UX Case Study Ep.2- Limit action , Focus attention

By controlling the actions, attentions will be more intensified, and that will be a good way for design.
Taipei ,Taiwan (Image: Outther.travel)

For most of cities over the world, the metro system must be the most important transportation. Thousands of passengers , traveling or going for works, all rely on the metro.

This time, let’s take a look at Taipei metro, especially for Easycard which plays essential role for entry and multiple functions.

Taipei metro

Starts from the first line in 1996, Taipei metro just now for its 20 years anniversary and totally has 5 lines, 121 staions. Every day it transports almost 2 millions passengers wherever they want.

Gongguan Station (Image: Wikipedia)


Easycard, as the entry of metro, this digital ticket is widely used around this island. Not only for Taipei metro, it also can be uses for payment in convenience store, parking, U-bike, bus,etc.

Users have to add value to this card for payment. Different from credit card, the payment will be paid from last value in Easycard.

And now, here comes a design problem.

Adding value , adding problems

Users can add value in two ways.

The first one is going to every metro station, there will be adding value machines.
The second one is that you can go to the conveniences nearby, give the money to shopper for adding value. The problem appears in second one.

Adding value machine in convenience store (Image: tfeng.org)

As you can see, the value machine lie down on the platform and users put card on the machine for adding value.

Problem :
Lots of people forget to bring their card back after adding value!

That’s no surprise, while you enter the convenience store, lights, drinks or foods and so many things will seize your attention from the context of adding value.

Without attention, there will be no thoughts and actions to specific purpose.

Solution :
Change the position of value machine to catch back the attention by limiting action.

The position of value machine has been changed. (Image:Moneydj.com)

Is that really easy to fix this design problem?
When the position of value machine has been inclined,the users have to hold on theirs hand to avoid Easycard drop off to the ground.

In this view, users’ action will be limited, also their hand must give strength to sustain the position. This effort will unite attenion to payment because that position also give hand sort of tiredness.

When tiredness is over, that means the process of adding value has finished.
And, users definitely take their cards back!

Simple change , Giant effort

This simple design idea remind designers :

By controlling the actions, attentions will be more intensified, and designer can drive users’ attention to where they want.
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