I recently ordered some stuff from Nuts.com.
During checkout, they offered upgraded heat-resistant packaging to help prevent melting due to the hot weather. That was a great step. That alone is more than most would do.
However, then they went the extra mile.
Right before the final checkout step, they explained that the upgraded packaging is good for about two days, but since I ordered on a Friday, my shipment might sit at the UPS/Fedex warehouse over the weekend which would push it out beyond two days. Then they made it really easy for me to change my ship date to Monday to help prevent the melt.
That’s great defensive design. You rarely see it done so well – especially with the collision of all these special conditions (product type, weather factor, packaging type, weekend factor).
Great copywriting, too.
Very well done.
Jerry
on 27 Aug 12For me, honestly, this would actually cause me to just cancel my order.
I understand from the stand point that this good “defensive design” ... the problem I have with it is that I never would have thought about my food melting in the first place and now they are making me think about it.
It makes me think … I don’t have this problem if I bought from a brink & mortar store.
As such, they now have me worried it will melt – regardless of it ships on Monday or not.
Which would cause me to just cancel the order all together.
So … ironically, if they simply had NOT of informed me – it would have been better for their business.
TVD
on 27 Aug 12I still remember when I picked up my first copy of Defensive Design for the Web. It was 2004 and I had no idea who Jason Fried or 37signals were.
The only thing for certain was I absolutely needed to start implementing the ideas in DD right away. For years afterward, the lessons I learned in DD have made me a better Product Designer and simply a better listener.
Thanks Jason!
CC
on 27 Aug 12@Jerry: “ironically, if they simply had NOT of informed me – it would have been better for their business.” ... Perhaps in the short-term, but almost certainly NOT in the long-term. I’m guessing more customers than not will appreciate this information and feel like this company is generally concerned about their customers and their experience with the product they’re selling. Customers generally return to businesses that are like that.
GeeIWonder
on 27 Aug 12A guess is all that is.
One problem with the copy is actually the policy—they warn you that if it melts and you ordered on a Friday, say, then nothing is guaranteed.
The net effect (to me) is that the whole thing feels a bit more like covering their own asses rather than a well thought out feature that is designed to deliver the best possible product and stand behind that. I’d probably be less inclined to deal with this company after a screen like this (though it is a cool thing to try and do).
Jerry
on 27 Aug 12@CC
If that’s the desired outcome, the better way for Nuts.com to handle this is to simply send the package in the melt preventing insulator at no cost and then include a card that says they did so to “take their food fresh”.
No defensive UI design needed.
Now if a company did that for me … that’d be HUGE and I’d recommend them to everyone I know.
Instead, Nuts.com put the burden on ME to decide how to handle it.
When Nuts.com should have really taken on the burden themselves and just ship it to me insulated.
Jonta
on 27 Aug 12Wholeheartedly agreeing with CC, and was going to post the same about long-term vs short-term.
I think customers would understand that the melting is beyond Nuts.com’s control, and that this is the best way to deal with things.
And now one can choose: Sooner, or unmelted.
Jerry
on 27 Aug 12@GeeIWonder
EXACTLY.
What Nuts.com should be doing is simply NOT ALLOWING FRIDAY orders for products they know will melt regardless if used with an the insulating bag. And for products that do melt that are ordered Mon-Thur, just ship it in the insulating bag without asking the customer.
JF
on 27 Aug 12Jerry – that’s exactly what would have happened, except that since there was a weekend involved, they were asking me if I wanted to take the risk (and get the product sooner, but possibly melted) or if I wouldn’t mind waiting an extra couple of days to make sure it wasn’t melted.
They can’t control weather and time, which is why they asked my preference. I really appreciated that.
What would be worse is getting a package with melted contents and then having to return or re-order. That would be a frustrating forced delay instead of an appreciative my-decision delay.
CC
on 27 Aug 12@Jerry: That’s a fair point about the auto anti-melt packaging upgrade (gratis) for this situation. That said, it seems there was more to it than just the anti-melt container, it was also about detecting time lines and weekends and such. That’s the part that caught my attention.
@GeeIWonder: It is just a guess and it could be wrong. Neither of us know. Maybe the company does based on past and current experiences. As for it coming across as a CYA move, I guess it may depend on our respective default assumptions about the company’s intentions.
