When designing customer experience (CX) flows, prioritize the trunk

When operating an e-commerce site, the challenge of "how to reduce abandonment" inevitably arises.
Of course, less abandonment is better, but if you design with "preventing abandonment" as the starting point, you may lose sight of what is truly important.

The priority in CX design is "customer satisfaction"

The most important thing in designing customer behavior flows, or customer experience (CX), is ensuring that customers do not feel stressed. Being able to use the site comfortably leads directly to satisfaction.

If we compare this to a tree, customer satisfaction is like the thick trunk of the tree. If the trunk is solid, the tree will grow straight and remain stable.

Abandonment prevention is "pruning"

On the other hand, what about abandonment prevention measures?
Comparing this to a tree, it is like "pruning," where you cut off unnecessary small branches.
It is certainly an important task, but if you cut the trunk or thick branches, the tree itself will wither.

The same applies to CX design: you must cherish the trunk of customer satisfaction while making efforts to prevent abandonment on top of that. You must not get this order wrong.

A concept that also applies to management

This is a side note, but this way of thinking also applies to management.
If you start with the idea of "cutting costs first," there is a danger that customer satisfaction will drop as a result, eroding the company's value itself.

What should be prioritized is always customer satisfaction.
By firmly protecting the trunk, costs will also circulate healthily as a result, and the entire tree will grow for a long time.

Summary

In e-commerce site CX flow design, cherish the trunk, and prune the branches later.
Before worrying about abandonment, focus on how to grow the trunk of customer satisfaction as thick as possible.