Redesigning Experience
of Vending Machine.
Improving sales and enhancing experiences of interactive vending machine from the biggest dairy product company in South East Asia
UX Design
Co-Design
User Research
Game Design
D2C
Client
PT Ultra Jaya Tbk
Company
Labtek Indie Bandung
My Role
UX Designer,
Lead Researcher
Time Frame
3 sprints + 1 extra sprint 1 sprint = 2 weeks
Platform
43-inch Touch Screen
Stack
Unity 3D
Tools & App Used
Adobe Illustrator
Adobe Photoshop
Unity 3D
Time Frame
2019 - 2020
Summary (TL;DR)
Problem
Vending machine from PT Ultra Jaya need to be updated, to increase sales and enhance it engagement and interactivity among their customers. The old vending machine had several problems.
Solution
- New UI, new Mini-Game
- Package bundling sales
- Optimized product view, cart and payment flow
- Can transaction with old new banknote
My Role & Collaboration
My role as UX Designer starts from co-facilitated the Co-Creation session, led the research, synthesize and translate into the design concept and flow. While the UI Design was helped and designed by Art Director and Graphic Designer.
What I Did
- Redesigned and optimized flow of product view, cart, and payment
- Designed and created UI Kit and guidelines
- Provided and directed sound effects (SFX) and background music (BGM)
- Led User Research
Background
About Project
PT Ultra Jaya
About Labtek Indie
Labtek Indie is a research, design, and development company for technology-related products through a human-centered design approach based in Bandung. Since 2012, Labtek Indie has helped clients from various industries innovate and improve their business through products, which has high value for their organization. Labtek Indie has a battle-tested framework for product development, derived from Design Thinking, User-Centered Design, and Agile Software Development methods. We called it the Dragon Balls framework because the balls and look like Dragon’s Ball in the anime Dragon Ball Z.
The Challenges
Since I joined this project from the 2nd Co-Creation workshop, not from the beginning (I missed Co-Creation #1 and Sprint #1 and Usability Testing session #1), I understood this is a big challenge for me to maximize my involvement and part as the UX Designer at the 2nd Co-Creation session.
At the moment PT. Ultrajaya Milk Industry Tbk. is in need to provide a vending machine installation for Ultra Milk, in order to attract a specific target market, which is: Mother with children of 6-12 y.o.
Another challenge is the game developer’s role. At the end of Sprint #2, our 2 game developers decided to stop their tenure in this project, even though we were in the middle of the development, just one sprint only, And also we found very intricated because only one animator had been booked for another project
Co-Creation
To start the project with a clear understanding, in Labtek Indie, we proposed a Co-creation workshop as a kick start event to define the right problems. We divided the participants into 2 groups.
In this Co-Creation workshop, I have the responsibility as co-facilitator with a participant role on behalf of Labtek Indie, as UX Designer, an advocate for users of vending machine
#1 Progress Review
Co-Creation begins with Progress Review which means examine existing development progress in Sprint #1 before and recent feedbacks from users after Usability Testing #1.
After participants have given all the feedbacks, each participant writes their feedbacks on the post-it and starts grouping/categorizing their post it. This is an important phase because give clarity about what kind of feedback that has been made, to help participant know the context of the feedback.
#2 Generate User Story
Based on the feedback, each participant ideate what kind of user stories can be made to solve the issue.
In this phase, each participant has a chance to give voting on what kind of user stories that important to solve for the next prototyping. By knowing each participant’s opinion about the urgency of the prototype, it helps for time to decide what kind of prototype that needs to be made.
All the user stories will become a reference for prototyping in the next session, and also can be used for the Product Owner to generate backlog in the next sprint.
#3 Ideation
After generated the user stories, each participant ideates their selected (most voted) user stories using the Crazy 8 method, by sketching use pen and paper. All participant write their ideas into 8 sections of a paper and give a chance to tell their own ideas.
This session is important to give insight to the team on what kind of prototype can be made.
#5 Testing & Feedback
At the end of the 2nd Co-Creation session, we organize a Role Play session with the involvement of the participants to present and do role play on the prototype.
In order to give valid feedback, participants were welcomed to ask and give feedback for the prototype as insight for the next iteration.
Feedbacks are eventually being reformated to become additional User Stories.
Documentation
The Process
Remap the User Flow
When Sprint #2 began,
I am as a UX Designer have a big responsibility to lead the design and development process. And after Sprint Planning Meeting (SPM), I created a User Flow as an anchor and north star to begin this development.
Sketch-storming
Directing Animation, SFx & BGM
Another challenge is the game developer’s role. At the end of Sprint #2, our 2 game developers decided to stop their tenure in this project, even though we were in the middle of the development, just one sprint only, And also we found very intricated because only one animator had been booked for another project
User Research
Assumptions
- When using a vending machine, people prefer new experiences rather than familiar ones
- People prefer direct purchase without playing game
- Vending machine placement is not big concerns
Research Goals
- Identify potential users and target market
- Identify frustrations, motivations, and goals from transaction experience
- Identify the pattern of vending machine usage
- Identify the user trend to transaction only (1st scenario) and to experience new mini-game and surprise that we proposed in this development (2nd scenario)
Research Findings
of participants could buy product and completed transaction using the vending machine
90%
of participants found the mini-game and surprise in this vending machine is very attractive.
Feedback and Takeaways
- Most people in this study have been transacting using a vending machine with another brand before
- Most people in the study don’t transaction on the vending machine for the last 1 month
- Product pricing in the vending machine feels rights, cheaper than the retail price.
- Many users prefer less clutter on the screen, and clearer product information.
- Users prefer more little gimmick interaction and animation appropriately placed in the bottom screen or on the left/right edges that don’t compete with the main content.
- Common most important features: add hints and guidance (coach mark) in every screen
The Final Design
Updated User Flow
Another challenge is the game developer’s role. At the end of Sprint #2, our 2 game developers decided to stop their tenure in this project, even though we were in the middle of the development, just one sprint only, And also we found very intricated because only one animator had been booked for another project
UI Kit
Another challenge is the game developer’s role. At the end of Sprint #2, our 2 game developers decided to stop their tenure in this project, even though we were in the middle of the development, just one sprint only, And also we found very intricated because only one animator had been booked for another project
Enhanced Design Style and Fidelity
Another challenge is the game developer’s role. At the end of Sprint #2, our 2 game developers decided to stop their tenure in this project, even though we were in the middle of the development, just one sprint only, And also we found very intricated because only one animator had been booked for another project
Package Bundling: a Business and UX Strategy
Another challenge is the game developer’s role. At the end of Sprint #2, our 2 game developers decided to stop their tenure in this project, even though we were in the middle of the development, just one sprint only, And also we found very intricated because only one animator had been booked for another project
Prototype
Retrospective
Learnings
Usability testing is needed to validate our design, regardless of the budget, project size or timeline, even if we can only conduct a small scale test among team.
Kudos
Kudos to VMUJ Project Team:
Erdry Suryadharma (Product Owner), Adriana ‘Enge’ (Scrum Master), Izhar Fathurrohim (Art Director, Graphic Designer, Co-Researcher), Alain ‘Apeng’ Bunyamin (Graphic Designer), Permana ‘Per’ Handiyuda (Animator), M. Fakhri Ridho (Unity 3D/Game Developer), Alamanda Hindersah (Copywriter)
to other Labtek Indie Team:
Bagus Agung (Co-Researcher, UX Designer in Sprint #1), Tantri, Wigy, Mbak Mel