The Ten Principles Behind Great Customer Experiences (Financial Times Series) by Matt Watkinson

Author:Matt Watkinson [Watkinson, Matt]
Language: eng
Format: mobi, epub
ISBN: 9780273775980
Publisher: Pearson Education Limited
Published: 2013-02-13T14:00:00+00:00

Conventions are your friend

Conventions can become so firmly entrenched in our psyche that even if a re-design were to improve things, customer acceptance would be low. The QWERTY keyboard was originally designed to prevent typewriters from jamming, not to be the fastest possible layout, and despite alternative designs proposed over the years, claiming greater efficiency and improved ergonomics, none has achieved widespread adoption. This is no surprise – we would all have to re-learn how to type to adopt another layout. Conventions are also apparent in interface design, especially within e-commerce websites. We naturally look for terms like ‘add to basket’ or a small shopping trolley icon when trying to buy, and are familiar with filling out the requisite forms for address, or card details.

It is prudent to consider what existing conventions relate to your offerings, so any risk attached to changing them can be identified. Defying them unnecessarily tends to be gimmickry rather than innovation. Ask yourself ‘What conventions come into play during this stage of the experience?’ When you have identified the conventions ask yourself ‘Is an alternative approach genuinely better? Is resistance likely to be high? Does the benefit of learning a new approach outweigh the cost of having to learn something new?’

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