Improving the Self-Service Kiosk Experience Using Psychological Principles
PLATFORM
Kiosk UI, Info Display UI & Print
PERIOD
2023 (July - August)
This case study focuses on the application of psychological principles to enhance the usability and functionality of the existing self-serve kiosks at various City of Toronto public offices.
This case study focuses on the application of psychological principles to enhance the usability and functionality of the existing self-serve kiosks at various City of Toronto public offices.
THE PROBLEM CONTEXT
The City of Toronto has set up multiple accessible public service counters, including those in civic centers throughout the city. These counters are open to the public and provide a range of services, including information retrieval, fine payments, and ticket dispute resolution. While online alternatives exist for these services, these physical centers primarily serve individuals who encounter challenges when using online services or have specific accessibility needs.
To utilize the services at these centers efficiently, the existing Queue Management System (QMS) allows people to book appointments in two ways: by visiting the city's online portal or through a designated phone line. Individuals arriving at the civic centers with an appointment can check-in using the digital kiosk. For those without an appointment, they can reserve a time slot at the kiosk if available.
The existing QMS involves three main user touchpoints: the digital kiosks, the tickets printed by the kiosks, and the screen displaying the ticket numbers. These touchpoints work together to streamline the process and ensure that everyone receives timely and effective service.
The current kiosk
THE REDESIGN PROCESS
This case study presents the findings from the field studies, identifies the usability issues encountered at the civic centers, and proposes solutions based on well-established heuristics, mental models, and psychological principles. These suggestions are backed by research, providing a robust foundation for improving the overall user experience at these facilities.
THE DETAILS
The welcome screen
DIGITAL KIOSK
The notice displayed above the kiosk
Imagine if you had to carry your smartphone's user manual every time you wanted to perform basic tasks like sending a message or making a call. Similarly, adding an additional instruction sheet above the kiosk would only increase the user's cognitive load, making it more difficult to read, interpret, and follow the instructions.
The current kiosk home screen
The current home screen lacks a clear visual indication of the primary action, requiring users to invest more cognitive resources to identify the important action. This adversely affects the usability of the interface. Additionally, with limited touch areas and no visual cues, users find it challenging to navigate through the interface.
The redesigned screen aims to empower users in making informed decisions by providing more information and facilitating navigation through visual cues. The principles of the Law of Common Region, Visual Hierarchy, and Fitt's Law have been applied to reduce cognitive load, enabling users to interpret information quickly and take appropriate actions.
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PSYCHOLOGY INSIGHTS
Personalization
"Hi, Good Morning" on the digital kiosk welcome screen can improve the user experience based on the personalization principle by creating a sense of warmth and familiarity. By using a friendly and personalized greeting, the digital kiosk can establish a more human-like interaction, making users feel welcome and valued. This simple act of personalization can enhance the overall user experience and encourage users to engage more willingly with the kiosk's services.
Recognition
The recognition principle suggests that using familiar and easily recognizable symbols or icons can improve user understanding and interaction with a system. By using familiar symbols to represent functions and actions, icons provide visual clarity and faster comprehension. Their language independence makes them universally understandable, catering to users of diverse backgrounds.
Fitt's Law
The law states that bigger targets are easier and quicker to select. Implementing larger buttons reduces errors, enhances accessibility, and creates a smoother interaction, leading to a more satisfying user experience overall.
The welcome screen
DIGITAL KIOSK
The notice displayed above the kiosk
Imagine if you had to carry your smartphone's user manual every time you wanted to perform basic tasks like sending a message or making a call. Similarly, adding an additional instruction sheet above the kiosk would only increase the user's cognitive load, making it more difficult to read, interpret, and follow the instructions.
The current kiosk home screen
The current home screen lacks a clear visual indication of the primary action, requiring users to invest more cognitive resources to identify the important action. This adversely affects the usability of the interface. Additionally, with limited touch areas and no visual cues, users find it challenging to navigate through the interface.
The redesigned screen aims to empower users in making informed decisions by providing more information and facilitating navigation through visual cues. The principles of the Law of Common Region, Visual Hierarchy, and Fitt's Law have been applied to reduce cognitive load, enabling users to interpret information quickly and take appropriate actions.
🧠
PSYCHOLOGY INSIGHTS
Personalization
"Hi, Good Morning" on the digital kiosk welcome screen can improve the user experience based on the personalization principle by creating a sense of warmth and familiarity. By using a friendly and personalized greeting, the digital kiosk can establish a more human-like interaction, making users feel welcome and valued. This simple act of personalization can enhance the overall user experience and encourage users to engage more willingly with the kiosk's services.
