Solving retail sector challenges through Endless Aisles Kiosk.
Developing a kiosk solution to enhance footfall, increase sales, and tackle inventory-related conversion challenges that cost retailers nearly $1 trillion.
Category
Service Design
UX Design
Visual Design
Interface Design
Team
Abhishek Bhadani
+2 Wipro designers
Tool
Adobe XD
Miro
Adobe Photoshop
Adobe Illustrator
Time Span
1 Month
My Role & Responsibility
Leading phase 2 design team, User research, Start-to-end UX process, Wireframing, Interface Design, Prototyping.
Project Brief
This project aims to design and implement a cutting-edge kiosk experience in our retail store, strategically addressing the issue of lost conversions due to product unavailability.
Problem Statement
Retailers are missing out on nearly $1 trillion in potential sales due to a lack of stocked inventory that aligns with customers' preferences and purchasing choices within their stores.
Goal
To design a kiosk experience to bridge the gap between the conversions lost in store due to the unavailability of the product in a retail store adding to its overall profitability.
🗒️ Context,
of consumers shop more in-store than on mobile.
53%
of consumers wanted to see or try on before buying.
67%
of consumers said a positive in-location experience makes them more likely to return.
84%
Source: https://docsend.com/view/8djn9af , https://chainstoreage.com/nearly-half-consumers-prefer-shop-person-heres-why
Despite the positive aspects, Why retailers are losing nearly $1 trillion in sales, as revealed by a 2018 study conducted by the IHL Group, which surveyed approximately 600 households and multiple retailers. ❓
🙋🏻♂️ Why customers leave without buying?
58.9%
Empty shelves
13.8%
Can't find help
12.7%
Employee can't find
07.3%
Price/Offer doesn’t match
Source: IHL Group
Other than this, there are some more reasons,
$171 Billion
Retailers incur a staggering annual loss of
in sales due to shortages in customer-facing staff at the store level.
Source: IHL Group
$27 Billion
North American retailers experience loss of
in sales due to excessively long queues.
Source: IHL Group
$90 Billion
Retailers worldwide lose
due to price discrepancies at the shelf.
in sales annually
Source: IHL Group
In addition to that, there are also positive aspects worth mentioning,
sales growth achieved compared to their industry counterparts by retailers who use computer-aided ordering.
18% Higher
Source: IHL Group
improvement in sales has been achieved in the last 2 years alone by using better systems and processes.
$24 Billion+
Source: IHL Group
As you can observe from this data, retailers are experiencing significant losses because consumers are greatly disappointed with their in-store experience, which costs them more than $1 trillion. However, at the same time,
Retailers who employ better systems and processes, providing a positive in-store experience to consumers, enjoy sales increases higher than their competitors in the same categories.
👨🏻💼 What's our clients ask,
Increase customer footfall.
The client's primary objective is to attract more customers to the retail store.
Offer an intuitive and interactive kiosk experience.
Client is seeking the development of a kiosk experience that is not only user-friendly but also engages customers interactively.
Reduce the loss of conversion that occurs due to a shortage of in-store inventory.
Client aims to address the challenge of lost conversions resulting from products being unavailable in the physical store.
🗓️ Project timeline
🖥️ What is Endless Aisles?
Endless Aisle allows customers to virtually browse and order a diverse range of products, including those currently out of stock or not physically present in-store.
This innovative concept ensures that customers can leave the store with either their purchased items or online tracking numbers, eliminating the possibility of leaving empty-handed.
This visual/video is designed by firebirdfilms
🚪 Scope and possibilities...
The project entailed crafting an MVP Endless Aisles solution, with a key focus on delivering a proof-of-concept within a demanding timeframe. Consequently, we devised a streamlined flow customized for a singular user persona.
The MVP focused on creating a demonstration kiosk experience for 'SmartBUY,' a fictional consumer electronics retailer located in California, USA. The screen design was specifically tailored for a 55" kiosk display and catered to the needs of two distinct personas: the Customer and the Employee. Use case scenarios were carefully crafted, taking into account the unique characteristics of each user group.
In order to maintain a concentrated experience, the access route to the desired product page was optimized for efficiency, minimizing the number of clicks required for navigation.
👤 Creating archetypes...
We divided our target audience into two different categories.
1. Sam Smith, Customer
About
Sam, a 25-year-old tech enthusiast in California, works for a tech giant and shares an apartment with a friend. Constantly upgrading gadgets is a priority for him, bridging both work and personal interests.
Goals & Motivations
In-Store Experience: Prefers physical stores for hands-on testing before purchasing.
Product Preferences: Specific about features, seeks a personalized shopping experience.
Discounts: Actively seeks discounts and best deals to optimize spending.
Digital Assistance: Values stores offering digital assistance during the purchase process.
Needs
Regular Gadget Upgrades: Sam is committed to upgrading his gadgets regularly to stay at the forefront of technology, catering to both his professional and personal needs.
Pain points
Delivery Time: Dislikes long wait times for product deliveries.
In-Store Exhaustion: Navigating large stores without assistance is tiring and frustrating.
Online Visibility: Struggles with limited visibility of product availability when shopping online.
2. Max Root, Employee
About
John, 42, a seasoned store employee with a decade of retail experience, excels in customer service but lacks tech expertise. His role includes assisting customers and managing stock information.
Needs
Efficient Information Access: John requires quick access to stock delivery details and work-related information through the kiosk.
