E-commerce Bootcamp | Sell 04

Kim and I argue all the time, which is wonderful. And the reason why we do that is because Kim is very much for the customer in our business, she wants the experience to be as beautiful as possible for the customer in every way. And I want to sell. And sometimes more often than not, we get into very, very heated discussions about that. Because I'll say to Kim “I just want customers to buy these flowers, this is a product, work out a way that they'll absolutely bite no matter what.” And Kim will say “no but if we shove it down their throats, we may convert this time, but they're not going to come back because it was an unpleasant experience.” So we're balancing that all the time. It's very healthy to have that discussion all the time. And hopefully we find a middle ground. Sometimes Kim wins, sometimes I win whatever it is. But it's a very, very healthy debate, because that is where design and customers meet. That's kind of the interface. Kim, I don't know your views on that. I'm sure you concur we have lots of heated debates about it, but they're very helpful.

Definitely, I think in the end, we find a middle ground. In the end, we find a way to answer your question, John, to meet our revenue needs and our sales needs in such a way that we are not infringing on the customer and in such a way that we bring them back.

Just to add to that thought, before you proceed. So what's interesting is that, you know, we can count on one hand, the number of companies who implement this, the idea of form follows function has been around for a really long time. I think it came into its own in the 1940s, it came in with the Bauhaus. And it's something that we all know about, but we don't employ and essentially what it says is that you shouldn't do anything, you shouldn't design anything, add anything to your product that doesn't have a purpose, and that isn't going to improve it in some way. There should be nothing that's there just for the sake of being there. And UX design is the same.

Right? Love that. I often say that consumers are only at an e-commerce website for two reasons. The first is they believe that you can help solve a pain or need that they have. And second, once they've determined that you can, they want to convert as quickly and easily as possible, and then get on with their lives. So anything that gets in the way of those two things is really what I would consider poor UX.

It's easy to think about these examples in the offline world. I mean, packaging. But we got a washing detergent, it's impossible to open this thing. It's like World War Three. At the end of an hour, I want to kill the designer, the packaging just kills me. So eventually, I've moved along to another packaging exchange, and that's UX, the packaging of that washing detergent is plain and simple UX. They're making it difficult for me to get to their product. And that eventually I shifted, I moved. It's all over the place. It's not just online, but coming out only in the online space. But you see it everywhere you see good and you see design.

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