Considering customer efficiency in experiences

There’s efficiency and there’s experience. Last month I published an article for UX Mag on the subject of customer efficiency.┬áIt opens with a story about the Melbourne trams. It’s conductors were replaced by machines in an efficiency drive. However the efficiency of customers and of the service required consideration around tasks beyond ticket purchase. Conductors served a multitude of customer needs but in the narrow assessment of their use they were deemed redundant.