So you find yourself in front of one of these.

於是，你發現自己正站在其中一個面前。

Self-order terminals or SOTs are in almost every restaurant of the chain now.

現在，幾乎每家連鎖餐廳都有自助點餐終端（SOT）。

You start browsing and end up buying a big tasty bacon with fries and a coke, plus nuggets and a McFlurry for dessert.

你開始瀏覽，最後買了一大份美味的培根配薯條和可樂，外加炸雞塊和麥樂雞作為甜點。

Once you see your food in front of you, you feel guilty.

一旦看到眼前的食物，你就會感到內疚。

You ordered way more than you initially wanted.

你訂購的數量遠遠超過了你最初的要求。

Many people have this experience at fast food restaurants.

很多人在快餐店都有這樣的經歷。

Since the introduction of SOTs, the average order has gotten bigger and bigger.

自從引入 SOT 後，平均訂單量越來越大。

But why?

但為什麼呢？

Today we're going to talk about one of the most used user interfaces in the world and its countless tricks to take as much money as possible from you.

今天我們要討論的是世界上最常用的用戶界面之一，以及它為了從你身上儘可能多地榨取金錢而使出的無數伎倆。

McDonald's is by far the most valuable fast food chain in the world.

麥當勞是迄今為止世界上最有價值的快餐連鎖店。

Its stock price has nearly quadrupled over the past 10 years.

在過去 10 年中，其股價幾乎翻了兩番。

Today there are more than 40,000 McDonald's restaurants around the world.

如今，麥當勞餐廳在全球已超過 40,000 家。

Many of them are so-called restaurants of the future.

其中許多都是所謂的未來餐廳。

SOTs are a key factor in the success of the concept.

SOT 是這一概念成功的關鍵因素。

With their large touchscreens, they look like giant double-sided smartphones.

它們配備大型觸摸屏，看起來就像巨大的雙面智能手機。

McDonald's is considered a pioneer in the fast food industry when it comes to these terminals.

說到這些終端，麥當勞被認為是快餐業的先驅。

They tested the first SOTs in Europe in 2008.

他們於 2008 年在歐洲測試了首批 SOT。

Today they can be found in almost all of its restaurants.

如今，幾乎所有的餐廳都能找到它們的身影。

Other chains like Burger King and KFC have followed suit.

漢堡王和肯德基等其他連鎖店也紛紛效仿。

The terminals have supposedly increased McDonald's profits in Germany by about 15%.

據稱，這些終端使麥當勞在德國的利潤增加了約 15%。

That's according to an insider who spoke to the German public broadcaster ZDF.

據一位內部人士向德國公共廣播公司 ZDF 透露。

In 2018, former McDonald's CEO Steve Easterbrook confirmed that the terminals definitely increased profits.

2018 年，麥當勞前首席執行官史蒂夫-伊斯特布魯克（Steve Easterbrook）證實，終端肯定會增加利潤。

His main reason?

他的主要原因是什麼？

Customers take significantly longer to place their order.

客戶下訂單的時間大大延長。

But why would that be a good thing?

但這又何嘗不是一件好事呢？

Design influences our choices.

設計影響著我們的選擇。

Not only at McDonald's but also in our everyday life.

不僅在麥當勞，在我們的日常生活中也是如此。

You'd probably go for this watch rather than this one.

你可能會選擇這款手錶，而不是這款。

Holzkern watches are made from natural materials such as wood and marble.

Holzkern 手錶由木材和大理石等天然材料製成。

They only use FSC certified wood or residual wood from the furniture industry.

他們只使用經 FSC 認證的木材或傢俱行業的剩餘木材。

Holzkern has a collection of over 1000 products you can choose from.

Holzkern 有 1000 多種產品供您選擇。

This watch for example is made of walnut wood and marble.

例如，這款手錶由胡桃木和大理石製成。

This silver ring is made with hawaiian koa wood and this necklace has marble embedded.

這枚銀戒指是用夏威夷寇阿木製作的，這條項鍊嵌入了大理石。

The quality of these pieces is excellent and the natural components make each one unique.

這些作品質量上乘，天然成分使每件作品都獨一無二。

With the link in the description and with the code FERN you can get an exclusive 10% discount on your first order.

通過描述中的鏈接和代碼 FERN，您可以在首次訂購時獲得 10% 的獨家折扣。

Thanks to free express shipping it will be with you within 2-5 days.

由於採用了免費快遞運輸，您將在 2-5 天內收到貨物。

There's even a 24 day money back guarantee.

甚至還有 24 天退款保證。

Feel free to check out Holzkern.

