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Better thinking. Better experiences. Better results.TM
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
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
       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
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


                                                                                             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
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
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
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
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




                                                                   Order sequentially v2




                                                                     Order sequentially v3




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




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




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

               BEFORE                                             AFTER




September 08   How many seconds does it take to order a burrito
Prototype Testing and Refining
 Results: temporal assessment
  Spatial flow after ordering




September 08   How many seconds does it take to order a burrito
Prototype Testing and Refining
Results: temporal assessment
  Spatial flow after collecting food




September 08   How many seconds does it take to order a burrito
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
Prototype Testing and Refining
 Concept testing 2nd round

               BEFORE                                              AFTER




September 08    How many seconds does it take to order a burrito
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
Overall Learning

 UCD works in offline & online environments




September 08   How many seconds does it take to order a burrito
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
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
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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How many seconds does it take to order a burrito. Guzman Y Gomez Case Study

  • 1. Better thinking. Better experiences. Better results.TM
  • 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. Project background September 08 How many seconds does it take to order a burrito
  • 4. Project background September 08 How many seconds does it take to order a burrito
  • 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. Results September 08 How many seconds does it take to order a burrito
  • 8. Experience modelling What is it? September 08 How many seconds does it take to order a burrito
  • 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. 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. 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. 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. Experience modeling How we model experience and test it September 08 How many seconds does it take to order a burrito
  • 14. Experience Modeling Context Analysis September 08 How many seconds does it take to order a burrito
  • 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. 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. 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. 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. 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. Experience Modeling Behavioral Analysis September 08 How many seconds does it take to order a burrito
  • 21. Behavioral Analysis Contextual inquiries September 08 How many seconds does it take to order a burrito
  • 22. Behavioral Analysis Customer – staff interactions September 08 How many seconds does it take to order a burrito
  • 23. Behavioral Analysis Social interactions & attitudes September 08 How many seconds does it take to order a burrito
  • 24. Behavioral Analysis Video monitoring and analysis September 08 How many seconds does it take to order a burrito
  • 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. Experience Modeling Concept Prototyping September 08 How many seconds does it take to order a burrito
  • 27. Concept Prototyping Experience model September 08 How many seconds does it take to order a burrito
  • 28. Concept Prototyping Visualize solutions and share September 08 How many seconds does it take to order a burrito
  • 29. Concept Prototyping Visualize solutions and share September 08 How many seconds does it take to order a burrito
  • 30. Concept Prototyping Menu re-design September 08 How many seconds does it take to order a burrito
  • 31. Concept Prototyping Spatio – temporal design Bondi Junction Kings Cross September 08 How many seconds does it take to order a burrito
  • 32. Experience Modeling Concept Testing and Refining September 08 How many seconds does it take to order a burrito
  • 33. Prototype Testing and Refining Concept testing 1st round + revisions September 08 How many seconds does it take to order a burrito
  • 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. Prototype Testing and Refining Results: testing 1st round BEFORE AFTER September 08 How many seconds does it take to order a burrito
  • 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. 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. 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. Prototype Testing and Refining Concept testing 2nd round BEFORE AFTER September 08 How many seconds does it take to order a burrito
  • 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. Overall Learning UCD works in offline & online environments September 08 How many seconds does it take to order a burrito
  • 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. 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. 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