CX moments #1
CX moments #1

Customer experience is everywhere

Once you have dealt with customer experience and human-centred design in detail, highlights and failures lurk at every turn: sometimes it's the ticket terminal that makes you confused, sometimes it's an online shop that surprises you with its simplicity. Both can be decisive for the purchasing conclusion or future loyalty to products and brands.

The following examples from the everyday life of FACIT employees show this very clearly.

Andre, Senior Consultant, is annoyed

...and namely with the German Railways (Deutsche Bahn). Registration on the DB website or app requires a security question (incl. answer) to be set up. However, the system forces users to select an answer with at least 6 characters. To answer the question truthfully, Andre wants to enter a name with only 5 characters. In the case of choosing a different name with more characters to meet the requirements, Andre would probably not be able to remember the correct answer when it is necessary. Finally, his first best friend was called Jonas and not Joonas or Jonass or Heinrich.

The thing here completely misses its purpose and is just annoying.

Florian, Team Head, is totally astonished

Florian's example shows how easy it is to trigger astonishment and joy with a functioning user interface. Buying a ticket at a ticket terminal in Florence turned out to be unexpected simple for him. In just a few steps he reached his goal. This was due on the one hand to the interface and on the other hand to the ticket system in general. Especially, the minimum of obvious selection options made the ticket purchase a special consumer experience for him. This way, there were shown only the two ticket options, which were probably purchased most frequently (90-min ticket; day ticket). All other options could be found under "other tickets". As there were no rings or zones to select from, Florian was sure from start to finish that he was buying the right ticket (which is not always the case with the well-known ticket terminals in Germany).  Finally, a special treat for the early adopter Florian was the possibility of contactless payment, e.g. via Apple Watch. Conclusion: this was definitely not Florian's last trip on Florence's public transport.


Who cares?

We would like to encourage you to keep your eyes open with our examples. You will suddenly notice a lot of these customer experience moments. If you offer products or services yourself, this awareness can help you to create a pleasant and thus also profitable experience for your customers. 

Michael Wörmann

Theresa Amberger

As a studied communication scientist Theresa asks many questions and likes to get to the bottom of things, as for example for the blog series "Inside FaDi". In UX Consulting at Facit Digital, she can optimally combine this passion with her interest in digital trends and technological innovations.