專欄蘋果

THE UNDERCOVER ECONOMIST - Can an App Make us Behave Better?

Everyone's talking about a new iPhone app, Mailbox. It uses simple swiped gestures to archive email, or postpone it, or send it to a “to do” list. Mailbox users can quickly highlight their entire inbox and instruct it to come back “tomorrow”. If you have an iPhone, you're probably already in the queue for the app.

What's intriguing about Mailbox is that it is basically a redesigned front-end for Gmail; it adds very little actual functionality to Gmail but it strongly nudges us in particular directions, making it easy for us to handle our email in the way we should have been handling it anyway. The word “should” is intriguing: I've strong opinions about how to handle email. Mailbox also has strong opinions, unlike the bland “do with me as you will” of most email clients.

Modern software is fascinating because of the rapidly evolving way in which software designers try to make complex tools intuitive to use. The results are patchy but, at their best, rather brilliant. And the way in which the best software is created is fascinating, too: it's a potent blend of thoughtful design with constant experimentation. The design gurus brainstorm and create; the experimenters see what works. In fact, this process - supported by the relentless improvement of our silicon infrastructure - has become so successful that when somebody says “technology”, we immediately think of computers and phones, rather than aeroplanes, vaccines or nuclear reactors.

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臥底經濟學家

蒂姆•哈福德(Tim Harford)是英國《金融時報》的經濟學專欄作家,他撰寫兩個欄目:《親愛的經濟學家》和 《臥底經濟學家》。他寫過一本暢銷書也叫做《臥底經濟學家》,這本書已經被翻譯爲16種語言,他現在正在寫這本書的續集。哈福德也是BBC的一檔節目《相信我,我是經濟學家》(Trust Me, I’m an Economist)的主持人。他同妻子及兩個孩子一起住在倫敦。

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