As a professional deeply immersed in customer journeys and experience mapping for nearly two decades, I’ve always believed in a simple truth: fewer steps equal a more pleasurable experience. However, a recent personal encounter made me rethink this theory.
Living in Cambridge, UK, I faced a typical scenario: catching a Monday afternoon flight from Heathrow. The logical, efficient choice would be a taxi ride straight from my door to the airport. But this time, I deviated from the ‘efficient’ path. I dislike being driven – I relish the freedom to stop at will, blast my music, enjoy my coffee, and vape at leisure. Additionally, the notorious morning traffic on the M25, with its regular delays, looms as an unwanted stressor. So, I chose a seemingly less efficient route: driving myself to Heathrow the night before, and booking a hotel stay. This decision, while more time-consuming and costly, promised a more relaxed and enjoyable journey.
This personal detour illuminated a couple of lessons. Firstly, the shortest path is not always synonymous with the most emotionally fulfilling one. This applies in any context and at both a professional and personal level. Secondly, and perhaps more crucially, in the context of innovation, it underscored the importance of not taking past research or experiences for granted. In our pursuit of efficiency and optimisation, we often overlook the evolving nature of consumer and customer preferences and emotions. This experience serves as a stark reminder for brands and manufacturers: investing in continuous, thorough exploration of consumer and customer journeys is imperative. As we evolve, so do our desires and needs. Understanding these shifts is not just beneficial—it’s essential in crafting experiences that resonate deeply and authentically with customers.
I’m eager to hear about your experiences. Have there been instances where you’ve deliberately chosen a path less efficient, only to discover greater personal or professional fulfilment? How can these insights influence our approach to designing consumer and customer experiences? Can we embrace complexity and nuance to enrich our journeys, rather than merely simplifying them? Let’s engage in a dialogue about redefining the parameters of consumer and customer satisfaction, and the continuous need for understanding and adapting to the ever-changing human landscape.
