The simplest way is not always the best

A few weeks ago, Foviance was commissioned by a major UK retail bank to conduct user testing sessions on online application processes. The main objective of the research was to compare the newly designed process with the current one. And from there, stemmed a finding that challenges one of the most profound customer experience beliefs: the simplest way is not always the best.

The core task of the testing required the participants to simulate a loan application process. They were asked to apply for a £25k loan in order to finance the purchase of a car. The feedback from the task revealed that the current process was found text-heavy, long-winded and of moderate length, whereas the new process was deemed more user-friendly, shorter and quicker. But surprisingly, more than half of the participants commented that they preferred the current process. The principal reason highlighted, was that going for a £25k loan was a big financial commitment that should slowly mature in the users’ mind, as they go along the application process. Participants did not expect/want to be able to take out a loan online as easily as they would pay bills or transfer money.

This shows that, even if some fundamental usability principles should always be respected, the best way to achieve a goal is not always the easiest.