions people make and how they understand things (e.g. Orwell’s Newspeak). But whether it’s done deliberately or not, the problem exists anyway.

links for 2008-07-29

Pretty Cuil Privacy

Cuil screenshot

New search engine Cuil has an interesting privacy policy (those links might not work right now due to the load). They’re apparently not going to track individual users’ searches at all, which, in comparison to Google’s behaviour, is quite a difference. As TechCrunch puts it:

User IP addresses are not recorded to their servers, they say, and cookies are not used to associate a computer with queries. The data is simply dumped as it is created. That means user data cannot be turned over to others, whether its via blind stupidity or lawsuits.

This strategy’s similar to an issue Scott Craver discussed a couple of years ago as part of his ‘privacy ceiling’ concept (I covered it a bit here at the time): effectively, whatever information you collect could become a liability for you at some point, so if you don’t need it, design the system so it simply doesn’t collect it in the first place.