Tags
Business, Customer, Customer experience, Design, digital-marketing, marketing, Pen, problem formulation, User (computing), Web design, Website, writing
Website design is important. Let there be no mistake about that. That is an interesting and fascinating topic in its own right. What I am talking about though is much broader. You can have a very cool looking website; you can make it easy to navigate within that web site, but still make your overall customer experience totally SUCK! In fact, that seems to be pretty much the norm.
I am a customer. Let’s say I want to buy a pen on-line. Is it really necessary for me to create an account? Do I have to give you my e-mail and make up a user name? I can just about guarantee that the first N names I choose will already be taken. So I end up with some impossible to recall username like, PTERESWOODIRON465. Sure, I will write it down. Along with 43,235,309 OTHER user names I have. Then, of course, I need a password. Of course, I could make up something simple and easy to remember like PEN or even PENPASSWORD. How secure is that? Or, I could pick a password that I use on other sites. Even worse. Or, I can make up something really hard to crack and marginally hard to remember like trumpetpalmcandle. But I’ll probably still have to write it down because it will be YEARS before I go your site to buy another pen. Meanwhile, if you really suck, you are going to ask for demographic information as well.
Now, before we get stuck in the details of what the screen looks like that asks me for this information and whether to use a scroll down list for the state name, can we go back and ask WHY I really need an “account” to order a frigging pen? Of course, the dream of the site owners is that once I have an account and keep getting unsolicited email from them about all the wonderful deals they have on pens, I will be unable to control myself and buy another pen several times a day. NOT LIKELY! Extremely Unlikely, in fact. Here is my overwhelmingly normal pen buying behavior. I DON’T. I go stay at the Motel Six where they leave the light on for me and I take their pen. It doesn’t bother me in the least that it says MOTEL SIX on it. If it writes, I use it. This is not going to change because of your wonderful website design even if it is relatively simple to put in my username and password and then give the details of my upbringing. What I AM going to do is get so PO’d at the idea of yet another web account that I am not going to buy a pen at your site at all. I am going to go to Amazon where I already have an account and buy it there. If I’m really PO’d, I may even tell my friends what an idiotic company PEN INC (fictional name, I think) is for forcing me to create an account just to buy a pen for my nephew’s birthday. Even sadder is the fact that no-one in PEN INC will ever have the slightest idea that they not only lost a sale but created a really bad customer experience. — !PSI
Update addendum on Saturday, Sept. 20th, 2025.
As bad as is the customer experience outlined above, the Democratic Party has seemed to view that as a challenge goal: can we make something even worse. And–yes, they have succeeded! Don’t get me wrong; I generally do vote Democrat and I definitely don’t vote Nazi and I continue to contribute money, but certainly not because of the view that their “contributions consultants” apparently have of me. First, there is the sheer volume of requests which come through every conceivable crack in my electronic armor. Second, there is the degree of stupidity which they assign to me. E-mails are typically headlined with world-shattering news and any set of three e-mails will have at least five contradictions: “John Roberts destroys Trump!” “John Roberts is in Trump’s pocket!” “John Roberts resigns!” “John Roberts becomes POTUS!” etc. None of these headlines are true. It’s click-bait pure and simple. What they really want is money. Okay. Campaigns do take money. But don’t treat your users like idiots who will believe that all it takes is a five dollar contribution to take down the Trumputin Misadministration. It will take money but it will also take planning, coordination, and mutual trust. None of these is enhanced by scattershot e-mail, overblown rhetoric, and bad logic. If I wanted that, I’d be contributing to the Not-See Party (formerly known as the GOP).
Political parties may be the worst offenders, but they are not the only ones. On-line so-called news services are often nearly as bad. When I learned the very little I know about journalism, a headline was supposed to be constructed to inform the reader and the first paragraph of the article was supposed to fill in the most important facts. The rest of the article was meant to include more information in case the reader was particularly interested in that article. Instead, my so-called news feeds are filled with click bait headlines such as: Scientists confirm Life on Mars…; Gerontologists prove that immortality is simply…; Every Billionaire in America knows this simple trick…. And that’s it. That’s all you learn from the headline. If you pay to go behind the firewall and wade through the slog of pop-up ads and read the entire article, you will discover that the headlines should have been: Scientists confirm Life on Mars may be hard to find evidence of; Gerontologists prove that immortality is simply not feasible at this time; Every Billionaire in America knows this simple trick–don’t waste your time with on-line click bait.
Of course, the details of an e-mail or a website or a message make a difference to customer experience, but if everything you do is geared toward milking as much money from your user right now with no regard to what it means to your longer term relationship or credibility, your customer experience will suck even if you have a nice font and a good layout.
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