Life With the Dash Button: Good Design For Amazon, Bad For Everyone Else
vivaoporto writes: A scathing review published on Fast Company describes Amazon's Dash Button, the "Buy Now" button brought into the physical world as "the latest symptom of Amazon's slowly spreading disease", "an unabashed attempt to disconnect customers from the amount of money we're spending." The author's criticism centers on Amazon's lack of focus on customer experience, a core UI that doesn't make sense, limited and expensive product selection and a store UX "no longer designed for your convenient shopping", but rather "designed for their profitable selling."
Minimum viable product, maximum revenue extraction.
Or did you think the evolution of subscriptions and microtransactions was to benefit you, the customer?
The UX of the Dash Button is great, shopping for laundry detergent is boring, just one press and it's over. Managing your personal finances has zero to do with the dash button user experience.
I came to the datacenter drunk with a fake ID, don't you want to be just like me?
This review was brought from the "I love the 00s" section of Slashdot! Great new feature! I hope the next one is a scathing review of the Palm V!
Slashdot: providing anti-social weirdos a soapbox, since 1997.
Milk, cheese, and eggs WAAAAAAY at the back. And you have to walk past candy and general merchandise (the high profit stuff).
For the uninitiated, the dash button is an electronic wireless device branded with the logo or namesake of your favourite brand or product. Pushing the button automatically incurs an order for the product and should you be sufficiently removed from the understanding of how this technology works, you'd be inclined to insist its nothing short of magic. It isnt. As a geek, you must understand this technology is a powerful and its opportunities are many. For example:
1. Reprogramming. What if the tide button closed the garage door? opened the trunk? set off the neighbours sprinklers or fired up the coffee maker? Amazon is offering for a discount the opportunity to break out that sweet oscilloscope and crack away at some assembler. Its a discount wireless device that can actuate a solenoid and pour cottage cheese on the cat at the press of a button
2. relocation. Place the device in more suitable areas. What if every time your neighbour sat down on the couch they inadvertantly ordered a 12 pack of bleach? how about whenever the dog bolts through the doggie door your inlaws end up ordering a 24 pack of disposable diapers? The potential is endless and the power is great. you control who gets two crates of macaroni and cheese, how often, and even when.
Good people go to bed earlier.
We have three Dash buttons and last night while my wife was doing laundry my phone informed me that laundry detergent had been ordered via the Dash button.
We realize they aren't pushing the cheapest priced products, it's the convenience we are looking for (prices are comparable to grocery stores, a bit higher than Wally World, at least for the things we use them for).
The article goes on and on about instant gratification and the delay between pressing the Dash button and receiving the product. Comes off as whining to me.
BlameBillCosby.com
The other disturbing things about Amazon.
How when my dad buys something shipping is wayyyyyyyy overpriced but go to my account (one where I have cancelled orders because of overpriced shipping) and it's less than half the cost *same town*, or their bait and switch, or their sending an item entirely different from what was pictured.
Yeah I know there are resellers, but Amazon fronts them so they get the blame too.
"If any question why we died, Tell them because our fathers lied."
One wonderful thing about capitalism is that the customer chooses the price, quantity, time and place of any purchase. If the customer chooses to let Amazon or any other seller take control of their transaction, well, that's his or her problem.
If you don't like it, shop somewhere else. I do.
"an unabashed attempt to disconnect customers from the amount of money we're spending."
That would be credit cards, student loans and auto dealers. Amazon isn't the innovator in this space.
Harrison's Postulate - "For every action there is an equal and opposite criticism"
I feel stupid for having read that. It's a button that delivers a product to your door, some people will really like the convenience, some people will not.
Yeah, I don't really believe there's anything genuine there...
It's a conspiracy! A conspiracy I tell you! This has never happened before!
The one thing Amazon could have done which would remedy the current issues with the Dash button is have a color e-Ink display on it, and have it show a picture/logo of what product it is associated with. This way, there is more selection available and opportunities for niche products.
For example, I have a few Dash buttons myself, all of which will make their home in my RV. That way, instead of writing something to buy on a list, I just hit the buttons, and since they are connected to a Wi-Fi router, they will go out regardless.
However, the Smart Water is limited to one offering, and other choices are still limited. If Amazon made Dash buttons that had a display on them, they would be a lot more relevent. Otherwise, as Dash buttons stand now, they are pretty much a novelty at best.
