Yesterday, as we stopped to charge our car on our way back home from Stockholm, we saw the difference removing friction makes.
At the place were we stopped there were two types of chargers and two different experiences:
- Provider A requires you to download an app, create an account, log in, add your payment details, and then you can charge.
- Provider B let’s you scan a QR code, add your payment details and start charging.
All of the provider B’s charging spots were taken.
Only 1 of provider A’s charging spots were in use.
Yet people queued for provider B.
Provider A has been around for a long time. They were our go to a few years back when fast charging spots were a rarity, but we charge at home now and I’ve forgotten my login details.
Had they followed provider B and added a QR code option to simplify paying for charging, we’d probably chosen them. Now provider B became our go-to for this trip as they made it so easy, and reliable.
There are times when a bit of friction is a good thing, but there are also times when it will just cost the user too much, and as an extension you.
When you look at your product and service, which steps/ points in the journey have unnecessary friction? Where can you lift the experience by making it easier, more joyous, rewarding, or simply less painful?
~
If you need help working through end-to-end experiences, identifying which points in the journey that really make a difference to your (potential) customers and as an extension your business, that is something that I help with.
You’d be surprised how far you’ll come, and the realisations you’ll make — not to speak of the shared understanding you create — by just spending one day on this. Always happy to chat if this is something you need help with.
📸 Picture from the most scenic charging spot on our trip, overlooking the lake Vättern close to Gränna.
