/ expereince design
Gamification in Retail
helping quick-serve restaurants bring more fun into service roles while increasing performance efficiencies
Project Scope:
- Discovery
- Journeymap
- Work flow
- Wireframe
- Visual Design
- Prototype
Desired Outcomes:
- Promote engagement and fun with crew members across stores and franchises
- Increase overall store performance through crew engagement and incentives
Assumptions:
- The desire to achieve drives productivity
- Game-based engagement makes work more enjoyable through rewards, gratification, motivation, & feedback
90%
of employees are more productive when they use gamification.
48%
increase in employee engagement with game-based motivation. 1
70%
of Forbes Global 2000 companies use gamification to boost retention, engagement, and revenues.2
PROJECT ENGAGEMENT / 4 months
CONSULTING TEAM (project202)
- Account Exective
- Project Manager
- Experience Design Director (Ned Cannon)
- Product Designer
- Product Designer
CLIENT STAKEHOLDERS (HME)
- General Manager, HME Drive-Thru Division
- Program Manager
- Product Manager
- Development Team
Key Personas:
CREW MEMBER (rotating roles / teams)
“I’m hoping to enjoy the next 4 hours.”
- 52% women, 48% men, average age 27yo
- Large % of crews composed of high school PT workers covering variable roles
- Typically a “first job”, could work in multiple roles and locations in same city/region
- Responsible for predictable, quality service at efficient work rate
LOCATION MANAGER
“The more cars we serve, the better our daily numbers and my paycheck looks .”
- 46% women, 54% men, average age 38yo
- Career QSR Managers can manage multiple locations
- Responsible for staffing, shift management, overall quality of service and productivity
- Could work in multiple locations in same region, typically under same franchisee
LOCATION / FRANCHISE OWNER
“I bought these restaurant fanchises to make money.”
- 34% women, 66% men, average age 44yo
- QSR Franchise Owners typically own and operate multiple locationS
- Responsible for overall operational management and profitability of location[s]
- Responsible for predictable, quality service at efficient work rate
ENVIRONMENT / FORM FACTOR
CREW MEMBER (rotating roles / teams)
Crew workers on feet and moving from station to station in busy fast food environment
No access to computer terminal with keyboard, mouse or interactive display
Crew is permitted mobile phones during breaks
Visual display limited to standard resolution screens located above head and out of view from store guests
Game Theory Research + Feature Development
Design Execution
Overview Videos
Achieve Goals, Earn Awards
Drive-thru Smack Talk
Real-Time Feedback