Happy UXmas – JetAirways give the festive present of terrible UX
Must contain 1 character in lower case, 1 special character (except Dot (.), Comma (,), Space and Hyphen (-)), 1 numeric digit and be at least ‘7’ to ‘8’ characters in length.”
We also do cut-glass sherry decanters complete with six glasses on a silver-plated tray that your butler can serve you drinks on, all for £4.95. People say, “How can you sell this for such a low price?”, I say, “because it’s total crap.””
It’s easy to criticise others, but the fact is a great UX IS where all the amazing SaaS businesses are at. The product ‘feel good’ factor when you get onboarded seamlessly (Hubspot, Headspace and iOS Gmail are 3 recent examples) is hard to under-estimate of its importance to your business.
Trying to sign-up to become a member with JetAirways – with a long form filled out, and a reasonable technical career behind me I attempted to add a password. Their spec is hilarious:
“Must contain 1 character in lower case, 1 special character (except Dot (.), Comma (,), Space and Hyphen (-)), 1 numeric digit and be at least ‘7’ to ‘8’ characters in length.”
You might ask well just tell a user you hate them. It’s the 1.5 seconds of fame “Gerald Ratner moment” before you leave their website.
I’m sure I was working to their spec, but no password accepted. But then the Catpcha is so tricky it got hard to know which was creating the issue in the end.
And it’s these experiences that remind me – after idibu developing so many new features in 2016 – we need to go back and invest more time checking the true User Journey. Because one little field like this can completely ruin the perception of your product and brand no matter how hard you worked on the wizardry of what you can do.