User manipulation with green buttons
Green means go right? Green also means positive, and lastly confirm. So why not manipulate a user’s actions by placing a green button to confirm an action they might have otherwise not taken? That is exactly what I encountered a few days ago at a grocery store.
The Setup
I went to the self checkout, scanned my few items, clicked to end the order and pay by credit card. After swiping my card I was presented with this screen:
What I did
Typically when I see a screen like this: a large title, the total of my order and then a “Yes” and “No” button. I think to myself, “Yes I confirm this charge, lets continue.” So naturally I click Yes because I didn’t want to cancel, and then I was presented with this screen:
Not what I expected
So now I was confused, why is it asking me for cash back? I just wanted to complete my order. So naturally I hit “No” and it went to the “Thank You” screen I expected before.
What happened
After using the machine a few times over the course of a few days I finally realized what was going on. The question on the confirmation screen was not what I expected. It is asking for “Cash Back” and not to confirm the total at all. I then felt silly that I had missed this large print text.
Thinking to myself, “am I the only one who missed this?” I looked around for a few minutes as others were checking out. Four people checked out with credit cards, they were all presented with the same screen, two of them clicked “No” and went on with their day. The other two clicked the “Yes” button and in the same state of confusion paused for a minute before clicking the “No” cash back. Neither of them wanted cash back but yet still clicked the “Yes” button.
Buttons can be dangerous
This reminds me a lot of Microsoft Windows and the issue it has had in the past with users installing spyware simply because they click an “Okay” button on a dialog box. They don’t read the box they just assume that “Yes” is the default and preferred choice. It reminds me of a great TED talk by Barry Schwartz on the paradox of choice. When presented with options users will choose the easiest way out.
The lesson is, as a user be careful about what you click. As a producer be good to your users, design to delight, and not to fool them.
Jul 20, 2010 @ 09:39:06
Unfortunately, perception is reality in this situation. There is *absolutely* no doubt I would have pushed the “Yes” button as well.
I am left with one question: Why are they prompting to give “Cash Back”? They must get a percentage off the top, eh?
Jul 20, 2010 @ 11:08:41
David,
Ah yes, I assume they might be getting a kickback. But on second thought since it is a CC transaction wouldn’t you think they would be charged a percentage of the total?
Regardless I have a feeling the CC companies had something to do with this screen
Jul 20, 2010 @ 11:27:05
This screen should only be displaying for debit card users. In this way, the machines can function as an small-limit ATM (which can be quite convenient if you’re nowhere near your bank or its machines). They don’t get a kickback.
If they’re now doing this on CC transactions then it would be some sort of cash advance which seems shady.
Anyway, the screen should be easy to fix and I’ve fallen into this trap as well. One big button that says ‘Finish paying now’ and a smaller one beneath it that says ‘or get cash back’.
Jul 20, 2010 @ 15:57:05
Dave,
Thinking about it more you are right, I used my Discover Card which does give me that option in other places, but just not in this way. My other CC’s don’t do it but debit card does.
Your suggestion is great, I wish there were more of you in this world.
Oct 08, 2010 @ 21:03:58
Hey Nick,
Put your observation to use in an iPad App (Inquiry Card for Grad School) I recently built. It was awesome watching users know what to do when the form invalidated and it showed them what was wrong in red. When they corrected the form item, it would turn green and they knew instantly to move on. Again great observation. It translated into something practical for something I was developing.