How does knowing that every plan offers essentially the same number 200 SMS text message change my preference for the plans in any way?
Does AT&T understand how consumers compare rate plan? Or any two things for that matter? Humans compare by contrasing, by trying to identify what is different? We look for patterns in things. How does the matrix below help in that context?
First you give information that is different (minutes), then a few rows of ticks telling us a couple of options are the same, then throwing a curve ball to see if we understand 200 is same number for all the rate plans, then another one with a number and text and just to make things interesting color it orange, then back to regular ticks so as to reassure us that things are indeed the same. Followed by a number that is in slightly smaller font making use suspicious of fine print which follows in bulk right below. Fantastic!
Compare that to this next matrix. Essentially provides the same information. Most of what might be relvant to consumer information is presented clearly right upfront. As you would have probably guessed, it is from Apple website.
One has to accept that both the rate plans are probably put on the website by teams that are responsible for website design/administration. We can assume that the creative folks designing the fine iPods/iPhones are not the once who created the layout for the matrix at Apple, and that the folks who come up with terrifying convoluted pricing plans for voice/sms/data plans at AT&T are not responsible for the final rate plan matrix on their website. Ample proof that the mantra of the company runs much deeper than just in the design or R&D organization. It has to be part of the DNA of the company, every employee adopting and applying the principle in their own unique way to their own unique task.