User-Friendly Interface: When assisting customers, John needs the kiosk to be easy for non-tech-savvy users.
Goals & Motivations
Customer Satisfaction: John is driven by ensuring customers, like one buying an iPhone, leave satisfied with the best deals and understanding product features.
Work Efficiency: John aims for quick and accurate completion of tasks, such as checking stock delivery, using the kiosk.
Pain points
Complex Interface: A complex kiosk interface hampers John's ability to assist customers and find information promptly.
Limited Information Access: Insufficient stock information hinder John's work efficiency.
🌄 Scenario...
Customer scenario
Sam plans to upgrade his iPhone 12 to the iPhone 13 Pro and is heading to the nearby SmartBuy Store to check out the phone and find the best deals. He's open to purchasing additional Apple accessories or products if there's a good deal, but he doesn't have any plans to make a big purchase during his visit today.
Employee scenario
Max, who isn't tech-savvy, is looking to purchase an iPhone and accessories for his daughter. He prefers to see the product in person and wants to secure good discounts but isn't keen on researching deals himself. Opting to visit the store, he plans to use a kiosk with the assistance of an employee. John, the employee will guide Max through the available deals, ensuring he can make an informed decision. On a different note, John has been tasked by his manager to check stock delivery information. He will access the necessary details by logging into the kiosk using his employee profile.
🧩 Affinity Sorting...
The insights from "How Might We" were grouped under three categories of interest,
How might we attract users to the kiosk, how do we create a seamless kiosk experience, and how do we develop our product’s unique selling proposition (USP). Based on these three categories, ideation and features were sorted.
🏃🏻 Proposed user journey...
After analyzing the behavior of a user in a physical store,
A new user journey was mapped out for the kiosk experience. The focus is on the interaction of the user with the kiosk throughout the purchase process and identifying possible friction points that the user might experience.
👁️ Insights...
Following the completion of requirement gathering, brainstorming sessions, and a comprehensive user journey analysis, several key insights have emerged,
1. Kiosk Display's Significance:
The kiosk display plays a pivotal role in attracting customers and encouraging kiosk usage.
2. User Interface Familiarity:
Users may not be acquainted with the kiosk interface; therefore, the user flow should guide them to prevent information overload.
3. Efficient User Flow:
As the kiosk is a public device, optimizing individual session times is crucial. A linear user flow without distractions enhances accessibility for all users.
4. Mitigating Product Unavailability Disappointment:
Addressing potential disappointment from unavailability, the kiosk's purchasing features should alleviate this by offering alternatives or suggestions.
5. Simplified Typing Experience:
Recognizing the discomfort of typing on a kiosk, the user interface should prioritize simplicity, enabling users to reach their desired products with minimal clicks.
🏛️ Information architecture...
We crafted an information architecture with the mindset of it being a Minimum Viable Product (MVP),
Aiming to define the optimal layout, navigation flow, and interactivity among pages.
✍🏻 Iterations...
Several key considerations were taken into account before and during the iteration phase,
-
Ensuring the kiosk's dimensions, elevation above the ground, and the placement and size of CTA buttons and other screen elements are designed for accessibility to all users.
-
Implementing consistent design patterns, uniform terminology in prompts, cohesive menus and screens, and standardized commands throughout the interface.
-
Introducing a movable floating menu, allowing users the flexibility to adjust its placement according to their preferences.
🎨 Style guide...
The design principles were established at the beginning of Visual Design
To make sure everyone on the team had a common understanding of what we wanted the appearance and vibe to be.
Intuitive
Familiar patterns
Consistent
Design language
Time Efficient
Simple navigation
We chose bold colors to grab the user's attention and give a modern look.
#1565FC
#208900
#EC48C2
#24292F
#6E7885
Aa
Helvetica Neue Light
Helvetica Neue Regular
Helvetica Neue Bold
🧶 Wireframes...
We made simple wireframes, thinking about how easy it is for people to use the kiosk. We adjusted and refined them to be less confusing, so the interaction is straightforward and easy to understand.
🌅 Visual design...
After numerous discussions with the internal team and stakeholders,
The finalized flow was given a visual identity keeping into consideration the design principles.
Customer flow...
Employee flow...
🪨 Challenges and limitation...
Research Methodology:
The research primarily took place at a desk, leveraging the valuable insights and experiences shared by stakeholders. This approach was crucial as the electronic retail landscape in India presents distinct nuances compared to that of the United States.
Prototype Testing:
Access to a 55-inch screen for testing the prototype's clarity and ergonomics was unavailable. Nevertheless, we conducted tests on a 42-inch TV screen to assess its clarity.
Demonstration Challenges:
The prototype was showcased on an interactive touch-screen wall at SVIC, California. As a result, it was not feasible to conduct ergonomic testing for the kiosk design.
👀 Visibility...
The Endless Aisles MVP was launched as a part of Retail Innovation Experience at SVIC, California in November 2022. It was also showcased in the NRF 2023 at New York.
💬 Feedback...
"Team on the ground has been very diligent and passionate about this engagement. Even during the second phase team stretched and acted on last-minute requests promptly."
Rajesh Shetti
Director - Microsoft Sales, Wipro
"Great work by the design team and I would take this moment to appreciate their creativity and efforts. Congratulations and keep up the good work!"
Chaitr Hiremath
Practice Head - UX Design, Wipro
📱 Social media coverage...
