Better thinking. Better experiences. Better results.TM
Overview

       Summary of the case study
       Experience modeling approach
       How we applied this approach to the
...
Project background




September 08   How many seconds does it take to order a burrito
Project background




September 08   How many seconds does it take to order a burrito
Project Background
 What we did?

       Competitors review
       Personas and Tasks
       In-store contextual inquiries...
Results




September 08   How many seconds does it take to order a burrito
Experience Modelling
Experience modelling
    What is it?




September 08   How many seconds does it take to order a burrito
Experience modeling
 The four threads of experience


                                                                    ...
Experience modeling
 How we model experience and test it



                                        Understanding of the c...
Experience modeling
 How we model experience and test it



                                                              ...
Experience modeling
 How we model experience and test it




                                                             ...
Experience modeling
 How we model experience and test it




September 08   How many seconds does it take to order a burrito
Experience Modeling




Context Analysis




September 08   How many seconds does it take to order a burrito
Context Analysis
 Competitors review

                                                            Order at once v2




   ...
Context Analysis
 Benchmarking
 We measured customer flow rates between two different ordering
 models

                  ...
Context Analysis
  Benchmarking
 We measured durations of ordering, waiting in the queue, and food
 preparation time




S...
Context Analysis
  In-store observations

 Order and service times

        Number of                     Store Location  ...
Context Analysis
In-store observations

Physical limitations and perception of the menu boards

     1 . Choose           ...
Experience Modeling




 Behavioral Analysis




September 08   How many seconds does it take to order a burrito
Behavioral Analysis
 Contextual inquiries




September 08   How many seconds does it take to order a burrito
Behavioral Analysis
 Customer – staff interactions




September 08   How many seconds does it take to order a burrito
Behavioral Analysis
 Social interactions & attitudes




September 08   How many seconds does it take to order a burrito
Behavioral Analysis
 Video monitoring and analysis




September 08   How many seconds does it take to order a burrito
Behavioral Analysis
 Spatio – temporal analysis

                                 Customer flow in Bondi Junction store


...
Experience Modeling




 Concept Prototyping




September 08   How many seconds does it take to order a burrito
Concept Prototyping
 Experience model




September 08   How many seconds does it take to order a burrito
Concept Prototyping
  Visualize solutions and share




September 08   How many seconds does it take to order a burrito
Concept Prototyping
  Visualize solutions and share




September 08   How many seconds does it take to order a burrito
Concept Prototyping
 Menu re-design




September 08   How many seconds does it take to order a burrito
Concept Prototyping
 Spatio – temporal design

    Bondi Junction                                                Kings Cro...
Experience Modeling




Concept Testing and Refining




September 08   How many seconds does it take to order a burrito
Prototype Testing and Refining
 Concept testing 1st round + revisions




September 08   How many seconds does it take to ...
Prototype Testing and Refining
 Results: testing 1st round

 Ordering and queuing time reduced by 50%
      2:24

      2:...
Prototype Testing and Refining
 Results: testing 1st round

               BEFORE                                         ...
Prototype Testing and Refining
 Results: temporal assessment
  Spatial flow after ordering




September 08   How many sec...
Prototype Testing and Refining
Results: temporal assessment
  Spatial flow after collecting food




September 08   How ma...
Prototype Testing and Refining
 Visual design

 New food shots
 Handover to visual designer




September 08   How many se...
Prototype Testing and Refining
 Concept testing 2nd round

               BEFORE                                          ...
Current State

        GYG is now earning 6 times more from sales in overall
        store locations

               Numbe...
Overall Learning

 UCD works in offline & online environments




September 08   How many seconds does it take to order a ...
Overall Learning
  Significance of time and place
  Explore the impact of spatial and temporal phases




September 08   H...
Overall Learning
 Focus on composition and context

  A good user experience is all about good moments
  (Designing the Mo...
Questions?
  zafer.bilda@different.com.au


  Thanks to my project
    team
    Ken Raley
    Meaghan Waters
    Raymond V...
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How many seconds does it take to order a burrito. Guzman Y Gomez Case Study

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Presented at OZ-IA Australian Conference of Information Architecture, 21 September 2008

Published in: Technology, Business
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  • Too bad I had to miss your presentation at OZ-IA this year, Zafer. I heard it was a was fantastic. Great stuff! An inovative, user centred approach to service design ;-)
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Transcript of "How many seconds does it take to order a burrito. Guzman Y Gomez Case Study"