That's certainly one way to look at it. However, consumers who have more money than time don't mind paying for convenience. Sounds like the author just isn't the kind of person amazon is trying to reach. If saving money is the goal, I find that if I'm willing to shop around, amazon is usually cheaper than my local big-box store.
The product has flaws and limitations, so he's taking it as a personal attack.
The whole corporate shareholder myth is bullshit, too.
I thought Amazon was having trouble keeping up with rush 2-day shipping, so was trying to back it off. They tried building a new warehouse in Seattle, but they couldn't because they ran out of cranes--as in, there are no more cranes in the United States with which Amazon could build a warehouse. They have to wait before they can build new warehouses to satisfy all of this demand for 2-day shipping. Their current warehouses are at maximum efficient staff, and won't be able to deliver any additional volume of 2-day shipping orders simply by hiring more employees.
Support my political activism on Patreon.
I can do that already! When I'm in a store I grab then checkout. Not a lot of difference. Fast Company's article is typical of social alarmists who are paranoid and have nothing better to do than circumvent free will.
Fast Company fail.
"Mommy, why is there a mountain of Macaroni and Cheese boxes in our front yard?"
"Johnny, have you been playing with the button in the kitchen again???"
That describes none of the grocers I shop at. Most of them have the cheese up front with the deli. The trend seems to be various cheeses at the deli you can get sliced, and then a separate display of a bunch of other block cheeses you can browse. As I said, they like to locate the deli up front.
Milk varies. At Safeway it is directly back from the deli. You have deli, liquor, bakery, milk heading back in a straight line. At Sprouts it is at the other corner of the store, as far away from the deli as it could be. At Target, it is in the front, along with the other refrigerated foods (meats, produce, cheese, etc).
Most places seem to lay their stores out based on themed isles. A given isle will be devoted to like items. So you walk along the isles until you find what you are after, then walk down one to find the item you want.
A dash button to order laundry detergent? No thank you.
However, a dash button that would actually do the laundry? That I'd pay good money for!
My sci-fi novel, Ghost Thief, is now available from Amazon.com.
Where else can you get a complete Wifi and processor board for hacking ready to go for $5.00?
I just hope they dont realize that the 4 I bought will never be pushed to buy their products. I already have one triggering events on my Linux server, and soon to have the rest acting as remotes for home automation.
Do not look at laser with remaining good eye.
> "....Amazon's slowly spreading disease...."
SLOWLY spreading? Uhhh, I got some bad news for you, Sunshine. You already have the disease, you've had it for years and you didn't even know it.
I was shopping paper products at Walmart the other day and I noticed something that really annoyed me. Every single item that I saw had the unit defined as item so that the per unit price was the same as the item price. Gee, thanks Walmart. I decided to not buy anything and went to another store instead.
Honestly, who thought this was a good idea? This is up there with the Edsel and Baconnaise. It sounds like a joke (and wasn't it announced on or around April Fool's Day?!)
I think in its current form, this thing is not a good design. But give it a cheap 20 line LCD display and 20 corresponding buttons, with each line displaying a user-selectable product and the number of items currently on order, you have a winner. I'd get a handful and put them around the house for common items.
Holy craps! Capitalistic systems have a built-in profit motive? And companies succumb to that motive to increase profits? Why did no one ever point this out before?
For certain products, I would find this very convenient. Don't want one? Don't ask for one.
How when my dad buys something shipping is wayyyyyyyy overpriced but go to my account (one where I have cancelled orders because of overpriced shipping) and it's less than half the cost *same town*
Perhaps because you buy more from Amazon so they are willing to cut you a better deal. Very little on Amazon has wildly overpriced shipping and the minority of stuff that does have overpriced shipping is obvious and invariably from third party vendors. Most of what I buy is through Prime and has "free" shipping. If you see overpriced shipping don't buy it.
Of course I've made my living doing ecommerce in the past so I can assure you that most people have NO idea what shipping actually costs. We used to charge exactly the rate UPS charged us and people would complain that we were inflating shipping prices even though we were shipping at cheaper rates than they could get themselves.
or their bait and switch, or their sending an item entirely different from what was pictured.
