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Following a recent media feature that included insights from our CEO & Founder, Ravi Sawhney, this perspective expands on the implications of automation in fast food and retail environments. As brands introduce self-service systems to increase efficiency, the underlying value exchange is shifting, with customers taking on more responsibility while expectations continue to rise.

This article explores why efficiency alone does not define a successful experience, how subtle changes in effort and interaction impact perception, and where trust begins to erode. It highlights the importance of designing not just for operational performance, but for human response, where adoption, satisfaction, and long-term value are ultimately determined.

When Automation Breaks the Experience: The Hidden Risk of Self-Service Design

The Shift Customers Feel Immediately

Automation isn’t the issue.

The issue is how it changes the experience.

A recent article featuring Ravi Sawhney highlighted a growing shift in fast food: customers are being asked to do more, while paying more.

At first glance, automation promises efficiency. Faster ordering. Shorter lines. Lower operational costs.

But that’s not how people evaluate experiences.

They evaluate value.

As Ravi noted, “What’s changing here is the value exchange. Customers are doing more of the work while paying more. People feel that immediately.”

The Shift Most Companies Miss

Most automation strategies are built around optimization, focusing on speed, throughput, and cost reduction. These are measurable and easy to justify from a business perspective, but they are not how customers actually experience a system.

Customers are not thinking about operational efficiency or evaluating labor models. Instead, they are asking a much simpler question:

Does this feel worth it?

That judgment is not analytical; it is instinctive. It is formed quickly based on how much effort is required, how clear the process feels, and how the interaction makes them feel overall.

When customers are asked to navigate more steps, make more decisions, or take on tasks that were previously handled for them, their perception of value begins to shift. This can happen even if the system is technically faster or more efficient.

Effort is not neutral. People feel it, and they factor it into how they evaluate an experience.

When effort increases without a corresponding increase in perceived value, something begins to break. Not at an operational level, but at an emotional one. That is where friction builds and trust starts to erode.

When Convenience Stops Feeling Convenient

There is a point where convenience crosses a line.

What once felt simple and intuitive begins to require more attention and effort. Ordering becomes navigating through screens and options. Speed becomes dependent on self-service. Ease shifts into responsibility.

Individually, these changes may seem minor. Together, they reshape how the experience is perceived.

At that point, the interaction no longer feels like a benefit. It starts to feel like work.

As Ravi explained, “At a certain point, convenience stops feeling convenient and starts feeling like responsibility.”

That shift is subtle, but it is critical. It marks the moment when customers begin to reassess the value of the experience, not based on efficiency, but on how it feels to engage with it.

This is where trust begins to erode, often without companies realizing it is happening.

Automation Without Meaning

Automation can make experiences faster, but speed alone does not determine whether an experience is better.

In some cases, automation removes the very elements that made the experience work in the first place. While those elements may seem small or inefficient from an operational perspective, they often carry meaning for the customer.

Human interaction is not just functional. It signals attention, care, and a sense of being understood. Even brief moments of interaction can reinforce trust and create a feeling of value that extends beyond the transaction itself.

When that layer is removed, something needs to replace it. The experience must still communicate clarity, ease, and a sense of consideration for the user.

If nothing replaces it, the interaction can begin to feel impersonal or incomplete. Even if it is technically faster, the experience lacks meaning, and efficiency alone is not enough to compensate for that loss.

The Real Design Challenge

The question is not whether to automate. Automation will continue to expand across industries, driven by efficiency, scale, and technological capability.

The real question is what is being replaced, and what is being added back.

Every element that is removed from an experience, whether it is human interaction, guidance, or a sense of ease, carries meaning for the customer. If that meaning is not intentionally replaced, the overall experience begins to degrade, even if the system itself is more advanced.

Companies that succeed will not be the ones that automate the most. They will be the ones that understand how the experience feels from the customer’s perspective and design accordingly.

Because adoption is not driven by capability alone. It is driven by perception, trust, and whether the experience feels valuable in the moment it is used.

