Imagine if, to get your coffee at Starbucks, you had to climb a handful of large boulders? Next, you had to pass a written standardized test. Then, you had to army crawl underneath a ropes course to get to the register. Finally, to get the drink you purchased, you had to solve a puzzle and perform 100 jumping jacks. Do you think this design would limit your trips to Starbucks?
This sounds absurd—but many businesses operate in a similar way. Creating barriers between the customer and their product or service.
Good Design = Good Business
Now, think of how Starbucks runs its stores today. You don’t even have to get out of the car to order. You can speak your order to the drive-thru attendant and wah-lah! Your order is ready—many times by the time you get to the window. Sign up for the Starbucks app and you can pay with a simple scan of your phone.
If you prefer, there are well-designed interiors with oversized chairs for relaxing. Or, long tables for serious work and collaboration. Inside, you have access to free wi-fi and inexpensive refills on your coffee. At no time will the staff rush you out—so stay as long as you please.
Design serves the bottom line. Attraction (Branding and Marketing) brings your customers in. Then, it’s your job to make it as easy as possible for them to buy your product or use your service.
Customer experience includes everything from onboarding to monthly service. From the initial client meeting to the final court hearing. Good design = good business.
Boulders and Barriers
When was the last time you took a look at your business from a customer perspective? How are you preventing people from dropping $3.00 on your own version of bean water?
Do you have grumpy staff members interacting with customers? Is there a general attitude of clients getting in the way of “work”? Are common customer activities clunky or awkward to complete?
That’s a great place to start. Understand the “awkward” moments in your business and work to create painless “pathways”.
Make it attractive. Make it easy.
When we buy coffee at Starbucks, we’re buying much more than the bean water. We’re buying a great experience, we’re buying convenience, and we’re buying into a brand. We’re staying for the free wi-fi and the ambiance while we work. Or, we’re there for the conversation and connection with a friend or colleague.
What opportunities do you have in your own business to design a better experience? What steps can you take to remove barriers? Great customer experiences don’t happen on accident. Take the time to design the experience. This will stop preventing people from doing business with you. Make it attractive and make it easy.
