THE IDEAL EXPERIENCE OF
Digital Interfaces in Brick and Mortar
The Digital Interface This document contains key �ndings and synthesized insights on digital interfaces in brick and mortar
businesses. In order to understand the data, we must �rst de�ne the focus. A digital interface, as de�ned by our scope, is a physical digital medium that a customer
interacts with in the shopping and or purchasing process. The speci�c focus of this research was on the use of
these interfaces in brick and mortar businesses, which refers to the physical presence of an organization or business in a building or other structure.
CONTENTS
Experiences Matter
01
Big Ideas
02
Current Challenges
04
Ideal Experience Framework
06
Story Telling
08
Research Process
26
Why experiences matter? Why focus on the ideal? Because the the customer is our focus. It’s that simple.
Researching the ideal experience means collecting data
and discovering insights around digital interface features as well as the bene�ts it can provide the user. This allows
us to understand what the customer is truly seeking from
digital interfaces and help us discover the features that will best deliver on the bene�ts customers desire.
< 01 >
4 Big Ideas
Across all our findings four big ideas emerged.
Fast Whether on our phone or at a self
checkout. Across the board, customers associate technology with speed and e�ciency.
Intuition is a scale Interafces are graded on Customers and employees alike pinpoint
the “transition period” to digital interfaces as a pain point. Digital Interfaces need to
Freedom and Control, but I crave meaningful communication Consumers are empowered by Digital
Needs To Complement the existing experience
Interfaces. They provide information,
Consumers don’t want digital interfaces
hyper-individualized consumer climate,
extension of their capabilities and tools.
but lack in communication. In today’s
Digital Interfaces need to either provide this connection
< 02 >
be intuitive the �rst time they’re used.
to supplement employees, but as an
Digital Interfaces should enhance the shopping experience.
< 03 >
Current Experience Challenges
Evoke negative emotions
Human customer service bias
Self-checkouts have been noted as “controlling our [the customer’s] possibilities.” This is re�ected by companies only allowing card pay at self-checkouts and not being able to personalize food orders using the digital interface at McDonald’s.
Humans can understand customers better when they have complicated problems.Some people just prefer human interaction and have biased opinions on self-checkout/technology.
Current machines contain too many “request assistance” moments (IDs, alcohol, system errors, machine malfunctions.) The user loses their perceived control and freedom in these circumstances. Customers expressed fears about sharing more information and the possibility of companies using their information against them. Older people are not very familiar with technology and feel uncomfortable using self-checkouts. Customers feel guilty using self-checkouts because they believe it takes jobs away from people. < 04 >
Not everyone knows how to use or communicate with technology. Customers believe machines are less personable, and worry we are losing the ability to communicate with one another. Humans o�er friendly and nice service, which machines cannot do.
Processes are unnecessary, annoying, and inconsistent Bagging is a key challenge at self-checkouts because it is annoyingly complicated when items are not correctly detected in bagging area. The technology is inconsistent between stores making it di�cult to understand how to use. DI often replaces employee tasks without o�ering any advantage to the company or customer experience. Consumers do not want to wait: “Why do I need to wait in line to use self-checkouts? Machines are never available. Also, I need to wait for the assistant to check my ID and the coupons. Assistance are busy at other counters when I need them.” When digital interfaces have errors, they become frustrating and di�cult to communicate with. < 05 >
The Ideal Experience
The Bridge After a detailed process of a�nization
and analyzing the data collected we were
able to develop our research results in 10
We understand the need of the user and the frequency of what they desire.
key insights that shape our framework for
Each insight in the framework represents
digital interfaces. We uncovered the
of the user, while the location of each
the ideal experience of brick and mortar
value of current experiences, addressed challenges and de�ned the ideal
an encompassing idea stated in the voice suggests the relationships between them.
experience through our framework. This framework breaks an experience
into three elements; bene�ts, features and emotions.
Understanding the need of the user and the frequency of what they desire. < 06 >
A bridge is a means to connect two things and fasten a process. Likewise, the core idea behind the bridge in our framework is to represents the factors that connect the customer to what they want through a digital interface. The bene�ts form the supporting base structure because and the arch is denoted by emotions that stand together by features which are shown through the pillars of the bridge.
Features
Feelings/emotions
Bene�ts
My ideal digital interface in brick and mortar businesses is fast and saves my time
It has personable service
It has broader more personalized options
It is Intuitive
I’m i n The customer
dom free ve I ha
con tro l
I’m
my needs are com mun d and o o ica rst e ted d n u
What the customer wants
It is fast and I save time It is convenient
It complements human services
It doesn’t make mistakes It is accurate
< 07 >
The Ideal Experience
It is fast and saves my time Fewer Steps The system should reduce the number of steps needed for purchasing processes so that customers are able to get in and out quickly, especially when they know exactly what they want or are shopping for few items.
Easy Coupon and ID verification Digital Interfaces should be seamless and e�cient especially when purchasing alcohol, cigarettes or using coupons. The system should read IDs and coupons without the customer needing assistance from an employee.
