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THE DRIVETHROUGH

EXPERIENCE discover reframe redesign


research

First step of primary research -- participatory observation, photo taking and video recording


research IN CAR EXPERIENCE

Affinity diagram:

PAYMENT METHODS

SPEAKER

to reorganize and categorize the points

THE DRIVE THR OUGH

pulled out from

EXPERIENCE

observations

MENU BOARD

CIRCULATION

WINDOW

Mind map


As a result of conducting the drive-thru inquiry, the original mind

roof for speaker

map was expanded to include issues not originally brainstormed but were important or interesting. Here the speaker and menu

screen visual

sections grew to include more detail, which fostered more opportunity and a more robust breadth of knowledge.

difficult to hear

unwelcome

SPEAKER

speakermenu connection

back light

glare impersonal

MENU BOARD

readability

visual confirmation

food images info layout

promotions and specials

covered kids menu

meal deals


Secondary research: customers want quick and accurate service. Reducing service time while preserving accuracy is directly related to improving drive-thru sales.

Survey Question 01:

(83%) very important

important (16%)

neutral (1%)

How important is order accuracy ?


Restaurants with clear communication systems completed drive-thru orders approximately 22 seconds faster than those with unclear communication (2002 Global Growth Group Drive-Thru Communications Study)

Also, studies show that customers like the sense of control that order confirmation systems offer. (HM Electronics, Inc.)

Survey Question 05:

(36%) very important

neutral (18%)

unimportant (3%)

important (43%)

15


sa t th

nt pa ym e

st he

s in the bag

ation 2

Pre pa res the bev erag e

dve

rtis em e nts

m u n ic Com

d

ve cie e R

Employee 3 Deliver Food

Customer

s th

oo ef h t

d

Employee 1 Take the Order er ord

th e In pu t

Fry Station

Other Cooking Equipment

Connection between Electronic equipments

Computer

us

C

FLOW MODEL

to

R ec i ev es

Brand Sign

n1

lk s Ta

ts d lec l d foo Co foo ed r e he th ot s s e e ar ar ep ep Pr r P

Employee 2 Prepare Food

or de r

th ing

in S ee

v dri n e wh nd a r eb

nic ati o

the

Com mu

er oa d

Trash Can

to me r

Microphone Speaker

Connection between Electronic equipments

C

er ord

ok Lo

o fo

sp ea menu ker boar d Throw away the trash ign o ver th e

the

1 rance s

he

t he

ee loy mp

he cl ea

th rou gh t

e rs Deliv

E to

Look st

Recieves

ks Tal

Clearance Sign

Cashing Machine

Sauce Shelf

Advertisement

oll ec t s th e fo od

Logo

Looks at the menu board

Microphone

Soda Fountain

Screen

Window

Put sau ce

Menu Board

Confirm Screen

ea

Speaker


Radio frequency identification technology (RFID) allows for faster payment and the option of having an online account that can managed by the customer. This account can be customized according to the customers favorite meal combinations and broadcast preferences. It can also be used as a tool to track a customers dietary habits. From a business standpoint, it can be used to track a customers purchasing habits for marketing research and analysis.

Touchless interactive displays implement hand tracking technology into the ordering system. It eliminates the need to touch the screen; Instead, hand movements of the customer allow them to interact with the menu board. The total immersion technology solution provides the customer with a unique and memorable experience. The customers broadcast preferences can include their favorite channel to be played as they wait in line at the quick-serve restaurant.


Touchless Interactive Display

Hand tracking technology


THANK YOU.

Drive-Thru Experience  
Drive-Thru Experience  

exploration of design opportunities for drive-through experience

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