Читать книгу Blind Spot - Nathan Shedroff - Страница 23

In this kind of interaction, the company doesn’t give you any choice in how things go. From the DMV example, you might think this is always a bad idea, but that’s not necessarily the case. When you’re watching a movie, you don’t want anyone asking your opinion on the climax. If you go to a symphony, you don’t want the conductor to ask if you want to step in on the oboe or if you’d like more timpani. Few choose-your-own-adventure books end with the same sense of drama and dénouement, at least for adults. You almost always have a much better experience of a concert, film, or book if you turn the control over to a master.

Many times, a company has no choice except to make a particular touchpoint top-down. Every digital storefront, for example, needs a shopping cart and checkout process. The customer has no say in creating or designing that interaction. Most of the time, this interaction doesn’t result in a valued experience. But it can also affect you in a good or bad way. The Apple Store, for example, already had a great purchase process when it, like most retailers, stored your credit card information and required only a password for you to buy something. Then it added Apple Pay and a pay-by-fingerprint feature, and the resulting interaction became (for a time) remarkable.