Recognition
The recognition principle suggests that using familiar and easily recognizable symbols or icons can improve user understanding and interaction with a system. By using familiar symbols to represent functions and actions, icons provide visual clarity and faster comprehension. Their language independence makes them universally understandable, catering to users of diverse backgrounds.
Fitt's Law
The law states that bigger targets are easier and quicker to select. Implementing larger buttons reduces errors, enhances accessibility, and creates a smoother interaction, leading to a more satisfying user experience overall.
The welcome screen
DIGITAL KIOSK
The notice displayed above the kiosk
Imagine if you had to carry your smartphone's user manual every time you wanted to perform basic tasks like sending a message or making a call. Similarly, adding an additional instruction sheet above the kiosk would only increase the user's cognitive load, making it more difficult to read, interpret, and follow the instructions.
The current kiosk home screen
The current home screen lacks a clear visual indication of the primary action, requiring users to invest more cognitive resources to identify the important action. This adversely affects the usability of the interface. Additionally, with limited touch areas and no visual cues, users find it challenging to navigate through the interface.
The redesigned screen aims to empower users in making informed decisions by providing more information and facilitating navigation through visual cues. The principles of the Law of Common Region, Visual Hierarchy, and Fitt's Law have been applied to reduce cognitive load, enabling users to interpret information quickly and take appropriate actions.
🧠
PSYCHOLOGY INSIGHTS
Personalization
"Hi, Good Morning" on the digital kiosk welcome screen can improve the user experience based on the personalization principle by creating a sense of warmth and familiarity. By using a friendly and personalized greeting, the digital kiosk can establish a more human-like interaction, making users feel welcome and valued. This simple act of personalization can enhance the overall user experience and encourage users to engage more willingly with the kiosk's services.
Recognition
The recognition principle suggests that using familiar and easily recognizable symbols or icons can improve user understanding and interaction with a system. By using familiar symbols to represent functions and actions, icons provide visual clarity and faster comprehension. Their language independence makes them universally understandable, catering to users of diverse backgrounds.
Fitt's Law
The law states that bigger targets are easier and quicker to select. Implementing larger buttons reduces errors, enhances accessibility, and creates a smoother interaction, leading to a more satisfying user experience overall.
The menu screen
DIGITAL KIOSK
The current kiosk home screen
Similar to the welcome screen, the presence of an abundance of text without any visual aids makes it harder to comprehend and takes longer for users to make decisions.
By employing signifiers, visual cues were implemented to guide users, while the aesthetic usability effect was utilized to enhance engagement. Additionally, Hick's Law principles aimed to ease the user's cognitive load and reduce reaction time, resulting in more efficient and satisfying interactions.
🧠
PSYCHOLOGY INSIGHTS
Signifiers
These visual cues provide clear direction, guiding users to the intended actions and reducing cognitive load. With faster decision-making and improved accessibility, users feel more in control and confident while navigating the interface. Consistent use of signifier arrows enhances learnability and overall usability, making the interaction with the kiosk more intuitive and enjoyable.
Aesthetic-Usability Effect
A visually appealing interface not only enhances trust and credibility but also leads to increased user engagement with the kiosk's services. The pleasing designs have the power to evoke positive emotions, resulting in a more enjoyable and memorable experience for users.
Hick's Law
By limiting the number of choices in the buttons, decision-making time is reduced, allowing users to quickly and efficiently select their desired actions. The streamlined navigation, based on the frequency of use or relevance, makes it easier for users to find essential functions. This logical arrangement minimizes cognitive load, reducing user overwhelm and increasing overall satisfaction.
The menu screen
DIGITAL KIOSK
The current kiosk home screen
Similar to the welcome screen, the presence of an abundance of text without any visual aids makes it harder to comprehend and takes longer for users to make decisions.
By employing signifiers, visual cues were implemented to guide users, while the aesthetic usability effect was utilized to enhance engagement. Additionally, Hick's Law principles aimed to ease the user's cognitive load and reduce reaction time, resulting in more efficient and satisfying interactions.
🧠
PSYCHOLOGY INSIGHTS
Signifiers
These visual cues provide clear direction, guiding users to the intended actions and reducing cognitive load. With faster decision-making and improved accessibility, users feel more in control and confident while navigating the interface. Consistent use of signifier arrows enhances learnability and overall usability, making the interaction with the kiosk more intuitive and enjoyable.
