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Design For Ease of Use with Lean CX – Leadership Card 15
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Design The Situation For Ease of Use And People Will Do What You Want
In a study by three researchers featuring college students, and seeing what it might take to get them to donate to a food drive on campus, Nisbett, Griffin and Ross found something very valuable.
Before they started, they interviewed their subjects and separated them into two groups – those who they believed would give to a food drive, meaning they were kind, charitable people by nature, and those who they believed would not give to a food drive.
The funny thing is, the students they believed would not give to the food drive actually gave more than their so-called charitable counterparts when they were given clear instructions on how to do it, where the box was to donate to (including a map of the campus), and asked to think about the exact item and day they would go and donate.
Clarity Matters
You see, it’s not enough for someone to just be “naturally” good at something. The environment shapes a large part of a person’s results, which is ultimately good news because we can shape the environment to make it easier for our people and customers to do the things we want.
If something is hard to do – if there are many obstacles, it’s not front-of-mind, it has too many steps or we need to redo too many things, or there’s too much waiting around or there are too many hand-offs between departments – then there is a much higher chance that a person won’t do it. That can include a customer buying your product, or a team member performing work for you.
Getting intentional about designing your work and customer experience, and designing it specifically for ease of use, can make all the difference.
And as we saw in the charitable giving example, that can mean giving clear instructions, a map of where to go, and a clear vision of what to give and when they are going to give it. In other words – How, What, When, and Where. For you in your business, it might be simpler. Knowing who your customers are, what they want, and the steps to get there is a great start. Then you can improve the ease of use for your customers simply by reducing those steps in getting what they want.
Try it for yourself, and I believe the results will absolutely astound you.
Chat soon – David Mclachlan
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