People today are used to a certain level of ease in their online buying experience. In particular, they expect processes to be completed as fast as possible, in as few steps as possible. In a recent study. 25% of consumers said they found the average website navigation too complicated and 20% claimed it took too long.
In the mid 90’s Volvo produced an advert that spawned a cliché - “I’m a control freak!”. It quickly moved from being a badge of honour however, to an insult. None of us want to work for one, though we may secretly wish that we were one… grasping hold of that elusive control.
End users of business systems want to take control of their lives to get the job done; make the boss happy; fulfil the KPI - whatever the business goal. This has manifested itself in a number of ways over the past 15 years and I’m sure you’ll all be familiar with at least one of these scenarios…