Add a little secret note to your links

Daniele Catalanotto
Mar 31, 2022
A Service Design principle to create a smile with something as boring as a link

Imagine you receive a special link by email to redeem a discount.

The link looks like this “website.com/23w4d0fj2340f4f”. You feel happy about the gift. Now imagine that instead, the link looks more like this: “website.com/bob-you-are-awesome”. It feels a bit different, right?

That’s precisely what I do when I prepare a discount code for someone who can’t afford one of my courses but wants to learn.

A screenshot of Podia, the platform I use for the Swiss Innovation Academy, with a list of personalized coupons that tell a story.

This simple trick creates double the impact and reactions. First, of course, people are happy to get a coupon. Then they recognize the hidden message and the special care. Often it’s then the start of a lovely conversation. That extra work costs me 15 more seconds for an even bigger smile.

So maybe, every link you share every code you transfer can have a tiny hidden story that can make your customer smile.


Little side notes

  • This is the second draft of this Service Design Principle.
  • I was able to reduce the lengths by 18.27% compared to the first version.
  • Once adapted, even more, this principle will be part of the book "Service Design Principles 201-300"
  • As always feel free to share comments, feedback or personal stories to improve this principle
Like 1
Patrick Marcelissen
May 5, 2022
Clear to read the message of this principle, surprising you customer, and let feel you recognize them. This Is also a great example of what I call creating touch points 
Deirdre Malone
Oct 13, 2022
Chocolate also brings smiles :-)
Daniele Catalanotto
Oct 15, 2022
Hahah indeed. Especially when the post doesn’t lose them 😉
Daniele Catalanotto
Oct 22, 2022

The third draft of this Service Design Principle

Imagine you receive a personalised link by email to redeem a discount.

The link looks like this “website.com/23w4d0fj2340f4f”. You feel happy about the gift. Now imagine that instead, the link looks more like this: “website.com/bob-you-are-awesome”. It feels much more personal and emotional, right?

That’s what I do when I prepare a discount code for someone who can’t afford one of my courses but wants to learn.

This simple trick costs me 15 more seconds but doubles the impact. First, people are happy to get a coupon. Then, when they recognise the hidden message, they feel special care. This then often leads to a lovely conversation.

Where could you have a secret message that makes the people you serve smile?

Daniele’s notes

  • This is the third draft of this principle.
  • I’ve reduced the length of this principle by 13% compared to its previous draft.