When the Iphone first came out, there was a honeymoon period when the product was just so revolutionary that people overlooked simple necessities like good reception.
But after a few weeks, reports started coming in about poor reception and frequently dropped calls. Months passed, and then Apple finally came out with version 2.0 of the software. A noticeable feature was a reduction in lost calls.
Another interesting change in version 2.0 was the icon for the reception indicator itself. Yes, they fixed the problem, but Apple also wanted people to SEE a visual representation of the difference. So, they made a SLIGHT variation in the way the reception E and 3G indicators look. Most people didn't notice but those who were most annoyed with their previous reception probably did.
Just as war-torn countries and embattled companies need to see a fresh face in leadership in order to regain trust, sometimes customers need to see visual change to believe intrinsic change.
As leaders of small businesses, we must realize that fundamental improvements are often not enough. To visually communicate a change, we must place ourselves in the shoes of the skeptical. How can you make visual tweaks to embody the changes that are made under the hood in your company?I asked a few seasoned leaders for tips, and they shared a few suggestions:
(1) Involve external-facing people when implementing internal improvements. When it comes to implementing an INTERNAL change that incorporates customer feedback or will somehow improve service, engage the marketing team. While we may not instinctually involve marketing when it comes to an internal process improvement, the marketing perspective may see something we don't.
(2) Always take a moment for design considerations. Change is hard, and design can help. Even when it comes to getting your team on board with a process change, design can help people see what is new. If you have someone who helps your company with design, consider incorporating them in the meeting.
(3) Play the skeptic. When implementing any sort of change in your business especially if you are trying to address a problem consider the skeptic's perspective. What might the skeptic look for to confirm the change? If they hate the paperwork and you've changed the paperwork will they SEE a difference?
***Behance articles and tips are adapted from the writing and research of Scott Belsky and the Behance team. Behance runs the Behance Creative Network , the Creative Jobs List, and develops knowledge, products, and services that help creative professionals make ideas happen.