歡迎訪問 Holzkern。

Let's take a closer look at the example from the beginning.

讓我們從頭開始仔細看看這個例子。

To recap, you only wanted to order a Double Cheeseburger when you entered the store.

概括地說，你進店時只想點一個雙層芝士漢堡。

In the main menu you are presented with inviting images of burgers.

在主菜單中，您會看到誘人的漢堡圖片。

The more expensive items like the Double Hamburger Royale are especially eye-catching.

雙層皇家漢堡等價格較高的菜品尤其引人注目。

On the left you can find the different food categories.

左側是不同的食品類別。

Here McDonald's is setting a so-called reference value.

在這裡，麥當勞設定了一個所謂的參考值。

Going forward you'll subconsciously compare other items to these expensive ones.

今後，你會下意識地將其他物品與這些昂貴的物品進行比較。

Even if you don't go for the pricier burgers the Double Cheeseburger now seems pretty affordable.

即使你不喜歡價格昂貴的漢堡，雙層芝士漢堡現在看起來也很實惠。

This makes you more likely to upgrade the cheap burger.

這讓你更有可能升級廉價漢堡。

We've just seen two examples of nudging.

我們剛剛看到了兩個 "點撥 "的例子。

Nudges are designed to influence our behavior by presenting options in different ways.

暗示旨在通過以不同方式提供選擇來影響我們的行為。

Sometimes they are subtle and sometimes more obvious.

有時它們很微妙，有時則更明顯。

In this case the icons on the side are much smaller than the prominently placed menus in the center.

在這種情況下，邊上的圖標要比中間顯著位置的菜單小得多。

More space on the interface demands more of your attention.

界面上更多的空間需要你投入更多的注意力。

The same thing happens once you enter the submenu.

進入子菜單後也會發生同樣的情況。

The big burgers are at the top and the cheaper ones are at the bottom.

大漢堡在最上面，便宜漢堡在最下面。

It's like a supermarket shelf.

就像超市的貨架。

You have to bend down or scroll down to see the cheap stuff.

你必須彎下腰或向下滾動，才能看到便宜貨。

The more expensive items are at eye level.

比較貴重的物品放在眼睛的位置。

As a result you don't even notice the Double Cheeseburger because of all the juicier burgers on top.

是以，你甚至不會注意到雙層芝士漢堡，因為上面還有更多汁的漢堡。

The big tasty bacon in particular is just too tempting to resist.

尤其是美味的大培根，實在是太誘人了，讓人無法抗拒。

Make it a meal?

把它當作一頓飯？

Yeah, why not?

是啊，為什麼不呢？

Fries and a Coke, let's go.

薯條和可樂，我們走。

Hmm.

嗯

Should you get the Mac menu small or the regular Mac menu for just 50 cents more?

您應該購買小份的 Mac 菜單，還是隻需多花 50 美分的普通 Mac 菜單？

Well, of course the regular then.

那當然是常客了。

Anything else?

還有其他問題嗎？

Cheeseburger?

芝士漢堡？

No.

不

Nuggets?

掘金隊？

Hmm.

嗯

Yeah, yeah, you're in the mood for that.

是啊，是啊，你有這個心情。

The colorful animation you see when you make the purchase isn't random.

您在購買時看到的彩色動畫並不是隨機的。

It's there to reward you and make you feel good about adding things to the cart.

它的存在是為了獎勵你，讓你在購物車裡添加東西時感覺良好。

Next, the terminal doesn't take you to the checkout.

接下來，終端機不會帶您去結賬。

It just takes you back to the menu.

它只會帶你回到菜單。

Now that you're looking at it, a dessert would be nice too.

既然你這麼想，來點甜點也不錯。

Why not get a McFlurry?

為什麼不買個麥樂雞？

Wait, how much is that now in total?

等等，現在總共是多少錢？

Oh, down here.

哦，這裡

It's 19 euros and 97 cents.

是 19 歐元 97 美分。

This trick is called a Dark Pattern.

這種技巧被稱為 "黑暗圖案"。

Dark Patterns are designed to get users to do things that aren't in their best interests.

黑暗模式的目的是讓用戶去做不符合其最大利益的事情。

This is done by presenting information in a way that isn't neutral or by leaving things out on purpose.

具體做法是以非中立的方式提供資訊，或者故意遺漏一些內容。

A classic example would be the colored Accept All Cookies button while it may take several clicks to select only necessary cookies.

一個典型的例子就是彩色的 "接受所有 Cookie "按鈕，而要只選擇必要的 Cookie 可能需要點擊幾次。

The terminal interface is similar whilst less extreme.

