JOLLIBEE SELF ORDERING KIOSK
KEY HIGHLIGHTS
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Created research design
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Involved in planning the logistics of the research with the client
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Executed the research plan (two person project)
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Interpreted the data, analysis, and gave key recommendations for the client
CASE STUDY: ON SITE RESEARCH
This case focuses on testing the first version of the self ordering kiosk of Jollibee when it was first released. Our goal was to get an understanding of what users think about the kiosk and how they behave when using the kiosk
Background
Jollibee launched the first ever self ordering kiosk in the Philippines
Curious to learn more about customer insights, we started a research project to learn more about user behaviour and feedback. The idea was to observe users ordering in the kiosk as well as get some opinions on certain questions
Challenge
How might we best capture users' opinions and behaviours in order to provide a good picture of how the self ordering kiosk is performing?
Research Plan
After aligning with the client, we were able to craft a research plan. Here were some highlights
Sixty users to test
Our initial recommendation was to test with 30 users but our client was willing to have as high as 60 users. This project had a budget where we would provide compensation for each user
We were going to schedule our site visits and span them across the day (morning, lunch, evening)
Varying user tasks
We wrote down tasks on notes to give to users. They were tasked to read the task out loud and then do the task. We would give these tasks at random as well as make sure they were focused on different parts of the UI
System usability scale
As an addition to the tasks, we also had a System Usability Scale (SUS) form that we would go through with them along with some consent forms customers would sign. The idea was that one designer would facilitate the tasks and another would run the SUS. We formed an assembly line of sorts to manage the traffic since there were a lot of willing participants
360 degree camera
In order for us to capture in a simple way the entire session, we used a 360 degree camera. This was for us to have a better view of both the behaviour as well as the body language of the customer
Key learnings
There were a lot of learnings from this project but here are some to name a few:
Usability score was above average (above 68)
Some menu items did not match the users’ mental models. Users had difficulty finding some items in the menu structure
Some customers did not know that they could scroll the kiosk screen
Customers did not know how to customise their orders. They would special order it to the cashier instead (e.g order a specific chicken part)
Much of the customers thought they needed a credit card because of the way the signs are posted
What impact did this make?
The client was very pleased with this report. There were some low hanging fruits to take action on while others involved more projects down the line