Aside from one or two mistakes where the wrong item got picked I've never seen this happen and I've ordered a LOT of stuff from Amazon. The few mistakes they've made they corrected and sent the correct item or refunded me no questions asked. I've never seen Amazon "bait and switch" anything, ever. If it was a third party vendor not sending what was shown I would just immediately send it back and complain to Amazon. They'll pay the return freight and refund your money.
Yeah I know there are resellers, but Amazon fronts them so they get the blame too.
If you buy the thing with the overpriced shipping, the only party to blame is yourself. Buy somewhere else if you don't think you are getting a good deal.
Holy crap, it's almost like they exist to sell stuff!
Just cruising through this digital world at 33 1/3 rpm...
Jeff, is that you?
when I buy stuff online, I am very happy to go to the website, do a search, check prices, etc.
But even then, I'm not going to buy stuff that way when there is a store RIGHT HERE... that I can get it from... NOW... and often at a lower price.
Why press the button the at all? I'm not getting who this is for really. I don't see the demographic.
If you're poor you don't buy things this way.
If you're middle class you're very happy to buy it at the store.
If you're rich and are just too busy to even look at a site or care what it costs... then you have a maid or some other servant that buys things for the house.
So i don't get who this is for... Who is well off enough to find the markup acceptable and yet too poor to just have servants?
And that excludes the point that many rich people are appalling cheapskates.
The applicable demographic is so tiny as to be laughable.
I've decided to stop wasting my time responding to AC trolls/sockpuppets... so if you want a response from me... login.
Why not just have a cell phone app.
Because the best solution to every problem isn't an app. Believe it or not there sometimes are better and more efficient ways to solve a problem.
Open the app, see a list of easy to order items, click on the items you want to order and hit send. That's it. Very simple to use, and the user knows that their order went through.
All of which is harder than just pushing a button. You just described a 4 step process than in reality has even more steps. (turn on phone, log in, find app, open app, scroll through list, select item(s), select send). Compare that with pushing a single button on a wall and it is absurdly complicated.
Look I don't have any use for these Dash buttons myself but I understand what they are trying to do. The less steps someone has to go through the more likely they are to buy. The founder of Coke basically built his business around making sure his product was "within arm's reach of desire" which is why you can easily find a coke product almost anywhere on the globe even in some of the most remote corners. They made buying their product VERY easy. Amazon is trying to do similar things. Maybe the Dash buttons won't work out but the principle of what they are doing makes sense. Sometimes a more general solution isn't the better one.
I want a big "Pizza" button at my local pool. Nevermind: there's probably an app for that.
.
Amazon sits on those orders for nearly a week before they are shipped.
The "shipping cost" is built in to the price of each item. So if you buy more than one item, you are over-paying for shipping.
I recently purchase a WiFi Access Point from provantage.com. At that site shipping is extra. However, the cost of the item plus the cost of shipping was still less expensive than Amazon's price with "free shipping". Plus ProVantage shipped the item the same day as I ordered it. Since I am in UPS's next day delivery zone for ground shipments, I got the access point the next day, instead of waiting the 10 days as Amazon drags its feet.
For me, it's life after Amazon, and it's a happy life.
Amazon (generally) isn't profitable. They need to find ways to make more money to stay in business. Is it surprising that they're trying to get more profit out of their store? As a customer, yes, that's annoying. I would love convenience, flexibility, and low prices for ever and ever. But, every other store on the planet is also trying branding, partnering and placement tricks like this to turn a profit. That candy isle at the grocery store checkout isn't there as a service to the customer.
"store UX is no longer designed for your convenient shopping", "designed for their profitable selling."
So since they are in the business of selling, their profitability should take a backseat? While I tend to agree with some of this summary, I just can't get past that. This is a company who is in business. As such, profitability should be the first priority. Of course the entire thing is designed for profit and "sellability".
Read the nicest, sweetest, most money-corrupted review you can find, and even still: on the face it, the Dash Button appears to have negative value and no situations come to mind where you might want one. You'd have to be paid to accept one.
"Disease" is too strong a word, because diseases can infect. This is more like a distant turd. Sure, you can go over and pick it up, but there's little chance you'll be tempted to. It's "hookless."
Maybe it's the indie small business dev in me but I saw this and had one question:
How much do you have to pay Amazon to be the one product in a given market segment that they do a Dash Button for?
That's where the real money is, and precisely what Wal-Mart has been up to for all these years.
