How often do you consume a product (especially software) or a service, and you get a less than perfect user experience? For example:
- You get a promotional flyer, and it tells you to go to location A.
- You go there, but the person tells you that you also need to bring along item B to get the promotion.
How could they, the creators of your user experience, miss that?
Or here’s another common experience:
- You’re trying to drive somewhere, and you see a turn signboard for a particular destination.
- You turn.
- You no longer see signboards for that destination.
You scratch your head, thinking, how exactly did the creators of the signboard think you’d be able to find your destination, considering that you needed the signboard in the first place to make the turn?
And yet, some companies/organizations get the user experience perfect every time. Take Singapore Airlines. You can ask anybody in the world which airline gives them the best experience, and seasoned travellers will answer SIA nine out of ten times (anecdotal but go ahead, try it!).
Why do they always get it right? So perfectly right that they’re known for it throughout the world?
I’ve been on the hunt for an answer to this question for a long time. For those that know, I’m in the business of providing a fully-online school management system called QuickSchools.com. This means that K-12 schools use our system completely online, usually without human intervention unless something goes wrong.
As you can imagine, getting the user experience right will determine to a large part our success.
I think we’re discovering the answer.
We’ve got to sculpt the user experience, from step 1 all the way to the end. I use the word sculpt to remind us of a sculpter artist who lovingly sculpts away at her work of art, ensuring every curve is perfect, in detail as well as in overall form.
Take a look at the picture below:

This is our sculpture. We map out every single step of the user experience and paste it on the board. Every screen, every email, every click.
Then we stare at it. Everybody in the office can stare at it. And we imagine the user. And we walk through it. Day in and day out. And we invite people outside the company to walk through the user experience.
And guess what… all those gaps in the user experience get blazingly obvious. Because it’s staring you at the face! We sculpt and we sculpt.
Because everything is in front of you, you can jump around based on any idea that pops in your head.
You can look at one screen printout, and wonder if the email sent out 3 days later jives with what’s on the screen printout. So you then look at the email, and you spot any discontinuities. And you mark the board, with a pen, with a post it, with a colored sticker, with whatever.
The next person sees your thoughts. And the user experience keeps on evolving from there.
We’ve discovered some mechanisms to help make the process smooth. I’ll talk about that in a future post.