Problem Statement

Mobile app users who place fast food orders for drive-through pick-up express dissatisfaction with

the extended and unengaging wait times. The presentation of menus appears cluttered, contributing

to confusion, delays, and regrettable choices.

Value Proposition

• AI-Enhanced Fast-Food Drive-Throughs Introduce Innovative Customer Journeys
• Utilizing Downtime: Engage Customers with Games and Earn Discounts Through AI During Wait Times
  
• Embracing Automation Enthusiasts: A Drive-Through Encounter Tailored to Virtual Assistant Users
  
• Elevating Accuracy and Security: Curbing Errors and Safeguarding Credit Card Information in Drive-Through Transactions
  
• Cultivating Satisfaction: Reducing Errors to Foster Customer Loyalty, Confidence, and Food Safety
  
• Gamified Discounts: Transforming Wait Times into Enjoyable and Rewarding Moments at Drive-Throughs
  

Phases

Desire

Drive-Through

Ordering

Payment

Location

Chose a fast-food restaurant based on the best deals and proximity to home.

• Enters drive-through lane
• Waits 10 minutes in line
• Pulls up to the drive-through menu.
• Greeted by drive-through customer service rep.

• Informs cashier about in app order
• Cashier confirms order
• Waits an additional 5 minutes for food

• Hands cash to the cashier
• Cash falls to the ground
• Dollar bills are flown away
• Customer pays with debit card
• Cashier hands food to customer
• Cashier forgets to return debit card
• Customer drives away

Search for restaurants online. Lookup fast food apps on phone.

PROCESS

• It’s a week day
• Kids have a lot of homework
• Parents worked late
• No time to cook
• Wants something quick
• Does not want to eat dine-in
• Kids wants hamburgers and

french- fries

• Affordable and within budget
• Mobile App. specials and deals

• Specials, promotions and deals
• Good reviews and rating
• Fast food closest to home
• Easy to place order through app.
• In app savings

• Quick service
• Convenient

• Waited for a while and don’t want to cancel order for the sake of not wasting more time to feed family
  

Using a drive-through is usually a quick way to get food

INFLUENCERS

• Impatience
• Anticipation
• Boredom
• Frustration

• Hungry
• Exhausted

• Impatience
• Anticipation
• Boredom
• Frustration

Eager

Relieved

Tired

Convenience

EMOTIONS

• Eliminate the need to pay through humans
• Pay for food with phone through phone app

• Provide gaming opportunities during long wait times
  

Enable customers to apply game winnings to order

• Seamless synchronization of app with the drive-through menu
  
• Utilization of the mobile app as a navigation aid for drive-through menu
  
• Voice command recognition for navigating the drive-through menu.
  
• No cash payments
• Payment only through phone app.
  

VA locate restaurants with best deals within short distance from home

OPPORTUNITY

Design Project: Exploratory Fast Food Restaurant, Drive-Through Menu and Check-Out Process Research

Cycle: Sprint-1, Sept. 3, 2019

Objective: Explore drive-through customer interactions with drive-through menus and the entire check out process. Identify pain points, trends and opportunities for technological development.

Hypothesis:

• Drive-through customers would find it easier to navigate drive-through menus if the menus were interactive and customizable.
• Customers who use the drive-through for placing orders would experience more satisfaction if they could control what they see on the menu by voice commands and/or with touch.
• If customers with fast food drive-through applications on their phones could syncs their devices to a drive-through“smart”

menu, the customer could navigate and customize the menu with their phone or tablet.

• Drive-through customers would like t to check out (pay for their food) directly at a smart menu or through a fast food mobile app.

Research finding report and updated personas.