Trader Joe's design choices

30 Aug 2010 - 10:58am
770 reads
DrWex
2006

http://money.cnn.com/2010/08/20/news/companies/inside_trader_joes_full_version.fortune/

The story is primarily about TJ's as a business, but there are some interesting and on-point comments about the user experience they have deliberately constructed. Reducing the number of choices. Full refunds on the spot no questions asked. Simplifying processes. The comment from Stew Leonard Jr. particularly resonated for me as a designer: "[having too many choices] takes [customers] out of the purchasing process and puts them into a decision-making process,"

Shades of "Don't Make Me Think" eh?

Best regards, --Alan

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