Consider these principles from NIATx.net when designing processes or services for your customers:
- Don't Make Me Think Principle: Keeping things simple goes a long way in making users/clients happy. To the extent that we can standardize processes, and make people learn and adopt rituals , we should do so because we are creatures of habit.
- Boomerang Principle: Giving good system feedback, directions, or instructions are critical, especially in environments that are complex, intimidating, and riddled with negative affect. It is ideal if the user/client knows exactly what part of the process he/she is in, as well as a sense of the road ahead. It is also important to ensure user/client safety in all phases of the process.
- Ctrl-Z Principle: Creating a system that is error-forgiving--where you provide a way for people to retrace their steps and undo the "oops" and "uh-ohs"-- is important because people are wired to make errors and mistakes. Minimizing room for error--essentially making the system goof-proof--is a key goal.
- Whiz-Bang! Principle: Start with a bang, end with an oomph! First impressions and first encounters matter more than we think, and ending on a positive note makes people remember the experience better. This is the reason why we want to drive an Aston Martin, and why some sports events end in fireworks. Having extras that people don't expect also enhances the experience.
- Coffee or Tea? Principle: Providing clients/users a choice builds commitment, and makes the users/clients invested in the process.
- Upside-Down Battery Principle: Behavioral science suggests that we get the negative experiences out of the way early, and to "segment the pleasure, combine the pain".
- Disney Principle: Having a theme, using memorabilia, accentuating the positive over the negative-- these can be applied effectively under different business contexts. There will always be an emotional component to any experience, and no one builds emotion into experience better than Disney.
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