Jonta
on 27 Aug 12(Opposite situation from JF’s: I ordered from Nuts.com because my pet squirrel Sniffy is slipping into a coma. For me, speed is more important. And as we’re going to give it to him by IV-drip anyway, it doesn’t matter if it melts, and is actually a benefit)
CC
on 27 Aug 12@Jerry:
That’s not a bad approach. It would be along the lines of being opinionated in writing your software. In your approach the company is proactively doing everything in its power to prevent a bad product experience. This shipping policy (no meltables shipped on Friday) could also be made clear to customers, and conveyed in a very positive manner:
CC
on 27 Aug 12I’m sure a decent brainstorming session on the copy they could use would come up with something even better. Maybe something more along the lines of this:
They may (or may not) offer the customer the opportunity to forgo this thoughtful approach and get it faster, taking on some risk themselves.
Carl Hancock
on 27 Aug 12Even greater customer experience… don’t make me think about this shit and just make sure whatever I am purchasing from you arrives as expected.
I shouldn’t have to tell you how to package it or ship it, you’re selling it and know the potential hurdles… do your job and provide me with the solution.
Options in this situation will only lead to customers inevitably making the wrong decision and ultimately they’ll blame you for it. That’s just how it goes.
Thom
on 27 Aug 12I agree with @Jerry.
Nuts.com should instead:
- Not let people order on Fridays items that can melt.
- Indicate to people why as such
- For orders Mon through Thurs, ship in a melt resist bag.
The approach Nuts.com took instead was put all the burden on the end user.
It’s also concerning to me that Jason found what Nuts.com is current doing as something “good”. What Nuts.com is currently doing is actually the WORSE thing they can be doing to their customers.
JF
on 27 Aug 12Seeing that I’m the only one that actually ordered and went through this experience (instead of reading a description), I would invite you to do the same thing before you suggest this is the “worst” thing they could do for their customers.
To me it felt very much like I was talking to a person (in-person or on the phone) and they were looking out for me and the order. “Hey, BTW, since you’re ordering on so-and-so day, and this weather is crazy, you might want to… Totally up to you – just wanted to toss out the suggestion if you aren’t in a hurry and can wait an extra couple of days.”
That’s very much a conversation I would expect to have with a conscientious shop keeper or employee who’s thinking a bit ahead. I appreciated it. Your mileage may vary.
Guywhodidntupgrade
on 28 Aug 12Saw this randomly and thought I would post that I am the idiot who DIDNT upgrade the 5 lb packages of chocolate covered coffee beans and they literally arrived as a 5 lb block of congealed coffee and chocolate. Time to get out the ice chipper.
Andrew Mayor
on 28 Aug 12Quality of experience, in turn, is largely contingent on your ability to deliver knowledge at the point of action.
Dinis
on 28 Aug 12There are alternatives but this is far from being a bad thing to do. Of course there could be alternative approaches like taking all the burden and support all the costs. The problem is, that isn’t realistic for a business. The costs involved in sending all the merchandise in special packaging could be significant.
On another note, taking the approach of simply warning: “we won’t send it until Monday because bla bla bla” could sounds pretentious and really, I might be craving for those Nuts and not want to wait another couple of days.
Anyway, this mainly serves as an example of how to get the on-line experience a step further, not that this is THE WAY.
Just my two cents.
Simon
on 28 Aug 12What is there so special about their copyright?
Sharky
on 28 Aug 12Love the article and agree with Jason. Nicely interactive and thoughtful customer service.
A. Coward
on 28 Aug 12@Simon:
Not copyright, but copywriting.
Sarah H
on 28 Aug 12I agree with Thom (Jerry / ET al)
This is actually a terrible UI.
They should do what Thom suggests.
Jake
on 28 Aug 12the “worst” thing they could do for their customers is murder them. in which case, i’m ok with melted nuts.
ADI
on 29 Aug 12That’s a great example of a clever markup opportunity. I’ve actually ordered from Nuts.com before, great site. Buy the maca powder.
Ben
on 29 Aug 12I’d have to 100% agree with Jake. I do not know how anyone could disagree.
julie
on 29 Aug 12Completely taking this off-topic. I just read Jason’s profile in Fast Company (http://bit.ly/PuFmW1). Who is his cleaning woman? I am searching for one and she sounds amazing.
Wayne D.
on 31 Aug 12+1 Jerry and others.
