how many seconds does it take to order a burrito. guzman y gomez case study
DESCRIPTION
Presented at OZ-IA Australian Conference of Information Architecture, 21 September 2008TRANSCRIPT
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Better thinking. Better experiences. Better results.TM
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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
� Overall learning
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Project background
September 08 How many seconds does it take to order a burrito
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Project background
September 08 How many seconds does it take to order a burrito
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� Competitors review
� Personas and Tasks
� In-store contextual inquiries
� Attitudinal research
� Spatial flow analysis
Project Background
What we did?
� Spatial flow analysis
� Prototyped new concepts
� Tested the new concepts
� Refined the new experience
How many seconds does it take to order a burritoSeptember 08
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Results
September 08 How many seconds does it take to order a burrito
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Experience Modelling
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What is it? Experience modelling
September 08 How many seconds does it take to order a burrito
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The four threads of experienceExperience modeling
Compositional
Emotional
September 08 How many seconds does it take to order a burrito
Spatio-temporal
Sensual
“Technology as Experience” by John McCarthy and Peter Wright
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How we model experience and test itExperience modeling
Understanding of the context
Issues to explore
September 08 How many seconds does it take to order a burrito
Issues to explore
Research criteria
Questions to users?
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How we model experience and test itExperience modeling
Composition of experienceSpatio-temporal phases
September 08 How many seconds does it take to order a burrito
Spatio-temporal phasesWhy people behave in a certain wayHow they perceive things
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How we model experience and test itExperience modeling
Visualize and share ideasExperience model
September 08 How many seconds does it take to order a burrito
Experience modelCollaborative design
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How we model experience and test itExperience modeling
September 08 How many seconds does it take to order a burrito
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Context Analysis
Experience Modeling
September 08 How many seconds does it take to order a burrito
Context Analysis
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Competitors reviewContext Analysis
Order at once v2
Order sequentially v2
September 08 How many seconds does it take to order a burrito
Order sequentially v3
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We measured customer flow rates between two different ordering models
BenchmarkingContext Analysis
14
16
Nu
mb
er
of
cu
sto
me
rs
Number of customers served per five minutes
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0
2
4
6
8
10
12
Order at once Order sequentially
Nu
mb
er
of
cu
sto
me
rs
Ordering Models
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We measured durations of ordering, waiting in the queue, and food preparation time
BenchmarkingContext Analysis
September 08 How many seconds does it take to order a burrito
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Order and service times
In-store observationsContext Analysis
Number of Observations
Store Location Order time Food service time Customer flow
(per 5 mins)
31 Bondi Junction 1:05 ~ 3:00 3 - 4
September 08 How many seconds does it take to order a burrito
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
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Physical limitations and perception of the menu boards
In-store observationsContext Analysis
1 . Choose
Burrito, 2 or 3
Tacos, Quesadillas
or Burrito Bowl
2 . Choose filling:
chicken, beef, fish, mushro
oms, peppers …more than
10 options
3 . Choose
salsa: 3
options
Sideschips and
guacamole
etc.
September
08
Dark points
Dark points
How many seconds does it take to order a burrito
options
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Behavioral Analysis
Experience Modeling
September 08 How many seconds does it take to order a burrito
Behavioral Analysis
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Contextual inquiriesBehavioral Analysis
September 08 How many seconds does it take to order a burrito
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Customer – staff interactionsBehavioral Analysis
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Social interactions & attitudesBehavioral Analysis
September 08 How many seconds does it take to order a burrito
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Video monitoring and analysisBehavioral Analysis
September 08 How many seconds does it take to order a burrito
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Customer flow in Bondi Junction store
Spatio – temporal analysisBehavioral Analysis
September 08 How many seconds does it take to order a burrito
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Concept Prototyping
Experience Modeling
September 08 How many seconds does it take to order a burrito
Concept Prototyping
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Experience modelConcept Prototyping
September 08 How many seconds does it take to order a burrito
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Visualize solutions and shareConcept Prototyping
September 08 How many seconds does it take to order a burrito
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Visualize solutions and shareConcept Prototyping
September 08 How many seconds does it take to order a burrito
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Menu re-designConcept Prototyping
September 08 How many seconds does it take to order a burrito
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Spatio – temporal designConcept Prototyping
Bondi Junction Kings Cross
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Concept Testing and Refining
Experience Modeling
September 08 How many seconds does it take to order a burrito
Concept Testing and Refining
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Concept testing 1st round + revisionsPrototype Testing and Refining
September 08 How many seconds does it take to order a burrito
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Ordering and queuing time reduced by 50%
Results: testing 1st roundPrototype Testing and Refining
2:05
1:26
1:40
1:55
2:09
2:24
September 08 How many seconds does it take to order a burrito
1:101:11
0:33
0:00
0:14
0:28
0:43
0:57
1:12
1:26
Ave queing time Ave ordering time
Before After
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BEFORE AFTER
Results: testing 1st roundPrototype Testing and Refining
September 08 How many seconds does it take to order a burrito
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Results: temporal assessmentPrototype Testing and Refining
Spatial flow after ordering
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Results: temporal assessmentPrototype Testing and Refining
Spatial flow after collecting food
September 08 How many seconds does it take to order a burrito
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Visual designPrototype Testing and Refining
New food shotsHandover to visual designer
September 08 How many seconds does it take to order a burrito
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BEFORE AFTER
Concept testing 2nd roundPrototype Testing and Refining
September 08 How many seconds does it take to order a burrito
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� GYG is now earning 6 times more from sales in overall store locations
Current State
30003500
Number of lunches sold during peak hour
850900
Number of burritos sold Newtown
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1000
3000
0
500
1000
1500
2000
2500
3000
Before After
325
0
100
200
300
400
500
600
700
800
900
Before After
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Overall Learning
UCD works in offline & online environments
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Significance of time and place
Explore the impact of spatial and temporal phases
Overall Learning
September 08 How many seconds does it take to order a burrito
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Focus on composition and context
A good user experience is all about good moments (Designing the Moments -Robert Hoekman, jr. )
Overall Learning
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Questions?
Thanks to my project team
� Ken Raley
� Meaghan Waters
September 08 How many seconds does it take to order a burrito
� Meaghan Waters
� Raymond Van Der Zalm
…and to Steven Marks for his help