There’s a CVS near my office that I pop into occasionally to buy an energy drink, or whatever. The checkout stations are all self-service with computerized voices to guide you through the checkout process. The problem is that they haven’t gotten the volume or the acoustic targeting quite right so the effect is an aural wash of the same computerized voice talking over one another, giving similar sounding and often contradictory commands: “please take the unscanned item out of the bag”, “please place the scanned item into the bag”, “please select your language”, “please select your payment type”. The result is something right out of the film Brazil, somewhat comical, dystopian and exhausting. Sound in experience design still doesn’t get enough attention. Jamba Juice shops are incredibly loud. They didn’t design for that at all.