Lessons from Leading Brands: The Three Competencies of Personalization

Most business leaders know that personalization is important, but not all are aware of the high stakes involved: a recent study shows that in the retail, healthcare, and financial services sectors alone, the top 15% of companies th…

Most business leaders know that personalization is important, but not all are aware of the high stakes involved: a recent study shows that in the retail, healthcare, and financial services sectors alone, the top 15% of companies that master...

Wanted: a brand that’s looking to shake up their market

My name is Éric St-Jean, but you can call me ésj. I have a dream! I’ve had this idea in my head for a long while, and I think it would revolutionize customer experience… if only there was a…

My name is Éric St-Jean, but you can call me ésj. I have a dream! I’ve had this idea in my head for a long while, and I think it would revolutionize customer experience… if only there was a...

Hawaii False Alarm: The story that keeps on giving

Right after the Hawaii false nuclear alarm, I posted about how the user interface seemed to contribute to the error. At the time, sources were reporting it as a “dropdown” menu. Well, that wasn’t exactly true, but in the last few weeks it’s become clear that truth is stranger than fiction. Here is a run-down … Continue reading Hawaii False Alarm: The story that keeps on giving

Right after the Hawaii false nuclear alarm, I posted about how the user interface seemed to contribute to the error. At the time, sources were reporting it as a “dropdown” menu. Well, that wasn’t exactly true, but in the last few weeks it’s become clear that truth is stranger than fiction. Here is a run-down of the news on the story (spoiler, every step is a human factors-related issue):

  • Hawaii nuclear attack alarms are sounded, also sending alerts to cell phones across the state
  • Alarm is noted as false and the state struggles to get that message out to the panicked public
  • Error is blamed on a confusing drop-down interface: “From a drop-down menu on a computer program, he saw two options: “Test missile alert” and “Missile alert.”
  • The actual interface is found and shown – rather than a drop-down menu it’s just closely clustered links on a 1990s-era website-looking interface that say “DRILL-PACOM(CDW)-STATE ONLY” and “PACOM(CDW)-STATE ONLY”
  • It comes to light that part of the reason the wrong alert stood for 38 minutes was because the Governor didn’t remember his twitter login and password
  • Latest news: the employee who sounded the alarm says it wasn’t an error, he heard this was “not a drill” and acted accordingly to trigger the real alarm

The now-fired employee has spoken up, saying he was sure of his actions and “did what I was trained to do.” When asked what he’d do differently, he said “nothing,” because everything he saw and heard at the time made him think this was not a drill. His firing is clearly an attempt by Hawaii to get rid of a ‘bad apple.’ Problem solved?

It seems like a good time for my favorite reminder from Sidney Dekker’s book, “The Field Guide to Human Error Investigations” (abridged):

To protect safe systems from the vagaries of human behavior, recommendations typically propose to:

    • Tighten procedures and close regulatory gaps. This reduces the bandwidth in which people operate. It leaves less room for error.
    • Introduce more technology to monitor or replace human work. If machines do the work, then humans can no longer make errors doing it. And if machines monitor human work, they ca
    snuff out any erratic human behavior.
    • Make sure that defective practitioners (the bad apples) do not contribute to system breakdown again. Put them on “administrative leave”; demote them to a lower status; educate or pressure them to behave better next time; instill some fear in them and their peers by taking them to court or reprimanding them.

In this view of human error, investigations can safely conclude with the label “human error”—by whatever name (for example: ignoring a warning light, violating a procedure). Such a conclusion and its implications supposedly get to the causes of system failure.

AN ILLUSION OF PROGRESS ON SAFETY
The shortcomings of the bad apple theory are severe and deep. Progress on safety based on this view is often a short-lived illusion. For example, focusing on individual failures does not take away the underlying problem. Removing “defective” practitioners (throwing out the bad apples) fails to remove the potential for the errors they made.

…[T]rying to change your people by setting examples, or changing the make-up of your operational workforce by removing bad apples, has little long-term effect if the basic conditions that people work under are left unamended.

A ‘bad apple’ is often just a scapegoat that makes people feel better by giving a focus for blame. Real improvements and safety happen by improving the system, not by getting rid of employees who were forced to work within a problematic system.

EQ3 2017 Report: Are You Retargeting the Right People?

