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ZAMENJAVA SLABIH SISTEMOV S SLABIMI SISTEMI

5. 3. 2024

Za tokratni članek si bom izposodil metaforo, ki vključuje parkirne avtomate.

Z leti so se parkomati v mestih razvili v okoren in neroden sistem. Kovanci so težki in jih je treba imeti pri roki, parkomati pa morajo biti ojačani proti kraji in vandalizmu, mestna služba mora redno prazniti kovance in jih varno dostaviti v banko, tovrstno vzdrževanje parkomatov pa povzroča, da vzdrževalci občasno zasedajo mesta, ki bi jih lahko namenili za kupce … Saj razumete, kam ciljam.

Toda zamenjava vseh parkomatov je draga in ker gre po naravi za centraliziran sistem, vključuje veliko lobiranja ter skupino ljudi, ki se odloča na podlagi omejenega strokovnega znanja. Gre za odločitev, ki jo bodo odločevalci sprejeli samo enkrat, ne morejo in niti ne smejo se učiti na lastnih napakah …

In potem mesto, v katerem prebivam, dobi Parkmobile, aplikacijo, ki vsem obljublja vse. Le da z zaračunavanjem pristojbin poveča stroške parkiranja za več kot 100 %, je nerodna, ima neumno politiko gesel, ki otežuje uporabo, uporabnikom pošilja veliko preveč elektronskih sporočil in mestu ne prinaša dodatnih prihodkov niti prilagodljivosti. Ljudem zaračuna dvakrat več, da pa jim manj.

Lahko pa vidimo, kako je uspelo mestom najti proračunska sredstva za zamenjavo parkomatov. Gre za težko in drago delo lobiranja, aplikacija pridobiva mesto za mestom, oblikuje se monopol.

Učinek “omrežja” je očiten in ga je težko premagati, zato je v času, ko internet postaja vseprisoten – ko se torej z internetom povezujejo številne naprave – vredno razmisliti o odpornosti, prilagodljivosti in razlogih, zakaj nekaj sploh potrebujemo.

Pogosto se zgodi, da na koncu sklepamo kompromise o obstoječih kompromisih, maksimiramo napačne rezultate in se navežemo na nov sistem, pri čemer pozabimo, čemu je prvotni sistem sploh služil. V tem primeru se je treba vprašati, zakaj parkirni avtomati sploh obstajajo. Obstajata dva cilja:

  • preprečiti, da bi ljudje ves dan parkirali na istem mestu
  • pridobiti denar za plačilo nadzora nad parkiranjem

Za uporabniško izkušnjo gre

Sprva je bilo smiselno, da ljudje v parkomat vržejo 30 centov. To je bilo ravno dovolj težavno in dovolj drago, da so se stroški in koristi izravnali. Zahvaljujoč prenosni identiteti, ki jo omogoča pametni telefon, je na voljo preprosta rešitev: uporabniki poskenirajo kodo parkirnega mesta, ki jim samodejno določi čas, v katerem lahko brezplačno parkirajo na določenem mestu, viške pa plačajo. Nadzor parkiranja je enostavno vzpostaviti, v tipičnem majhnem mestu je izguba prihodkov precej majhna – nekaj več nakupovalcev več kot odtehta stroške odpravljenih parkomatov.

Če bi v mestu še vedno želeli povečati prihodke iz naslova parkiranja, orodja za skeniranje kod ne bi bilo težko povezati s številnimi spletnimi plačilnimi storitvami in preprosto izločiti posrednika. Ko vidimo, da imamo v igri povezane avtomobile, mesta, voznike in telefone, lahko sprejemamo nove odločitve na podlagi tega, kaj želimo, in ne na podlagi tega, kar bo zgolj dalo novo podobo tistemu, kar smo imeli.

