At Softway, we cherish the fortune of having such a complete individual in Nuno Portela, the founder. Descended from a lineage of artists and Professor António Gouvêa Portela, a pioneering force in Portuguese artificial intelligence, Nuno embodies this duality. Trained as a computer science engineer yet spirited as a humanist. He is none other than the founder of Softway, Nuno Portela.

Going back to Alan Cooper, a programmer, early on recognized that fellow programmers often overlooked the needs of end users in their focus on technicalities. Consequently, software of that era became needlessly intricate and user-unfriendly. His book's title metaphorically highlights this tech industry impasse: programers were so absorbed in their realm that they failed to bridge the gap between product and consumer.

Amidst a clash of realities, Alan Cooper embarked on writing during a leisurely Italian holiday, driven by a pressing need to reconcile these disparities. His enduring book, crafted over a quarter-century ago, endures due to its timeless relevance. Cooper advocated an empathetic, user-centric design approach, emphasizing understanding users' objectives, tasks, and behaviors. Despite its length, the book remains remarkably approachable, owing to its clear prose and practical examples. Throughout its almost 300 pages, Cooper's trademark wit and charm infuse the narrative, a quintessential aspect of his style. Here's a snippet worth pondering:

“There is a widely told joke in the computer industry that goes like this: A man is flying in a small airplane and is lost in the clouds. He descends until he spots an office building and yells to a man in an open window, "Where am I?" The man replies, "You are in an airplane about 100 feet above the ground." The pilot immediately turns to the proper course, spots the airport, and lands. His astonished passenger asks how the pilot figured out which way to go. The pilot replies, "The answer the man gave me was completely correct and factual, yet it was no help whatsoever, so I knew immediately he was a software engineer who worked for Microsoft, and I know where Microsoft's building is in relation to the airport.”

It didn't make sense for us to read this book without then talking to Nuno and bridging the gap with his experience, not only as Softway's CTO, but also as a computer scientist who has worked in the field for over 30 years.

1. Despite significant technological advancements over the 25 years since the book's publication, do you believe it continues to hold relevance?

Absolutely, I'd even argue its relevance is growing exponentially. Technology's evolution is becoming more pervasive in our everyday lives. With our aim for technology to prioritize serving people, placing the user at the heart of development is crucial. Ultimately, the goal is for technology to be a servant—to enhance our lives both as users and as human beings.

2. Do you feel that user-centred design has adapted to the challenges and trends of today's technological world? Can you think of any specific examples?

Prioritizing user-centered design is paramount. History has repeatedly demonstrated that successful technologies prioritize people and inclusivity, avoiding alienation. I dislike the term 'info-excluded' because the issue lies not with people but with technologies that alienate. When technology fails to serve people, it loses its purpose.

In business and society, different groups often develop their own languages and dialects. This creates exclusivity, allowing only insiders or those trained in these languages to fully understand. Humans, being inherently social, tend to form groups for a sense of belonging. These group-specific languages not only distinguish insiders but also foster immediate trust among those who share the same 'tribe,' based on a common understanding and language.

Every profession has its specialized language—be it lawyers, doctors, or developers. However, developers often overlook that their products are meant for non-insiders. When technical jargon dominates, users, not part of this group, feel disconnected and inadequate, unfairly so. There's a prevalent trend among developers to use highly technical language, forgetting the distinction between internal communication and user communication. This gap in usability, where products become unintelligible to the average user, constitutes a form of discrimination in my view.

Good design, like a good joke, needs no explanation.

3. With the advancement of AI and decreasing reliance on human intervention for intelligence automation, do you anticipate a gradual decline in prioritizing user-centered design?

I believe user-centered design will remain integral, unaffected by evolving AI. As long as products are used by humans, prioritizing users' needs will remain crucial. Technology should serve humanity, not the other way around.

Throughout the evolution of technology, from early tools to modern computers, accessibility initially remained limited with complex interfaces. However, as technology democratizes, the focus on user experience persists. Interfaces pose significant challenges as technology advances. With AI's evolution, interfaces are increasingly mirroring human interactions. What used to involve keyboards and screens has now shifted to devices like Alexa and Siri—where users communicate naturally. As technology progresses, interfaces will mimic human interaction even further.

4. The author strongly advocates the principle that “the number-one goal of all computer users in not to feel stupid. (..) good interfaces should avoid presenting users with ejection seats” (Cooper, 1998, p. 25). Do you support this notion? Do you believe that we are aligned with this vision  at Softway?

