Understanding and sharing the feelings of users.
Yesterday I received UX Booth’s weekly newsletter.
UX Booth is a publication on UX.
They discuss best practices and trending topics around UX.
They have some really great content.
I was thinking today about one of the articles in the newsletter yesterday.
The article was about how empathy is a hot topic in UX right now.
Empathy is the ability to understand and share the feelings of another.
Regarding UX, that other is the user.
One of our companies — Clenly — is a mobile laundry service for gyms.
The company leverages the Postmates API for its delivery.
It’s awesome that Postmates identified the need to open up their API to other businesses.
I found it amazing.
For Clenly, it’s as if it has its own delivery fleet via the Postmates API.
Unfortunately, we’ve encountered a minor issue where we’ve had trouble adding a new gym as a pickup location.
And we’ve had an awful user experience along the way.
It’s been over 12 hours and Postmates hasn’t resolved what should be a very, very minor issue that shouldn’t take more than a couple of minutes to resolve.
The quality of service we’ve received from Postmates has been that of a dinosaur corporation.
One where people simply follow P&Ps and send the typical CYA emails.
Especially considering that they have such an amazing product.
They’re at the forefront and they just raised a huge round.
So you have an amazing product with not-so-great UX.
UX is key.
It’s key for everyone in December 2016, but it should be especially key for Postmates.
Postmates should focus on UX as if it were one of its core competencies.
With that said, they should focus on trying to understand and share the feelings of their users.
And get things done.
Not follow some stupid procedures to simply check the box.
Part of the reason why users hate dinosaurs is precisely because of this.
Comcast, for example.
They’ve been ranked as having the worst CX consecutively for many years.
They have a monopoly on many fronts, which makes users have no other options, but I’m sure that if they had other options, they wouldn’t pick Comcast.
Postmates needs to be careful.
Because if, say Uber, were to open up their API the same way, Uber is so focused on UX that you can rest assured that the experience and support will be a main focus.