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FUTURE MOBILITY EXPERIENCE
INTERACTION/UI/UX DESIGN - CUSTOMER PERSPECTIVE
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Overview
FUTURE DRIVE-THRU USER(CUSTOMER) EXPERIENCE
The goal of this project is to build a concept ecosystem for future consumers that provides
better services and experiences based on global industry trends,
addressing the inconvenient user experiences currently felt by consumers in Drive-Thrus.
Background Research
D.T Visitors in USA
Americans visit D.T about
6 billion times each year
Current QSR Sales
Drive-Thru Sales
0%
70% of most fast food sales come from drive-thru sales.
It generates billions of dollars for the industry each month
QSR D.T Proportion
Customers use
Drive-Thru
0%
57% of hamburger fast food customers use the drive-thru lane
*QSR: Quick Service Restaurant
*D.T: Drive-Thru
Drive-Thru User Research
Average Order Accuracy
0%
Chick-fil-A
0%
Wendy's
0%
McDonald's
0%
Burger King
0%
Taco Bell
0%
Carl's Jr.
0%
Arby's
0%
Dunkin'
0%
Arby's
0%
Global Business/Industry Trend
Consumer Survey Conducted by Revenue Management Solutions LLC
Total: 800 participants
1. Millennials, Gen Zers prefer kiosks over in-person
41% of overall poluation preferred ordering from kiosk
58% of millennials, 67% of Gen Zers preferred kiosk ordering
The Overall Benefits of kiosk usage in QSR
1. Building my own order, 64%
2. Less pressure when ordering, 61%
3. More time to browse the menu, 57%
4. Easy to navigate, 58%
5. Able to track orders on the screen, 53%
2. Electirc Vehicle
The Federal Government has set a goal to make half of all new vehicles sold in the U.S. in 2030 zero-emissions vehicles, and to build a convenient and equitable network of 500,000 chargers to help make EVs accessible to all Americans for both local and long-distance trips.
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1/4
3. CES 2024
CES is commonly known as a trade show focused on consumer electronics.
However, it has increasingly become a platform for renowned automotive manufacturers to proudly unveil their future EV concepts.
This indicates that cars are no longer seen just as vehicles for getting around, but rather as mobile electronic devices that include advanced technology similar to smartphones and household appliances that people use every day.
"If electric vehicles are electronic devices,
isn't an electric vehicle itself like
a smartphone with four wheels?"
D.T UX Journey Map
Drive to store
Order to speaker
pull up to window
Pay at the window
Pick up food
- Poor quality speakers/mic
cause miscommunication and incorrect orders
- Causes waiting anxiety issues
- Leads congestion around restaurants
- Afraid of dropping card/cash from hands
UX Principle
Based on the understanding of problem and user research, established UX principles for this project
ACCURATE ORDER
Visually deliver the correct order instead of verbal communication through mic/speaker.
CUSTOMIZE ORDER
Customers can add/subtract the ingredients based on their own taste and style.
PERSONAL ZONE
Providing personal zone to order customers food without any pressure of ordering time.
AUTO-PAYMENT
Avoide physical interaction and only focus deliverying order and picking up the ordered food.
Wireframe
Wireframe 2
Wireframe Ideation
Drink order, customize 2
Wireframe
1/6
McDonald's Red
HEX: #BD0017
McDonald's Yellow
HEX: #FFC836
UI Visual Brand Language
The UI VBL of this project was modeled after the globally renowned representative franchise QSR McDonald's VBL.
The design and system can be adjusted to fit the internal VBL of each QSR brand.
Initial UI Design
Developed an initial user interface concept design influenced by the design language of McDonald's and Tesla.
Future D.T Scenario
The future D.T scenario is the conceptual user experience of this project.
Drive to store
Park in D.T Parking lot
Order in EV
Pull up to window
Pick up food
- Scanner will scan EV at the restaurant
- Scanning EV's information
- Auto payment will be available via EV
- Customers will park in the D.T parking lot.
- Enough time to order.
- Customize your menu and drinks.
- Prevents miscommunication
- Pull up to window from the parking lot.
- Auto payment system
- No need to pay at the window
- Pick up food and leave
Future D.T Storyboard
1. Drive to Store
2. Scan your EV from the Scanner
3. Park your EV
4. Order and Customize your meal and drink
5. Confirm your order and see ads
6. Ready to pick-up your order
7. Head to pick-up window
8. Leave
User Testing
Total Sample:
5 Participants
Given Info:
1. Future D.T Scenario
2. Ordering from EV in D.T
Given Task:
1. Order BigMac
2. Customize own BigMac
3. Add/Delete order in cart
4. Order Drinks
5. Customize own drink
6. Order your menu
User Feedback - UI Design Modifications
Based on the feedback received from users, the UI design has been modified to enhance the user experience.
Cart Total Amount
- Users can easily view the total payment amount while selecting items from the menu displayed on the screen.
Main Menu Navigator
- Add a main menu button on the cart screen to encourage quick and easy menu addition, in addition to the "ADD MORE" button.
Information Icon & Pop-up
- Added a brief explanation page for unique features that may be unfamiliar to users and recommends an excitement of new experience.
Added "Quick Add Dessert"
- According to the user tests, occasionally users tend to order more items, particularly desserts, after the payment.
UI Design
1. EV Scanned
- Scanner will scan EV at the restaurant
- Scanning EV's information
- Auto payment will be available via EV
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2. Meal Customize
3. CoCa-Cola Freestyle UI/UX - Part 1
- Coca-Cola Freestyle UI Design
- Single drink selection
- Personal cup Ecosystem - DISCOUNT
- Cup size and amount of ice customize
4. CoCa-Cola Freestyle UI/UX - Part 2 (Unique Features & Customize)
Sharing Favorite Mixes from Users
- Coca-Cola Freestyle community shares their favorite custom mixes
- User "Like" feature brings connection between users
- Rewarding system could be applicable in the future
Create Own Mix
5. Completeing Orders & Advertisement Features
Unique Future UX Scenario
The future UX scenario is the conceptual user experience of this project.
Driving on the Highway
Order in EV
Auto-Route to Restaurant
Pick-up Food In-store
- While driving on the highway,
the pop-up header will appear to inform QSR is near.
- Quick order service will be available.
- Due to the safety issue, only the presetted menu will be able to be ordered.
- EV GPS system will auto route to the ordered restaurant.
- Pick up food in-store
Unique Future UX Storyboard
1. Drving on the highway
2. EV informs user; QSR is near
3. If the user orders, EV auto-routes to QSR
4. Pick-up from in-store
1. QSR Pop-up Info While Driving
2. QSR Pop-up Ordering Feature
Unique Future UX Scenario - UI Design
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