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| Tuesday, November 24, 2009 | by: Jasper |
The Dutch Railways (NS) have put full-screen pop-up advertisements for their new Fyra high-speed trains in their otherwise pretty decent ticket machine UI. Every morning when I travel from Amsterdam to Delft I get a full-screen interruption that asks me whether I would like to pay 2 euro more to travel by high-speed train. Because they were so persistent and in my face I decided to look into the offer, only to find out that taking the high speed train would:
- take 12 minutes longer
- require an additional transfer
- cost 2 euro more
That's the big downside of touch-screen UIs in ticketing machines: the marketing department just loves the context-dependent ads that they can put on all this flexible 'real estate'. The same is happening at the self-check-in terminals on airports: initially they provided a streamlined, well thought-through UI flow. However, over time a premium price upgrade was added to every screen. And usually not in the most subtle form. I guess most interaction designers and usability specialists are no match for the marketing department.
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