The Human Side of Automation

Little Britain

The Human Side of Automation Martijn Veldkamp April 10, 2025

We plan our technology implementations. We map our approach, define KPIs, and anticipate efficiency gains. Yet, even the most crafted AI initiative or Salesforce rollout can stumble on the human element. As we automate and streamline, we sometimes overlook the real people who will be using these new systems. And the unintended consequences are user frustration and the dreaded “workaround.” Microsoft will always sell their Excel licenses.

I like to think back to my dishwasher analogy. Designed for my convenience, a poorly loaded dishwasher leads to all kinds of outcomes. Similarly, a rigid designed process that doesn’t account for nuanced situations can drive users to create their own. I’ve seen all kind of methods of getting the job done. That “cough Excel cough” I mentioned isn’t just a small joke. It’s a symptom of a disconnect between the intended earlier written about “clear path to a lesser goal” (automation) and the reality of the user.

Why does this happen?

Focus on Tech capabilities: I’ve seen implementation so intently focussed on the technical capabilities that they failed to consider the (menselijke maat?) human experience. The Jurassic Park quote comes to mind : “You scientists were so preoccupied with whether or not you could, you didn’t stop to think if you should.” Disrupt without Understanding: Introduce new automation without fully understanding the nuances and informal processes that underpin current ways of working, inadvertently breaking crucial steps. I still remember the incident were we forgot to account for the once in a year process. That was a painful lesson. Introduce Unintuitive Interfaces: Implement systems that are technically great but difficult to navigate, leading to errors and a reluctance to adopt. Too many examples to mention. Lack Sufficient Training and Support: If you assume users will want to change. Or intuitively grasp new systems without adequate guidance. You’re in for a rude awakening. I’ve always done it that way! This will leave them feeling lost and resorting to familiar (and less efficient) methods. Also, do not Ignore User Feedback. Do not treat the implementation as a one-way street. Actively ask for and incorporate user feedback.

So, how do we navigate the human side of automation?

Ultimately, successful automation isn’t just about the technology. It’s about the people who use it. By prioritizing the human experience, the customer journey. Yes I’m looking at you Adidas! Sending me to some stupid Informed app just to tell me after downloading an app, creating an account that the article I want is out of stock… Anyway. Actively seeking and responding to feedback, and so designing systems that empower rather than frustrate, we create a smoother path towards our true goals. And thus avoid detour of unintended workarounds.

Let’s remember that technology should serve us, and understanding the human side is paramount to achieving that.