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

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

� Overall learning

Project background


Project background


� 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

Results


Experience Modelling

What is it? Experience modelling


The four threads of experienceExperience modeling

Compositional

Emotional


Spatio-temporal

Sensual

“Technology as Experience” by John McCarthy and Peter Wright

How we model experience and test itExperience modeling

Understanding of the context

Issues to explore


Issues to explore

Research criteria

Questions to users?


Composition of experienceSpatio-temporal phases


Spatio-temporal phasesWhy people behave in a certain wayHow they perceive things


Visualize and share ideasExperience model


Experience modelCollaborative design



Context Analysis

Experience Modeling


Context Analysis

Competitors reviewContext Analysis

Order at once v2

Order sequentially v2


Order sequentially v3

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


0

2

4

6

8

10

12

Order at once Order sequentially

Nu

mb

er

of

cu

sto

me

rs

Ordering Models

We measured durations of ordering, waiting in the queue, and food preparation time

BenchmarkingContext Analysis


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


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

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

Behavioral Analysis

Experience Modeling


Behavioral Analysis

Contextual inquiriesBehavioral Analysis


Customer – staff interactionsBehavioral Analysis

How many seconds does it take to order a burritoSeptember 08

Social interactions & attitudesBehavioral Analysis


Video monitoring and analysisBehavioral Analysis


Customer flow in Bondi Junction store

Spatio – temporal analysisBehavioral Analysis


Concept Prototyping

Experience Modeling


Concept Prototyping

Experience modelConcept Prototyping


Visualize solutions and shareConcept Prototyping


Visualize solutions and shareConcept Prototyping


Menu re-designConcept Prototyping


Spatio – temporal designConcept Prototyping

Bondi Junction Kings Cross


Concept Testing and Refining

Experience Modeling


Concept Testing and Refining

Concept testing 1st round + revisionsPrototype Testing and Refining


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


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

BEFORE AFTER

Results: testing 1st roundPrototype Testing and Refining


Results: temporal assessmentPrototype Testing and Refining

Spatial flow after ordering


Results: temporal assessmentPrototype Testing and Refining

Spatial flow after collecting food


Visual designPrototype Testing and Refining

New food shotsHandover to visual designer


BEFORE AFTER

Concept testing 2nd roundPrototype Testing and Refining


� 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


1000

3000

0

500

1000

1500

2000

2500

3000

Before After

325

0

100

200

300

400

500

600

700

800

900

Before After

Overall Learning

UCD works in offline & online environments


Significance of time and place

Explore the impact of spatial and temporal phases

Overall Learning


Focus on composition and context

A good user experience is all about good moments (Designing the Moments -Robert Hoekman, jr. )

Overall Learning


Questions?

Thanks to my project team

� Ken Raley

� Meaghan Waters

[email protected]


� Meaghan Waters

� Raymond Van Der Zalm

…and to Steven Marks for his help