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Half-way there…what have we learned?
Author: Jeannie Walters
April 17, 2008
Where does the time go when you’re busy analyzing self-service kiosks? I’ve been offline a bit thanks to client work and travel, but fear not – I’ve been dutifully trying out various self-service options along the way…including:
1. Hilton Check-in/Check-out Kiosk: oops! Not working. For now, just a lobby decoration.
2. Southwest Airlines self-service kiosks: As with most airline kiosks, screen usability is not the issue, it’s the environment that leaves a lot to be desired.
3. Fill ‘er up: What’s more stressful than racing to the gas station to fill up the rental car before returning it? Without pay-at-the-pump, I’d still be in Philadelphia!
As with most things, there’s room for improvement across the board. But, so far on my exploits, I’ve picked a few favorites and a few not so favorites.
The best, so far:
Overall, banks have figured it out. By providing excellent legibility and overall ease of use, they prove they understand the purpose of creating a faster, more efficient method for customers to serve themselves. Customers have responded in kind, and today there are an estimated 1.5 million ATMs in use worldwide[1]. The crazy idea of charging customers who prefer human tellers was blasted out of the marketplace a few years ago and rightfully so[2]. Overall customers use and are happy with the 24/7 access ATMs provide. Remember the idea of “I have to go to the bank to get some cash”? That’s SO 1990. Chase is a great example of intuitive design and simple, convenient options.
Another successful model of self-service is the predictable, albeit excessively pricey, gas station pump which has become the preferred way to fill up for most people. Any way I can avoid walking into one of those gas cubes (or whatever those little bitty buildings are called) and waiting in line has got to be an improvement. An intriguing future lies ahead with entertainment and advertisements available via self-service pumps. Perhaps going to the gas station won’t be such a dreaded task if I can pass the time with a few minutes of Access Hollywood.
And now for the worst, so far:
While I love the convenience of White Hen, their self-service deli kiosks leave a lot to be desired. A big favorite with the time-pressed lunch crowd, customers are left scratching their heads as they attempt to order a simple ham and cheese sandwich. Navigation is unnecessarily complicated and the only help available is from the “I’m busy…must avoid eye contact,” deli employee. When I’m pressed for time, I love the idea of being able to order a custom-made to my liking sandwich; I just wish it wasn’t so confusing! A few tweaks to this system’s navigation could really help improve the overall customer experience. After all, customers love when they can accomplish something quickly and easily on their own.
Another lackluster self-service machine, grocery store self check-out machines. Why does it keep beeping at me? Ok, I’m ready to pay, now what? Where’s my receipt? Help…someone, anyone. Today, nearly a quarter of all supermarket chains offer self-checkout, up from only 6 percent in 1999, and an estimated 50% of customers use them[3]. Whether you love them or hate them, self check-out machines are here to stay and it’s likely you’ll be seeing a lot more of them in a variety of different retail settings. It would serve the kiosk industry well to be proactive and survey customers to find out what needs improvement before self check-out kiosks take over the retail industry.
While designed to empower customers, nothing can cause more frustration than a poorly designed self-service machine. Here are a few questions I’d like to pose to the self-service industry to challenge them to improve:
1. How can we make them cleaner? Yuck. Is someone supposed to clean these machines? Because in general, they don’t.
2. How can we make them more secure? A bit part of usability is about making the “user” feel comfortable. In some cases, security concerns far outweigh convenience factors. It’s a scary world out there, let your customers know you care and pay attention. Install better lighting and ways to connect to a human.
3. How can we hear “thanks” a little more often? A true missing feature is the human touch. Shell gas station made a point to say “Thank You” when the transaction was complete. This stood out because it’s not as common as it should be.
[1] ATM Marketplace, December 2007
[2] Barry Meier, “Need a Teller? A Big Bank Plans $3 Fee,” New York Times, April 27, 1995
[3] Joel Elson, “Computers seen transforming supermarket of the future,” Supermarket News, April 23, 1984
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I agree on the cleanliness aspect. Some grocery stores now supply antibacterial wipes for the handles of shopping carts. Stores could provide hand wipes for kiosk touchscreens as well.
Comment by Kim — April 17, 2008 @ 8:31 pm
Jeannie:
I have to disagree about the “entertainment” at the gas pump. I now avoid Shell stations because I don’t want to be bombarded by the TV and Ads blaring. Give me a way to turn it off and I might be OK with it, but right now it seems like the ultimate in interruption marketing. I have the same feeling about the video in the grocery checkout and in the produce section. I just want some peace and quiet to think my own thoughts. But maybe I’m the odd ball.
Comment by Brad Farris — April 20, 2008 @ 3:37 pm
Excellent point, Brad. Customer control should allow for more choice here - not just turning off, but perhaps around content desired. I bet some folks who wouldn’t like most things might tune in for weather and traffic information. I’m sure we’ll watch as this evolves.
Comment by Jeannie — April 21, 2008 @ 3:28 pm