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