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Month: June, 2019

Expand the ability of your small business to collect tips using the incredible secrets of UI / UX design plus human psychology!

Background:

In the United States, certain classes of business receive a substantial amount of their total revenue in the form of tips. Restaurants are probably the most common example.

However, now that a huge fraction of transactions are done by credit card or phone, it has become feasible for additional businesses to get in on the tip-collecting process (tip-collecting tablet example in Figure 1).

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Fig. 1: A lunch truck or takeout restaurant might have a tablet like this one. If designed properly, the user interface should subtly persuade the customer to click one of the tip buttons.

For example, previously, a lunch truck might have had an anemic tip jar—obviously a repurposed peanut butter jar—with 87 cents in it. But now, that same truck can just put a button labeled “TIP: 15%” on their electronic checkout screen, and a substantial fraction of patrons will select that option.

As a thought experiment, consider how many people would tip two dollars on a $10 burrito cash transaction (very few), then compare that to the number of people who would click the “20%” button on an electronic checkout (many more).

(Please appreciate the high-quality market research that went into the preceding sentence.)

The issue:

While the best part of this system is that it allows a normally non-tip-based or non-service business to get tips, there are still stubborn holdout customers who will not include (for example) a 25% gratuity for an oil change, or when buying tomatoes at a grocery store, or when paying a traffic ticket.

But there is still a way to persuade these individuals!

Proposal:

In order to incentivize people to click the tip button (instead of just the “checkout: NO TIP” button), we can simply have a secondary screen that shows the tip amount.

People might object to this brazen attempt to shame them for not including a tip, so we will disguise it a bit by calling it an “Order Confirmation” screen, and using it to provide a customer transaction number (i.e., it is a supplement to the normal “your order is number 326, your burrito will be ready when that number is called” process).

 

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Fig. 2: Here, we see a checkout counter with the tablet from Figure 1 at the bottom, and a helpful order confirmation screen at the top, showing off a customer’s generosity to other patrons along with a reminder of their order number.

Conclusion:

People might object to having the full dollar value of their transaction visible on the “confirmation screen,” so we could potentially show only the tip percentage rather than the full value.

PROS: Increases previously-untapped revenue streams for low-margin businesses.

CONS: None!

Outrun a vicious pack of wild dogs as part of your weekly exercise routine! You won’t believe this new way to save money and promote physical fitness!

Background:

Two things that city-dwellers often require are:

  • Motivation to exercise.
  • An expensive dog-walker to walk their dog.

The issue:

Unfortunately, it’s easy to become lazy and not exercise, and dog-walkers are quite pricey! (Figure 1.)

1-run

Fig. 1: Left: these dogs need to walk, but someone is going to have to be paid to put leashes on them and walk them around the city. What an inefficient use of resources! Right: this person needs to get some exercise (by, say, jogging), but it’s easier to just stay at home and be completely sedentary.

Fortunately, these two modern conundrums can now be solved with a SINGLE amazing plan!

Proposal:

The solution is simple: during the commute home from work, the person who thinks they should go jogging (but is too lazy to motivate themselves to do so) simply ties a dozen or so strips of bacon (or other delicious meats) to themselves.

Then, they register their commute on a ride-sharing-like web site. As the commuter walks by a dog owner’s house, the dog owner gets a text message that they should release their hounds, who will then chase the bacon-laden jogger with single-minded determination. (Figure 2.)

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Fig. 2: The pack of dogs provides ample motivation for this bacon-festooned jogger to continue running.

In this way, the pack of ravenous dogs will motivate the jogger very effectively. If the dogs are sufficiently fixated on the bacon, no leashes would even be required!

Conclusion:

The only downside is that the jogger will, at the end of their commute, need to somehow return the dogs to their owners. Fortunately, this will create a new business opportunity for an “Uber for dogs” ride-sharing company to return the dogs back to their owner: job-creation at its finest!

