PROJECT BACKGROUND
Our client, Honeygrow, approached us with a new project to revamp their self-ordering kiosk. This was following the successful launch of their updated mobile app. To pinpoint and address the issue at hand, I worked closely with the team and in just three months, we developed a new version of the kiosk.
EXISTING PRODUCT & ISSUES
Honeygrow is experiencing a high abandonment rate on its kiosk, with 40% of users failing to complete their orders. This is resulting in significant missed opportunities to serve customers.
The team and I did a UX audit on the previous version to identify the reasons behind the problem. Even though our team found the old design clean and visually appealing, with a lot of excellent hand-drawn graphics, we identified a lot of inconsistencies with the mobile app version and a lack of usability.
THE CHALLENGE
I interviewed the restaurant goers to understand the kiosk user's general mentality better and found out that the customers are always in a rush. However, restaurants want their customers to stay for more sales opportunities.
“ I always choose to use the kiosk when there’s a line at a cashier.”
Liz, a regular at Panera Bread, Orange County, CA
ETHNOGRAPHIC INSIGHTS
Based on the data, we realized that customers wouldn't mind spending time exploring the kiosk if it's engaging and intuitive enough. The more engaged we keep them on the kiosks, the more sales opportunities we could capture.
We kept these considerations in mind while exploring the solutions for the new self-ordering kiosk design.
1
Display all of the categories of the menu and make it more accessible.
2
Keep customers more engaged with compelling content, promotions, and deals.
3
Provide recommendatons for customers to make decisions easily.
WHAT ARE THE DIFFERENCES?
We did an ethnographic study to observe how users are interacting with the kiosk vs. the mobile app.
DESIGN EXPLORATIONS
Global Navigation Bar
During the research, I discovered that most users focus on the middle part of the screen more than others, which would be a perfect spot for us to add the navigation bar to the design. The easy access to the menu overview will increase the efficiency and positive impacts on the user journey.
Option 1 - Add a hamburger menu in the middle of the screen, expanded when pulled down.
Option 2 - Add a hamburger menu on the top left of the screen, which isn't as prominent.
Option 3 - Show/Hide on the scroll Nav bar to make the browsing experience efficient with 1 swipe.
HOW DO WE UPSELL MORE STUFF?
I understand that the browsing experience is a critical factor that keeps the customers interested and making their purchasing decisions. I keep it in consideration while coming up with multiple ways to keep the users visually engaged.
Single Item Upsell - We used full-screen photography to upsell high-margin items to capture their attention and added the competitive price on the CTA button.
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Multiple Item Upsell - Use colorful graphics for multiple items before checkout with a friendly copy, "You could use some company", to make customers feel less forced into purchasing.
Recommendations Tab - not only helps users reduce their cognitive load while browsing the new menu (especially for the first-timers), but also stimulates users' curiosity to keep them engaged more with the product.
THE FINAL DESIGN
Start browsing ASAP!
Make the "Continue as guest" button more prominent so users can just get through all of the mandatory login and start their browsing experience as soon as they get to the kiosk.
Keep the fun coming!
Landing page with GIF image highlighting the popular, seasonal, or new item to keep users curious and excited while using the kiosk.
BUSINESS IMPACTS
After 3 months, the new kiosk experience was released and received a lot of good feedback. We brought the drop-off rate up by 20% compared to the last version.
With the new versions of both the mobile app and the kiosk, Honeygrow was able to increase its revenue by 35% in 2023 compared to 2022.
