Customer User Experience Is Really Important

Take a time machine back to 2009. You work at Wal-Mart. Would you like some new things, like some subversive things you want to outperform the competition in innovation Target. Do you think Target is more clean design more rock, merchandise display more organized. The Wal-Mart's race over a hallway Tuotuo goods.

So you want to initiate a cleanup plan. Strategic. Large scale. Costing millions of dollars. However, before implementation to ask customers how you want to look at this problem.

So you conducted a survey, you ask the customer: Wal-Mart's aisles you want a more tidy some more? They said: "Yes, since you ask, yes, that would be better." And then you "customer input" column called pigeon, and then go back and report to their superiors, Hello everybody, good news, yes, Customers say they like the idea.

Wal-Mart spent millions finishing supermarket, remove the 15% of the inventory, shorten the shelf, cleaning aisle. Waste of resources, but customers say they want, so you have to be enforced vigorously.

Take a time machine back to the present. Now you'll never guess what happened (of course you might guess, but "you never guess" better.)

Sales decline. Kuangxiang. Kuangxiang. From the implementation of the scheme to the present day, Wal-Mart's sales have been lost over a billion dollars. Actually approaching two billion, and even more than that.

Needless to say, the executives in charge of the project was fired. Wal-Mart is the store to spend more money to restore the original time-tested strategy: Despite some chaotic goods, but the supply range, low prices.

But wait. Before the huge losses, the executives being opened out before, in mad confusion, before what causes this multi-billion dollar mistake? You never guess:)

Mistake in the absence of customer focus. I know, I know, "they conducted a survey. Customers like that idea." But this is the problem. Wal-Mart customers do not want to figure out the problem. First, they give the answer, then let the customers agree with this answer. This is the Achilles heel, as it ignores the customer at the same time but in trying to convince shareholders of the strategy is carried out around the customers.

In other words, Wal-Mart, based on the customer led to bitter words, instead of user behavior. User experience and user behavior are inextricably linked. This is real life. Do not assume. Wal-Mart did not consider the user experience, this is wrong.

Lesson: ignore the customer experience is a costly mistake. Must be the right way to listen to users, so really get the strategy of touch.