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 of kiosk design, functionality and integration.
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.
In fact, when McDonald’s 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. The kiosk design had fundamental flaws.
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 – all thanks to good kiosk design.
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 is capable of serving 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 reducing error rates and customer abandonment.
Top 5 UX Considerations for Kiosk Design
- 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 the full report “Self-serve Kiosks: Proven Strategic Approaches for Restaurant Operators 2019”.