Posts Tagged ‘user experience’

Making it Sound Easy – Even When it’s Not!

April 8, 2010

Wow! Five easy steps! Signing on to wi-fi in a coffee shop normally requires one or two steps. Thanks for simplifying it for me!

I especially enjoyed the scavenger hunt for the Ripple TV (whatever that is). The code is in small letters, requiring customers to walk across the coffee shop. As long as you’re forcing your customers to jump through hoops, throw in one more: require them to do the ‘Hokey Pokey’ prior to connecting for even more fun!

Are you adding extra steps to the way you serve customers? Are they really necessary? (If the competition doesn’t find them necessary, they’re probably not. And you’re probably losing customers to that simpler competition). Recruiting a Marketing copywriter to make those extra steps sound easy and fun is the very essence of turd-polishing.

The Trouble with Normal.dot

June 6, 2008

“The trouble with normal is it always gets worse” – Bruce Cockburn

trouble with normal.dot

This should be obvious, but don’t make your customers care about things they’d rather not care about. I use Word as my email editor in Outlook. If I have Outlook open for an extended period, on shutdown I get a message asking if I want to save the changes I’ve made to normal.dot.

Yes, I know what normal.dot is – but I made no intentional changes to it. Yes, I know how to change my Outlook settings to avoid using Word as the editor. Yes, I know I could switch to a mac, or OpenOffice, or whatever.

No, I shouldn’t have to care about any of that.

What do your customers care about? What elements of your sales process or user experience force them to care about things they’d rather not?