Project Ask

Lexus was seeking a redesign of their Inventory Search application, which was used in dealership kiosks across the US. We were only working on the creative, but I saw an opportunity to create a more successful kiosk experience when I found out that people weren't even using the existing kiosks.

MY RESPONSIBILITIES

  • Advised agency partner and Lexus stakeholders on design and research strategy
  • Created deliverables, presented, and gathered feedback for all design work
  • Planned, moderated, and analyzed all research activities
  • Lead workshops with clients and other team members

CHALLENGES

  • Problems were beyond the UI itself (environment). Customers never used the existing kiosks, so a redesign would not solve the real problem
  • Initial budget was set for visual comps only
  • Client had low knowledge in UX process and methodology

Approach

MEDIUM

Kiosk

Techniques

  1. Stakeholder Interviews
  2. Ethnography
  3. User Interviews
  4. User Flow Workshop
  5. Client Sketch Workshop
  6. Low-fidelity Wireframes
  7. Medium-fidelity Wireframes

Process

I discovered during stakeholder meetings that customers never approach the kiosk, and so I recommended ethnography and user interviews to focus on uncovering the real issues.

 A positive finding indicated that dark tiling around the kiosk attracts customers

A positive finding indicated that dark tiling around the kiosk attracts customers

 The invisible kiosk sits to the side and opposite of where customers face when they first come in

The invisible kiosk sits to the side and opposite of where customers face when they first come in

After discovering that physical set-up, presentation, and location were the major issues, I proposed creating an easy-to-understand, visual guide (akin to computer hardware get started guides) for dealerships.

I then used the ethnographic research and personas to inform a user flow, which was then used for a six-up design sketch workshop with my team and client.

 A segment of the user flow we worked on (slightly blurred, but you get the idea)

A segment of the user flow we worked on (slightly blurred, but you get the idea)

Finally, I presented multiple concept low-fidelity wireframes to lock down an interaction style. Once it was signed off, I worked on medium-fidelity wireframes and worked iteratively with the client to fulfill technical and business logic requirements.

 I made sure that customers were protected from insane manufacturing and business restriction logic while simply selecting car colors

I made sure that customers were protected from insane manufacturing and business restriction logic while simply selecting car colors

 Ethnography highlighted the major importance of friendly, responsive feedback for errors, network issues, and shielding users from complicated business logic

Ethnography highlighted the major importance of friendly, responsive feedback for errors, network issues, and shielding users from complicated business logic

Results

  • Convinced Lexus to give us time/budget for conducting ethnography at dealerships which would help us come up with a smarter solution
  • Because research and design was well received, Lexus asked us to redesign the entire kiosk experience
  • Research that outlines specifically why the kiosks were not being used and how to fix the problems
  • Client had a successful understanding of the value in UX research and design and even participated in workshops with me