We all judge. We’re told judging is not good in society but we do it all the times.

We do it because we have to.

For some reason I like applying stories from the retail sector to the SaaS industry. This is not the first time.

A grocery shop run is usually somewhere between 5 to 20 minutes. During that quick time interval, we have to use our judgement to pick between brand A and brand B, as they are fighting for our attention.

Pretty straightforward discussion, you’ve probably had it before. In 2019, we’ve got to a point where we’re perfectly fine with paying more for comfort (which we’ve always been, for as long as our basic needs were met on an ongoing basis) — it’s just that now it happens to more and more people.

If we’re choosing between two brands of the same item and the one we’d prefer is too low on a shelf, we’d (sometimes) rather go with the less-effort-for-me option: the item on the higher shelf. That happens in a couple of seconds and then we go on with happily for our days.

That seems normal for retail, right?

Here’s how that translates to the SaaS sector

I’m signing up to Spotify. Oh, what is it?

Has it been that I don’t get the confirmation text message after trying two times? Well, too bad, time to go for Tidal or Amazon Prime Music.

It’s as easy as that.

The second anything on the journey of a SaaS is tainted with something, a black hole is born.

In other words, whatever kind of inconvenience is present on any of the roads a user might take, that becomes a pothole in your boat where customers are lost. It’s the central point of these articles and it’s called user churn.

Before an experience is created (or even considered), these potholes are very likely in need to be fixed. Here’s the good news: once the process is started and making some progress, enhancing the product with bits that will eventually constitute the experience you’re creating is going to happen naturally.

But until then, “as seamless as possible” is needed for your SaaS product. Or at least there has to be a catching net in case things go wrong.

How thick is the catching net of your product right now for your users?

About Ch Daniel

I run Chagency_, an experiences design agency that specialises on helping tech CEOs reduce user churn. We believe experiences are not only the reason why users choose not to leave but also what generates word of mouth. We’re building a credo around this belief.

If I’ve brought you any kind of value, follow me and get in touch here: LinkedIn | Twitter | Email | Quora | YouTube (same content but in video)

I’ve also created an infinitely-valuable app for sneaker/fashion enthusiasts called Legit Check that impacted hundreds of thousands over millions of times – check it out at chdaniel.com/app

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Illustration Credits: Glenn Thomas, Dinos & Teacups