Legal profession face a host of new challenges. If adherence to the law was the keystone of good legal protection a decade ago, there are new pillars that cannot and should not be bypassed today. Today's users are not just buyers, statistical units. They are a united (less commonly parted) community of voices, a powerful giant wave in the digital ocean that can rise to the top or destroy every business for just a moment.
Business-minded legal advice must keep eye on user's reaction in the short and, especially, long-term. For all legal consultants in e-business, it must be perfectly clear that, in addition to the laws published in the State Gazette, they have to also comply with the laws of positive users experience. Briefly, this means going beyond the statutory minimum towards to more favorable conditions for the user. It is not advisable; it is even dangerous to look for loopholes to circumvent laws to relieve traders at the expense of their users. Not today, in the social media era.
The leading considerations in all consumer cases must reflect not only the laws but the new God on the market
"the positive user experience"
What does this term mean?
The user experience is:
- socio-cultural phenomenon, subject to study, improvement and development of principles / laws;
- synonymous with consumer shopping satisfaction, but something larger than that;
- a powerful tool for attracting and retaining customers;
- the bridge that connects the company emotionally with its users
- a new area in social psychology.
A whole army of designers, programmers, marketers, psychologists, works hard in this relatively new scientific and professional sphere for transforming your site, your company, your services and products into WOW.
In the process of creation a positive user experience an important role should be assigned to the lawful functioning of the business. However beautiful and functional is the website of an e-shop, if the trader does not comply with the consumer rights provided by the law, the pleasant impression of the design will quickly be replaced by negative emotions in shopping.
For example, when a trader creates barriers to returning goods within the statutory 14-day period, or when uses aggressive email marketing, overflowing the customer's mailbox with promotions notifications at every hour, despite anti-spam laws (especially when the unsubscribe link does not work! ) or when the delivered little black dress delivered has nothing to do with the photo in the site. In these and other similar cases, when the trader's actions are not in line with the imperatives of the law, user experience quickly turns from enthusiasm to disappointment, which often materializes in complaints to the controlling bodies.
Therefore, whenever we talk about a consumer experience, we should always start with this -
how important is all customer services and communications to be compliant with the law.
On the other hand, in order to comply with both the laws and unwritten laws of positive user experience, the actions of the trader must exceed the minimum provided for in the relevant law whenever possible and reasonable.
This is what IKEA does, for example, in whose stores (online and offline) it is indicated that the consumer is entitled to return a purchased product within 30 days of purchase. The legal minimum is triple exceeded: instead of 14 days by law, the consumer has 30 days to return the product. This is a very good example of a compliance both with the legality and with a positive user experience.
But! First is the Law and then come and work effectively the other laws of positive user experience - marketing, psychology, design, etc. etc.
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