We know when we have it. We revel
in it when we start and complete an online transaction with a warm glow of
satisfaction, and a short investment
of time. A comfortable hush falls over
our being, and we have confidence that we have made a good decision.
Stepping out of our computer
cocoon, we love it when other people line up behind us, wrapped around a
building, camped for days, playing games, and chatting--all experiencing the
same rush of anticipation for whatever it is we await.
The Rose Parade comes to mind. A
new Apple product. Tickets for a concert. It’s a wonderful thing for the
marketer to see. But the company,
service, or event has to deliver. All the way.
My friend went to a Bruce Springsteen event. “The Boss” played non-stop
for almost four hours. A real value.
The Boss delivered.
But, what did my friend focus on? The crappy
parking at the venue. I heard how the
inflow was so poorly managed that they were late for the opening number. She is
never late for opening numbers. Then when they left, the same convoluted mess
resulted in their leaving for home in the wee hours and arriving home even later. Senseless. They would like
to boycott this unnamed venue for the rest of their concert-going lives. Does Bruce know? Does he care? He
should!
Great UX. We know it when we see it
and especially when we don’t. But can we accomplish Great UX? Only a few
companies can. It takes vision, genius, hard work, and amazing communication of
the vision both within the organization and to customers.
