Lightico noticed that existing digital tools only magnified this issue of productivity in our … [+] digital world.
Have you heard that our attention spans are shorter than that of a goldfish? A study by Microsoft found that, because our world is increasingly digital and increasingly distracted, most people tend to lose focus after eight seconds. We are more distracted than ever, and this makes it more challenging to interact with people in business and beyond.
The entrepreneurs behind the tech company Lightico noticed that existing digital tools only magnified this issue of productivity in our digital world. We do more business online than ever before, but technology is lagging. This is particularly obvious when it comes to PDFs and other document forms that are used digitally and in print. The team at Lightico noticed the need for a mobile-responsive (and mobile-native) design so that users can fill out digital documents and forms on their phones and mobile devices.
Innovation and proper tech usage can help companies engineer a better customer experience and keep them coming back. 
Simplify Complex Systems
If processes can be simplified to the benefit of consumers and/or the companies that serve them, then they should be. It’s a no-brainer, but it also means accepting that even if something works it may still need to change. The search for simplification is what led Lightico to develop the Digital Completion Cloud, a customizable digital tool that helps companies gather signatures, verify identification, collect documents, and file forms in a way that is simple and straightforward for both the brand and the consumer. 
Whether you’re a tech entrepreneur or a retail entrepreneur, or anything in-between, you should take a similar approach when thinking about your customers’ experience. Ask yourself, “What is the most simple and straightforward way for the customer to achieve this objective?” If your existing approach isn’t the simplest or the most straightforward, what changes can you make to achieve simplicity?
The majority of internet users choose mobile options before anything else, and systems and processes should cater to this. Assess your customer’s journey—whether it’s retail, informational, or interactive—to determine whether or not it is optimized for a mobile-first world. This is imperative as we continue to respond to the effects of the pandemic, where many people continue to work remotely or require services to be fulfilled online. 
Make It Easy For the Customer to Finish Their Journey
Siloed or overly complex user journeys make it difficult for customers to commit. As Lightico witnessed, complex PDF documents discouraged customers and clients from completing the paperwork. In your business, regardless of industry, it’s important to understand where the customer may get hung up or slowed down on their way to finishing their journey. This could mean that they neglect to file paperwork because it is too challenging or that they don’t complete a transaction because the online processing page is not optimized for mobile.
These issues contribute to massive losses for businesses, but they are easily fixed with the right technology. As the world increases its dependence on mobile-first tools, it’s imperative that entrepreneurs stay one step ahead and engineer a customer journey that meets people where they already are—on their phones. A mobile-first business strategy, one that includes marketing, sales, and technology, has the power to transform your business.

Shama Hyder is the founder & CEO of Zen Media, an award-winning marketing & PR agency for tech-driven b2b firms. She has been named the “Zen Master of Marketing” by

Shama Hyder is the founder & CEO of Zen Media, an award-winning marketing & PR agency for tech-driven b2b firms. She has been named the “Zen Master of Marketing” by Entrepreneur Magazine and the “Millennial Master of the Universe” by FastCompany.com. Forbes, Businessweek, and Inc have all recognized her as one of the Top 30 under 30 entrepreneurs in the field of marketing. Shama has built a global audience and is known for helping brands succeed in the digital age. She is a bestselling author, an international keynote speaker, and has been named one of LinkedIn’s Top 10 Voices in Marketing for four years in a row.

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