Boston’s new bike sharing service New Balance Hubway is handsomely but not efficiently designed. Can you tell how much the daily rate is?
The typographic hierarchy forces the reader to conclude that $5 is the day rate for “casual” use. The plus (+) is not obvious enough to connect the left to right pricing box. And even if the reader’s eye moves from $5 to “Casual Usage Fees,” it is still confusing. In fact, the daily rate is $100.
I’ve spoken to a few riders who were so confused, thinking that the fee was $12 for up to three days, they kept their bikes for that timeframe. Cost = $300. Bad design costs money.