Kiosks are often the entry point for embarking on self-serve digital transformation. But the kiosk is only the start and opens the door to the restaurant of the future and a universal brand experience at the kiosk, online and mobile.
What does the future hold? Kiosks
In the not too far future, we’ll see a level of personalisation and customisation like never before, all enabled by tech and big data.
However you first envisage your new self-serve customer journey, knowing where you want to end up is the starting point to protect your investment, ensure agility in a very fast changing tech world and secure a seamless customer experience of captivating, compelling and all empowering design.
What will your restaurant look like in the near future?
Engineering the User Experience
Kiosks might look like a tempting solution for many QSRs and casual dining operators to queue bust and lower payroll. But kiosks go way beyond transaction to represent other more important values to both the customer and business. And there are also many aspects to carefully consider in the role, functionality, design and integration of the kiosk.
Many customers see kiosks as a possible source of frustration or embarrassment and they are unlikely to change behaviours unless guided to the new kiosk-oriented behaviour, either by incentives to use it or discouraged from using the old order process.
McDonalds & the Customer Experience
In fact, when McDonalds introduced self-service ordering touch screens recently, there was resistance from many of their visitors. Even when these kiosks were being used, it was inefficient because the users had not learned how to navigate the UI.
Over time regular customers became adept and able to modify their meals to suit their preferences in a way that they may have been embarrassed to do when faced with another human being on the other side of the counter. Now their customers prefer kiosk self-serve and their transaction spend has increased by 35% with McDonalds seeing a substantial increase in revenue when the rest of the sector is witnessing a slow down.
Another consideration is scalability. Too many kiosk designers do not consider work rates. If the action being undertaken at the kiosk takes a minute, then the kiosk can serve at most 60 users an hour.
Often customers are less efficient at conducting tasks than employees are, and backlogs can result. Making the self-serve interface attractive, efficient and easy is critical to reduce error rates and customer abandonment.
Top 5 UX Considerations
- The self-serve technology must provide outcomes that your customers value and consider worthwhile with the role in processing their own order.
- The UX interface must be immersive and intuitive to avoid customer frustration and staff intervention.
- The platform must enable quick and easy editing for new products and promotions.
- The UX must be perceived by the customer as being ultra-convenient, providing more choice and giving the user control of the experience.
- Scalability for future extensions of the customer experience in biometrics, AI, AR and hyper-personalisation
Why not download your copy of our exclusive report for hospitality operators: “Self-serve Kiosks: Proven Strategic Approaches for Restaurants 2019”? CLICK HERE