I believe the primary objective for any user is accomplishing their task and feeling good about it. In our interactions—whether with people, computers, or other entities—we seek a cordial, pleasant exchange where our requests are met without belittling us. This, I believe, should form the foundation of any interface. If using a computer makes me feel inadequate while performing routine tasks, it's not my shortcoming but rather a flaw in the computer's interface. The user isn't unintelligent; it's the computer that might lack empathy or understanding. This is where well-designed interfaces play a crucial role—they act as a friendly and intuitive bridge between users and the complex world of computers, enabling effective communication.

The phrase 'good interfaces should avoid presenting users with ejection seats' encapsulates a vital principle I've been advocating within my team consistently. It's a core belief deeply ingrained in the culture of our development. I firmly stand by the idea that interfaces and software must embody user-friendliness in the truest human sense. Just as a friend would prevent you from jumping down a well, good software should safeguard users from pitfalls. Building trust between users and a product is crucial for fostering lasting relationships and deriving maximum benefit from it.

At Softway, user-centered design is ingrained in our DNA. Our commitment to this ethos is evident through our longstanding membership in globally recognized organizations like the Interaction Design Foundation and the Center for Humane Technology. These institutions delve beyond mere web usability, exploring a more comprehensive, universal perspective. They share our concern for making technology inclusive and accessible, prioritizing the role of technology in serving humanity effectively.

5. “The only thing more expensive than writing software, is writing bad software” (Cooper, 1998 p.53). Do you agree?

Absolutely, I completely agree—been there, done that! Presently, our primary focus is on ensuring the initial comprehensive development of all our software—an investment we prioritize. There are myriad approaches to this 'hidden' part of software development, as the saying goes, but some methods prove more effective than others. Taking the time upfront to identify these superior methods yields significant advantages. It enables software and applications to evolve naturally and iteratively, benefiting performance, security, and usability. Well-written software grants programmers the agility to swiftly rectify limitations they encounter with minimal effort. Conversely, poorly written software complicates such modifications, posing risks of errors in other areas. Consequently, there's a natural reluctance totinker with or amend poorly constructed software due to the complexities and expenses involved.

6. Chapter 6 highlights episodes within Silicon Valley, portraying instances where products with significant potential ultimately failed to meet sales expectations due to a lack of focus on the end user during their creation. Can you recall any particular instances that resonated with you? For instance, a product that, as a “homo logicus” (Cooper, 1998, p.93), you were enthusiastic about but didn't succeed as anticipated?"

I vividly recall the HTC Universal with Windows Mobile - an eagerly anticipated device that left me thoroughly disappointed upon its release. It boasted a substantial screen for its time, integrated Windows, Office apps, and even made calls. Yet, it failed to meet expectations both in usability and commercially. The device, while having commendable hardware and screen quality, fell short by essentially forcing a desktop-sized Windows system onto a smaller phone screen. The user interface suffered significantly—icons and links were too tiny for touch functionality, prompting the need for a stylus. Additionally, the font size and layout weren't adapted for the screen size, leading to a zoom button as a workaround. Even basic functions like Excel were severely limited, displaying only 4 cells. Moreover, its phone features were dreadful, using Outlook's contact list as the phone book, which proved cumbersome to navigate. Ultimately, Nokia phones outperformed it significantly in terms of user-friendliness.

7. In your opinion, what can be done to bridge the gap that typically exists between design teams and development teams?

It's not just about communication within these two teams; it extends to understanding clients and their objectives—a bridge between accounts, interface designers, and end users. Essentially, it's a matter of translation, dealing with the diverse languages inherent in each specialty along with their unique concerns. It's crucial to have individuals who can fluently navigate these languages (or at least two of them), effectively translating everyone's intentions as accurately as possible. Moreover, it's equally essential to delegate responsibilities appropriately among teams, ensuring that the 'innmates don't run the asylum,' maintaining a structured and strategic approach.

8. Was there a section of the book that resonated with you in particular?

The book had a profound impact on me, since it articulated what I had intuitively sensed. It effectively organized and solidified my thoughts, making it valuable for sharing insights with my team. I highly recommend this book to everyone, particularly developers. However, a word of advice to fellow developers: approach it with an open mind. The author's intent isn't to offend or berate; rather, it's to ensure that the products we create are genuinely useful and utilized by people.

Alan Cooper's book leads us to a profound realization - we're all captives, some constrained by self-imposed limits as 'homo logicus,' while others by the boundaries set by those shaping their world. Yet, salvation for both lies in this interdependence. Cooper played a pivotal role in bridging these realms. A quarter-century later, the undeniable truth remains: the user must stand at the heart of every stage in a project's evolution."