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The Inmates Are Running the Asylum Publisher Paul Boger Copyright © 2004 by Sams Publishing Executive Editor Candace Hall All Rights Reserved

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The Inmates Are Running the Asylum Publisher Paul Boger Copyright © 2004 by Sams Publishing Executive Editor Candace Hall All Rights Reserved alan cooper A Division of Pearson Education 800 East 96th Street, Indianapolis, Indiana 46240 The Inmates Are Running the Asylum Publisher Paul Boger Copyright © 2004 by Sams Publishing Executive Editor Candace Hall All rights reserved. No part of this book shall be reproduced, stored in a retrieval system, or transmitted by any means, elec- Managing Editor tronic, mechanical, photocopying, recording, or otherwise, with- Charlotte Clapp out written permission from the publisher. No patent liability is Project Editor assumed with respect to the use of the information contained Dan Knott herein. Although every precaution has been taken in the prepa- Copy Editor ration of this book, the publisher and author assume no respon- Eileen Cohen sibility for errors or omissions. Nor is any liability assumed for damages resulting from the use of the information contained Indexer herein. Ken Johnson Proofreader International Standard Book Number: 0-672-32614-0 Juli Cook Library of Congress Catalog Card Number: 2003116997 Publishing Coordinator Printed in the United States of America Cindy Teeters First Printing: March 2004 Interior Designer Karen Ruggles 07 06 05 4 3 Cover Designer Alan Clements Trademarks Page Layout All terms mentioned in this book that are known to be trade- Eric S. Miller marks or service marks have been appropriately capitalized. Sams Publishing cannot attest to the accuracy of this informa- tion. Use of a term in this book should not be regarded as affect- ing the validity of any trademark or service mark. Goal-Directed design is a trademark of Cooper Interaction Design. Warning and Disclaimer Every effort has been made to make this book as complete and as accurate as possible, but no warranty or fitness is implied. The information provided is on an “as is” basis. The author and the publisher shall have neither liability nor responsibility to any person or entity with respect to any loss or damages arising from the information contained in this book. Bulk Sales Sams Publishing offers excellent discounts on this book when ordered in quantity for bulk purchases or special sales. For more information, please contact U.S. Corporate and Government Sales 1-800-382-3419 [email protected] For sales outside of the U.S., please contact International Sales [email protected] Dedication For Sue, Scott and Marty, with love. Acknowledgments I could not have written this book without the care and help of many wonderful friends and colleagues. In particular, several people performed the demanding and difficult job of reading and commenting on the manuscript, sometimes more than once. Their comments made me answer tough questions, introduce my topics, sum up my points, quench my flames, and corral my wild fits of indignation. The book is far better because of the contributions of Kim Goodwin, Lane Halley, Kelly Bowman, Scott McGregor, David West, Mike Nelson, Mark Dziersk, Alan Karp, Terry Swack, Louie Weitzman, Wayne Greenwood, Ryan Olshavsky, John Meyer, Lisa Saunders, Winnie Shows, Kevin Wandryk, Glenn Halstead, Bryan O’Sullivan, Chuck Owen, Mike Swaine, and Skip Walter. I really appreciate your time, care, and wisdom. In particular, Jonathan Korman’s comments and counsel were invaluable in helping me to distill my themes. I must also thank all the talented and hard-working people at Cooper Interaction Design who did my job for me while I was busy writing. Deserving of special thanks is Design Director Wayne Greenwood, who did a great job under pressure keeping our design quality and morale high. Getting the illustrations done turned out to be one of the more interesting pro- duction challenges. Chad Kubo, the masterful creator of the images, did a remarkable job of interpreting my vague ideas into crisp and memorable images. They add a lot to the book. The illustrations could not have been done at all without the tireless art direction work of Penny Bayless and David Hale. Still others helped with the many production tasks. Thanks to Brit Katzen for fact checking and research and Mike Henry for copy editing. Writing a book is a business, and for making it a successful one I also owe sin- cere thanks to my team of technology-savvy businesspersons, headed by my agent Jim Levine, and including Glenn Halstead, Lynne Bowman, Kelly Bowman, and Sue Cooper. At Pearson, Brad Jones supported this project throughout, but the most credit goes to Chris Webb, whose tenacity, focus, and hard work really made The Inmates happen. I really appreciate the many people who provided moral support, anecdotes, advice, and time. Thanks very much to Daniel Appleman, Todd Basche, Chris