The Transition from EZlink to SimplyGo in Singapore: A Misguided Leap?
Singapore's shift from the EZlink card system to SimplyGo has stirred a significant debate, highlighting what appears to be a classic case of engineering-driven decisions without adequate consumer insights. This transition in our journey towards a cashless society has, ironically, complicated rather than simplified daily transactions.
A glaring issue with the SimplyGo system is its failure to display transaction amounts at MRT stations and on buses. This exclusion is more than just a technical oversight; it reflects a fundamental misunderstanding of consumer behavior. The need for immediate transactional feedback is not just about convenience; it’s about psychological security. Consumers inherently want to know how much they are paying, and withholding this information can create discomfort and distrust.
The rationale provided for this feature's absence – that it speeds up transactions and reduces delays – seems like a narrow technical perspective, ignoring broader consumer expectations. It seems indicative of an engineering-led approach, where efficiency metrics overshadow user experience. This lack of foresight in planning and understanding of consumer needs is not just disappointing but also regressive in terms of customer satisfaction.
Innovation should enhance the user experience, making life simpler and more efficient. Unfortunately, the transition to SimplyGo seems to have missed this mark. It's a reminder that technology, no matter how advanced, must be grounded in a deep understanding of the people it serves. Without this, even the most sophisticated systems risk alienating those they are intended to help.
The key takeaway here is the crucial role of consumer insight in driving technological changes. As we continue to evolve in our digital journey, let's not forget that at the heart of every successful innovation is a profound appreciation of human needs and preferences.
#SimplyGo #EZlink #Singapore #CashlessSociety #UserExperience #ConsumerInsight #Innovation
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