It is fast and I save time
< 08 >
Responsive Digital interfaces should sense button commands, the users touch, and weight of products being purchased quickly and accurately in order to provide customers with the right set of commands when needed, and to reduce the amount of time between steps during the customer journey.
Updated Technology and software of the system should be regularly updated so that it does not become slower over time or outdated in comparison to the technology and software most commonly used by customers.
â&#x20AC;&#x153;I like digital interfaces in stores when I know exactly what I want want. They allow me to get in and get out. It is efficient, quick, and seamless because I don't have to deal with a person slowing me down and I just pay and go out. It is a timesaver.â&#x20AC;?
< 09 >
The Ideal Experience
It Complements Human Services Supplement the customer experience The system should help customers solve problems, such as deciding what to purchase, and complete tasks by providing the right intelligence and skills necessary for the situation.
An advantage to peopleâ&#x20AC;&#x2122;s disadvantages
Allows employees to focus on what they do best The system should either act as an
assistant to employees completing tasks or allow more time for employees to engage
with customers demanding their attention. It should not replace employees if there is no customer service bene�t in doing so.
The system should help international
customers and people with disabilities get what they want by helping them
communicate with the business and have independence during their customer experience.
It complements human services
< 10 >
â&#x20AC;&#x153;Digital interface enhances the efficiency of humans.â&#x20AC;?
< 11 >
The Ideal Experience
It understands me and communicates my needs Understood globally The system should be able to communicate with customers of diverse cultural backgrounds and needs.
Senses needs The system should be able to sense what customers need to �x, maintain, or upgrade their products and services by looking at them. What the system is capable of sensing should be more advanced than what a human is capable of.
Iâ&#x20AC;&#x2122;m
< 12 >
nd od a rsto de un
my needs are com mun ica ted
Knows more The system should be able to provide customers with the information they want. It should provide recommendations based upon customer explanations of what they are looking for and inform customers on how to use products and services.
Uses verbal and visual communication cues Digital interfaces and users should be able to understand one another using both verbal and visual communication methods.
â&#x20AC;&#x153;Our biggest challenge is understanding customer needs.â&#x20AC;?
< 13 >
The Ideal Experience
It gives me control
Instills independence Digital interfaces should provide customers the ability to shop without defence. The system should allow customers to accomplish tasks the way they like, such as bagging their goods or �nding items, with high e�ciency and even quicker than employees.
Serves informed customers
Iâ&#x20AC;&#x2122;m i n co ntr ol
Digital interfaces should seamlessly combine preshopping preparation, such as making lists and doing research, with in-store experiences that allow users to take the lead in their customer journey.
< 14 >
â&#x20AC;&#x153;I get to bag my own stuff. Its nice at the grocery when self-checkout is working. I get more control, it instills independence and prefer to pack my own bags more efficiently.â&#x20AC;? < 15 >
The Ideal Experience
It gives me freedom
Ability to work at own leisure Digital interfaces should empower customers with time to think and organize. They should provide adequate information that allows the customer to do their own billing and work at a preferable pace.
Anomminity Anomminity of digital interfaces is crucial. The relationship between the customer and machine should pass no judgement and frees the consumer from social stigma.
dom free ve I ha
< 16 >
Free up employees Digital interface design should empower employees to step away from the register. During this time they have the opportunity to increase customer relations by providing other services that range from cleaning to entertaining customers with a dance.
â&#x20AC;&#x153;One of the benefits of current self-checkouts is anonymity.â&#x20AC;?
< 17 >
The Ideal Experience
It has broader more personalized options Inventory availability Digital interfaces should improve company’s inventory management. They should communicate product options to customers and receive feedback on desired o�erings to reduce disappointment from customers when the products and services they want are not available.
Payment options
It has broader more personalized options
Digital interfaces should provide various payment options for customers to choose their preferred payment options. They system should accept cash, cards, coupons, and payment apps such as Venmo or Paypal.
< 18 >
Choices available for user’s situation Digital interfaces should provide checkout and customer service options that align with the user’s current situation. The user should be able to choose if they need additional help from employees or not depending on what they are purchasing and how many items they have.
Diverse features Digital interfaces should have diverse features for product, service, and price personalization. The system should allow customers the opportunity to forgo or add items to food orders, curate products and services, and select price options to �t their needs.
â&#x20AC;&#x153;I like having the option to use self-checkout depending on the situation and think they should have broader and more personalized selections.â&#x20AC;? < 19 >
The Ideal Experience
It has personable service Friendly and nice Digital interfaces should be pleasing to interact with. They should facilitate nice environments and not restrict human interaction completely.
Reduce repetition of sounds
It has personable service
Digital interfaces should reduce the repetition of overused voice commands and sounds so the user does not become annoyed.
< 20 >
â&#x20AC;&#x153;Friendly and nice interactions are preferred.â&#x20AC;? < 21 >
The Ideal Experience
It doesn’t make mistakes. It is accurate Consistency
Fixes things
Digital interfaces should improve company’s inventory management. They should communicate product options to customers and receive feedback on desired o�erings to reduce disappointment from customers when the products and services they want are not available.
