The article gives us a few examples of some of these ‘little things’ that include automatic date formatting on websites depending on column width and auto-filling of the first credit card number when the credit card type is selected.  There are some examples of products too, one of which is the nifty little moveable flex hook on a Dyson vacuum cleaner.

The article points out that, in some cases, these little things are so subtle that they almost go unnoticed in themselves but, importantly, they are anything but ‘little’ when playing their role in the overall user experience.

There are several reasons why this is the case. 

Firstly, although specifically unnoticed in some cases, they collude to creating an experience that raises it above other similar processes and interactions.  They differentiate.

These ‘little things’ also keenly demonstrate an understanding from the designer of the interaction of the users’ needs and desires.

And thirdly, they often create and represent the special moments that people will communicate with each other.  They can be the seeds of stories.

Little things can be everywhere – not just on websites or on products.  And they work everywhere.

Here’s a story: I’ve flown business class on Singapore Airlines when my miles have allowed me to upgrade.  The seats, the food and the entertainments are, of course, all excellent.  But interestingly the thing I tell people about most of all is that the cabin crew know my name.  This is the little thing.  This is the main thing I tell people about – the thing that really (for me, at least) elevates their service above some others. 

And, like so many little things, it costs very little – in this case, nothing.

At my gym yesterday, the woman at reception has come to know that I like an extra towel. (Not very environmentally friendly I know, but trust me, I need it.)  Rather than my having to ask for it now she just gives it to me when I arrive.

This demonstration of understanding one’s customer is very powerful.  And I like it.  The gym has everything a gym should have and it’s all very fine and OK.  My reception desk experience is, however, why I go back and why they have my brand loyalty and my advocacy.  It’s Fitness First at OUB Centre, by the way.

As customers increasingly seek better experiences from products and services some focusing on little things is a good thing.  Creating them might take a little extra thought and require you to step back briefly from the obvious. 

A hotel room should be clean, have a bed and maybe free WiFi.  All good stuff, but put something little and special in that room to show me you’ve really thought about me and I’ll notice and, as is my want. I’ll evangelize about you. 

I may even write about you here.