However, we are still solving a mystery when we are trying to check in for our flight, buy a product online, read a logo or even distinguish the men’s from the ladie’s WC in a restaurant.
“Do not make me think”.This is what the inner voice of the customer says.
When people realize that they have to think in order to proceed, weird things happen. Some feel angry, others feel stupid. Some simply do not have time to end the complicated process. The result is that they are psychologically getting away.
When building processes of any kind in your business, look at that user in front that says ” Don’t make me think”.[:]