While some purchases and uses are almost effortless, such as streaming on Netflix or ordering food for delivery on Grab, others require a great deal of mental and physical effort. such as learning a new language on Coursera or trail running in HOKA shoes, but many people value both types of experiences.
Research on customer experience has classified the customer journey into four interesting paths: R.outine Joyride, Trek and Odyssey What are the details? Let’s see.
The routine is simple and predictable.
recurring activities on a regular basis Suitable for useful and frequently used products such as toothbrushes, mobile banking apps. The less friction encountered. Customers become more satisfied
Design principles should focus on improving the user experience because it ensures consistency in use, such as banking apps remembering accounts that transfer money or making frequent payments, or e-commerce platforms rarely change the way purchases are made. Reduce the need for customers to learn new things.
Joyride is unpredictable and easy.
Activities that help people escape from the monotony of daily routines are simple, unpredictable, because they are things that need to be exciting, such as music streaming platforms, sports media, video games, cinemas with new releases every week. Restaurant with a rotating menu
Design principles should emphasize infinite change. To create moments of happiness, such as TikTok, where users can enjoy Feed For You, watch trending videos. Ready to be able to scroll through to find cute cat videos. So diversity is the secret to keeping users on the platform for a long time.
Trek takes a lot of effort and is predictable.
Activities that attempt to achieve long-term but predictable goals, such as language learning, hiking, are generally related to the client’s personal interests. The basic principle to attract customers is to break down the goals to achieve continuous use.
Take good design examples like Datacamp, a data learning site. Divided customer long-term goals into daily, hourly and small lessons. Ready to motivate with rewards or changing the dashboard from red to green Its simple usability and unobtrusive motivation will encourage customers to keep using it.
Odyssey is very effortless and unpredictable.
Challenging, exciting and unpredictable activities which is often driven by determination and goals of the customer
Landscape photography requires carrying a camera and equipment to go to a beautiful spot. learning martial arts triathlon training Most of them are things that take time to learn. The principle of tracking progress can be applied. but because there is no clear goal and unpredictable therefore requires effort It indicates the willingness to spend of the customer as well.
The Customer Journey design of the customer must first be able to identify that Is it easy or does it take effort? Is it a predictable experience? Then try to deliver a consistent experience for each path, such as the hotel check-in and check-out process from start to finish. waiting time Things to prepare
The principles of good experience design are to find new ways. To eliminate steps that don’t add value to the customer experience, like Netflix remembering the time a user last watched, iPhone frequently reminds them to set their alarm for bedtime at set times. without us having to think or make any effort
So, in order to succeed in today’s highly competitive market, Products and services must facilitate customer journeys. And a good design will keep customers coming back again and again.