When mistakes on digital interfaces are made, users should be able to �x them without assistance from an employee.
Easily detect Digital interface should accurately detect weight, scanner codes, and items by pictures. Detection should be fast and easy to reduce customer complication and possible errors made during the process.
It doesn’t make make mistakes mistakes It It is accurate accurate
< 22 >
Well-tested Digital interfaces should be tested extensively for accuracy before used by customers. Customers trust digital interfaces reduce human errors, but when experience a di�erent outcome their trust is lost quickly.
â&#x20AC;&#x153; We humans tend to make mistakes, but digital interfaces can give us less errors for payment and orders.â&#x20AC;? < 22 >
The Ideal Experience
It is convenient
Works with everyday devices Digital interfaces should work seamlessly with everyday devices, like phones and thumb drives, allowing customers to easily engage with the business to get what they want. Digital interfaces should enhance the use of everyday devices providing the customer with knowledge, options to bypass lines, and enjoyment during their customer experience.
Direct Digital interfaces should provide direct assistance when needed. They should be able to get employees attention immediately or aid customers themselves so that customers are not inconvenienced by wait time or unique issues.
Provides protection Digital interfaces should provide protection to outside weather conditions and personal information. They should not create discomfort or worry to the customer before, during, or after use.
It is convenient
< 23 >
“Convenience is everything.” < 24 >
The Ideal Experience
It is Intuitive User friendly
Approachable
Digital interfaces should be easy to navigate with directions clearly communicated. The system should be easy for a diverse range of customers to use.
Digital interfaces should not be intimidating. They should combine familiarity, comprehension, and accessibility so that users are able to approach the digital interface with assurance, even if it is their �rst time using it.
Simple
It is Intuitive
Digital interfaces should only have the necessary components to achieve its purpose. The systems process and visuals should be streamlined whenever possible.
< 25 >
"I want everything to be fast, intuitive with technology.â&#x20AC;? < 26 >
Research Process
Methods, tools and Techniques In this step we used di�erent methods, tools and techniques to collect data. First, we used observation to carefully observe our user demographic focusing on their personal actions and interactions with the surrounding environment. Early observations led us to identify stakeholders and key questions for our research topic. Next, we used interviews to gather more data on the challenges, needs, and desires of our users. We also used cultural probe, which was very bene�cial in collecting high frequency data, and sensory cue kits, which o�ered data bene�cial to understanding the ideal experience our users desire. These tools helped us collect a full range of data points to understand our users. In the end we collected 846 data points.
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Analyze In the analysis stage we began making sense of all the data we collected. We started by looking at each individual data point and clustered them, again and again, through levels of a�nization. The process of doing this is called a�nity diagramming and is an integral part of the analysis process. The original data collected was noted in yellows which we clustered into blues and then pinks and �nally into greens. To analyze the data truthfully, they are clustered by meaning rather than keywords. At this stage, the needs and desires of users starts to come to life.
Framework After a detailed process of a�nization and analyzing the data collected we were able to develop our research results in 10 key insights that shape our framework for the ideal experience of brick and mortar digital interfaces. We uncovered the value of current experiences, addressed challenges and de�ned the ideal experience through our framework. This framework breaks an experience into three elements; bene�ts, features and emotions.
Storytelling SIn the �nal stage we use storytelling to explain our framework further and conceptualize the users ideal experience of brick and mortar digital interfaces. The data analyzed was put together to explain our research results. In this stage we pulled out the key ideas and concepts from each section of the framework, supported with images and user quotes, to guide designers and bring the ideal experience to life. Our storytelling shares the users’ ideal experience and inspires designers to address their needs.
We understand the need of the user and the frequency of what they desire. Our process of framework development started with mapping the data by key elements from the pink and green a�nization stages, and understating patterns to categorize based upon underlying messages of bene�ts, features, and emotions associated with digital interfaces. Each insight in the framework represents an encompassing idea stated in the voice of the user, while the location of each suggests the relationships between them.
< 28 >
Thank you We would like to thank our professor, Kwela Hermanns, for introducing us to the world of contextual research. With her guidance, we were challenged to step outside our comfort zone enabling us to develop new skills and a keen understanding for the importance of user
thank you to Lextant for sharing their expertise with us, which enhanced our knowledge of contextual research and abilities to document, analyze, and share our research results.
centered design research. We would also like to extend a special
Pavani Chindak, M.A. Design Management, pchind20@student.scad.edu Drew Glick, M.F.A. Industrial Design, aglick20@student.scad.edu Rutuja Patil, M.A. Graphic Design and Visual Experience, rpatil20@student.scad.edu Mary Rodes, M.A. Luxury and Fashion Management and M.A. Design for Sustainability, mrodes20@student.scad.edu Yulin Shen, M.F.A. Industrial Design, yushen26@student.scad.edu Ziyan Zhao, M.F.A. Industrial Design, zishao24@student.scad.edu
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