Telling my story . . .

April 16, 2012

photograph by Arthur Fink

photograph by Arthur Fink

Local Sprouts catering hired me — not to photograph the wedding itself, but to document them at work preparing and serving food at this elegant wedding.  Starting with all the “prep” cooking of local organic food in their Portland kitchen, I then followed them to the wedding tent, and mostly their temporary kitchen in a nearby house.

What a joy it was to watch this energetic and talented crew.   And the wedding guests?  Well, I wasn’t photographing their smiles or contentment, or recording the praise they lavished on the entire Local Sprouts crew.

For me, this is photography as story telling — What I do at weddings, in a dance studio, or on any other assignment.

What makes a great question?

September 26, 2009

What makes a great question?

Of course I have my ideas about this one.  All of my consulting and “clarifying” (my term for “coaching”) involves asking questions that illuminate, that invite understanding and inquiry.  Even in doing photography, I often start with questions.

But this one is for you!  I’ll be interested to see your responses

The energy of dance

September 26, 2009

The energy of dance

photograph by Arthur Fink

I heard this story from a speaker at a recent forum on social media.  She told us of working for several hours with a company that creates voice recognition software, and needed help with search engine optimization (SEO) to make sure that their story would get picked up by Google and the like.

As she was leaving, she asked the receptionist, “When people call, do they ask about voice recgnition products?”  “Never!”, replied the receptionist, laughing at the seemingly absurd question. “They ask if we have those computers you can talk to”, she explained.

I find this again and again . . . listening carefully is the key.  And that’s why my business card says “Arthur Fink – Listening to Users”.  In this case, the keywords need to include something like “computers you can talk to”.  Otherwise people will never find this product.

What do your employees do all day?  Why, of course, they answer the phone and take customer orders, or they open mail and post cash receipts, or they respond to customer service inquiries, or whatever.  Why, you might ask, do I bother with this question?

Well, many — perhaps most — employers don’t really know how their employees spend their time.  The order takers may function as fashion counselors, discussing how certain colors match or not, the cash receipts people may do more address maintenance than receipt posting, the customer service people may spend much of their time researching questions whose answers could have been documented.

There may be nothing wrong with this use of time.  One of my clients sold clothes specially designed for nursing mothers.  The order takers there were practically functioning as lactation counselors — and the company felt that was just fine!  The advice offered was a service to their customers, instilled confidence in them, and, it was hoped, led to increased sales of the nursing garments.

But it is a problem when computer systems are designed for one idealized understanding of a work task, and doesn’t support others aspects of the job that are no so well recognized or understood.  Here’s a particularly interesting example that I encountered on a consulting project:

My client created computer systems for collection agencies, and I was visiting one of thier clients.  For several days, I sat next to a debt collector, wearing a phone headset so that I could hear both sides of each conversation, and watching the computer screen to see what information the collector brought up.  Finally, I exclaimed to the collector, “So, it seems that your task is really getting people who owe money to make promises that they will keep”.  He was ecstatic, telling me that nobody had ever expressed it so clearly to him.  Then I continued . . . “so, all that data on the screen, I wonder what you’re doing with it.  Are you just computing how well the past promises have been kept?”  Indeed, that was the case, and at that point the collector was quite precise in telling me what kinds of promise keeping indices would be most helpful.

Although my assignment was officially to review the user interface of the product, it had become clear to me that the real task I was expected to do was to find ways to stuff more data onto an already crowded screen.  In a general way, the debt collection companies that bought this software believed that all that data was useful.  But once my client understood how

the data was being used, and what the collectors were doing with much — perhaps most — of their time, a significant re-design was possible.

Another company found that their order return processors were spending time keying in order numbers, or researching order numbers because customers didn’t return the part of the invoice / packing list that was supposed to be used for returns.  Putting a bar code on that document made it easier to retrieve data with each return, and increased the fraction of returns that did come back with the form.  Evidently customers attached more importance to a form with a bar code on it.

In another case, employees often wouldn’t realize that they may have made a mistake until they were processing the next order.  At that point they’d have to go back to the previous order, see if indeed there was something wrong, and make any corrections necessary.  Providing a simple way to perform that navigation (an “uups” button), speeded up that validation and correction process — even though it didn’t stop mistakes from being made in the first place.

Knowing what tasks your employees are really doing, and how they really spend their time, can help in user interface re-design, work flow re-design, plant or office engineering, and many other areas.

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