Our days are filled making decisions. But our decision-making process is often hampered by too much information, convoluted instructions and clutter – impediments that zap our time and energy.
But these things can be avoided. And when they are, the results are liberating.
For years, chefs have pushed the limits of cuisine. Complexity, exotic ingredients, ethnic fusion and Tetris-like plate construction have taken the simple art of nourishment well past Avant-garde.
A recent dinner during a business trip required a considerable investment of time navigating a menu filled with terms with which I was wholly unfamiliar. The entrees were mysterious. I might as well have been eating an episode of Lost.
So I asked for a burger. I received attitude in return.
I like simple. A simple beer. A simple meal. A simple check. And I’m not alone. Simple menus, simple food, simple fare are in resurgence.
I reiterated this to friends this past weekend as we discussed where to eat out. Katherine thought of the perfect place: Noodles.
User Experience (UX)
We use this term often during conversations with clients. In simple terms, and for our purposes, UX encompasses all aspects of your customers’ interaction with a brand. This interaction isn’t relegated to the first interaction – it’s every interaction. From now to always.
A great UX is defined by one overarching requirement: It meets the needs of the customer. For any company, the goal in developing a great UX is one that successfully replaces clutter with elegance. Confusion with simplicity. Your agenda for your customer‘s agenda.
On the Web, architects have long since realized the pain caused by complexity. Google is the most obvious example of simplicity but these days, but an entire generation of new Websites are offering users that for which they long: Simplicity. Effortlessness. Straightforwardness.
But a great UX is equally important offline. Simplicity at all touch points should be the rule.
The creators of Mee Heng Low Chop Suey, better known as Noodles, gets it. Check out their menu:
It took me ten seconds to fill this out and hand it to the server with no questions asked. A miraculous accomplishment, as anyone who has ever dined with me can attest.
We’re going back there again. Often.
If you’re serving noodles, just call it noodles.
A great UX engenders engagement through simplicity, comfort and ease. Doing this requires doing away with all the garnish surrounding your brand.
Places that offer bowls of simplicity are attracting more loyal communities, patrons, visitors and customers.
Focus on one thing. Your best thing. Keep it simple.
Noodle on this and see what happens.