Jason is one of Sandstorm’s designers and also helps keep the office running smoothly. As a veteran of the theatre—from acting to directing, lighting to set design—he knows the value of hard work and a positive attitude. Look for his unique voice on the blog.
The Best Five Words to Craft a Great User Experience
What makes for a great front desk experience? As someone who has been the face at that desk and the first voice on the phone, it’s a combination of empathy and information. I’ve never had a full-time position where I just sit and wait for people to show up. The front desk person always has other priorities and goals.
People coming in the office don’t need to know that, it’s not really relevant to them. All they remember is if I helped them when they came in. In much the same way visitors to your website don’t know and don’t care what your other priorities are, they just care about what you can do for them.
The greeting when you walk through the door is quite important. Friendly and attentive is by far a must. You wouldn’t have your front desk person stand at the door and loudly yell at potential clients as they walk in “HEY! We’ve got a great deal for you, let me show you right now!!!” while blocking their entrance and view. Pop up ads, loud music, animations, and the like, go over about as well.
Anticipate Their Needs
I think we’d have trouble landing business if when a potential client walked in the door for her first meeting, I shoved a hot cup of coffee down her throat, yanked off her coat, and tossed her into the bathroom. I would certainly ask her if she’d like something to drink, if she’d like to hang up her coat, and if she needed the bathroom, but I let her decide what she needs.
Your users know what they want, and it may not align with what you want them to do. Error on the side of walking in their shoes, worry about your goals on the back end. Ultimately this will more effectively accomplish your goals.
Keep Them Updated
If the guest is here to see someone, I make sure that both that person is notified and that the guest is aware so that the guest is not waiting and wondering what’s going on. When an action is completed on your website, do you give a clear confirmation? If a visitor runs into a problem, does your 404 page or other error messages give that visitor any direction on what he can do next? In the real world, he can ask, or just glare expectantly. On the web, your visitors will just go to your competitors.
Learn and Repeat These Five Words
Businesses have a front desk for very much the same reasons they have a website. It’s another channel for interaction and if done well, can enhance and build relationships. If done poorly it can make sure they never come back. It all comes down to 5 words :
“How can I help you?”