How one UI button change ruined the taxi ride!

Mark Hurst of Good Experience recently wrote on How one button changed the customer experience of New York City taxis

Installed a few years ago, a touch-screen user interface allowed customers to choose a tip of 15%, 20%, or 25%. Thus with a single tap one could deliver the tip (and avoid mental arithmetic calculations). Good user experience, eh?

However, just recently, the tip buttons were changed to 20%, 25% and 30%. Small change, but it is a drastic reduction in the user experience.

It’s all about the user experience! How would this change make you feel as a customer in the taxi?

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