I completely disagree with Jason on this one.
This is poor design.
Justin Reese
on 01 Sep 12Possible paths:
1. Don’t ask the customer, don’t upgrade the packaging: risk angering and losing the customer.
2. Don’t ask the customer, auto-upgrade the packaging for free: please the customer, leading to good word-of-mouth, but all prices increase to accomodate this policy, which decreases demand.
3. Ask the customer: risk scaring away customer, but please other customers, leading to good word-of-mouth.
Both #2 and 3 are plausible, it’s just a matter of whether you think there are more Jerrys (willing to pay more all the time to not have to worry) or Jasons (willing to pay more, but like to make the decision about when and why).
Note that this is just about the packaging; I don’t think anyone can argue that the weekend question is a bad idea. It would be stupidity for Nuts.com to guess if the customer needed the nuts so quickly that they were willing to risk the weekend warehousing.
Joe
on 01 Sep 12Brilliant!
I wonder if this was implemented before they launched, or after they received a few complaints.
I’m sure they’ve considered all of the suggestions above and took time before adding this ‘feature’.
They should consider letting orders go through on Friday as usual but with a notice that they will be shipped Monday because of the above reasons – then split-test that against what they currently have.
Saying that they’re such a big site they’ve probably done extensive split-testing.
Ginger Tinkerman
on 01 Sep 12+1 Jerry (Thom)
Adriana B.
on 02 Sep 12I’m surprised at the various comments saying the company could have done better, while offering a worse alternative.
What the company did:
1) Upgraded packaging for free. 2) Alerted the customer that because it was a Friday, that could not be enough to prevent melting, and offered an alternative that would delay delivery but avoid the problem.
What was suggested:
1) Don’t say anything about the melting problem (and run the risk of customer dissatisfaction with either melted product or an unexplained delay in shipping).
2) Don’t offer any choice, and inform the customer that the order will only be shipped on Monday (and run the risk of annoying a customer who would prefer the product sooner rather than unmelted).
How is any of these alternatives better? This is such a simple choice to make, made easy by the design of the page. I’d rather be offered the choice than have the company make the decision for me. Thanks for sharing the example, Jason F.!
GeeIWonder
on 02 Sep 12@ Adriana B.
Get my order to my door in the best possible shape in the best possible time. if you can’t do that, adjust so you can. If my order is not right, fix it.
Don’t hedge on customer satisfaction, and don’t rescind your guarantee. Ever. If I turn into an really unreasonable customer, you can refuse my business, but don’t burden me a priori with that presumption.
Mark
on 02 Sep 12Is it not “defensive design” to have to indicate to customers that you “do not ship meltables on Friday” ?
Jason was ordering on Friday, not Thursday or any other day. I love seeing people fumble around and F#2k up a simple customer satisfaction practice by suggesting every conceivable (yet improbable) scenario they can think of.
A) the company should have spared Jason the few seconds of defensive design and refused to sell him nuts on Friday… result: he buys somewhere else. Real smart.
B) the company should have spared Jason the few seconds of defensive design, shipped the nuts, let Jason open the melted package, send it back (or, as many have suggested, allow the company to “fix it” and await yet another order of un-melted nuts…possibly with the need for Jason to ship back the melted package in the interim.
Jason and Adriana B have it right. And by the way, Jerry, Thom and GeeI Wonder, how do you know the “meltables” were the only thing Jason ordered that day? Perhaps there were “non-meltables” ? In that case, Nuts.com’s alert, as originally noticed by Jason, makes even better sense.
Adriana B.
on 03 Sep 12GeelWonder said: “Get my order to my door in the best possible shape in the best possible time.”
But what does that mean, when the choices are: faster & possibly melted, or slower & not melted?
I can see myself preferring the first option in some cases (for example, if it is my intention to melt the chocolate anyway, to use in a recipe). To me, a design that makes a decision for me, when it would be quite possible to let me choose what tradeoff helps me most, is just not smart.
GeeIWonder
on 03 Sep 12Right. So this view (which you are quite entitled to) is a fallacy, or at least one with which there are many issues.
From a GUI/design perspective, 37signals has been espousing the less is more thing for a long time, so just go browse their posts.
From a psychology perspective, the tyranny of choice concept is a good starting point. More choosing does not usually help, and it definitely does not make the chooser happier.
This discussion is closed.