終端界面類似，但沒有那麼極端。

The total amount is hidden in a tiny corner of the large screen.

總金額隱藏在大屏幕的一個小角落裡。

Standing in front of it, you have to actively look down to find the price.

站在它面前，你必須主動向下看，才能找到價格。

For McDonald's, maximizing the average order value is a key business strategy.

對麥當勞來說，最大限度地提高平均訂貨價值是一項重要的經營戰略。

But for you, the price should be a minor detail next to all the colorful products.

但對你來說，價格應該是所有五顏六色產品旁邊的一個小細節。

In a statement to us, McDonald's Germany states the screens are as big as they are to present information as clearly and appealing as possible.

德國麥當勞在給我們的一份聲明中說，螢幕之所以這麼大，是為了儘可能清晰、吸引人地展示資訊。

They are also designed for accessibility.

它們也是為無障礙設計的。

Now, it's finally time to pay.

現在，終於到了付錢的時候了。

And here, another nudge.

這裡，還有一個提示。

This time, the nudge is meant to motivate you to pay by card.

這次的提示是為了鼓勵您使用銀行卡支付。

You only see a smaller button for the option to pay in cash at the register.

你只能看到一個較小的按鈕，用於選擇在收銀臺用現金支付。

There are a few reasons for this.

這有幾個原因。

When you pay by card, you're more likely to make impulse purchases and spend more money overall.

使用銀行卡支付時，您更容易衝動購物，總體花費也會更多。

Plus, the two-sided order terminals let more people order at the same time.

此外，雙面點餐終端可讓更多人同時點餐。

Up to 70% of customers leave when there are more than 7 people in line.

當排隊人數超過 7 人時，多達 70% 的顧客會離開。

You pay almost €20 for a thick menu, nuggets, and a dessert.

花將近 20 歐元就能買到一份厚厚的菜單、炸雞塊和一份甜點。

In total, 2300 calories.

總計 2300 卡路里。

Once the food is in front of you, and even more so after you devoured it all without mercy, you ask yourself, how did this happen again?

一旦食物擺在你面前，甚至在你毫不留情地吃光之後，你會問自己，怎麼又發生了這樣的事情？

The interface is a prime example of upselling.

界面就是倒賣的典型例子。

During the order process, you were tricked, or at least subtly manipulated into buying more than you originally intended.

在訂購過程中，你被欺騙了，或者至少是被巧妙地操縱，購買了比你原本打算購買的更多的東西。

Instead of a double cheeseburger, you end up with the big tasty menu and those nuggets on top.

你吃到的不是雙層芝士漢堡，而是美味的大菜單和上面的炸雞塊。

In many small steps, the terminal repeatedly confronted you with moments of comparison.

在許多小步驟中，終點站反覆讓你面對比較的時刻。

These comparisons create subconscious pressure.

這些比較會產生潛意識的壓力。

Each step in the ordering process seemed rational to you at the time.

訂購過程中的每個步驟在當時看來都是合理的。

You may have even thought you were getting a bargain.

你甚至可能以為自己買到了便宜貨。

But imagine you had the following choice.

但想象一下，你有以下選擇。

A double cheeseburger for €3.50 or a meal plus nuggets and ice cream for €19.97.

一個雙層芝士漢堡 3.50 歐元，或一份加炸雞塊和冰淇淋的套餐 19.97 歐元。

You probably would have chosen the single burger.

你可能會選擇單人漢堡。

This example is of course slightly exaggerated, but making meals bigger is important for McDonald's.

當然，這個例子略顯誇張，但把餐點做得更大對麥當勞來說非常重要。

The margin on a single burger is low.

單個漢堡的利潤率很低。

Only when you add drinks, fries, and ice cream, your order becomes really profitable for the chain.

只有在加上飲料、薯條和冰淇淋後，你的訂單才能真正為連鎖店帶來利潤。

Those add-ons are cheap to buy and easy to prepare.

這些添加物價格便宜，易於準備。

That's why the menu is crucial for McDonald's.

是以，菜單對麥當勞至關重要。

It works on the principle of bundling.

它的工作原理是捆綁。

The price is based on the most expensive product, like the big tasty.

價格以最貴的產品為基礎，比如大美味。

For McDonald's, the additional drinks and fries make the offer worthwhile.

對於麥當勞來說，額外的飲料和薯條讓優惠物有所值。

At the same time, for the customer, it appears to be a bargain, as the items in the bundle are much cheaper together than if they were purchased separately.

同時，對顧客來說，捆綁銷售似乎很划算，因為捆綁銷售的商品比單獨購買便宜得多。

Cross-selling also plays an important role in menu management.

