Thesis Project | Enhancing the Grocery Shopping Experience for Customers Who Do Not Utilize Mobile App or Online Ordering with the Help of The Kiosk
Project Contributor
Young Na
ABSTRACT
The roles of self-service kiosks have become more than just providing information in our lives. With the advancement of technology and the recent effect of the pandemic, many businesses began to implement the self-service kiosk not only to reduce in-person interaction but also to resolve the labor shortage. As a result, self-service kiosks are now a frequent fixture in many retailing spaces. A lack of experience and knowledge, however, about the fundamental understanding of technology among customers raises the question. If the adaptation of technology in retail businesses is inevitable, how can we implement a kiosk system that enhances the quality of a grocery shopping experience for those who do not utilize a mobile app or online ordering? This page compiles all of the research work and findings conducted in the fall semester of 2022.
OVERALL DESIGN PROCESS
The research was initiated with the thoughts of a broad sense of enhancing senior citizens' and technologically illiterates’ experience of using kiosks at a retail store. As figure 2 shows, throughout the research phase, the research focus narrowed down to a self-checkout kiosk at a grocery store, then expanded to enhance the entire grocery shopping experience with the help of a kiosk.
As the research initially focused on senior citizens and technological illiterates, the initial target design group was replaced with customers who shop for groceries without using a mobile app or online order. The main reason behind the change of the target group was rather than only focusing on the people’s age and knowledge of technology, it made more clear sense to focus on each person’s behavior at a grocery store regardless of their age and experience with technology. Figure 3 shows the change from the initial target group to the newly established target group.
SECONDARY RESEARCH
Secondary Research Goal
Observe and analyze the current kiosk system available in the US to explore the problem space.
Research Method: Field Observation & Analysis
Document the findings as interacting with at least three types of kiosks (Food ordering, Wayfinding, and Self-checkout).
Based on the research data gathered in field observations, the current kiosk interface lacks accessibility for all age groups. Especially in kiosks in retail stores and restaurants, distinctive interface improvement should be taken into consideration. One of the common issues identified across multiple kiosk platforms was text-related issues. As kiosks in businesses tend to convey as much information as possible within a limited screen space, the size of descriptive texts was too small, causing misunderstanding. Additionally, displaying much information at once on a screen also caused confusion among many kiosk users. However, I noticed that there aren’t many design spaces in a self-service kiosk that can be redesigned for the purpose of a year-long research and ideation project. Therefore, after a long discussion with Dr. Chivukula, my thesis advisor, I expanded my design focus to the entire grocery shopping experience rather than only focusing on the self-service kiosk.
PRIMARY RESEARCH
Primary Research Goal
Conduct both interviews and surveys to discover what problems or issues senior citizens and technologically illiterates have when shopping for groceries at a local store. Additionally, research their experience of using a self-checkout machine, if there is any, at their grocery store.
RESEARCH METHOD: INTERVIEW & SURVEYS
Conducting interviews and surveys to truly understand their grocery shopping experience.
INTERVIEW/SURVEY PROTOCOL
Goal
Enhancing the entire grocery shopping experience for senior citizens through kiosk integration.
Main Focus
To understand how users feel about the current grocery shopping experience and adaptation of the self-checkout system in the store.
COMMON FINDINGS
During Picking Items
Mostly use a list when grocery shopping
Signs on the ceiling help find the right product
The location of items does not logically make sense
A wider aisle makes finding items easier
Spend a long time waiting in the deli/meat section because they need to slice, weigh, and bag it
Checkout
Choose in-person checkout to ask questions
In-person checkout is more convenient when purchasing fruits and vegetables: No need to find a code or weigh by myself
Don’t have to bag them myself in In-person checkout
Buying alcohol requires in-person assistance, even with the kiosk, so use in-person anyway
