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

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

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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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  • 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
  • 7. Experience Modelling
  • 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