  1. 1. Better thinking. Better experiences. Better results.TM
  2. 2. Overview Summary of the case study Experience modeling approach How we applied this approach to the business case Overall learning September 08 How many seconds does it take to order a burrito
  3. 3. Project background September 08 How many seconds does it take to order a burrito
  4. 4. Project background September 08 How many seconds does it take to order a burrito
  5. 5. Project Background What we did? Competitors review Personas and Tasks In-store contextual inquiries Attitudinal research Spatial flow analysis Prototyped new concepts Tested the new concepts Refined the new experience September 08 How many seconds does it take to order a burrito
  6. 6. Results September 08 How many seconds does it take to order a burrito
  7. 7. Experience Modelling
  8. 8. Experience modelling What is it? September 08 How many seconds does it take to order a burrito
  9. 9. Experience modeling The four threads of experience Emotional Compositional Sensual Spatio-temporal “Technology as Experience” by John McCarthy and Peter Wright September 08 How many seconds does it take to order a burrito
  10. 10. Experience modeling How we model experience and test it Understanding of the context Issues to explore Research criteria Questions to users? September 08 How many seconds does it take to order a burrito
  11. 11. Experience modeling How we model experience and test it Composition of experience Spatio-temporal phases Why people behave in a certain way How they perceive things September 08 How many seconds does it take to order a burrito
  12. 12. Experience modeling How we model experience and test it Visualize and share ideas Experience model Collaborative design September 08 How many seconds does it take to order a burrito
  13. 13. Experience modeling How we model experience and test it September 08 How many seconds does it take to order a burrito
  14. 14. Experience Modeling Context Analysis September 08 How many seconds does it take to order a burrito
  15. 15. Context Analysis Competitors review Order at once v2 Order sequentially v2 Order sequentially v3 September 08 How many seconds does it take to order a burrito
  16. 16. Context Analysis Benchmarking We measured customer flow rates between two different ordering models Number of customers served per five minutes 16 14 Number of customers 12 10 8 6 4 2 0 Order at once Order sequentially Ordering Models September 08 How many seconds does it take to order a burrito
  17. 17. Context Analysis Benchmarking We measured durations of ordering, waiting in the queue, and food preparation time September 08 How many seconds does it take to order a burrito
  18. 18. Context Analysis In-store observations Order and service times Number of Store Location Order time Food service time Customer flow Observations (per 5 mins) 31 Bondi Junction 1:05 ~ 3:00 3-4 28 Kings Cross 1:38 Less than 2:00 1-2 32 Newtown 1:17 ~ 4:30 4-6 91 total 1:20 average ~3:00 average September 08 How many seconds does it take to order a burrito
  19. 19. Context Analysis In-store observations Physical limitations and perception of the menu boards 1 . Choose 2 . Choose filling: 3. Sides Burrito, 2 or 3 chicken, beef, fish, mushro Choose chips and Tacos, Quesadillas oms, peppers …more than salsa: 3 guacamole or Burrito Bowl 10 options options etc. September 08 Dark Dark points points How many seconds does it take to order a burrito
  20. 20. Experience Modeling Behavioral Analysis September 08 How many seconds does it take to order a burrito
  21. 21. Behavioral Analysis Contextual inquiries September 08 How many seconds does it take to order a burrito
  22. 22. Behavioral Analysis Customer – staff interactions September 08 How many seconds does it take to order a burrito
  23. 23. Behavioral Analysis Social interactions & attitudes September 08 How many seconds does it take to order a burrito
  24. 24. Behavioral Analysis Video monitoring and analysis September 08 How many seconds does it take to order a burrito
  25. 25. Behavioral Analysis Spatio – temporal analysis Customer flow in Bondi Junction store September 08 How many seconds does it take to order a burrito
  26. 26. Experience Modeling Concept Prototyping September 08 How many seconds does it take to order a burrito
  27. 27. Concept Prototyping Experience model September 08 How many seconds does it take to order a burrito
  28. 28. Concept Prototyping Visualize solutions and share September 08 How many seconds does it take to order a burrito
  29. 29. Concept Prototyping Visualize solutions and share September 08 How many seconds does it take to order a burrito
  30. 30. Concept Prototyping Menu re-design September 08 How many seconds does it take to order a burrito
  31. 31. Concept Prototyping Spatio – temporal design Bondi Junction Kings Cross September 08 How many seconds does it take to order a burrito
  32. 32. Experience Modeling Concept Testing and Refining September 08 How many seconds does it take to order a burrito
  33. 33. Prototype Testing and Refining Concept testing 1st round + revisions September 08 How many seconds does it take to order a burrito
  34. 34. Prototype Testing and Refining Results: testing 1st round Ordering and queuing time reduced by 50% 2:24 2:09 2:05 1:55 1:40 1:26 1:11 1:10 1:12 0:57 0:43 0:33 0:28 0:14 0:00 Ave queing time Ave ordering time Before After September 08 How many seconds does it take to order a burrito
  35. 35. Prototype Testing and Refining Results: testing 1st round BEFORE AFTER September 08 How many seconds does it take to order a burrito
  36. 36. Prototype Testing and Refining Results: temporal assessment Spatial flow after ordering September 08 How many seconds does it take to order a burrito
  37. 37. Prototype Testing and Refining Results: temporal assessment Spatial flow after collecting food September 08 How many seconds does it take to order a burrito
  38. 38. Prototype Testing and Refining Visual design New food shots Handover to visual designer September 08 How many seconds does it take to order a burrito
  39. 39. Prototype Testing and Refining Concept testing 2nd round BEFORE AFTER September 08 How many seconds does it take to order a burrito
  40. 40. Current State GYG is now earning 6 times more from sales in overall store locations Number of burritos sold Newtown Number of lunches sold during peak hour 900 850 3500 3000 800 3000 700 2500 600 500 2000 400 325 1500 300 1000 1000 200 100 500 0 0 Before After Before After September 08 How many seconds does it take to order a burrito
  41. 41. Overall Learning UCD works in offline & online environments September 08 How many seconds does it take to order a burrito
  42. 42. Overall Learning Significance of time and place Explore the impact of spatial and temporal phases September 08 How many seconds does it take to order a burrito
  43. 43. Overall Learning Focus on composition and context A good user experience is all about good moments (Designing the Moments -Robert Hoekman, jr. ) September 08 How many seconds does it take to order a burrito
  44. 44. Questions? zafer.bilda@different.com.au Thanks to my project team Ken Raley Meaghan Waters Raymond Van Der Zalm …and to Steven Marks for his help September 08 How many seconds does it take to order a burrito
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