Bauer, Jeff Bezos, Alice Blair, Michel Bourque, Po Bronson, Steve Calde, David Carlick, Jeff Carlick, Carol Christie, Clay Collier, Kendall Cosby, Dan Crane, Robert X. Cringely, Troy Daniels, Lisa Powers, Philip Englehardt, Karen Evensen, Ridgely Evers, Royal Farros, Pat Fleck, David Fore, Ed Forman, Ed Fredkin, Jean- Louis Gassee, Jim Gay, Russ Goldin, Vlad Gorelik, Marcia Gregory, Garrett Gruener, Chuck Hartledge, Ted Harwood, Will Hearst, Tamra Heathershaw- Hart, J.D. Hildebrand, Laurie Hills, Peter Hirshberg, Larry Keeley, Gary Kratkin, Deborah Kurata, Tom Lafleur, Paul Laughton, Ellen Levy, Steven List, T.C. Mangan, David Maister, Robert May, Don McKinney, Kathryn Meadows, Lisa Mitchell, Geoffrey Moore, Bruce Mowery, Nate Myers, Ed Niehaus, Constance Petersen, Keith Pleas, Robert Reimann, John Rivlin, Howard Rheingold, Heidi Roizen, Neil Rubenking, Paul Saffo, Josh Seiden, Russ Siegelman, Donna Slote, Linda Stone, Toni Walker, Kevin Weeks, Kevin Welch, Dan Willis, Heather Winkle, Stephen Wildstrom, Terry Winograd, John Zicker, and Pierluigi Zappacosta. This “year long” project took 20 months, and my family showed great patience with me. I owe the greatest debt of love and thanks to my wife, Sue Cooper, and to my handsome young sons, Scott and Marty. I love you with all of my heart. Table of Contents Foreword..........................................................................................xvii Part I Computer Obliteracy Chapter 1 Riddles for the Information Age ........................................................3 What Do You Get When You Cross a Computer with an Airplane? ................................................................................3 What Do You Get When You Cross a Computer with a Camera?....................................................................................4 What Do You Get When You Cross a Computer with an Alarm Clock?..........................................................................6 What Do You Get When You Cross a Computer with a Car? ..........8 What Do You Get When You Cross a Computer with a Bank? ........8 Computers Make It Easy to Get into Trouble ..................................9 Commercial Software Suffers, Too ..................................................11 What Do You Get When You Cross a Computer with a Warship? ................................................................................13 Techno-Rage......................................................................................13 An Industry in Denial ......................................................................14 The Origins of This Book..................................................................15 Chapter 2 Cognitive Friction ............................................................................19 Behavior Unconnected to Physical Forces ....................................19 Design Is a Big Word ........................................................................21 The Relationship Between Programmers and Designers..............22 Most Software Is Designed by Accident..........................................22 “Interaction” Versus “Interface” Design..........................................23 Why Software-Based Products Are Different..................................24 The Dancing Bear ............................................................................26 The Cost of Features ........................................................................27 Apologists and Survivors..................................................................29 How We React to Cognitive Friction................................................33 The Democratization of Consumer Power ....................................34 Blaming the User ..............................................................................34 Software Apartheid ..........................................................................36 Table of Contents / vii Part II It Costs You Big Time Chapter 3 Wasting Money..................................................................................41 Deadline Management ....................................................................41 What Does “Done” Look Like? ........................................................42 Parkinson’s Law ............................................................................43 The Product That Never Ships ....................................................44 Shipping Late Doesn’t Hurt..............................................................45 Feature-List Bargaining....................................................................46 Programmers Are in Control ......................................................47 Features Are Not Necessarily Good ................................................47 Iteration and the Myth of the Unpredictable Market....................48 The Hidden Costs of Bad Software..................................................52
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