Re: Maybe someone forgot the UX testing of the location?
It's more that the station used to be completely open, and there were shops and stalls in the area this ATM is located.
Then in around 2010 ticket gates were installed by National Express East Coast in response to a non-existent problem, which caused a reshuffle of how some areas of the station were used. Initially the 4 main ATMs, plus a newsagent, the station toilets and several other food outlets were stuck behind the gates!
The things are more trouble than they're worth, disrupting the flow of passengers in a number of places, manned on an arbitrary basis, and after all this time still unable to read local tickets and passes.
They should have been ripped out like their counterparts at Durham which were foolishly installed at the same time.