Walmart Photo Kiosk

User Research Study

Goals and Objectives

  1. Observe, study, and interview as many Walmart photo lab kiosk users as possible.
  2. Document user pain-points while capturing their emotional and behavioral responses to various photo kiosk workflows and interactions.
  3. Provide a series of recommendations to improve the current software, and identify new business opportunities uncovered in the field.

Evaluation Scope

  • Observed and Interviewed Walmart Photo Lab customers
  • Conducted site visit studies during peek holiday seasons
  • Visited nearly a dozen Walmart stores across USA
  • Logged over 50 hours of customer observations & interviews.
  • Visited Photo Labs with high and low sales.
  • Visited stores located in both blue and white collar towns.
  • Visited stores in urban, suburban and rural areas.

Research Tools
Used a series of ethnographically informed research methods to invent a series of tools and best-practices, when evaluating four different users interacting with four different Photo Lab Kiosks at various stages in their workflows.

Although the specific outcomes are confidential, the research lead to a number of high value personas, journey maps and qualitative and quantitative metrics highlighting areas of kiosk usability and customer behaviors. The study collectively has contributed to the design and development of the next generation Fujifilm Photo Lab Kiosks.

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Data Analysis

The data collected used text-book research methods to categorize and measure the outcomes of the research study. We created a list of the top ten usability issues and categorized customer skill sets, behaviors and other quantitative metrics.

Persona Development

After the assessment of key pain pointes supported by both qualitative and quantitative metrics, we created five personas that captured the Walmart Photo Kiosk user. Categorization and assessment of each persona followed text-book guidelines e.g., motivators, behaviors and pain points.

User Interface Redesign Concepts

The outcomes and data points led to design principles that guided the user interface redesign of the kiosk interface, e.g., set expectations, avoid information overload and consistency. In general, these design principles are very common for many interface designs. The difference here is that our team was able to map the user research metrics to the design principles. The redesign focused on nearly every aspect of the kiosk. The screens below focus on the discovery of products, ordering prints and check out.