Aesthetic-Usability Effect
A visually appealing interface not only enhances trust and credibility but also leads to increased user engagement with the kiosk's services. The pleasing designs have the power to evoke positive emotions, resulting in a more enjoyable and memorable experience for users.
Hick's Law
By limiting the number of choices in the buttons, decision-making time is reduced, allowing users to quickly and efficiently select their desired actions. The streamlined navigation, based on the frequency of use or relevance, makes it easier for users to find essential functions. This logical arrangement minimizes cognitive load, reducing user overwhelm and increasing overall satisfaction.
The menu screen
DIGITAL KIOSK
The current kiosk home screen
Similar to the welcome screen, the presence of an abundance of text without any visual aids makes it harder to comprehend and takes longer for users to make decisions.
By employing signifiers, visual cues were implemented to guide users, while the aesthetic usability effect was utilized to enhance engagement. Additionally, Hick's Law principles aimed to ease the user's cognitive load and reduce reaction time, resulting in more efficient and satisfying interactions.
🧠
PSYCHOLOGY INSIGHTS
Signifiers
These visual cues provide clear direction, guiding users to the intended actions and reducing cognitive load. With faster decision-making and improved accessibility, users feel more in control and confident while navigating the interface. Consistent use of signifier arrows enhances learnability and overall usability, making the interaction with the kiosk more intuitive and enjoyable.
Aesthetic-Usability Effect
A visually appealing interface not only enhances trust and credibility but also leads to increased user engagement with the kiosk's services. The pleasing designs have the power to evoke positive emotions, resulting in a more enjoyable and memorable experience for users.
Hick's Law
By limiting the number of choices in the buttons, decision-making time is reduced, allowing users to quickly and efficiently select their desired actions. The streamlined navigation, based on the frequency of use or relevance, makes it easier for users to find essential functions. This logical arrangement minimizes cognitive load, reducing user overwhelm and increasing overall satisfaction.
The closing screen
DIGITAL KIOSK
The current kiosk home screen
Informing the user about the next steps in a long process is key to good usability. Making users aware of how they will be notified about their turn will be reassuring.
In the redesigned screen, the priming effect was utilized to inform users about the next step, while contextual guidance was employed to indicate that the user's ticket number will be displayed on the screen when the person at the counter is ready to serve.
🧠
PSYCHOLOGY INSIGHTS
Priming Effect
Priming involves exposing users to relevant information beforehand, which can influence their subsequent actions and decision-making. By priming users with clear and concise instructions about what to expect next in the process, the digital kiosk prepares users mentally for the upcoming steps. This reduces uncertainty and anxiety, creating a more seamless and confident user experience.
Contextual Guidance
By offering relevant and timely instructions based on the user's current context and actions, contextual guidance provides appropriate information to guide and assist users. This proactive assistance eliminates guesswork and reduces user frustration.
The closing screen
DIGITAL KIOSK
The current kiosk home screen
Informing the user about the next steps in a long process is key to good usability. Making users aware of how they will be notified about their turn will be reassuring.
In the redesigned screen, the priming effect was utilized to inform users about the next step, while contextual guidance was employed to indicate that the user's ticket number will be displayed on the screen when the person at the counter is ready to serve.
🧠
PSYCHOLOGY INSIGHTS
Priming Effect
Priming involves exposing users to relevant information beforehand, which can influence their subsequent actions and decision-making. By priming users with clear and concise instructions about what to expect next in the process, the digital kiosk prepares users mentally for the upcoming steps. This reduces uncertainty and anxiety, creating a more seamless and confident user experience.
Contextual Guidance
By offering relevant and timely instructions based on the user's current context and actions, contextual guidance provides appropriate information to guide and assist users. This proactive assistance eliminates guesswork and reduces user frustration.
The closing screen
DIGITAL KIOSK
The current kiosk home screen
Informing the user about the next steps in a long process is key to good usability. Making users aware of how they will be notified about their turn will be reassuring.
In the redesigned screen, the priming effect was utilized to inform users about the next step, while contextual guidance was employed to indicate that the user's ticket number will be displayed on the screen when the person at the counter is ready to serve.
🧠
PSYCHOLOGY INSIGHTS
Priming Effect
Priming involves exposing users to relevant information beforehand, which can influence their subsequent actions and decision-making. By priming users with clear and concise instructions about what to expect next in the process, the digital kiosk prepares users mentally for the upcoming steps. This reduces uncertainty and anxiety, creating a more seamless and confident user experience.