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Note To Designers: Forget Wearables, Tackle Senseables

Published on April 22nd, 2015

Let’s face it: the concept behind wearables—collecting data on oneself—is something people have sought for generations. French philosopher Michel Foucault, for instance, points to the ancient technological development of the hypomnema, a collection of writings one would keep on things one read, heard, saw, or thought throughout the day, which would then be reread in order to better connect to both the world and to, well, oneself. As Foucault explains, “There was a culture of what could be called personal writing…which must be reread from time to time so as to re-actualize their contents.”

So in the tradition of hypnomnema, wearables in their current form, creeping up our arms from wrist to elbow, are just the flavor of the month.

For the most part, wearables continue to fall into the categories of either fitness tracking (Jawbone, Fitbit, Band) or smartwatch (Gear, Apple Watch). But a third of consumers stop using fitness trackers after just six months, and half of owners no longer use their devices at all. That points to something fundamentally wrong with the whole notion of wearables.

“The goal is to take this data and then leverage it to enable elevated experiences and productivity.”

What really unites and excites people about wearable tech is not its “wearability,” but its collective purpose: to enable the gathering of information in order to create a better, more complete self. This goes way beyond knowing how many steps one took in a day, or how many calories one consumed. It is about knowing—with a technological aid that will do the “knowing” for you—every moment of one’s day, every thought one had, every person one passed, every room one entered, and every emotion one felt. The goal is to take this data and then leverage it to enable elevated experiences and productivity.

And that’s where wearables fall short.

The evolution of technologies of the self moves along two axes: the scale of data collection and the seamlessness of data collection and use. A hypnomnema, little more than a glorified notebook, offered little of either. Wearables automatically collect very large amounts of data, e.g. steps taken, and are fairly seamless in how they go about collecting it. However, they fail when it comes to interpreting the data—that job, for the most part, is still the burden of the user.

As tech writer Richie Etwaru has pointed out, we need to shift the focus from wearables to “senseables.” These are sensors embedded throughout an environment or ecosystem that provide users with an elevated experience so seamlessly intertwined with their lifestyle that they do not realize they’re part of it until it is already underway. Senseables are, in essence, devices that enable the merging of self, the world, and data about one’s place in that world.

An example of an existing senseables solution is one developed by carmaker Audi. In Audi’s Pre-Sense, a number of sensors are embedded within a car to measure emotions, body language, and involuntary reactions. This data is then used to automatically adjust safety mechanisms within the car. Sensors note when a driver is distracted and automatically assure that the driver does not drift into an adjacent lane.

“Content will follow you everywhere, serving up exactly what you want when you want it.”

On a personal scale, imagine what a fitness senseable might look like. It would capture the same kind of data wearables collect, but do so invisibly and then render the data immediately usable having interpreted it for your current personal conditions. Imagine stepping into a gym that instantly recognizes who you are, your health status and also recalls the performance of every workout you have ever done there in order to serve up a customized workout just for that visit.

When you step on the treadmill, speed and distance instantly adjust to your personal settings, based on your desired goal as well as your past and projected performance. Get on the weight machine and have it push you to your projected max. Then, based on how many calories you just burned, have a customized meal plan for the next 24 hours delivered to your smartphone. A better you, guaranteed in 8-12 weeks.

But fitness is really just the tip of the iceberg for the types of personal experiences that senseables will enable. In the entertainment realm, content will follow you everywhere, serving up exactly what you want when you want it on every device. Feeling sad? Your home already knows through infrared body sensors and informs your TV, which in turn recommends your favorite comedy. When distracting quotidian decisions are removed thanks to sensors, think about how our minds will be freed up—fewer petty worries and concerns will put us on the track to becoming healthier and happier people.

The senseables revolution has already begun, and designers need to get on board. From the sensors embedded in the Nest thermostat platform, which automatically adjust the temperature when particular events in the environment are detected, to the Xbox One’s personalization through instant recognition of the user (and his or her preferences) through a built in camera, sensory environments are here. What currently stands in the way of taking wearables and all other sensor-dependent devices to the next level isn’t technological limitations, but the limits of our own imaginations.

The next step in the long evolution of technologies of the self requires designers to take the initiative and design intuitive, intelligent, trustworthy, and noninvasive experiences for these devices. In doing so, we can reach far beyond wearables and into a future where small, friction-filled decisions become invisible. Designers, start thinking about senseables now.

— Thank you Fast Company for these images above.

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