{"id":24722,"date":"2013-02-25T12:56:24","date_gmt":"2013-02-25T11:56:24","guid":{"rendered":"https:\/\/blogs.bmj.com\/bmj\/?p=24722"},"modified":"2013-02-25T17:38:34","modified_gmt":"2013-02-25T16:38:34","slug":"pritpal-s-tamber-the-fallacy-of-user-interfaces-and-big-data","status":"publish","type":"post","link":"https:\/\/blogs.bmj.com\/bmj\/2013\/02\/25\/pritpal-s-tamber-the-fallacy-of-user-interfaces-and-big-data\/","title":{"rendered":"Pritpal S Tamber: The fallacy of user interfaces and big data"},"content":{"rendered":"<p><a href=\"https:\/\/blogs.bmj.com\/bmj\/2012\/09\/25\/pritpal-s-tamber-only-trust-will-make-the-future-model-of-care-work\/pritpal_tamber2\/\" rel=\"attachment wp-att-20833\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-20833\" alt=\"\" src=\"https:\/\/blogs.bmj.com\/bmj\/files\/2012\/09\/pritpal_tamber2.jpg\" width=\"160\" height=\"130\" \/><\/a>I\u2019m lucky enough to spend my workdays around the kinetic kids <a href=\"http:\/\/www.campuslondon.com\/\">in Google Campus, London<\/a>. From what I can tell, they sit about hacking code to see what they might make possible. Occasionally they have <a href=\"http:\/\/www.ft.com\/cms\/s\/2\/3893c380-595b-11df-99ba-00144feab49a.html#axzz2LtfEBv83\">flat whites<\/a>, crack jokes, and look around them, but, in general, hacking is what they do.<\/p>\n<p>For reasons that are not always clear to me they\u2019re repeatedly taken with the idea of creating consumer health apps. A few of them know that I\u2019m a doctor so I get the occasional question about medical \u201cfacts.&#8221; I always answer with my usual rant about not <a href=\"https:\/\/blogs.bmj.com\/bmj\/2012\/06\/21\/pritpal-s-tamber-soft-wiring-knowledge\/\">hard-coding knowledge<\/a>, and then point to NICE guidance or something. They\u2019re usually fascinated with the idea of soft coding but less interested in NICE\u2019s 160 page PDFs.<!--more--><\/p>\n<p>It may just be where I work, but I can\u2019t help feeling there is a gold rush in the consumer health apps market right now. The apps tend to focus on the predictable areas of pregnancy, food, and exercise, but the more I download and play with them the less impressed I get (although, to be honest, I haven\u2019t tried many pregnancy apps).<\/p>\n<p>Ultimately, consumer facing health apps are about informing their users with a view to influencing their behaviour. While it\u2019s too early to truly assess most apps, the general consensus on Campus is that most apps are here today, gone tomorrow. I don\u2019t find this remotely surprising; most health apps are poorly thought through. For instance, it\u2019s largely known that the single most important thing in <a href=\"http:\/\/www.ted.com\/talks\/nicholas_christakis_the_hidden_influence_of_social_networks.html\">behaviour change is one\u2019s network\u2014<\/a>if your friends are fat, you\u2019re likely to be fat. And yet so few apps truly consider this in how they\u2019re designed and built.<\/p>\n<p>That doesn\u2019t stop the hype each time a new app is released. Reviewers gush about their promise, consumers swipe, tap, and download, eager to give away their personal data in the hope of a digital magic wand. And, of course, after a small blip in our universe we all get back to eating what we know we shouldn\u2019t eat, not getting enough exercise, and popping pills of dubious value.<\/p>\n<p>We should know better. The diet industry exists\u2014and is lucrative\u2014precisely because people fall off the wagon again and again. An inexhaustible pool of customers getting more and more desperate as time goes on, ever more willing to part with their cash. Just becoming \u201cdigital\u201d doesn\u2019t change a thing except how we consume the news that we\u2019re as rubbish as we were last month.<\/p>\n<p>The hype appears to be centred on two things\u2014amazing design-led user interfaces and the messianic promise of \u201cbig data.\u201d Both are too shallow, too poorly thought through, to make any real difference.<\/p>\n<p>I\u2019m a big fan of well thought through user interfaces, my current favourite being the shopping app, <a href=\"https:\/\/itunes.apple.com\/app\/id516820047\">Svpply<\/a>. But no matter how pretty the shop window, there\u2019s no point going in if they don\u2019t have it in black. In tech speak, the back-end has to have the right kind of logic to ensure it works and can scale.<\/p>\n<p>With regards to big data, I\u2019ve expressed my reservations <a href=\"https:\/\/blogs.bmj.com\/bmj\/2012\/07\/13\/pritpal-s-tamber-brave-iom-starts-defining-the-knowledge-to-practice-chasm\/\">before<\/a> but it\u2019s not hard to grasp that if the app isn\u2019t collecting the right kind of data it\u2019s unlikely it will do any interesting analyses\u2014rubbish in, rubbish out. Too many app developers believe that having user data will be the core of their business and yet few think through what health related data should be collected and how it might be analysed to yield useful, action-orientated knowledge.<\/p>\n<p>Healthcare is probably the one industry growing despite the global recession. Perhaps this is what\u2019s fuelling the outside interest in creating digital solutions. But app developers need to spend more time understanding the problems before they design interfaces or start capturing data. A little less time hacking on Campus and more time understanding the real and messy world of people and their habits.<\/p>\n<p><em><strong>Pritpal S Tamber<\/strong> is the director of Optimising Clinical Knowledge, a consultancy that helps different types of organisations in and around healthcare design and deliver clinically credible strategies that have a measurable impact on performance and care.<\/em><\/p>\n<p><em><strong>Competing interests<\/strong>: I do not have any competing interests in relation to this post<\/em>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I\u2019m lucky enough to spend my workdays around the kinetic kids in Google Campus, London. From what I can tell, they sit about hacking code to see what they might [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/blogs.bmj.com\/bmj\/2013\/02\/25\/pritpal-s-tamber-the-fallacy-of-user-interfaces-and-big-data\/\">More&#8230;<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5680],"tags":[],"class_list":["post-24722","post","type-post","status-publish","format-standard","hentry","category-pritpal-s-tamber"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pritpal S Tamber: The fallacy of user interfaces and big data - The BMJ<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.bmj.com\/bmj\/2013\/02\/25\/pritpal-s-tamber-the-fallacy-of-user-interfaces-and-big-data\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pritpal S Tamber: The fallacy of user interfaces and big data - The BMJ\" \/>\n<meta property=\"og:description\" content=\"I\u2019m lucky enough to spend my workdays around the kinetic kids in Google Campus, London. 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