Clearly the larger screen is meant as an advertising facility. This separation of interaction area and shall we say advertising area strikes me as particularly strange.
I was struck by the similarity to this and a number area namely union station in Toronto. One revision the group I worked with had was that the signage timetable and advertising will become all merged.
My primary reason for this was that at retirement times of peak usage the display would become all utilitarian. Advertising would dynamically give way when navigation and wayfinding became the primary goals of the station. This would have the added advantage for the advertisers of eliminating the so called banner blindness problem.
Banner blindness is when people know that advertising sits in some portion of the environment and deliberately avoid looking at it. Think of it as cognitive information optimisation.
so the idea of dynamically mixing information and advertising makes a huge sense from the advertiser.
So in the case of the coffee machine people will quite quickly learn to avoid looking at the adverts. Even today LCD panels don't come cheap so you are effectively adding cost without benefit.
By combining both displays. Giving you the larger interactive space you improve things like the honeypot effect. Clearly the small black and white display is also touch sensitive. Provision of something as simple as a proximity sensor could easily switch between display as advertising and display as interaction surface.
A really smart coffee machine manufacturer. Would have a number of different adverts which could be dynamically displayed on the screen and then have each coffee machine making its own A/ B testing to see what information it could give to attract people to it.
this would allow the coffee machine to optimise itself for its own local environment.
So yes a big improvement in usability and a big improvement in sales who could object to that?
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