Make the process enjoyable. Don't make the trains faster,... - Deepstash

Make the process enjoyable. Don't make the trains faster, make the WiFi better so it doesn't feel as long

Placebo makes you feel in control, like a product is working etc - eucalyptus to make tingling feeling in hand soap or an elevator close button that doesn't work

McDonald's self serve Checkout increased sales 10percent - knowing how many orders are ahead of your ticket number, visually seeing photos of products vs just the name, novelty/fun of touchscreen, avoiding shame through the privacy

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