February 4, 2010

The One-Click Rule

When you go to book a flight on Delta.com, they apparently assume you are only interested in the current month or next month. Anything further along the calendar requires you to advance the dates month by month, click by click. Book a flight now for the 2010 December holidays? 9 clicks please.

While I am not a fan of US Airways most days, their reservation calendar is much smarter. By presenting all of the months above the current calendar, they make date selection a one-click process.

Design thinking focuses on what the end user wants to do. Smart organizations will meet that need in one-click whenever possible. Rethinking what information is required and the best way to present it is the place to begin.

Where are you causing unnecessary click consternation with your members or customers because you haven't taken the time to think about what they might be trying to do?

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