AS A digital transformation consultant, I find one lesson remains remarkably consistent:
> Like a decent referee on a World Cup football pitch, tech succeeds when users don’t have to think about the technology – it just works perfectly, smoothly.
The best technology quietly enables the experience rather than becoming the centre of attention (the best referees aren’t noticed in great matches).

Do you know any IT leaders or companies who could qualify as decent referees?
The world’s biggest technology companies, with their flagship operating systems and software, can inspire admiration… and then disbelief –> then extreme frustration –> leading to cumulative stress!
We’re repeatedly told these trillion-dollar organisations are building intelligent systems that will transform how we live, work and communicate.
Yet when they struggle with the basics, tech giants and IT’s credibility is at stake; they aren’t smart enough yet.
IT failures are common
Consider a simple everyday task: connecting an external Bluetooth speaker to a laptop.
Windows 11 confidently reports the speaker is “connected”, yet the audio continues to play through the laptop’s built-in speakers.
Windows can connect a speaker. Sometimes it just won’t use it.
Why does such a basic interaction still fail?
Windows often treats Bluetooth pairing separately from audio routing, so a speaker can be connected without becoming the active audio output.
Technically, that makes sense.
From a user perspective, it doesn’t.
That is poor UX.
The solution is often surprisingly manual:
- Click the taskbar sound icon… UX: if you can spot it.
- Hunt for a small, easily missed menu arrow… UX: assuming you know it’s there.
- Manually select the correct output device… UX: but what does a “speaker output” even look like (if you’re not in IT)?
Check the Windows 11 screenshot below… tell me what would you click to make your speaker work?

When UX/ usability fails, as it does regularly, users can find themselves navigating a maze of fragmented settings, legacy Control Panel screens and obscure options such as “Hands-Free Telephony” buried deep within older interfaces.
Every hidden menu, legacy dialogue box and fragmented setting represents a design decision that transfers complexity from the software to the user.
Good digital transformation should do the opposite.
Microcosm of a bigger problem
This seemingly minor frustration reveals something much larger.
We keep talking about AI, automation and digital transformation, yet many everyday interactions remain unnecessarily complicated because decades of legacy software continue to co-exist with modern interfaces – and buried beneath major operations, e.g. airline systems.
Users are rarely told why legacy interfaces remain, what is being modernised or when longstanding usability issues will be addressed. Instead, new capabilities continually arrive alongside older systems, increasing complexity rather than reducing it.
The commercial incentive often appears to favour releasing new capabilities over simplifying existing user journeys.
That creates a credibility gap.
The same technology companies are increasingly expected to help address:
- Online safety
- Social media harms
- Protecting children from algorithm-driven risks
- Detecting deepfakes
- Tackling election misinformation
- Supporting critical AI systems
Technology leaders and their companies are assumptive about our trust – the uber-confident experts expect non-techies to hand over the keys – of course you can trust them with ever more important parts of our lives… really?
Trust is not created by sales or marketing-led keynote presentations or the latest overly-ambitious AI announcement promising to transform everything from doctors’ + dental surgeries to the energy industry.
Trust is earned over years through reliability, transparency and consistently getting the basics right; trust is destroyed in seconds by failure (often daily at any company I’ve worked at).
So, if companies struggle to make everyday experiences intuitive, it is reasonable to ask how much confidence society should place in increasingly complex digital systems.
As governments increasingly look to technology companies to play better roles in AI, online safety and digital infrastructure, another question follows:
What standards of usability/ UX, accountability and transparency should society expect from organisations entrusted with such influence?
A Bluetooth speaker failing to become the default audio output is not a world-changing problem.
But it is a reminder that technological ambition often moves faster than technological reliability.
Technology becomes trustworthy not when it becomes more intelligent, but when it becomes more dependable.
When technology works like simply flicking on a light switch, the user experience/ UX will be doing its job.
Until then, there is still much work to do…






