How to know when you're making things too complicated for your customer
I was opening a package of laundry detergent recently, but the problem was, the plastic bag wouldn't open.
It was one of those zip lock bags that a lot of stuff comes in now. I tore off the top section, then moved the "zipper" from left to right, expecting the bag to open so I could take out a detergent pod and wash my clothes.
But the bag still didn't open.
Then I took to the consumer's last resort: I carefully read and followed the directions, but still no luck - the bag wouldn't open. That's when I noticed the following message beneath the instructions:
Don't make it difficult for your customer to get their hands on your product. Start by making it easy to open the packaging.If you find yourself creating a video to help your customer open the packaging, that should be a sign that it's too complicated, and that you should probably re-think your product's packaging.
In fact if you're producing a lot of instructional content for any step in your customer's journey, think about re-designing those steps to make them simpler and more intuitive for the customer.