Why do we always blame the computer/phone (insert as appropriate) when a website or app doesn't behave as we want?
When so much of our lives are conducted online and use technology it’s hardly surprising that we get frustrated when they don't do what we want them to do. But as businesses, it’s our responsibility to ensure that the technology we develop can understand and respond to human characteristics.

As the saying goes ‘garbage in, garbage out’. Technology is logical, predictable; humans are not. So, machines and the websites and app they run, need to be designed and programmed to respond to human characteristics. To recognise that we will make mistakes, to be polite and appreciate that we will have different emotional states that will affect how we respond.

We are responsible for programming these machines, for the language they use, for the help and guidance offered. We decide what information we provide to the user and how easy we make it for them to complete their task.

If we’re programming an ATM, do we put a message on the first screen to tell customers that there are no £10 notes available? Taking cash out is what most people will be trying to do so this message will be relevant to most users. Or do we let them try different options and simply tell them that it’s not possible, but give no guidance as to why their request is wrong, or what they need to do instead? Frustrating, isn’t it?

When completing an online application form, do we wait until the end to tell our potential customers that they’ve made an error and leave them to figure out what it is? Or do we validate each field as they go? Clearly highlighting any errors and telling them what is required? One option creates friction and leaves users frustrated, the other gives confidence, the ability to complete goals smoothly and satisfied users.

Let’s stop blaming the machines and start creating great human centric experiences.