Many people working in eCommerce, product development can agree that capturing the attention of customers is probably the most challenging things to achieve in the digital age.
How do you engage customers? How do you change their behaviour?
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The UX trend today is delighting the user/customer.
“People hate change. They love consistency”, notes Chris Nodder in his book Evil by Design. Whenever Facebook made a new change to their user interface, users vent their frustration on forums. After a few weeks, the noise has faded, because they have gotten used to the new layout etc.
The customer’s emotions are most vulnerable when they have to make purchase, upgrade etc during their customer journey.
Take for example: a customer need to cancel a hotel booking, but it will incur a steep cancellation fee. This induces anxiety. The customer waits and to their surprise, the hotel owner informs them that the refund has been transferred to a credit wallet, and be used for a future booking. As a result, the customer is relieved and raves about their experience on social media.
Habit forming
The author the book “Hooked: How to Build Habit-Forming Products, hypothesises that a product should be designed to meet users’s needs and ultimately alleviate a symptom of a problem they have.
Habits is a win-win for users and business, because they:
- Create higher customer lifetime
- Supercharge growth
- Increase loyalty
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