As part of the “C” in BTC Logic I am continually surprised to find large respected businesses paying so little attention to people using their products and services. After all what is the User Experience if not the building block of any business process.
There are many discussions taking place around UX, is it relevant today or it is marketing hype? After all some say the experience is completing the intended user goal. If s/he can accomplish the goal the experience is perceived as a good one, right? As with most things the devil is in the details, particularly when Web 3.0 technologies are added to the mix. But I am getting ahead of myself.
Today, logging into my summary account at a large respected financial services firm I planned to add an account to an existing account summary. Easy enough I thought, as I initially set up the account, access it regularly, (more so when the market’s up) so adding to the summary would be relatively quick and uncomplicated. Well, You can imagine the ‘experience’ I had when my revised summary indicated I had successfully accomplished my task and wiped out all previous established accounts. This was a surprise not only to me but to numerous tech support people as well. Hours and many telephone conversations later, tech support was surprised to discover this chain of events was caused by following a work flow which began with selection of “View all accounts” and ended with “Validate your account”. Validating a new account nullified existing online accounts. When I asked the question how does a user add an account – the response was, “call us!”
Keep in mind this example does not touch upon the issues facing the user with Web 3.0 capabilities and the myriad of interactions they may or may not undertake.
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