QR codes have been around for a while, but many companies are still trying to figure out how to use them.  Some use them well, and some, well, not so much.

First the Good:

The Cybex Arc Trainer at my gym has a QR code printed next to the console.
 Scanning the  code links you to a useful mobile app that describes workouts designed for that specific trainer, and tips on maximizing the benefits.  In fact, I've used the app several times to plan my workout.  

The company manufactures a lot of products, but they've taken the time to link each product's
code to information about that particular product - and that's what makes the QR codes so useful.

Now, the Not-so-good:

I noticed a QR code on a bag of kale the other day.  After my positive "QR Experience" with the Arc Trainer, I was eager to see where Glory Foods' QR code would take me...

I scanned it using my smart phone, and was disappointed to land on the home page of the Glory Foods website.  There were two problems with this:

ONE: Take me to content that I can read on my phone.
The Glory Foods website is not designed to be read from a computer, but not a smart phone.  The problem with that is that people don't scan QR codes with their computers; we scan them with our smart  phones.  

So, if you take us to a sight that we can't easily read, what's the point?

TWO: Make the content relevant to the product on which the code is printed.
The QR code brought me to the home page of the site, even though there is a separate page for its Kale greens, complete with recipes and nutritional information.  The QR code should at least link from the product to the product-specific page.

If you're going to print QR codes on your products, take the time to link the code to (1) a site or an app that's designed to be read from a mobile device, and (2) contains product-specific information that will enrich the experience of using your product.

Sometimes, less experience is a better experience.

As customers, we want things to be easy.  When we buy a product or service, we're ultimately purchasing the value that we receive by using that product or service.  That means not having  to go through a lot of steps or procedures to get to that point of value.

Later today, I'll be flying to Chicago.  And whenever I fly, I like to be checked in before I arrive at the airport.  That means fewer steps at the airport; an easier process.  So like a lot of travelers, before leaving my home or office, I'll log into my computer or smart phone, go to the airline's website, go through the on-line check-in process, and print my boarding pass.  It's a lot easier than waiting in line at the airport, but it's still something that I need to remember to do; it requires initiative.

Yesterday afternoon, about 24 hours before today's scheduled flight, I was sitting on a sofa at home, when my cell phone rang.  It was an automated agent from United Airlines, offering to check me in for today's flight.  I answered a couple quick questions, and I was checked in.  I never left the comfort or convenience of my sofa.  I didn't have to remember to check in.  I didn't have

The point is this:

Find ways to make life easier for your customer, by reducing the number of steps that the customer must go through, to get to the value that they're ultimately buying. Checking-in before you get on the airplane adds no value; but  it's something that has to happen.  United made my life easier, by removing steps between the purchase, and the value received.

How many steps does your customer need to endure, before  they get to the point of receiving value from your product?  Which of those steps can you remove, or at least make a lot easier for your customer? 

Thanks to minimalwall for painting a picture of simple.