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Nikolov would see value in Statista's analysis, because
he believes we can learn from these indicators. He advo-
cates using advanced analytics to observe how users in-
teract with products. "Heatmaps, cookie tracking and in
general any analytical tools that are gathering tracking
data can be used to discover patterns and desire lines,"
he wrote.

Nikolov described desire lines as a universal design
principle that demonstrates human behavior but falls
short of explaining it. He urged designers to dig deeper
by looking for patterns and talking to users. Try to un-
derstand how users interact and why they do it; be "one
of the great designers" who puts in the extra hours to
understand the users' needs, he advised.
Follow the value chain

When merchant level salespeople (MLSs) think about
what their customers want, do they ever consider their
customer's customers ‒ including themselves? We may
be ISOs, acquirers, third-party service providers or feet
on the street, but we are also consumers. And we inter-
act with small business owners every day. A visit to a
doctor, bowling alley or auto shop can provide a first-
hand view of a business, its challenges and opportuni-
ties. Inevitably, MLSs will find pain points and areas
of friction. "It's critical to unlock those areas and bring
solutions that drive the deeper groove," Capoccia said.
"Just as water always finds the lowest spot, areas with
the least amount of friction provide the best result."

Capoccia also pointed out that it's natural for service
providers to be obsessed with the customers and in-
dustries they support. He suggested using advanced
analytics, data science and net promoter scores ‒ aug-
mented by frontline support interactions via phone, live
chat and text ‒ to follow customers and identify blocks
that prevent them from accessing products and servic-
es. "But it can't stop with understanding our customers,"
he said. "We have to understand their customers, too."

As odd as it may seem, the most direct path to under-
standing your customers and their desires may begin
and end with you. If you want to be more intuitive,
Capoccia recommends observing your own behavior.
What is your experience when you transact online, in a
store or at a doctor's office? What would make it better?
"Your desire lines can bridge the gap between your mer-
chants and their customers," he said. "And each time we
solve for a small business owner, we automatically cre-
ate a better customer experience for ourselves as con-
sumers."

Dale S. Laszig, Senior Staff Writer at The Green Sheet and Managing
Director at DSL Direct LLC, is a payments industry journalist and con-
tent provider. She can be reached at dale@dsldirectllc.com and on
Twitter at @DSLdirect.

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