"Enshittification" and the dangers of prioritising profits over customer experience

Illustration: Rob Dobi/Getty Images

A friend recently sent me a Guardian article introducing me to the Macquarie Dictionary’s 2024 Word of the Year, “enshittification” (a memorable term, to say the least). Coined by Cory Doctorow, “enshittification” describes how platforms degrade as they prioritise profits over user experience. It’s the once-loved app or service that becomes bloated with ads, frustrating algorithms, and disconnected features—leaving users feeling more irritated than engaged.

It made me think that this concept doesn’t just apply to social media. It’s a cautionary tale for any business undergoing digital transformation or providing any kind of digital experience to their customers. The challenge lies in ensuring that new tools, systems, and processes work harmoniously to enhance the customer journey, rather than creating unnecessary friction. It’s not just about adopting the latest tech; it’s about making thoughtful, cohesive changes.

Take B&Q as an example. The DIY retailer has quietly nailed its digital transformation, seamlessly blending physical stores with digital operations. By converting sections of its stores into “digi hubs” that function as mini-fulfilment centres, B&Q has created a model where online orders are processed quickly and efficiently using existing store space. According the Times online, these digi hubs now handle approximately 85% of the company’s online sales, with some hubs processing as many as 250 orders per day. As of 2023, B&Q had converted 53 of its 315 stores into digi hubs, significantly improving delivery speeds and reducing reliance on central warehouses. This approach has allowed them to avoid the pitfalls of duplication or clunkiness, instead focusing on convenience and integration in a way that adds real value to their customers. It’s not flashy, but it works—and their loyal customers have noticed.

Providing a digital experience, especially one that meshes well with physical stores or touchpoints, is less about shiny innovation and more about building systems that feel natural, cohesive, and useful. Businesses like B&Q remind us all that simplicity, integration, and putting users first can be the secret ingredients to long-term success—and as Doctorow himself emphasises, “everyone has a stake in disenshittification.”