The Dan Murphy’s kiosk has been designed to solve the struggles of users find specific product locations in Dan Murphy’s, despite the large number of products, even within specific categories. The product recommendation system, once more detailed and designed more precisely with proper calculations, will be effective to help users find new products that they will like. This is something that will put Dan Murphy’s above all competition, both local and online.
This solution is going to work because it has been lined up with research and is solving two problems at once. The kiosk system itself is simple and effective to allocate for saving time (so that using the kiosk is quicker than having to wander around half the store or find one of the limited staff members to assist.) the simpleness of the kiosk is also great of accounting for all the broad categories of users. Senior users who are not great with technology will be able to use the kiosks with minimum frustrations and freshly 18-year-old users will be able to know what they want, thanks to the recommendation system rather than hopelessly looking around the store for something familiar.
Project Brief
Client
Dan Murphy’s
Belconnen Store https://www.danmurphys.com.au/
Belconnen Store https://www.danmurphys.com.au/
About
Dan Murphy’s is a liquor store which was founded in Melbourne, Australia in 1952. Dan’s stores contain over 8,500 products from a variety of locations around the world.
Project Objectives
Since Dan Murphy’s contains such a large variety of products, at times it can be difficult for customers to:
- Find specific products which they are looking for
- Discover new products within their specific tastes
Constraints
Dan Murphy’s keeps a lot of their information such as branding and customer statistics private. As per Fare.org.au ‘s 2018 statistics, the target group for bottle shops such as Dan Murphy’s is very broad, making it difficult to create content which is harshly targeted at all users.
Good Pair Days is an Australian wine subscription site which upon creating an account, the user fills out a quiz based on their tastes in order for Good Pair Days to recommend wine that they believe the user will love.
This quiz is formatted in fun and nonspecific way while ensuring to ask for the user’s preferences in price, category of wine and flavor preferences. Once the user has completed the quiz, they have the option to read about the specific wines that have been selected for them.
Good Pair Days’ quiz system is great for people who know what they like about wines, and also for people who are new to wine and would like to try something which is going to give them a good experimental experience.
First Choice Liquor (Belconnen) is closest to Dan Murphy’s sizing wise. The main difference is that Dan Murphy’s has put noticeably
more effort into their in store branding. While both stores have a lot of different products, especially in comparison to stores such as BWS and Celebrations, Dan Murphy’s has included much more signage and overall atmosphere
more effort into their in store branding. While both stores have a lot of different products, especially in comparison to stores such as BWS and Celebrations, Dan Murphy’s has included much more signage and overall atmosphere
design to give off a more high-end vibe. No bottle shops in Belconnen contain digital signage such as kiosks, however stores such as First Choice Liquor and Dan Murphy’s could definitely use it due to their extremely large range of products. Despite Dan Murphy’s having great signage, it is still difficult to find specific items.
Problem 1:
- Dan Murphy’s sell over 8,500 different products. Although the signage in Dan Murphy’s stores is quite thorough, every category of products has so many products that finding the item that you are looking for is still very difficult.
Solution 1:
- Having a very specific way-finding solution for example, a kiosk which contains a map leading the user to a specific product rather than the general category could assist customers and assist them in saving time and frustration.
Problem 2:
- Since there are so many different products, how is a user supposed to know which products will be within their personal tastes?
Solution 2:
- Having a quiz, asking customers questions based on their personal preferences in beverages, can assist customers in trying new products that are much more likely to enjoy than picking up the first product that they see or have heard of. With the help of the map system mentioned above, customers will be able to feel more comfortable trying new things since they will be easier able to find them and have more comfort in knowing that they will be making a worthy investment in the products in which they choose.
When installing a kiosk, it is important to think about the different factors before deciding which one to select. Abuzz has great information on different types of kiosks such as portrait, landscape, existing and custom.
In relation to Dan Murphy’s, a landscape kiosk would be ideal, due to familiar orientation, since no local bottle shops have kiosks at this point and it will be more approchable
to users. Landscape kiosks also mean easier privacy.
Many users would appreciate keeping their preferences to themselves. This would also be more beneficial when users are logging into their mydans account, to keep password privacy.
to users. Landscape kiosks also mean easier privacy.
Many users would appreciate keeping their preferences to themselves. This would also be more beneficial when users are logging into their mydans account, to keep password privacy.
The way to assess whether this kiosk would be a worthwhile investment, is to trial it for 3 years at the Belconnen store, calculating the amount of uses, product purchase increase and membership increase. Should this kiosk system prove to be successful, the kiosk wayfinding may be introduced to other stores.
This kiosk will contain a way finding section in which customers may search for any product. Under the search bar will be suggestions for the users. The map will be as specific as to letting the user know which shelf the item is stacked upon. This way, customers will not have to struggle looking through a general area to find the product which they are wanting.
The second feature on this kiosk will be a product recommendation system. Rather than recommending a new product or a popular product, users have the chance to fill out a short quiz which will use their answers on taste to give them a recommendation that they personally will like. Once the user has received their results, they are given the option to find the product in store with the same map system as the first kiosk feature. This is an important part because during the user research, it became evident that 54.5% of users that were asked, often had the struggle of finding products be the reason that they don’t try new products.
The Dan Murphy’s kiosk has been designed to solve the struggles of users find specific product locations in Dan Murphy’s, despite the large number of products, even within specific categories. The product recommendation system, once more detailed and designed more precisely with proper calculations, will be effective to help users find new products that they will like. This is something that will put Dan Murphy’s above all competition, both local and online.
This solution is going to work because it has been lined up with research and is solving two problems at once. The kiosk system itself is simple and effective to allocate for saving time (so that using the kiosk is quicker than having to wander around half the store or find one of the limited staff members to assist.) the simpleness of the kiosk is also great of accounting for all the broad catego-ries of users. Senior users who are not great with technology will be able to use the kiosks with minimum frustrations and freshly 18-year-old users will be able to know what they want, thanks to the recommendation system rather than hopelessly looking around the store for something familiar.
