A Case for Using Psychology Before Implementing Customer Experience Design

Recently I was asked to join a project on improving the customer experience of waiting at an upper-end photo retailer. Naturally, waiting is not nice. Most often waiting is “dead time” – that dreadful experience of one wanting for a part of their life to go away (pass) as fast as possible. When it comes to waiting, the guiding behavioral science principles are “empty time is a drag” and “make waiting time useful, interesting, not necessarily pleasant” – you want people to leave eventually. Nonetheless, an experience designer needs to go beyond the established (in a good way) potential solutions and to take into account the particularities of the context in which the waiting occurs. In this c

Good (Customer Experience) Design is 99% Invisible

Good design enables people to do (achieve) what they want without them realizing it. I know, it sounds a bit daunting, but this is how very good design works. A well-designed product, service or experience helps people achieve their goals without shouting out-loud “notice me” and “praise me”. Services such as cruises and theme parks that are purchased entirely for the experience are exceptions to this rule. Nobody goes on a cruise for transportation - getting from, say, Anchorage to Vancouver. The bulk of services, however, are not bought exclusively for the experience. They are bought for fulfilling a need that is not living the experience itself. Very good experience designers understand t

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