The misdirection of efficiency

If I said ‘Look for efficiencies’ – I’d bet most people would jump straight to thinking about efficiencies for their business. Or their role. For their benefit.

Wouldn’t the world be a better place if the default thought was to design efficiency for the user, not the creator?

Take for example the fun experience of airports.

For work or pleasure you’d like a nice experience. But the whole ordeal, from the dreaded bag drop, snaking through endless barrier paths spread out like intestines around security, emptying your wares into trays, and giving the side-eye to the twit that acts like it’s their first day on Earth, is all laughably frustrating.

Security is necessary, but surely it could be better. And security doesn’t explain being bottle-necked through the duty-free tunnel before getting to the lounge – because as soon as I’ve had the horrendous ordeal of passing security, I certainly want some Davidoff Cool Waters and airport exclusive Gucci sunnies.

Into the holding pen, with deliberately not enough seats – to force you go into the crap eateries that you wouldn’t touch in the outside world. And of course, those eateries don’t have departure screens. That’s before I’ve got the universally hated bus transfer and luggage carousels!

I could rant all day! But my point is everything there is designed (and well-honed) to make traffic-management predictable and things easier, smoother, profitable for the airport, airlines and businesses. It’s a business after all. I can’t blame them. I’d likely do the same.

What if the brief was ‘how can we make someone’s experience of getting a plane safe, easy, inclusive, and feel magical?’ I think it would be a very different outcome. I think humans could design better.

Zero proof in this – but I’m also convinced we’re particularly bad at this in the UK.

Ok, an airport is perhaps an easy target! But what about brands we interact with every day? I wonder how many products or services could be reimagined or simply optimised to truly prioritise the user.

As I badly type, I can almost hear business leaders say that’s all lovely and nice for people, but I’m running a business here. It must work for us.

I agree, by suggesting efficiencies for the end user are more valuable for your business. They create long-term distinction, trust, and loyalty. If organisational leaders shared this point of view – perhaps it would lead to a win-win. Better experiences for users and stronger equity for the business.

Two brands with a practically identical product offer, but one makes my life feel easier and pleasant, the other is frustrating and merely transactional. Which would you choose?

Could your brand find efficiencies for customers before shareholders?

Could your product do better if you were not in your own way?

Could a smile be made?