haley marketing logo
Close this search box.

Efficient Elevators – And Delivering Great User Experiences

Share this:

How many times have you stood at the base of an elevator and waited…and waited…and waited…until finally it stopped on your floor? And then after all that seemingly endless waiting, you discover a crowd of people already on board…followed by a painstaking floor by floor tour of the building?

Up until COVID-19 hit I lived around the globe, last summer I took up residence in Kuala Lumpur, Malaysia for a month. I worked out of the WeWork right in the heart of the city, inside a 50-story building called Equatorial Plaza. An amazing location in itself. The building was gorgeous with a glass encased spiral staircase, towering ceiling and contemporary finishes throughout the lobby.

And the WeWork space was nothing short of stunning with a fun and playful theme spanning multiple floors. But we’re not here to talk about the building UI (user interface), we’re here to talk about the UX (user experience) – and the how something as mundane as an elevator can deliver an extraordinary user experience.


When you walk into the main lobby of the Equatorial Plaza…

There are two sets of elevators separated by the reception desk. The left set for floors 16 – 26 and the right set for floors 4 – 16. After you pass through the security barriers, you approach your intended elevator bank to discover that the typical up/down buttons are missing.

Instead, you are greeted with a 10-digit keypad asking you to input the number of the floor you plan to visit. Punch in your destination, and the keypad’s screen tells you which elevator will soon be yours—A, B, C, D or E. Less than 60 seconds later, the doors of your assigned elevators car opens.

Step inside and you will find nothing! Well, at least no numbered floor buttons. The only controls are to open and close the doors, accompanied by an LCD screen showing your current floor number and the lift’s destinations.

These elevators, known as Destination Control Lift (DCL) Systems, were originally conceived in the 1960s, but not practical for use at that time. Today with the advent of advanced microprocessors, DCL systems are a reality in many high-rise buildings. Now, thanks to intelligent UX design, something as trivial as riding an elevator can be made into a great experience. From the efficiency of the split elevator banks to the grouping elevators based on floor destination, this system fosters maximum usability…achieving the users goals in nearly half the time of a traditional elevator system.


So, what can we learn from this experience?

Every interaction matters! We should develop end-to-end experiences—from the moment a client or candidate first engages with your brand to their off-boarding experience. In the case of the Equatorial building, from the moment you walked through the doors to the elevator ride on the your way out after a long day. We should optimize the user’s journey down to the last second the user or client is experiencing our service, product, brand, etc.

It’s the little details in the interactions that make for a memorable experience. Even something as trivial as riding the elevator can enhance an experience and create a little pocket of delight to remember. While the average building visitor in downtown anywhere may never consider the UX of an elevator, the designers and engineers at Equatorial Plaza did, and in doing so brought a little extra joy, a bit of greater customer satisfaction, and most importantly, a clear lesson that there is always room for improvement.

Let us help you discover these moments and ensure each one counts! Contact Haley Marketing to help you find ways to increase the efficiency, usability, and customer satisfaction in your client and candidate experiences.

Share this:

Hey you! Don’t miss out…


Get our best marketing tips—one idea a week. You’ll also get invites to our webinars, and exclusive offers on our products and services.

You may also like