This old chestnut. Sometimes it just stuns me how companies don’t look at what their customers do next to see if they can easily create value that would create a passionate user. Very often, when the suppliers workflow ends, the customers work flow keeps going.
Buying tickets online is a classic. The Qantas site is actually pretty good. They remember most of my details. That’s great. But as soon as passengers have booked their flight they then have to manually type all the details into their calendar. Why not provide a simple iCal link?
If the airline asked me for a simple feature that would create loyalty just watch what happens at expense claim time. I need to try and remember what flight was for what. What was personal, what was bizdev, what was on-chargeable. Wouldn’t it be great if you could enter in a reference that made its way to the eTicket. The trip would then always be tagged and easy to match up.
Interaction Design facilitates the discovery of these opportunities. Forget about the system, ask the users to explain what they do. You’ll easily uncover these gems.
It’s amazing how much is still broken. Just like Seth says.