Enostavno bi lahko prodajali tudi parkirne listke ali kartice, omogočili popuste lokalnemu prebivalstvu, popuste za starejše ali celo trgovcem razdelili kode za parkiranje, ki bi jih lahko uporabili za zaposlene. Lahko bi uredili, da je prvih deset minut parkiranja brezplačnih za hitre prihode in odhode, ali pa da lokalci plačajo manj za dolgotrajno parkiranje. Uvedli bi lahko celo sistem, da kupci zlahka dobijo povrnjene stroške parkiranja, če opravijo nakup.

Preobrazba, ki vodi v spremembe

Lahko pa ponovno razmislite, zakaj avtomobili zasedajo toliko prostora v naših mestih, ter v nadaljevanju preuredite celoten tok ljudi in prometa. Toda vse to je težko izvedljivo že zaradi številnih ciljnih skupin s svojimi interesi. Potem so tu še tveganja glede spreminjanja uporabniške izkušnje. Bodo ljudje to razumeli, jim bo všeč, bodo proti?

Oblikovalci, ki snujejo nekaj novega, pogosto razmišljajo na osnovih dveh vprašanj:

  • Komu je rešitev namenjena?
  • Čemu bo služila rešitev?

V primeru sistema, ki zamenjuje prejšnji sistem, se ti vprašanji na žalost pogosto nadomestita z naslednjim:

  • Kateri je najlažji način, s katerim prenovimo tisto, kar smo nazadnje spremenili s kompromisi?

Skrb za izboljšave

Del čarobnosti WordPressa in njegovega uspeha je, da je odprte narave. Ponuja decentralizirano uporabniško izkušnjo in omogoča posameznikom in organizacijam, da uresničijo svoje prvotne namere, s čimer se lahko poslovijo od dragih centraliziranih monopolov, ki so v preteklosti ponudnikom rešitev za upravljanje spletnih vsebin prinašali polne vreče denarja.

Ključna prednost razpršenih sistemov je ta, da se sčasoma izboljšujejo. Ko vidite, da je nekaj mogoče izboljšati, to tudi storite.

Ko je sistem nov, ga podrobno opazuje le malokdo. Posledično ga lahko peščica ljudi oblikuje, spreminja in optimizira. Ko se povečata njegov obseg in vpliv, se stanje umiri, uporabniki se navadijo na uporabo tega sistema. Nato pa se pojavi nova tehnologija, ki vpliva na odločitve, ki so bile sprejete v času, ko so bili pogoji na trgu ali na terenu zelo drugačni.

Ko boste naslednjič pozirali za fotografijo, se spomnite, zakaj sploh pozirate in stojite pri miru dlje časa? Veste, zakaj? Včasih je bila hitrost osvetlitve dolga, zato je bila fotografija zamegljena, če niste bili pri miru nekaj časa. Vidite, ljudje smo spremenili tehnologijo, vendar smo ohranili kulturna pričakovanja oziroma navade.

Kaj reči za konec? Včasih moramo le globoko vdihniti in namesto “nekaj več” narediti “nekaj bolje”.

avtor: Seth Godin

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Author

  • Seth Godin

    Seth Godin je praktično "bog" na spletu, zelo iskani predavatelj, uspešen podjetnik, besteselling avtor in visokokakovostni bloger. Nedavno je bil vključen v Hall of Fame - Direct Marketing, leta 2013 je postal je eden izmed treh izbranih za podelitev te časti. Je avtor 18 knjig, ki so postale bestsellerji po celem svetu in so bile prevedene v več kot 35 jezikov. Piše o postindustrijski revoluciji, načinu širjenja idej, marketingu, vodstvu in predvsem o spreminjanju vsega. Njegove najbolj znane knjige so Linchpin, Tribes, The Dip in Purple Cow. Poleg pisanja in govora je Seth ustanovil tudi družbi Yoyodyne in Squidoo, bil pa je tudi podpredsednik direktnega marketinga pri podjetju Yahoo!. Njegov blog je eden izmed najbolj priljubljenih na svetu. Pred kratkim je Godin preko Kickstarterja začel z izdajanjem serije štirih knjig. Kampanja je dosegla svoj cilj po treh urah in na koncu postala najuspešnejši knjižni projekt v zgodovini, ki je bil storjen na tak način.

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