Exemplifying Brand Language and Values Through Form.

Brand Language, Product Design, UI/UX, Research - Fall 2015

2015

Logitech Kiosk

With automation and machines replacing human roles becoming more frequent, how do you leverage the precision, capability, and speed of machines without losing the valued human interaction? This project is a look into how to balance that. The scenario is a Logitech sponsored food service kiosk for Tazza D'Oro, an extremely busy café in Pittsburgh, PA.

 

Scenario:

-Logitech (now Logi) has undergone a recent rebranded, aiming to come across fun, bold, and a future thinking company.

-Tazza D’Oro is a fun, welcoming, but busy cafe in a modern building, the Gates Hillman Center on Carnegie Mellon University.

-During peak times, the lines get extremely long and cramp up the space.

-Logi partners with Tazza D'oro to place a food service kiosk in the Gates Center to showcase their new brand redesign with a café that shares similar sentiments.

A hypothetical brand partnership between Logitech (Logi) and Pittsburgh-popular Tazza D'Oro Café, to showcase both brands' beliefs in creating a fun, bold, personal, and future-forward culture. The outcome of this project expedites a 20 minute, frustrating process, into a 30 second experience, striving to use technology to foster human interaction, rather than replace it.

 

LOGI

Traditional peripherals to personal fun, and young.

Traditional Peripherals

For a long time, Logitech was the leader in making traditional PC peripherals. Logitech was known as the company for experiences/serious users, focusing on technological advancement and advantage over other brands. Logitech said that the name "Logitech" sounds too much like a boring corporation.

Technology as Accessory

Logitech decided to move away from "Logitech" to "Logi". The name exemplifies what they are striving for; a fun, young, and personal brand. They compliment these values with bright, bold colors. They also settled on "Logi"  because it sounds like a name/person to allow for future UI's and AI's.

TAZZA D'ORO

Great Coffee, Big Problem.

Context

Hip coffee shop with a bustling location in the busiest academic building of Carnegie Mellon University. They pride themselves with brewing "Cups of Gold".

Problems - Observational Research

-During rush hour, the wait becomes extremely long.

-Menu at the end of the line that people don’t see

-Don’t know what is out of stock until you get to register.

-A lot of people are unfamiliar with the names of different drinks (i.e. latte, cortado)

-The pastry case is at the front of the line. People decide they want a pastry last minute and line grows longer.

-Lots of people have food restrictions and have to ask what they can eat when they get to the register.

-POS system crashes a lot. There is no back up so it cannot accept cards when the system is down, the line becomes huge, and people leave.

-Language barrier slows things down a lot.

-Many regulars have very quick orders that don’t require prep.

RESEARCH

Big Problem, Big Opportunity.

Interview with Tazza Manager

How important is human interactions to Tazza?

“Very very important. It is 50 percent of the Tazza experience .”

 

When do you have the most interaction with people?

“At the bar when people are waiting for their drinks that are being made”

 

How do you think self-service kiosks would affect the Tazza D'Oro experience?

“...would allow more facetime with people...maybe allow pastry & food to be on one register” “...we could spend more time prepping food and coffee and get people out of line and talking to us

while they wait.”

 

“Self service kiosks could expedite the whole process, allow for more people working on bar, more espresso machines, opportunity for a pour over bar, more time with customers & a better opportunity to up the coffee game in general, which is at the heart of Tazza’s goal.”

 

With more automation and machines replacing human roles, how do you leverage the precision, capability, and speed of machines without losing the valued human interaction?

 

Understanding the System.

1. Decoding Visual Brand Language (Products)

2. Decoding Visual Brand Language (Digital)

3. Existing Technology (Task Analyses and Kiosk Assessment)

4. Human Factors and ADA Requirements (Literature Search and Task Analysis)

DESIGNING

Proposing solutions to previous problems.

Initial Must-Have Capabilities

  • Cut wait times
  • Know exactly what is out of stock at a glance
  • Clear and Explanatory Menu
  • Show the Meal Period at a glance
  • Maintain Human element while interacting with kiosk
  • Personalization for language and dietary restriction
  • Allow users to order frequent items
  • Pay at the kiosk
  • Wheelchair accessible and ADA compliant

 

User Journey Maps and Physical Form

1. User Journey Map Initial Iteration

2. Simplifying Final Iteration

3. Sketching Visual Brand Form Language

4. Rendered Brand Consistent Form

PRODUCT

Visual brand language meets capability. Functional and brand consistent.

Rotating Navigation Bezel/Ring

The rotating ring allows wheelchair disabled people to easily navigate through the user interface by rotating the bottom section of the ring. It also allows blind users to navigate through the user interface in the event that they would use the kiosk. There is a headphone jack and rotating the ring cycles through each option.

 

Big and Bright

Tazza D’Oro is a hectic place with a lot going on that is visually stimulating. There is a big and bright AMOLED display and the bright color of the ring to draw attention to users to make it distinguishable from the rest of the environment. The big display also makes the user interface navigation extremely quick.

 

Card Swipe | Tap-to-pay NFC

The kiosk allows you to pay at that moment, saving time and in the event that the kiosk or existing POS register system is down, there is a failsafe which will not clog up the lines.

