Why we have to stop designing tech for tech’s sake

I like to think of myself as pretty savvy when it comes to technology. After all, I have worked in the IT and telecom industries for quite a long time. I’ve seen internet connectivity get easier, connection speeds get faster, data use go off the scale, and the lines between what is a computer and what is a mobile phone disappear. And I’m comfortable with it.

But I defy anyone to successfully charge an electric car in some places. The last time I was in Sweden on vacation I tried using a charging station outside Stockholm delivered by the local utilities. Agh! The app was so complicated I spent more time trying to figure that out than actually charging the car. Why did it have to be so difficult? For the first time I can remember, I actually thought – have we stopped designing new innovations that genuinely help people? Or are we designing tech for tech’s sake?

Think about generative AI. When you immediately start talking about how a new technology can put thousands of people out of a job , rather than making their job easier, or more interesting, this isn’t designing with people in mind. It’s about going that bit further – because it brings kudos, pushing the boundaries of what’s possible – because it’s possible, or entering new territory – because it’s exciting… even if the territory doesn’t look all that inviting. Autonomous weapons, anyone?

Ok, so that’s an extreme example, but hopefully you get where I’m coming from. Too often, the tech we use in our everyday lives is designed in a way that makes things more complicated, and stops some of us from taking part easily. If you don’t believe me, just think about how you communicate with your family and friends these days. What I’m talking about of course is the endurance test known as the group chat ??. Or cast your mind back to some of the video calls we struggled through in the pandemic lockdowns. I still think about the woman who managed to turn herself into a potato during a work meeting far too often.

When technology is designed mainly around enabling internal efficiencies and cost control, it shows up in how customers experience it. ?No person available, no other option than downloading an app, or submitting an order online, trying to find the information you need on a tiny screen (that isn’t optimized for mobile)... I could go on. When this happens, it’s unnecessarily cutting a whole section of society out of the equation – and I don’t just mean elderly people.

Then there’s affordability. We are all familiar with the fact that everything is getting more expensive. And that too many people are trying to get by on rock-bottom wages. We need packages and services that cater for those who need support and might not have so much disposable income – but who want (and need) to stay connected. For job opportunities, social assistance, emergency help, or maybe even asylum.

For these and many other reasons, we need a rethink. Don’t start with the technology: start with people. What do they need? What will help them? What will make their lives better? What will make the world a nicer place to live – and us better as a society?

In my view, for telecoms companies, that means keeping people connected. Obviously, to do that you must have an absolutely reliable network. But it’s also about helping them stay in touch with the people and things that matter to them. Service that goes the extra mile and provides different types of access to suit different needs. Being accessible to everyone. Providing products and services that are easy to use. And genuinely trying to do things that are better for society.

Many companies have been talking about these things for a long time, but not 100% delivering on the promise. If I mention call waiting times, missed engineer appointments, or just trying to speak to the right person about an issue you need to fix, I’m sure you’ll know what I mean.

Now one company has vowed to do things differently. You might not be familiar with the name – Odido – but it used to be known as T-Mobile Netherlands (and, full disclosure, I’m chairman there). It is making a new start with a new name, a new look and feel, and a not-so-new way of thinking about technology. One that is more accessible. More humane. More inclusive. And more about making sure technology belongs to all of us again.

As the saying goes, het kan ook zo : it can also be done this way. I’m excited to be going on this journey with the team.

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Photo credit: Joseph Mucira, Pixabay