交叉銷售在菜單管理中也發揮著重要作用。

The SOT suggests additional products to you.

SOT 會向您推薦其他產品。

That's much more effective than the usual at the counter.

這可比櫃檯裡的一般做法有效多了。

There are no social pressures, often no queue behind you, no one watching.

沒有社會壓力，身後往往沒有隊列，也沒有人注視。

Often, customers stand back to back in front of the terminals.

客戶常常背靠背站在終端機前。

And that's how you ended up with nuggets you hadn't planned on buying.

就這樣，你買到了本不打算買的金塊。

McDonald's Germany confirmed that the average order size at their SOTs was slightly higher than at the counter.

德國麥當勞證實，其 SOT 點餐點的平均點餐數量略高於櫃檯點餐數量。

What slightly means in their definition remains unclear.

在他們的定義中，"略微 "的含義仍不明確。

We did ask for a ratio, but received no answer.

我們曾詢問比例，但沒有得到答覆。

In 2015, the fast food company reported to have served more than 69 million customers every day in over 100 countries.

據報道，2015 年，這家快餐公司每天在 100 多個國家為超過 6900 萬名顧客提供服務。

About half of all orders were placed through the order terminals.

約有一半的訂單是通過訂單終端下達的。

This makes the McDonald's terminal one of the most used interfaces in the world, probably only surpassed by TikTok, Instagram and such.

這使得麥當勞終端成為世界上最常用的界面之一，可能只有 TikTok、Instagram 等才能超越。

McDonald's could potentially collect a ton of data every day.

麥當勞每天可能收集大量數據。

Data which they could use, for example, for A-B testing.

例如，他們可以利用這些數據進行 A-B 測試。

Customers could randomly be shown different versions of buttons, like different sizes, colors or wordings.

客戶可以隨機看到不同版本的按鈕，如不同的尺寸、顏色或文字。

Or some customers might see a recommendation for 6-piece nuggets, while others might see 9-piece nuggets.

或者，一些客戶可能會看到 6 塊炸雞塊的推薦，而另一些客戶可能會看到 9 塊炸雞塊的推薦。

With these tests, McDonald's could continuously optimize the UI, based on millions of data points, to squeeze out the maximum amount of additional items purchased.

通過這些測試，麥當勞可以根據數以百萬計的數據點不斷優化用戶界面，從而最大限度地增加購買量。

It could be anything from the exact size of the sidebar to the color of the salad leaves or the way the desserts are arranged.

從側邊欄的精確尺寸到沙拉葉的顏色或甜點的擺放方式，都有可能。

McDonald's Germany told us that they don't do A-B testing in Germany.

德國麥當勞告訴我們，他們在德國不做 A-B 測試。

They could not tell us whether the company does such tests in other countries and referred us to McDonald's Global.

他們無法告訴我們該公司是否在其他國家進行此類測試，並將我們轉給了麥當勞全球公司。

We asked McDonald's Global for comment, but so far they didn't respond.

我們請麥當勞全球公司發表評論，但他們至今沒有迴應。

Friends in the US and UK have tested the terminals in their countries for us.

美國和英國的朋友為我們測試了他們國家的終端。

The user interface seems to be pretty similar.

用戶界面似乎非常相似。

It's probably safe to assume that the techniques discussed in this video come into play in McDonald's restaurants in one way or another all over the world.

也許可以肯定的是，這段視頻中討論的技術在世界各地的麥當勞餐廳中都以這樣或那樣的方式得到了應用。

There's no doubt that SOTs improve the customer experience.

毫無疑問，SOT 可以改善客戶體驗。

They save time and make the whole process more chill.

它們節省了時間，使整個過程更加輕鬆愉快。

A real blessing for introverts.

內向者的福音

And you don't have to worry about being judged at the register if you want to treat yourself to a big meal with two desserts.

如果你想吃一頓大餐，再配上兩份甜點，也不用擔心在收銀臺被人說三道四。

But SOTs have a downside too.

但是，SOT 也有缺點。

They are explicitly designed for you to maximize your bad choices.

它們明確地為你設計，讓你的錯誤選擇最大化。

The techniques used are not unique by any means, but often invisible at first glance.

所使用的技術絕非獨一無二，但往往一眼望不到邊。

You might think this is all so see-through and you're not influenced by little nudges or dog patterns, but people are.

你可能會認為這一切都太透徹了，你不會受到小小的暗示或狗的模式的影響，但人就是這樣。

Otherwise, these terminals wouldn't be this effective and a giant conglomerate like McDonald's wouldn't use them.

否則，這些終端不會如此有效，麥當勞這樣的巨型企業也不會使用它們。