Kevin Woodward, of Internet Retailer, wrote a great commentary about the Walgreen’s app prescription filling feature.
…humans are lazy. Much as water tends to seek its own level, humans tend to seek the easiest way to accomplish something. If an app can save me the process of walking into the home office, logging into an account and remembering to bring the pill bottles with me, it’s going to be noticed.
Retailers also may note that performance must accompany simplicity. Once, I scanned a bar code in a store to sign up for its loyalty program, only to view the full desktop version of the enrollment page on my smartphone screen. Immediately, I abandoned the site. The retailer’s mobile commerce plan performed, just not well. No one took the next step of viewing the loyalty enrollment page on a smartphone.
Simplicity + Performance. I couldn’t agree more.