drive-thru research + innovation.
A Cognizant-sponsored studio project focusing on reinventing the experience of the drive through at quick service restaurants.
Role: Design Researcher, Designer, Presenter. Duration: 10 weeks.
Team: Allen Ding, Elizaveta Egovora, Julia Pina.
project prelude
This was a 10-week studio project sponsored by Cognizant. Their goal was to obtain fresh perspectives on current industry problems. Through their partnership, we were able to gain access to subject-matter experts and valuable corporate feedback.
The project prompts were inspired by their current clients. My group chose to tackle the drive through industry in regards to QSRs (Quick Service Restaurants).
rethinking the fast food drive-thru
How would you rethink the drive through experience in the post-COVID world?
How to make the process of ordering and picking up food faster, more accurate, and simple?
ethnographic research
To help frame our research, we engaged in ethnographic research by visiting multiple drive throughs. Our experience from the Chick-fil-A drive through was the most notable.
The line was extremely backed up. Employees with the iPads came very far back to take our order, which left us to wait even longer in line with no instruction.
Cars trying to enter the drive thru lane started to line up next to the drive thru exit, blocking those already in the lane from exiting and adding confusion.
At the point where we had to merge into one lane, it was hard to know which car we were supposed to follow, resulting in the staff asking us if our name matched the order.
survey
In order to gain initial data, we sent a survey to the Georgia Tech parent group, GT alum, classmates, and colleagues. There were 15 Questions which were combination of qualitative and quantitative results. We received over 300 responses.
survey insights
personas by behavior
From our initial research, we identified two main people groups, who each shared specific motivations, pains, and gains.
order on site
Motivation: Spontaneous, low effort ready-to-eat food
Gains: Comfort of staying in vehicle, no additional apps installed
Pains: Drive-thru traffic
order on mobile
Motivation: Ease of ordering ready-to-eat food with time efficiency
Gains: Customization, rewards system, enhanced order accuracy
Pains: Interaction with employees
journey mapping
In order to gain a better perspective, we tracked the journey of each persona.
ORDER ONSITE
ORDER ON MOBILE
current opportunities
We identified three main opportunities to tackle with our design.
delays in linear processes
The current process is linear and prone to delays; if any stage of the drive-thru process slows , all other steps get backed up.
Current staff shortages exacerbate these process inefficiencies, there is opportunity to leverage new technologies to account for staff limitations.
improve way finding
Lanes that merge can be confusing with limited way-finding, especially when lines wrap around the building.
design goals
1) Break up linearity by separating out lanes based on order method and complexity.
2) Create delightful interactions and experience regardless of order size/method
3) Reduce cognitive load of the customer by guiding them to correct and most efficient lane
solution mapping
From this point, we entered many rounds of brainstorming and ideation, based on the tenets of order accuracy, efficiency, technology, and queues.
initial concepts
From brainstorming and ideating, we decided to move forward with three main concepts, which all worked within a proposed system.
initial feedback
After our initial concept presentation, we received feedback from a panel of judges. We then used this feedback to frame our next steps.
Refine the details of pick-up lockers by considering differences in complexity
and car models
Consider real-time tests to document traffic flow and unseen problems
Conserve real-estate by rethinking integration of waiting lanes
concept development
We built models to actively test pain points in our design.
layout testing
In order to test traffic flow and existing cognitive models, we constructed a miniature drive thru in the atrium. We tested several different layouts based on the constructive feedback of our users.
testing findings
1) High-Volume merging with mobile lanes slowed traffic, reducing the incentive for mobile orders
2) Fastest experience entailed users starting both outside and within the drive-thru system
3) Clear Way-finding enhances the experience and reduces decision making for the user
pick-up locker testing
To finalize the design, we tested several different sizes and variations of the pick-up locker in conjunction with many car models.
testing findings
1) Locker #4 works the best by mimicking the server’s extended hand
2) Large-orders are a hassle and may be best delivered through the express-window
3) Visual Feedback can assist which locker the car should pull up to
final concept
final concept: regular orders
description
Our guest enters the QSR and orders at the kiosk (red). The two lanes then merge and pick up their order at the express window.
final concept: large volume orders
reasoning
Large or complex orders slow the queue. A designated area will convenience those ordering as well as the others in line.
description
Our guest enters the QSR and orders at the kiosk (red). If their order is deemed large or complex, they are then directed to the designated large order zone (blue). They then pay and when directed by the kiosk, merge with the regular traffic and pick up their food at the window.
final concept: mobile orders
reasoning
Mobile orders are more convenient for kitchen staff, and in an effort to incentivize mobile orders, this lane should be the most efficient. .
description
Our guest enters the QSR and scans their app at the kiosk. They then pull up to the pick-up locker, collect their food, and exit the drive through.
final lane concept
technology considerations
We considered the use of several technologies to make our designs feasible.
app intergrations
With consideration to the shelf life of fast food as well as the convenience of the customer, our model utilizes geolocation. When the customer is in a certain radius of the QSR, the kitchen is alerted and will start preparing the order accordingly. This method considers efficiency in regards to the kitchen as well as the customer’s experiences.
plate recognition
At each ordering station, a camera will read and store the guest’s license plate using AI. This information is then used to quickly ensure the right order is given to each car at both the express window and pick-up locker.
pick-up locker
In order to deliver food efficiently to the farthest lane, a pick-up locker is used in conjunction with a conveyer belt. The kitchen is previously notified of the car's arrival using the app’s geolocation feature and accordingly, place the food on the conveyer belt.
pick-up locker details
mimicking human interaction
Drawer system mimics a server’s extended hand and provides the best experience for the user’s convenience.use of sensors
Proximity sensors located on the locker, which will allow the drawer to extend based on the car’s distance.
integration with kitchen
Utilization of a cyclical conveyor belt system which leads from the kitchen to the pick-up locker.
The kitchen loads the bag onto the conveyer belt which transports the bag to the pick-up locker.
Upon recognition, the glass door slides open and the drawer extends.
way finding
We placed an emphasis on way finding in our design in order to mitigate driver confusion and smooth traffic flow.
merge lights
Merge lights mitigate driver confusion by indicating when they are supposed to merge into traffic. The signals operate based on real time traffic conditions and eliminate the need for additional staff during rush hour.
digital kiosks
The digital kiosks interact with guests by allowing them to order with voice AI, process card payments, and directing them to the next stop in their journey.
digital kiosk details
concept video
A 2 min walkthrough of our final design concept. Feel free to view below.
next steps
The next steps in our journey to reinvent the drive through system.
Test with multiple cars in vacant lots in order to more accurately test efficiency and pain points.
experiment with building design
Understand average lot sizes in relation to QSRs to potentially redesign the building itself.test interactive elements
Focus on building out and testing the interactive elements of the design, such as the kiosks and pick-up locker mechanism.
feedback
Our project was very positively received both by Cognizant and Georgia Tech faculty.
We were nominated to present our project at Launchpad, Georgia Tech's College of Design's talent showcase.