PROS: Increases fitness of both humans and dogs. Saves money for dog owners who previously had to employ dog-walkers.

CONS: May increase the rate of pack-of-wild-dogs-related dismemberments, which is currently at a historical low in urban areas.

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Supplemental Fig. S1: Original black-and-white drawing of this idea, perhaps for a patent application. Note the photorealistic dog at left, drawn in the style of Renaissance woodcuts. It’s hard to believe, but this was actually drawn on a modern tablet computer!

“Potemkin Maps”: Impress foreign dignitaries and out-of-town investors by following a GPS map route through a misleadingly-nice part of your city!

Background:

Phone map apps often have a few optional settings for a route, such as:

  • Avoid highways (for driving)
  • Fewer bus transfers (for public transit)
  • Avoid hills (for walking)

The issue:

Sometimes, you want drive on the most scenic route from point A to point B, without too much concern about efficiency.

For example, you might want to impress an out-of-town guest, or hide the seedier parts of a city from a visiting foreign dignitary or investor.

Proposal:

The “scenic route” to a destination attempts to route you through the highest-economic-value areas that it can find.

This method, called the “Potemkin Route” after the 1787 idea of the same name, uses the following data:

  • Tax records (to find the highest property values)
  • The police blotter (to avoid areas of high crime)
  • Elevation maps (to look for scenic views)

Then, it routes you to the optimum area to show off the most appealing areas of the region near your route (user interface mockup in Figure 1).

 

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Fig. 1: If you select both [AVOID HIGHWAYS] and [AVOID LOW PROPERTY VALUES], as the user has in this example, your route might be substantially longer.

Conclusion:

You could use this route yourself, even if you aren’t trying to impress a foreign dignitary.

PROS: Allows you to ignore the problems of your city.

CONS: Allows you to ignore the problems of your city.

Improve the grocery shopping experience by tapping into ancient hunter-gatherer instincts! You’ll never believe how much more delicious a pineapple is after you’ve tracked and hunted it for miles through the savannah.

Background:

It’s well-known that presentation affects the perceived taste of food (Figure 1). Can this be used by retailers to increase customer satisfaction?

 

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Fig. 1: Some animals, like this extremely picky snake, do not like to eat food unless it’s clearly fresh (i.e., recently alive). Top: the dead mouse meal receives only a 1-star review from the snake. Bottom: the same mouse receives a 5-star rating, simply because it’s moving.

Proposal:

In order to leverage the same instincts, we propose that all foods should be presented in grocery stores in a “natural” environment to satisfy human hunter-gatherer instincts.

In Figure 2, we show how this might work for a pineapple, which can either be shown in a sterile and unnatural environment or in a jungle-like environment that evokes the thrill of gathering an edible fruit in some ancestral jungle.

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Fig. 2: This savvy shopper is unimpressed by the non-moving pineapple, yet is excited about purchasing the exact same pineapple “straight from the tree.” This might work for other foods too, like carrots and potatoes, even though it would make no sense for them to be dangling from a tree branch.

Conclusion:

Although fruits would be the easiest products to put in a faux “natural” environment (just hang them from a plastic tree), this system could also apply to other products, such as:

  • Reach into a giant beehive while being attacked by giant plastic bees in order to obtain a box of Honey Nut Cheerios.
  • Run through the store chasing a box being pulled by a wire on an overhead track. Once you manage to grab the box and open it, you discover a delicious steak inside.
  • Hold your breath and jump into a Olympic-sized swimming pool that is chilled to a near-freezing 1º Celsius. At the bottom of the pool, you will find a treasure trove of pre-wrapped packages of salmon.

PROS: Allows humans to get back in touch with their ancient roots. Simulates a pre-civilization existence without modern amenities.

CONS: Most shoppers would probably just use an app-based service to pay “sharing economy” workers to endure the bee hives and freezing water. This has the disadvantage of making an already-harsh job even worse, while imparting no benefits on society as a whole.