QSR Drive Thru

Rethinking the Fast Food Drive-Thru

Discipline
Interactive Design,
Experience Design

For
Cognizant Sponsored Project

Team
Erin Kingsley
Julia Pina
Liza Egorova

Timeline
Sept - Dec 2021

Role
UX Researcher, Prototype Designer

Tools
Figma, Keyshot, Fusion360

Summary

We were tasked with a design challenge: What is the drive-thru experience in the post-COVID world? How would the process of ordering and picking up food become faster, more accurate, and easier?

As a team, we identified the initial design opportunities, which consisted of delays in linear processes, made up for staff shortages, and improve drive-thru lane wayfinding.

Research Insights

With over 100+ survey responses, below illustrate the percentages of how we order fast food, why we order fast food, and what some major pain points are when ordering.

Initial Concepts

Multi-lane Ordering

Ordering Kiosks

Pick-up Lockers

What’s next…

  • 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 

Usertesting Time

We conducted real-time testing of the modified layout by simulating a drive-thru experience in a small atrium, using masking tape for lanes and adding signage to guide users through the new design.

  • Fastest experience entailed efficiency in both
    outside and within the drive-thru system

  • Clear Way-finding enhances the experience and
    reduces decision-making for the user

Our Analysis

  • Mobile users enjoyed their experience more
    compared to their regular-lane counterparts

Final Concept

Closer Look

1. Large Order Zone

Large or complex orders slow the queue. A designated area will be convenient for those ordering as well as the others in line.

2. Pick-Up Lockers

Pick-up lockers allow drive-thrus to space out order pickup zones, reducing perceived wait times.

3. Express Windows

Express windows enable fast delivery of preordered meals, allowing regulars to get their meals without any delays.

How does each lane flow?

Regular orders cater to people on the go, ensuring quick, accurate service and reduced wait times.

By using separate kiosks, large-volume orders have a dedicated space, streamlining the ordering and waiting process.

Mobile orders are the most convenient for kitchen staff, and making this lane the most efficient will incentivize their use.

(I would pick this lane)

Drive Thru Technology

Pick-Up Lockers

The drive-thru uses Pickup Lockers for mobile orders, where users scan a QR code at the kiosk, queuing the order to be delivered to the locker via a conveyor belt system.

Order Kiosk

The Order Kiosk utilizes AI voice recognition for touch-less order placement.

A.I. Camera

The drive-thru uses AI cameras to scan license plates, queue orders, and deliver them to the Pickup Locker. The system also remembers recent orders and suggests tailored items on future visits.

Moving Forward

Real Time Tests w/ Cars

‍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.

Learnings

How to think when the sky is limitless

This was my first corporate-sponsored project, and while we kept stakeholders in mind, we had a lot of creative freedom within the project scope. As the UX researcher, I learned that while ideas can soar, keeping users at the center grounds them. UX plays a critical role in balancing business value, feasibility, and user feedback. This project was a fun challenge and versions of this idea has been spotted in the real world!