When you search for a film on Sky, you’ve got to type using the old SMS-style keyboard.
- Press ‘2’ once for ‘A’
- Press ‘6’ twice for ‘N’
- Press ‘2’ three times for ‘C’
- Press ‘4’ twice for ‘H’
(Any takers on the film?)
Whenever I search using the Sky remote, I don’t need to look down at what I’m typing. I must have sent so many SMS messages when I was younger that the location of each letter is still ingrained.
Behaviours like that don’t go away.
The trigger stays the same (the need to send an SMS).
And the reward – or outcome – is the same (we deliver our message).
The thing that has changed is the details of the behaviour (thanks to the QWERTY keyboard introduced with the smartphone).
Just because you’ll never forget how to do something, or just because you simply know how to do something well, that’s not always a reason to keep doing it.
Your customer’s wants change.
Your user’s needs change.
How they behave now isn’t necessarily how they’ll always behave.
So you can either wait for something to happen that changes their behaviour or you can be the one who initiates the change.