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Social software and the problem of trust

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Although you don’t hear about it much, trust is an extremely important issue in the software world.  A common example is eBay – how could eBay stay in business if millions of anonymous buyers and sellers didn’t have a certain level of trust?

Andy Brice, a software developer, gives a really interesting example of the problem of trust in his blog.  He became concerned that his software products were getting a ridiculous number of awards and 5-star ratings from shareware download sites.  He devised an experiment: if you create a text file, change the file extension to .exe, and submit it to 700 download sites, how many award would you get?

It turns out you would get tons of awards.  A large percentage of these sites, which ostensibly provide users the service of evaluating shareware and freeware, are in reality just trying to skim adwords revenue.

Social software, if applied correctly with enough participation, can help to solve this problem.  It is much harder to fake 1000 del.icio.us bookmarks than it is to make an authoritative-looking award banner.

Many of us work on projects internal to companies where we don’t confront these issues directly on a day-to-day basis.  Large companies can generate billions of pages of documents and code each year.  Add to that the billions of external web pages we use as reference material.  Tools such as social bookmarking can help build up this network of trust and sift through the less useful resources even on intranets.

So now that we have the tools available, all we need is participation.  You’re reading this, so I’m probably already preaching to the choir.  Trust is a really interesting issue, though, so I’ll be writing about it here and there in the future.

The iPhone, Google Maps for Mobile, and e911 – where is the disconnect?

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DSCN0592Google Maps for Mobile will soon include a GPS-like ability to find your current location.  A little while ago Gizmondo wrote about an iPhone hack that allows almost, but not quite GPS functionality.  The hack itself sounds a lot like the way phase II of the wireless E911 service works, and my guess is that Google Maps is fairly similar.

If you take a look at this map, you can see than many states have > 80% deployment.  On the FCC site you can find reports of the e911 deployments completed by cell phone companies.  Any company that doesn’t have over 95% of their customers with E911 capable handsets is currently getting fined.  So it’s a shame that Google and random iPhone hackers have to reimplement all this.

I’ve never worked on E911 support (or anything cellular, for that matter), but it seems to me there is an incredible opportunity here.  One of the great things about the iPhone is that it drives adoption of data plans.  How about including psuedo-GPS capability in nearly every phone as soon as you sign up for a data plan?  That would be a huge incentive.

Here’s an even more radical idea:  why not come up with a standard way to communicate presence and location data so users can do things like local search?  It might take use years and millions of dollars to develop proprietary systems to do this, but if we use an open standard perhaps this could be adopted as quickly as things like the web and email.

Even better, operating under an open standard will allow geeks in garages all over the world to develop new social software systems we can’t even dream of.

The importance of design – Can you read this at 60 MPH?

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The New York Times had a great article a few months ago about redesigning the font used on highway signs.  You’ve probably seen the current font, Highway Gothic, a million times without ever thinking about it – it’s been in use for more than 50 years.

Granphic from the New York TimesWorrying about the font on the signs seems pretty silly compared to all the engineering and resources that go into a single bridge, let alone the entire highway system.  Why does this merit an article in the Times and what does this have to do with programing, web development, social software, or any of the topics many visitors to this blog are interested in?

Programmers and analysts sometimes doubt the value of design.  It’s hard work gathering all the requirements and writing all the code – we don’t have time to worry about how pretty it looks.  A lot of projects we work on, though, involve creating user interfaces, often web applications.  That means that, when it comes down to it, your job is to support the user’s tasks.

Now if someone wanted to add 10% to your hours to pick just the right shade of chartruse, you would be justifiably miffed.  But good interface designers will have good, empirically-tested reasons for their work and the guidelines they live by.  Highway signs are a great example of this kind of empirical benefit:

Intrigued by the early positive results, the researchers took the prototype out onto the test track. Drivers recruited from the nearby town of State College drove around the mock highway. From the back seat, Pietrucha and Garvey recorded at what distance the subjects could read a pair of highway signs, one printed in Highway Gothic and the other in Clearview. Researchers from 3M came up with the text, made-up names like Dorset and Conyer ? words that were easy to read. In nighttime tests, Clearview showed a 16 percent improvement in recognition over Highway Gothic, meaning drivers traveling at 60 miles per hour would have an extra one to two seconds to make a decision.

A one or two second gain in legibility matters a lot when your life depends on it.  Few web applications present the same kind of physical danger, but multiply a small gain over an application with 10,000 users, operating 24 hours a day for a year, and you can see how this can impact the business.  Good design is part of the larger concept of usability.  As anyone who’s done any usability testing can tell you, most applications have many small, easy-to-change pitfalls that can quickly add up to huge wastes of time and effort.