How you arrive somewhere is almost as important as where you were going in the first place. It doesn’t matter if it is a website, a boutique clothing store or a diner somewhere in middle America—humans are strongly affected by our surroundings and, for better or for worse, create an emotional connection to the destination based on the journey which brought them there in the first place.
Imagine walking down a street you’ve never been down before and turning the corner to find an amazing store or restaurant. Or clicking a link on a website you visit regularly only to find another and another before landing at some website that is littered with the one thing you love most of all. These serendipitous moments are something good designers account for and leverage in their favor.
As yourself: Is there consistent branding in a quickly identifiable place? Are contextual navigation devices in place to help understand where they are and where they can go from here? Is the messaging clear? Does it articulate exactly what they can expect? What is the most appropriate call-to-action based on the paths in which one could arrive here? What are the various exit points and what can you do to provide alternatives to leaving?
Addressing each of these questions will go a long way in creating an experience that acknowledges the users journey and provides a clear path to engage with the product/service. A customer’s impression is cemented in a fraction of a second. Don’t underestimate how much of an impact the journey has on the emotional engagement of the customer.
