Every step counts
If your digital product were a physical experience, would your customers get confused?
In the real world, we rely heavily on signals from our environment that tell us where to go and if we’re on the right track.
We need them to answer the questions in our head:
“Am I in the right place?”
“Where do I go next?”
“Do they have what I need?”
When there’s a misalignment or a gap between any step in the journey, your customer is going to feel confused, frustrated and, in the worst cases, betrayed.
Imagine walking into a healthcare office. Let’s say you made your appointment online a few weeks prior.
You’re greeted by a sign on the door that says “Made an online appointment? Check in using our kiosk!”
But there’s no kiosk anywhere in sight.
And there’s no one at the front desk.
And there’s no where else to ask for help.
By inadvertently creating dead ends and broken experiences in the customer journey, we erode the trust we’ve built with our customers.
So put yourself in your customer’s shoes and try your best to be thoughtful in designing your digital experience.
Every step of the way.
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