Archive | January 2017 online

One of the stores I use to buy hard disks, memory and so on, is But, they are my *second* choice for one major reason.

Look at a partial listing of some Apple memory they sell. The price is not important, but the little colored bullets are.


Upon first glance, I see a green bullet and a red bullet and I think “they’re using the stoplight metaphor! Green must mean ‘in stock’ and red must mean ‘out of stock.'”

But, you’d be wrong. The first time I went to their site, I found what I wanted, it had a green bullet, I ordered it and drove to the store.

“We don’t have that in stock. It’s on order.”

“But, I saw it had a green bullet! How could it be out of stock?”

“Green means we can get it in 24-48 hours.”


“Green with a checkmark means it’s in stock.”

You’ve got to be kidding me. But, sure enough, this is how they do their site:


UI and UX matter. If you are going to use an existing metaphor, you *cannot* deviate from it. If you’re going to use a new metaphor, it has to be provide something materially better than the old one, or else you will just confuse or infuriate customers.

As a result, I only shop here when their competitor doesn’t have what I need in stock.