Wednesday, March 20, 2013

GREAT User Experience (UX)


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.   

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