 

Offset Form

Many existing kiosks right now have flat fronts, which means that wheelchair disabled people need to interface with the kiosk in a perpendicular fashion. With an offset form, it allows a person in a wheelchair to go directly underneath the screen.

 

Intuitive Interactions

The interface of the Logi kiosk is a fun, usable,and intuitive interface. With the simplicity of the interface and interactions, one can order food faster than ever.

 

Out of Stock

Currently at Tazza D’Oro, you do not know what is out of stock until you get to the front of the line, which clogs up the line. The interface shows you at a glance what is out of stock that day.

 

Detailed Descriptions

The kiosk gives very detailed descriptions and pictures of what you will buy, allowing the user to have the most knowledge of what they are ordering. Also can allow for ingredients to be viewed.

 

Log in with Payment

You can tap your phone with Android Pay, Apple Pay, Google Wallet, etc, or swipe your preferred credit or debit card to get started. All you have to do after you select your items is confirm your checkout

 

Friendly Interface

The interface is meant to draw you in with the bold and fun colors, it helps the kiosk stand out in the visually hectic environment. It also makes you want to interact with the staff. It strives to create a fun experience from ordering to enjoying the coffee and food.

 

Predictive Analysis

The kiosk remembers the purchases linked to the payment method you are choosing and allows you to quickly add your frequent purchases to your cart. It also makes suggestions based on frequent items.

 

Meal Period

The kiosk shows very clearly what meal period it is and how long the meal period lasts. The food changes based on meal period, so seeing the meal period is

 

Dietary Restrictions

A lot of regulars have dietary restrictions, whether vegetarian, lactose intolerance, etc, the kiosk can remember if you have a specified dietary restriction or can predict based on your frequent purchases what items you may not be able to eat or drink.

 

Language

There are many international students that go to Tazza D’Oro that have a hard time understanding what is ingredients are contained, what certain items are called, how to order certain drinks, etc. The kiosk allows you to change the language to your preference.

 

Personal

The current system calls out the numbers that are on the receipt. People lose their numbers or take other peoples’ purchases by accident. This kiosk takes the name linked to your ID or payment method to give a more personal and accurate way to receive your food.

 

 

02  work

01  home

03  about

04  resume

Creativity is piercing the mundane to find the marvelous.

-bill moyers

Rotating Navigation Bezel/Ring

The rotating ring allows wheelchair disabled people to easily navigate through the user interface by rotating the bottom section of the ring. It also allows blind users to navigate through the user interface in the event that they would use the kiosk. There is a headphone jack and rotating the ring cycles through each option.

 

Big and Bright

Tazza D’Oro is a hectic place with a lot going on that is visually stimulating. There is a big and bright AMOLED display and the bright color of the ring to draw attention to users to make it distinguishable from the rest of the environment. The big display also makes the user interface navigation extremely quick.

 

Card Swipe | Tap-to-pay NFC

The kiosk allows you to pay at that moment, saving time and in the event that the kiosk or existing POS register system is down, there is a failsafe which will not clog up the lines.

 

Offset Form

Many existing kiosks right now have flat fronts, which means that wheelchair disabled people need to interface with the kiosk in a perpendicular fashion. With an offset form, it allows a person in a wheelchair to go directly underneath the screen.

 

Intuitive Interactions

The interface of the Logi kiosk is a fun, usable,and intuitive interface. With the simplicity of the interface and interactions, one can order food faster than ever.

 

Out of Stock

Currently at Tazza D’Oro, you do not know what is out of stock until you get to the front of the line, which clogs up the line. The interface shows you at a glance what is out of stock that day.

 

Detailed Descriptions

The kiosk gives very detailed descriptions and pictures of what you will buy, allowing the user to have the most knowledge of what they are ordering. Also can allow for ingredients to be viewed.

 

Log in with Payment

You can tap your phone with Android Pay, Apple Pay, Google Wallet, etc, or swipe your preferred credit or debit card to get started. All you have to do after you select your items is confirm your checkout

 

Friendly Interface

The interface is meant to draw you in with the bold and fun colors, it helps the kiosk stand out in the visually hectic environment. It also makes you want to interact with the staff. It strives to create a fun experience from ordering to enjoying the coffee and food.

 

Predictive Analysis

The kiosk remembers the purchases linked to the payment method you are choosing and allows you to quickly add your frequent purchases to your cart. It also makes suggestions based on frequent items.

 

Meal Period

The kiosk shows very clearly what meal period it is and how long the meal period lasts. The food changes based on meal period, so seeing the meal period is

 

Dietary Restrictions

A lot of regulars have dietary restrictions, whether vegetarian, lactose intolerance, etc, the kiosk can remember if you have a specified dietary restriction or can predict based on your frequent purchases what items you may not be able to eat or drink.

 

Language

There are many international students that go to Tazza D’Oro that have a hard time understanding what is ingredients are contained, what certain items are called, how to order certain drinks, etc. The kiosk allows you to change the language to your preference.

 

Personal

The current system calls out the numbers that are on the receipt. People lose their numbers or take other peoples’ purchases by accident. This kiosk takes the name linked to your ID or payment method to give a more personal and accurate way to receive your food.

 

Logitech Kiosk