Contextual Guidance
By offering relevant and timely instructions based on the user's current context and actions, contextual guidance provides appropriate information to guide and assist users. This proactive assistance eliminates guesswork and reduces user frustration.
The paper with ticket number
THE PRINTED TICKET
The current kiosk home screen
After receiving the printed ticket with a number, the user eagerly waits for their number to be called. Based on field studies, it was observed that when ticket numbers with similar characters, such as 0, O, 1, I, are called, users tend to immediately proceed to the counter, assuming it is their number. However, in most cases with similar characters, they misinterpret ticket numbers, which is caused by confirmation bias. Additionally, for many users, it seems difficult to decipher the ticket number from the pool of other information.
To tackle the confirmation bias issue, distinct alphabets like M and E were used for ticket numbers. Additionally, the Von Restorff effect was employed, utilizing a contrasting background to aid users in recognizing the ticket number. Moreover, the visual hierarchy was simplified to ensure easy scanning through the ticket.
🧠
PSYCHOLOGY INSIGHTS
Confirmation Bias
When users see a number that resembles their ticket number, they may immediately assume it is theirs due to confirmation bias. This cognitive bias leads users to seek information that confirms their preexisting beliefs or expectations, even when the information may be ambiguous or misleading. As a result, users may prematurely approach the counter, thinking it is their turn, leading to potential confusion and delays in the service process.
Von Restorff Effect
By highlighting the ticket number, it stands out prominently from the rest of the details on the ticket. This distinctiveness grabs the user's attention, making the ticket number more memorable and easier to find amidst the surrounding information. By leveraging the Von Restorff effect, users can quickly and accurately identify their ticket number, reducing confusion and frustration.
Gestalt Principle
Applying the Gestalt principle to the printed ticket can greatly improve scannability through effective visual hierarchy. Proximity ensures that related details like the ticket number, timestamp, and counter information are grouped closely, facilitating quick identification. Similarity in fonts, colors, and formatting for related information creates visual patterns for easy comprehension. Closure, achieved through enclosing sections with lines or boxes, guides the user's eye smoothly across the ticket's content.
The paper with ticket number
THE PRINTED TICKET
The current kiosk home screen
After receiving the printed ticket with a number, the user eagerly waits for their number to be called. Based on field studies, it was observed that when ticket numbers with similar characters, such as 0, O, 1, I, are called, users tend to immediately proceed to the counter, assuming it is their number. However, in most cases with similar characters, they misinterpret ticket numbers, which is caused by confirmation bias. Additionally, for many users, it seems difficult to decipher the ticket number from the pool of other information.
To tackle the confirmation bias issue, distinct alphabets like M and E were used for ticket numbers. Additionally, the Von Restorff effect was employed, utilizing a contrasting background to aid users in recognizing the ticket number. Moreover, the visual hierarchy was simplified to ensure easy scanning through the ticket.
🧠
PSYCHOLOGY INSIGHTS
Confirmation Bias
When users see a number that resembles their ticket number, they may immediately assume it is theirs due to confirmation bias. This cognitive bias leads users to seek information that confirms their preexisting beliefs or expectations, even when the information may be ambiguous or misleading. As a result, users may prematurely approach the counter, thinking it is their turn, leading to potential confusion and delays in the service process.
Von Restorff Effect
By highlighting the ticket number, it stands out prominently from the rest of the details on the ticket. This distinctiveness grabs the user's attention, making the ticket number more memorable and easier to find amidst the surrounding information. By leveraging the Von Restorff effect, users can quickly and accurately identify their ticket number, reducing confusion and frustration.
Gestalt Principle
Applying the Gestalt principle to the printed ticket can greatly improve scannability through effective visual hierarchy. Proximity ensures that related details like the ticket number, timestamp, and counter information are grouped closely, facilitating quick identification. Similarity in fonts, colors, and formatting for related information creates visual patterns for easy comprehension. Closure, achieved through enclosing sections with lines or boxes, guides the user's eye smoothly across the ticket's content.
The paper with ticket number
THE PRINTED TICKET
The current kiosk home screen
After receiving the printed ticket with a number, the user eagerly waits for their number to be called. Based on field studies, it was observed that when ticket numbers with similar characters, such as 0, O, 1, I, are called, users tend to immediately proceed to the counter, assuming it is their number. However, in most cases with similar characters, they misinterpret ticket numbers, which is caused by confirmation bias. Additionally, for many users, it seems difficult to decipher the ticket number from the pool of other information.
