It’s the User Experience, Stupid

This photograph was sent to me by Patrick Donnelly of QRArts, and illustrates the point that user experience should and must be on top of mind when developing and implementing a 2D barcode-based advertisement or campaign.

Let me set the scene. The billboard is located on the second floor of a suburban shopping mall and faces a floor-through opening. If you enlarge the image and look close enough, in the upper right hand corner of the yellow section, you’ll find a QR Code. Why or how the company that placed this ad believes that they are going to get a significant number of scans, if any, is beyond me. Have they ever heard of the user experience or thought about media placement in relation to the created ad or vice versa?

Regardless of how great the scan resolve may or may not be, in reality, it’s virtually meaningless, because not enough thought was given to one simple, but very important, element of the campaign…the user experience.

2D Barcode Litmus Test: FAIL

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One thought on “It’s the User Experience, Stupid

  1. While most of your commentary provides a number of rational, standard marketing criteria that added up equal a PASS or FAIL, at the heart of the matter is simply the user experience, from beginning to end.

    Do User's enjoy or derive value from jumping from print or screen to mobile via QR?

    As of this post, it looks like you're running with nearly a 3/4 FAIL rate. While your FAIL may be someone else's PASS, I'd say you gave some overly generous “PASSes” along the way. A 9/10ths (or higher) FAIL rate is probably what's happening across the thousands of campaigns now in circulation.

    Being kind, if even 3/4 of the QR campaigns in the market are FAILING the public, how long until marketers give up on them too?

    I don't see a trend that indicates people are increasing their fondness for QR codes and experiences? If anything it seems that the FAIL rate is increasing with more and more inexperienced people dabbling with these cheap and easy tools.

    I've posited before, if a QR Code cost at least $10,000, the quality of the campaigns would be exponentially better. Sometimes Open Source bites you in a way you'd rather not be bitten.

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