{"id":2292,"date":"2018-12-07T18:17:49","date_gmt":"2018-12-07T23:17:49","guid":{"rendered":"http:\/\/shiny.agency\/?p=2292"},"modified":"2021-05-15T09:04:13","modified_gmt":"2021-05-15T09:04:13","slug":"got-work-first-time","status":"publish","type":"post","link":"https:\/\/shiny.agency\/blog\/got-work-first-time\/","title":{"rendered":"It\u2019s Got to Work the First Time"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2293\" src=\"\/blog\/wp-content\/uploads\/YouBetterWork_Blog.png\" alt=\"\" width=\"1582\" height=\"1102\" \/>As an Airbnb\/friend\u2019s couch kinda guy, I don\u2019t often stay in hotels, but I did a couple weeks ago for an extended weekend. On the drive there, I pulled up the hotel app (I was a passenger). It greeted me with, \u201cToday\u2019s the day!\u201d I\u2019m already impressed. The app knows why I\u2019m there and follows with some things I could do \u2013 none of which I knew were options. Check in from your phone, get a digital key on your phone, skip the line. I\u2019m sure to seasoned hotel travelers, this is nothing new, but to me as a digital marketer, this is a NEW USER EXPERIENCE. Yay!<\/p>\n<p>I dove right in, checked in, clicked the link for getting my key and waited. And waited\u2026watching the spinning flywheel of death. Must have hit a dead spot. Nope; other apps are working fine. Force close the app, reopen, get \u201cToday\u2019s the day!\u201d No memory of my previous visit. A little less impressed now, but all experiences have glitches here and there so I go through the process again, get hung up again. I must be too far from the hotel to get the key\u2026 Wait till I\u2019m at the front door, \u201cToday\u2019s the day!\u201d Ugh. Go through the process again and still nothing. Since I\u2019m at the front desk by this point, I just wait in line and check in (the front desk had no record of my already checking in). A day later from inside my room, I still couldn\u2019t get the key. This was beginning to feel like Pok\u00e9mon Go for incompetent 50-year-olds.<\/p>\n<p>So what did I learn from that? Your brand\u2019s digital platform sucks. And because you made me sit through that repeatedly, I <em>arrive<\/em> at your property disappointed with your brand. To make matters worse, I didn\u2019t need those things \u2013 I found them because you marketed them to me.<\/p>\n<p>I\u2019ll never know why that platform didn\u2019t work. It doesn\u2019t matter. I\u2019ll probably disregard it in the future. If it hangs up when I\u2019m trying to get the key, it\u2019ll probably hang up when I\u2019m exhausted and standing at the door to my room trying to get in. We see this a LOT with trying to drive digital wallet adoption with our financial services clients. Driving engagement and ongoing use is challenging because so many users had experiences with digital wallets where they didn\u2019t work the first time \u2013 which is why first use is so important in driving ongoing behavior. Saying it\u2019s got to work every time is a great aspiration, but I believe that if you aim for it to work at that very <em>first<\/em> engagement for every user, you\u2019ll have an easier time driving adoption and getting it to work <em>every<\/em> time.<\/p>\n<p>We have a saying in our industry \u2013 there\u2019s never enough time to do it the way it should be done, but there\u2019s always more than enough time to make it right. We try to reverse that thinking whenever we can, but this particular brand is leaning towards doing it the hard way.<\/p>\n<p>So what can you do when launching a digital experience? If it doesn\u2019t work, don\u2019t launch it. If it\u2019s glitchy, don\u2019t launch it. If it works beautifully and you don\u2019t have a contingency plan, don\u2019t launch it. If you\u2019re unable to kill a key feature or alert a user if something\u2019s not working, don\u2019t launch it. At the end of the day, whatever digital experience you\u2019re creating, it\u2019s got to leave the user with a favorable impression of your brand. The first time. (and every time, of course) Otherwise, why do it?<\/p>\n<p>Interested in getting your digital experience right the first time? Give me a call.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As an Airbnb\/friend\u2019s couch kinda guy, I don\u2019t often stay in hotels, but I did a couple weeks ago for an extended weekend. On the drive there, I pulled up the hotel app (I was a passenger). It greeted me with, \u201cToday\u2019s the day!\u201d I\u2019m already impressed. The app knows why I\u2019m there and follows [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2],"tags":[78,55,108,109,59,110,51,10,61,111,19,90,73,26],"class_list":["post-2292","post","type-post","status-publish","format-standard","hentry","category-blog","tag-ad-agency","tag-advertising","tag-app","tag-app-creation","tag-digital","tag-digital-experience","tag-digital-marketing","tag-joe-johnson","tag-mobile-projects","tag-new-user-experience","tag-shiny","tag-shiny-agency","tag-user-experience","tag-ux"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>It\u2019s Got to Work the First Time - Shinyverse<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/shiny.agency\/blog\/got-work-first-time\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"It\u2019s Got to Work the First Time - Shinyverse\" \/>\n<meta property=\"og:description\" content=\"As an Airbnb\/friend\u2019s couch kinda guy, I don\u2019t often stay in hotels, but I did a couple weeks ago for an extended weekend. 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