PREYING ON HUMAN TRAITS
Psychological UX design is very important and not talked about often enough. I have low tolerance for sneaky/trying to game the system UX/UI.
Yesterday, I decided to give Seamless another chance and I quickly remembered why those $10 OFF coupons are BS. Not only that, but their UX/UI is designed based on different human traits and weaknesses:
- Laziness: If they make it challenging enough to find how to delete an item from your cart, most people will just keep that item and pay for it. So they purposefully make it not user-friendly so people say “Oh fine I’ll have those fried chicken wings – it’s Saturday night, it’s been a long week…I deserve it…” (This is also a dirty little secret for subscription services – people are lazy to cancel their memberships)
- Indecisiveness: Food is a consumer good that’s not only a basic, but most of the times based on the limited time span of a craving. Going back my prior point, but also when I tried to modify my order I ended up with two pad thais in my cart. That is definitely not something I want. And when I can’t delete that second repeated item – that’s when you lose the customer.
- Trust: At checkout, their delivery fee, taxes, etc make that $10 coupon a total marketing scam. So, that’s when I go back to my entrepreneurship motto of supporting other microentrepreneurs and decide to give that % of the sale to the restaurant owner and call them up and order directly with them rather than give that sales percentage to the Seamless platform.
It obviously works and some people don’t mind it and that is why they are still in business, but also happens to be the case that that is why there are many competitors in the space that are equally as strong – because none of them are doing an amazing job at fulfilling user needs with a delightful user experience.
Using design as a tool for end user manipulation is not ethical and as Carlos Han says, “Designers need to be cautious with how they want to influence emotions,” read more here.
Be empathetic with your customers.
Photo Credits: Unsplash, Seamless