When the clock starts rolling around noon and stomachs start rumbling, lunch is on the mind. Delivery orders are placed, and you wait. Well, due to some poor design decisions on the lunch form I waited a long time. Worse yet, I was left disgruntled at the end of the situation, all because of poor form design; I ended up faxing the order form to their phone number.
The problem is pretty simple, but twofold. First, why a lightning bolt for a fax machine icon? Granted, there’s no hard rule about what to use as a fax icon, but this one is pretty suspicious. What’s worse is the layout of the next sentence. Notice that Fax is under the phone icon, and call is under the confusing fax icon. Mix in a bit of a rush and just glancing at the sheet while it’s in a fax tray and you have a recipe for disaster.
If you look even closer you can see the word Fax again underneath itself, and again under the phone icon.
The problem is easily solved, and one could say that putting the phone number in the far right helps increase it’s prominence due to it’s proximity to the edge of the page. A second benefit is that it reinforces the process they want you to follow: fax first, then call.
While the food was late, it was still tasty. I’ve eaten at Potbelly enough to be a repeat customer, so this wasn’t enough to put me off. But think of all the new customers that may never reach the point of repeat customer if they suffer a similar folly? Just another example of why good design pays off.
Anyone else had a similar experience with offline forms? Personally I find it interesting that such mistakes are probably still made in the online world. To be honest, until you’re a victim of such a situation or have someone tell you about it, I’m not sure it’s one of the issues you could catch easily!
Edit: By request I’ve uploaded the full .pdf of the menu for readers. For educational use only!