Calculated Misery: The Dark Side of UX Strategy

By Ronnie BattistaPublished: February 16, 2015 “Small things can have significant impacts on customer acquisition and loyalty—and companies often overlook or under-prioritize them.” When I talk to companies, customers, and colleagues about UX strategy and the importance of understanding the end-to-end customer experience, I often tell stories about seemingly trivial parts of an experience with a brand that can have huge impacts. Small things can have significant impacts on customer acquisition and loyalty—and companies often overlook or under-prioritize them. For example: The process of exchanging a pair of shoes to get the right size may be so cumbersome that you don’t even want to bother with it. A meal that you have at a restaurant leaves a bad taste in your mouth—not because it wasn’t delicious, but because the server was inattentive and rude. Navigating a company’s interactive voice response (IVR) system to speak to a real person on the phone becomes a test of rage restraint, because it’s so abundantly clear that they want to make it as hard as possible.



from UXmatters http://ift.tt/1FS7poR

via IFTTT