autocratic for the people.

Stand back, folks -- interaction designers at work.

You may or may not have noticed that, over the past few months, Dunkin Donuts has phased in a new lid design for their regular coffees. It features a protruding, somewhat strawlike lip, like a sippy cup, and also a piece of loose plastic which snaps into the opening like a latch. Upon first glance it is thoroughly unremarkable, and certainly doesn't look like an improvement. In fact, adding a moving part to a disposable cup lid seems like an invitation for usability disaster. It looks like it needs a manual.

The thing is, though, it works beautifully. This new lid never spills a drop. In a cup holder, in your hand, driving, running: it's a solid performer. Exceeds expectations, you could say. I actually -- and you can try this -- I actually knocked over a completely filled medium coffee by accident, at the post office. The little latch was in, I bumped it with my elbow, and the cup fell hard onto its side. What happened?

Nothing. The cup was actually watertight. It rolled back and forth a little, and then settled. On its side. Not a drop leaked out. It was astonishing.

The closest competitor in the premium lid segment, the white Starbucks lid, is a sadistic thing by comparison, gleefully firing superheated liquid skyward even as you ease the car out of the parking lot. I see you're nodding. You've been there. You've used eight napkins to wipe all the Starbucks-lid-assisted coffee ejaculate off of your windshield, radio, dashboard, and, yes, self. It sucks. It gives the impression that they've never tried driving with one of their products. It gives the impression that they don't care if their customers leave the parking lot unhappy every single time they stop in.

User experience matters. It really does. Since the new lid's come out, I've gone exclusively to Dunkin Donuts. The coffee itself I find mildly preferable, but the complete customer experience -- in particular, the not being scalded, assholes -- is what seals the deal for me. It feels like someone's paying attention over there. Someone's thinking through the details. Have you noticed how there's a trash can before the drive-through window, so you can throw out whatever's still in your cupholder from last time? They're paying attention. I can get behind that.

posted by avixe @ 11:48 PM