To tackle the confirmation bias issue, distinct alphabets like M and E were used for ticket numbers. Additionally, the Von Restorff effect was employed, utilizing a contrasting background to aid users in recognizing the ticket number. Moreover, the visual hierarchy was simplified to ensure easy scanning through the ticket.
🧠
PSYCHOLOGY INSIGHTS
Confirmation Bias
When users see a number that resembles their ticket number, they may immediately assume it is theirs due to confirmation bias. This cognitive bias leads users to seek information that confirms their preexisting beliefs or expectations, even when the information may be ambiguous or misleading. As a result, users may prematurely approach the counter, thinking it is their turn, leading to potential confusion and delays in the service process.
Von Restorff Effect
By highlighting the ticket number, it stands out prominently from the rest of the details on the ticket. This distinctiveness grabs the user's attention, making the ticket number more memorable and easier to find amidst the surrounding information. By leveraging the Von Restorff effect, users can quickly and accurately identify their ticket number, reducing confusion and frustration.
Gestalt Principle
Applying the Gestalt principle to the printed ticket can greatly improve scannability through effective visual hierarchy. Proximity ensures that related details like the ticket number, timestamp, and counter information are grouped closely, facilitating quick identification. Similarity in fonts, colors, and formatting for related information creates visual patterns for easy comprehension. Closure, achieved through enclosing sections with lines or boxes, guides the user's eye smoothly across the ticket's content.
Calling the ticket numbers
THE DISPLAY
Existing display
The current display lacks any visual cues to distinguish the ticket number being called. Field studies have revealed user frustration due to difficulties in identifying their number when it is called or has been called.
Redesigned display
To enhance the recognition of the number being called, clear distinctions through size, color, and motion were used inspired by the Von Restorff effect. Moreover, the called numbers are arranged chronologically, allowing users to quickly spot the recently called ones.
🧠
PSYCHOLOGY INSIGHTS
Von Restroff effect
This combination of visual and subtle animation elements enhances the Von Restorff effect, ensuring users can quickly and confidently identify their called ticket number.
Motion attracts attention
By applying dynamic effects such as blinking, or gently pulsating the called ticket number, it draws immediate attention and captivates users' focus. The movement and animation create a sense of urgency, prompting users to notice the called number amidst other static elements on the display.
Calling the ticket numbers
THE DISPLAY
Existing display
The current display lacks any visual cues to distinguish the ticket number being called. Field studies have revealed user frustration due to difficulties in identifying their number when it is called or has been called.
Redesigned display
To enhance the recognition of the number being called, clear distinctions through size, color, and motion were used inspired by the Von Restorff effect. Moreover, the called numbers are arranged chronologically, allowing users to quickly spot the recently called ones.
🧠
PSYCHOLOGY INSIGHTS
Von Restroff effect
This combination of visual and subtle animation elements enhances the Von Restorff effect, ensuring users can quickly and confidently identify their called ticket number.
Motion attracts attention
By applying dynamic effects such as blinking, or gently pulsating the called ticket number, it draws immediate attention and captivates users' focus. The movement and animation create a sense of urgency, prompting users to notice the called number amidst other static elements on the display.
Calling the ticket numbers
THE DISPLAY
Existing display
The current display lacks any visual cues to distinguish the ticket number being called. Field studies have revealed user frustration due to difficulties in identifying their number when it is called or has been called.
Redesigned display
To enhance the recognition of the number being called, clear distinctions through size, color, and motion were used inspired by the Von Restorff effect. Moreover, the called numbers are arranged chronologically, allowing users to quickly spot the recently called ones.
🧠
PSYCHOLOGY INSIGHTS
Von Restroff effect
This combination of visual and subtle animation elements enhances the Von Restorff effect, ensuring users can quickly and confidently identify their called ticket number.
Motion attracts attention
By applying dynamic effects such as blinking, or gently pulsating the called ticket number, it draws immediate attention and captivates users' focus. The movement and animation create a sense of urgency, prompting users to notice the called number amidst other static elements on the display.
THE OUTRO
The redesigned kiosk
While improving the user experience in a queue management system at public offices/civic centers may not directly generate extra revenue, it provides significant value in terms of customer satisfaction, operational efficiency, staff productivity, public image, civic engagement, and efficient service delivery. These factors contribute to an overall positive perception of the public office and help foster a more positive and productive relationship with the community it serves.
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