If Huggies wants to kick Pampers off the Dash button so that everybody out there will randomly change products without thinking too much about it, they simply have to outbid Pampers. And whether the product has glass shards (actually crystallized sodium methylparaben, a preservative) has nothing to do with it.
That's what the Dash Button is. Other companies bid to be the one represented on it, very likely losing money in order to have a little 'brand awareness' token stuck in people's actual houses, and Amazon gets paid from both ends.
Not MY Dash Button ;) http://ep.yimg.com/ay/stylinon...
I've all but stopped buying at Amazon. Yeah, the free shipping for orders over $35 is nice, but at what cost?
They offer free shipping to Prime members for orders less than that. I get free shipping on things that just cost a few dollars. Sometimes they are add-on items so you have to order above a given threshold. Sometimes you can get things cheaper elsewhere but the prices at Amazon are usually competitive and the convenience is hard to beat.
Amazon sits on those orders for nearly a week before they are shipped.
Only if you explicitly select their slowest shipping methods. I have most stuff in my hands in exactly two days and even if I select their slower shipping methods it usually ships out in 2-3 business days anyway.
The "shipping cost" is built in to the price of each item. So if you buy more than one item, you are over-paying for shipping.
That's true no matter where you shop. Go to Walmart and I assure you that there is a cost of freight in the price and they don't give you a bulk discount. Same with any other vendor where there isn't an explicit freight charge.
So it's CueCat all over again?
For the end-user, these things are of marginal utility. (In fact, I'm surprised they want to charge for them at all; you'd think they'd just toss them in for free if you've bought one of the items they cover a couple times.)
The true customer for these is the brands they are surely charging to be featured on one of these buttons.
Really, what Amazon should be doing is selling these "blank" at-cost to be used for the purchase of whatever item(s) you like.
If you need something like those Dash buttons, you really need to learn to manage your inventories. Let's take paper towels for example. Always have two packs in your house. When the first pack is finished and you open up the second one, buy another pack the next time you shop for groceries or whatnot.
And since I'm talking to programmers here, the newly opened second pack becomes the first pack and the newly bought pack becomes the second one. /sigh
Instead of buggering Amazon lets take a look at the mentality of the average "consumer" and how well they have been groomed over the years by marketing teams.
That's the real story.
https://en.wikipedia.org/wiki/...
"If any question why we died, Tell them because our fathers lied."
Lighten up dude - Sellers have been prying money out of customers for thousands on years.
Press a button, pay top dollar.
Sounds similar to Priceline, a company which also obfuscates pricing information to extract the most from its customers.
I could build my own dash tabs with an ESP8266 wifi board, and some Python code running on my home server, but relying on my memory is way easier.
My family has decided to avoid Amazon as much as possible because they changed their billing system in a manner guaranteed to confuse customers..
First, they do not just ship an order, but ship by some magic optimization algorithms, where they might pick and choose between various of our open orders and ship opportunistically. We do not like that change, but we recognize there is a legit business reason or going that way, so we are okay enough with it..
Second, they do not send you a bill that says "We sent you item A and item B, and we are charging your credit card X and Y". No, they just charge you account. And they send an email "Oh, we just shipped A and C." .
So if you are curious about any of the charges to your account, you must manually correlate (1) your credit card bill and its many entries by date, (2) all your original order that have info on item cost, and (3) the various emails about stuff getting shipped to you. If you have many orders, that can be a 4 hour process. If you want to call Amazon and have a question, the friendly person on the other end will be more confused than you, and you get to spend 2-3 hours on the phone, and they still may not have a clue. So you get to have multiple phone calls..
BTW, it is pretty obvious that Amazon must track "We charged X for item A and shipped it date D" for accounting purposes. But they do not want you to know anything about that. You are supposed to obediently pay whatever they feel like charging your account.
Or did you think the evolution of subscriptions and microtransactions was to benefit you, the customer?
It HAS to benefit the customer. If it doesn't benefit the customer the customer won't buy it. It might benefit the seller more but customers don't buy anything that doesn't have a value proposition. If the customer buys it then obviously the customer found some amount of benefit in the transaction.
Which is only a problem if you have numerous open orders at any one time... that are delayed shipping for some reason.. You are wanting to batch order and have amazon itemize your ticket when shipped.. vs itemize on order which is what they do. I'm sure you have some reason for wanting that, but it doesn't fit my use case.
