I recently purchased a new wallet and the user experience was amazing! Until it ended.
For some people a wallet is a wallet, but for me, this is a big deal. Not because I’m a wallet collector or anything, I just like minimalist wallets and it has been hard to find a quality replacement for my 6 year old wallet.
I don’t recall how I found the company I purchased my wallet from, but as soon as I arrived at their website I was hooked! I felt like the user interface (UI) was created just for me – obviously I fit the persona of their ideal customer.
Some of the things they did to make the user experience (UX) so powerful:
- They offered different channels for learning about and reviewing their products.
- They made it engaging with easy to use features that helped me pick the perfect wallet.
- The navigation was clear and always accessible.
- They told a story that connected with me emotionally.
- I felt like they were speaking directly to me.
- Their emails felt personal and sincere.
After making my purchase, I had to immediately contact support because I had accidentally entered the wrong shipping address. This was an urgent matter, but the response time was extremely slow. In fact, I had to send another email before I received a response back that they had fixed the address and everything was good to go.
You’re probably thinking that this is where the user experience ends, but it isn’t.
Why didn’t this end the amazing user experience?
- The emotions they created were still fresh.
- I was excited about getting my new wallet.
- The emails from support felt personal and sincere.
- And most importantly, they seemed as excited about my new wallet as I was.
In every email they said something like, “Hope you are absolutely stoked with it when it arrives!”.
This got me more excited, which caused the emotions to surface again, which extended this awesome user experience.
A few days later my wallet arrived. When I saw it in the mail box I knew exactly what that uniquely packaged item was because they showcased the packaging and open experience on their website.
The user experience continued as I sat down at my desk emptying out my old wallet, laying everything out on the desk. Then reviewing the instructional card that came with the new wallet I began mapping out what would go where and what I could stop carrying all together.
The quality of leather and stitching is amazing, but the usability was incredible.
Every time I take my wallet out, the user experience continues. I get to experience those emotions created during the buying process and I tell people about my awesome new wallet.
So where did the UX end?
Because of the personal and sincere attention I received from support and the highly effective website experience, I fully expected there to be an after purchase campaign of some sort.
Calling or emailing to see how I like the new wallet. Asking about my purchase decision and overall experience. But I haven’t heard from them since the last support email they sent me.
How would an after purchase campaign work?
They know when the package gets delivered so they know when I’m likely to start using my new wallet. Call and ask me, a day or two after I get the wallet, how it’s working out.
Ask me about my decision to buy that particular wallet. Ask me about my overall user experience.
The purpose is to continue this emotional experience to get the customer to relive those emotions experienced during purchase and receiving to reaffirm that they made a good decision.
It’s true the process of using the wallet is a good reminder, but a couple things have been sacrificed:
- I lost touch with the “friends” I connected with during the purchase.
- I no longer think they are as sincere as they led me to believe (losing trust).
When should the User Experience end?
In a perfect world, it should never end. No business should treat their customers as a one-and-done customer. Every business can implement a user experience that last. At least until the customer decides it’s time to end it.
It takes work and really believing in your products/services to believe it’s worth making the effort to create an amazing experience that never ends.
A wallet is a simple thing, not something a lot of people would spend an hour writing about or $90+ on.
I hope this experience helps you understand the importance of creating a user experience your customers will want to write about.
On the wallet makers website I found this:
“Function without emotion feels lifeless. Instead, a slim wallet should also delight you, making every day easier and more enjoyable.”
If you can apply this one statement to your product or service, and build a UI and UX that supports such a statement, you will create am emotionally invested customer, who will refer and return.
Try it for yourself, fill in the blank:
“Function without emotion feels lifeless. Instead, a _______________ should also delight you, making every day easier and more enjoyable.”
Find out how you can improve your User Interface and User Experience by requesting a website review.