The vast majority of people who visit your website will leave without making a purchase. You won’t know the precise reason why they left without converting, but all of those exits represent a tremendous amount of lost revenue: that…

The vast majority of people who visit your website will leave without making a purchase. You won’t know the precise reason why they left without converting, but all of those exits represent a tremendous amount of lost revenue: that’s...

A CTO Gets Personal about Personalization

I joined Monetate because I believe in Personalization. I shop almost exclusively online. My home is fully automated. I’m an avid traveler, and I’m terrible at keeping up with my personal finances. The internet knows all of this, a…

I joined Monetate because I believe in Personalization. I shop almost exclusively online. My home is fully automated. I'm an avid traveler, and I'm terrible at keeping up with my personal finances. The internet knows all of this, and...

Personalize Every Interaction—From Digital to In-Store and Everywhere In Between

Personalize every interaction. That feels like a dream doesn’t it? Luckily, that vision is no longer a far fetched fantasy. Brands can now create personalized experiences across any channel—for real! Until now, personalizatio…

Personalize every interaction. That feels like a dream doesn’t it? Luckily, that vision is no longer a far fetched fantasy. Brands can now create personalized experiences across any channel—for real! Until now, personalization has been primarily limited to online...

The 1-to-1 Vision Behind 10 Years of Innovation at Monetate

In commemoration of Monetate’s tenth anniversary, co-founder David Brussin offers his reflections on the role the company has played in the development of ecommerce marketing, and the journey of its growth into the full-fledged omn…

In commemoration of Monetate’s tenth anniversary, co-founder David Brussin offers his reflections on the role the company has played in the development of ecommerce marketing, and the journey of its growth into the full-fledged omnichannel personalization solution that it...

‘Mom, are we going to die today? Why won’t you answer me?’ – False Nuclear Alarm in Hawaii Due to User Interface

Image from the New York Times The morning of January 13th, people in Hawaii received a false alarm that the island was under nuclear attack. One of the messages people received was via cell phones and it said:“BALLISTIC MISSILE THREAT INBOUND TO HAWAII. SEEK IMMEDIATE SHELTER. THIS IS NOT A DRILL.” Today, the Washington Post … Continue reading ‘Mom, are we going to die today? Why won’t you answer me?’ – False Nuclear Alarm in Hawaii Due to User Interface


Image from the New York Times

The morning of January 13th, people in Hawaii received a false alarm that the island was under nuclear attack. One of the messages people received was via cell phones and it said:“BALLISTIC MISSILE THREAT INBOUND TO HAWAII. SEEK IMMEDIATE SHELTER. THIS IS NOT A DRILL.” Today, the Washington Post reported that the alarm was due to an employee pushing the “wrong button” when trying to test the nuclear alarm system.

The quote in the title of this post is from another Washington Post article where people experiencing the alarm were interviewed.

To sum up the issue, the alarm is triggered by choosing an option in a drop down menu, which had options for “Test missile alert” and “Missile alert.” The employee chose the wrong dropdown and, once chosen, the system had no way to reverse the alarm.

A nuclear alarm system should be subjected to particularly high usability requirements, but this system didn’t even conform to Nielson’s 10 heuristics. It violates:

  • User control and freedom: Users often choose system functions by mistake and will need a clearly marked “emergency exit” to leave the unwanted state without having to go through an extended dialogue. Support undo and redo.
  • Visibility of system status: The system should always keep users informed about what is going on, through appropriate feedback within reasonable time.
  • Error prevention: Even better than good error messages is a careful design which prevents a problem from occurring in the first place. Either eliminate error-prone conditions or check for them and present users with a confirmation option before they commit to the action.
  • Help users recognize, diagnose, and recover from errors: Error messages should be expressed in plain language (no codes), precisely indicate the problem, and constructively suggest a solution.
  • And those are just the ones I could identify from reading the Washington Post article! Perhaps a human factors analysis will become regulated for these systems as it has been for the FDA and medical devices.

    Are you keeping up with your peers? Internet Retailer recommends asking these five questions when evaluating vendors

    We’re doing a happy dance over here at Monetate. Internet Retailer has once again recognized us as a top 10 personalization vendor. It’s a great way to start 2018 for our hard working team and our fantastic customer community.&nbsp…

    We’re doing a happy dance over here at Monetate. Internet Retailer has once again recognized us as a top 10 personalization vendor. It’s a great way to start 2018 for our hard working team and our fantastic customer community.  ...