Here is a surprise for you…. your Customers are people! I hope this didn’t shock you too much… Given this I really don’t understand why organizations seem to forget this and design experiences as if people are robots, or logical, rational beings. People are far from being logical and rational. In fact I would go so far as to say much of human’s behaviour is irrational.
Why then do we then design experience based on processes or just look at the rational aspects of a Customer Experience?