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A well designed paper bag from Waitrose

Here’s a lesson in UX (User Experience) design from Waitrose, the UK supermarket chain.

Waitrose: Here’s a nice little window so you can see the bread you’re buying.

Me: That’s very helpful…
Me after eating the bread: … but can I recycle it?


Me: But what about the clear wind– oh, you’ve already answered that.

Waitrose: And in case you’re not sure whether to trust us, here’s an explanation why. (See pale text above)

Me: Nice work, Waitrose. You share my concern for the environment and have taken the time to make something easy for me. I’ll shop with you again.

Waitrose: Sound of joyful laughter and the ringing of cash registers.

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