While you are engaged in your long-term transformation, there may be some much quicker ways to at least improve your customers’ experiences.  These shorter-term fixes may not get you all the way to customer love, but if you can identify some things that you are doing that confuse, frustrate, anger, or disappoint your customers and stop them, that’s a step in the right direction. 

Most companies’ digital experiences are full of little flaws that are waiting to be fixed. One reason fixing these small problems is so worthwhile is a psychological factor called negativity bias, which says that our negative emotions are more powerful than our positive ones. Confusion, frustration, and fear are the negative emotions that drive a lot of undesirable customer behavior, as they deter the two key outcomes of digital experiences: persuasion and transaction.

So what exactly are the barriers and problems that create these negative emotions? There are 12 areas of user experience to focus on, including navigation, search, and usability. But it’s difficult to focus on all of these areas, so prioritization is necessary.