Can you guess where I saw this QR code?

On the ground.

That’s right. On. The. Ground. Where my feet have a better chance to trample on it than my eyes to see it. Especially when it’s small like this.

This brings up Rule #1 when building anything, especially when using any sort of emerging technology: Make it easy.

In every way possible.

Easy, in most all cases, will give you the best chance to succeed. Your audience – the end user – will dictate where you can push the limits (i.e., how detailed you need to be with things like instructions and call-to-action), but if you’re not asking yourself, “am I making this as easy as possible for them to take the action I want them to take?” then stop what you’re doing and ask it.

Your audience will love you for it. In the end, they just want a good experience. They could care less and less about the technology required to have that experience. They just want easy. And easy is paramount to a good experience.