Kwik 24
An IoT startup that created an app based ‘Grab and Go’ smart vending machine targeted at young working professionals who demand a more convenient buying experience. Deployed in 20 locations with 42 machines at various tech parks in Bengaluru, these smart stores see around 2000 transactions / per day.
My Role : Design Research + Insights // User Experience Design
Team : Sonia Manchanda // Rajeshwari Math // Parineeta Mahindrakar // Akash (Product Design Intern)
Designing a smart store experience for the millennial workforce!
As scalable automation solutions get more popular, it changes the fabric of human interaction in shopping.
How might we understand how each user interacts with the store and design the smart store experience? How might we engage users to intuitively connect to the store?
Location: Manyata Tech Park, E2 lobby
Area Type: Multi Tenant Lobby
Observations:
+ The place is buzzing!
+ People often visit in groups
+ People seem to wait
+ The executive helps the customer all day
Location : Mphasis, World Tech Center 3
Area Type : BPO with Sitting Area
Observations:
+ People are around the machine throughout the day
+ People enjoy their food at leisure
+ The machine is not crowded as there is a sitting area
+ The machine needs to have more presence
Location: Capgemini
Area Type: Single Tenant Lobby
Observations:
+ Less crowd comparatively
+ Many eating options around
+ Crowd mostly arrives after 4 PM
+ People seem to be in hurry
Changing Food Habits
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Snacking has become more common across the world in the recent years
Consumers in the emerging markets of Brazil, China and India are the most prolific snackers..
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Millennials find snacking useful…
Unlike generations before, Millennials find function in snacking, whether psychological or emotional.
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Millennials look for convenience!
The ‘ready-to-eat’ product category has grown exponentially by 28% over last 5 years.
The millennials (aged 18 to 34 years), who earn more than a million rupees a year, will spend 13 per cent of food expenditure on eating out.
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Millennials eat the highest share of meals outside or buy ready to eat.
They eat 2.3% of their meals at a restaurant = roughly one trip every other week!
User Personas
Based on real user interviews, we created mental modes, a life, needs, wants and dreams.
The barriers that they want to overcome. These personas represent the different mindsets, motivations and behaviour patterns of our users.
Insights
How many times do you use the machine to get food? What products do you usually buy? Primarily snacks and beverages!
Snack More! Snack Right!
Do you buy for your friends?
53.8% responded with sometimes, while 46.2% share food with their friends!
Joey Does Share!
Food fosters friendships
Do you prefer food from our machine against your cafeteria? If yes, then why?
Majority claimed they like the quality, variety and freshness of the food when compared to their office cafeteria.
Make your own combo
Would you like to ‘favourite’ / rate product in the app? 82% said Yes 10% said Maybe.
Personalise Experience
Favouriting a product will personalise the feed and provide daily curated food options on the users’ app.
Do you look at the TV screen displayed on our machine? 38.5% say yes, 38.5% said sometimes.
Engage with me! Show me what I don’t know
‘Did-you-know’ content that helps make one conscious about food choices and how to be productive!
Would you be interested in trying out a newly launched products? 100% said Yes.
Create Anticipation!
Build curiosity for new product launches!
Millennials are natives to technology and are habituated to instant gratification. Having instant access to product reviews, price comparisons and extraordinary variety shapes their buying decisions.
Instant Gratification
Millennials don’t want to miss. They would rather spend money on experiences, like food, concerts, festivals, sports or parties, instead of buying tangible products.
New Experiences Are Critical!
Waiting too long to eat or missing out on breakfast may lead to unsteady blood sugar levels, which cause anxiety-like sensations, including shakiness, dizziness, confusion, and difficulty in speaking.
Food Inspires Productivity
Hunger Hampers Productivity : A common workplace challenge that cannot be ignored.
When you get hungry, you get angry and then you get hangry!
Never Stay Hungry
Imagining the “perfect scenario”
Creating a New Habit! We led the shift from being Functional to create a Culture around snacking and give Sharing of Food a new meaning!
Kwik Magik!
The vibrant packaging, interactive screens and mascot welcomes users to the machines with a call to never stay hungry. The new branding and design is fresh, pleasing, bold and highly functional with the hangry face as the mascot.
Maximising the ‘Ease of Use’
The intuitive interactions, easy to use store with hassle free access and payment methods, relevant communication, tissues, forks and bags made the experience almost magical!
On-Screen Call to Action Communication
Result : 3,70,000 transactions!
The Kwik 24 mobile app and smart store allowed you to see what’s in the smart stores around your work place, interact and select food / beverages through the app, pick items from the machine and walk away – with the payment happening in the background. Kwik 24 was acquired by Big Basket and is now BB Instant 😎