I order quite a bit from Amazon, including things that split shipments (ship different days or are a mix of Prime and non-Prime). The "Your order [...] has shipped!" e-mails list an amount charged for the items that actually shipped, and these are the same values that appear on my credit card. While the default "Your Orders" view on the website groups things by order (which is not the same as shipment or credit card charge), the "Invoice" link on each order breaks down the order correctly (by shipment, with separated charges). These also match up with credit card charges.
One click is brilliant. Amazon has changed the face of finding stuff you want, seeing what its popularity and rep is and buying it and getting it delivered to your door. Anyone that thinks they can do better is very welcome to try. I love Amazon and am very glad they are there.
Business offers convenience at a slightly higher price point, makes it easy for customers to spend money.
This is news to ANYONE? It's a fucking business, they're trying to make money (and AFAIK Amazon doesn't really make any). Would we be surprised that grocery stores are laid out to make the most money? Car dealerships?
Oh, and they're startlingly easy to hack
http://techcrunch.com/2015/08/...
The summary reads like the grossest sort of hit-piece. Not sure why Fast Company backed such a naked assassination attempt, but whatever.
-Styopa
Your comment is dubious. There's always an option to ship opportunistically or group them into as few shipments as possible in the shipping options page during checkout.
they do not send you a bill that says "We sent you item A and item B, and we are charging your credit card X and Y". No, they just charge you account. And they send an email "Oh, we just shipped A and C."
Everything you want to know is right there under the "My Account" button, including per-shipment invoice display with charge details reconciled to every charge and shipping event. The only reason you aren't talking about that is because you're either trying to spread some FUD, or you're suggesting that you've been a customer of theirs through multiple orders, and couldn't ever bother to click on a "see details" link.
You are supposed to obediently pay whatever they feel like charging your account.
Ah, it's not laziness, then. This is demonstrably not true, even for someone giving it a casual look. For some reason, you're just trolling.
Don't disappoint your bird dog. Go to the range.
Cows are not useless. Mooo.
Provantage (all chicks by the way) re-sells Ingram Micro stock. I used to use them when they went by another name many many years ago. So many years, even, that it used to be internet orders were a lot slower than phoning it in, by 2 or 3 days.
I still get the every-2-months sales brochure. Prices in these lately, say last few years, are SKY-HIGH -- high-margin product -- where yesteryear they were sane. I mean same product classes, just now all high-margin products. For example, an 8-port Gbit switch you can get for $20 many places on the net will not be had at provantage. Instead you see $300 switches. Just basic stuff. Or if you want low, you get old. Want an $80 AP/router? Here's a class-G wifi for you.
Lots and lots of UPSes. Never seen so many UPS in so few pages.
On UPSes. From amazon many moons ago I order a tripp-lite UPS. Got it and it didn't work. Sent it back for replacement. Got another and this one rattled. It worked. Opened it up. All four screws holding in the transformer where NO SCREWED IN. All four of the 4-inch screws where not screwed in at all. End of anything tripp-lite again. Amazon will send out returns as "new", and this may have been somebody, maybe APC, doing that, buying tripp-lite and messing with it, then sending it back to amazon for return and amazon turning it back around as new. Yeah, amazon does that. Got a radio once that already the batteries in it -- backwards! More.
In other words, people have become disgustingly lazy.
The target demographic for these is the exact opposite of lazy. It's aimed at people who are very busy and who are willing to trade a bit of money for time. Just because someone thinks time spent shopping for and buying dish soap is wasteful does not make them lazy. It makes them prudent if anything. I buy stuff online all the time so I don't have to waste hours pointlessly driving around so I can buy things - a complete waste of my life. I'd rather spend the time doing something else. This is just a logical extension of that. Do you find the process of ordering dish soap to be a good use of your time? I sure don't.
This is just like complaining that Costco or Sam's Club entices you to buy too much of a product because you have to buy a minimum amount. If the button entices me to order an extra case of toilet paper or bottle of detergent a little earlier than I would have without the button, what's the difference? Either way I'm going to use up that product, and since it has a long shelf life it probably won't go bad. The only problem might be with compulsive hoarders who feel compelled to keep ordering more and more.
Have gnu, will travel.