Delight 2015 | Bay to Breakers: From Nothing to Something in 60 Days
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This presentation was given by Golden Krishna from Zappos as part of Delight 2015 on Oct. 5, 2015. When Zappos became the title sponsor of Bay to Breakers, the largest footrace in North America, they faced a challenge steeper than any San Francisco hill on the course: with 60 days and 70,000 runners, do something innovative. Golden Krishna, senior UX designer at Zappos Labs, takes us behind the scenes of this 60-day sprint, showing how experience prototyping powered his team across the finish line, with an RFID-enabled self checkout system that created a faster, better experience for runners. http://delight.us/conference
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Delight 2015 | Bay to Breakers: From Nothing to Something in 60 Days
- 1. Bay to Breakers from nothing to something in 60 days Download slides at nointerface.com/delight2015@goldenkrishna #b2bmagic
- 2. Magic Checkout Download slides at nointerface.com/delight2015@goldenkrishna #b2bmagic The Best Interface is No Interface
- 6. Magic Checkout Download slides at nointerface.com/delight2015@goldenkrishna #b2bmagic Zappos Labs
- 7. Zappos Labs
- 8. #b2bmagic @goldenkrishna Magic Checkout Ambiguous, self-guided, & self-motivated.
- 9. #b2bmagic @goldenkrishna Magic Checkout Sit in this chair and innovate.
- 10. Magic Checkout Download slides at nointerface.com/delight2015@goldenkrishna #b2bmagic Bay to Breakers
- 11. Bay to Breakers Zappos became the title sponsor for the largest foot race in North America (2nd in the world).
- 12. Bay to Breakers Challenge: With 60 days, and 70,000 expected runners, can you do something innovative?
- 13. Magic Checkout Download slides at nointerface.com/delight2015@goldenkrishna #b2bmagic Discover via Research
- 14. #b2bmagic @goldenkrishna Magic Checkout What problems can we solve?
- 15. #b2bmagic @goldenkrishna Magic Checkout “My friends and I can never seem to find each other.” Opportunity: Finding friends
- 16. #b2bmagic @goldenkrishna Magic Checkout “I can’t ever seem to get good cell reception.” Opportunity: Mesh network?
- 17. #b2bmagic @goldenkrishna Magic Checkout “Every year, I put together my costume at the last minute.” Opportunity: Costume ideation
- 18. #b2bmagic @goldenkrishna Magic Checkout “The expo lines can be 40 minutes long for a water bottle and a shirt.” Opportunity: Faster checkout
- 19. Magic Checkout Download slides at nointerface.com/delight2015@goldenkrishna #b2bmagic Focusing on Checkout
- 20. Race Expo In the days before the race, 70,000+ registered runners pick up their numbers and then are funneled through the title sponsor’s area, where historically lines have been up to 40 minutes wait.
- 21. #b2bmagic @goldenkrishna Magic Checkout Tackling the problem also aligned with our best customer strategy (time > cost), and was something we could test within our studio space.
- 22. Magic Checkout Download slides at nointerface.com/delight2015@goldenkrishna #b2bmagic Pitching a better Customer Journey
- 23. #b2bmagic @goldenkrishna Magic Checkout Can we create a radically simple checkout experience that works for first-time customers?
- 24. AT&T “You Will” TV commercial (1994) RFID?
- 26. #b2bmagic @goldenkrishna Magic Checkout The price of RFID tags
- 30. #b2bmagic @goldenkrishna Magic Checkout Metrics for success: ✦ Cut wait times in half: 20 min or less ✦ Create an experience that is fast: 60 seconds or faster per customer Chance of success: ✦ 50%
- 31. Magic Checkout Download slides at nointerface.com/delight2015@goldenkrishna #b2bmagic Experience Prototyping
- 32. #b2bmagic @goldenkrishna Magic Checkout Assembling a team Front-end Developer Back-end Developer Junior Designer Project manager RFID subject matter expert Design lead (me) RFID subject matter expert
- 33. ✦ Readings from mat ✦ Experience run throughs ✦ Tag placement on items ✦ Physical dimensions Experience Prototyping
- 34. Google SketchUp renderings Experience Prototyping
- 35. #b2bmagic @goldenkrishna Magic Checkout The SketchUp file was used to communicate with the contractors.
- 36. Magic Checkout Download slides at nointerface.com/delight2015@goldenkrishna #b2bmagic Digital Wireframes
- 37. #b2bmagic @goldenkrishna Magic Checkout The scan flow was actually faked. Items were scanned so quickly, we had to slow down reality for customer understanding.
- 38. Magic Checkout Download slides at nointerface.com/delight2015@goldenkrishna #b2bmagic Visual Design
- 39. #b2bmagic @goldenkrishna Magic Checkout Inspiration for speed and movement: Kandinsky poster Inspiration for speed and movement: Jazz albums
- 40. #b2bmagic @goldenkrishna Magic Checkout Building out the system
- 41. Magic Checkout Download slides at nointerface.com/delight2015@goldenkrishna #b2bmagic 24 hours to set up
- 42. Fort Mason
- 43. RFID tagging
- 44. RFID tagging
- 45. RFID tagging
- 46. Building the expo space Setting up the space
- 47. Building the Magic Checkout Setting up the space
- 49. Magic Checkout Download slides at nointerface.com/delight2015@goldenkrishna #b2bmagic The Result
- 50. Over 70,000 attended The two day expo
- 51. About 1 in 5 checked out in 20 seconds or less. The average checkout, start to finish, was less than one minute (48 seconds). 20 seconds or less
- 52. #b2bmagic @goldenkrishna Magic Checkout Our CEO Tony Hsieh came to the event to check out the project to experience it himself.
- 53. #b2bmagic @goldenkrishna Magic Checkout Metrics for success: ✦ Cut wait times in half: 20 min or less Actual wait time: 2 min or less ✦ Create an experience that is fast: 60 seconds or faster per customer Actual average: 48 seconds
- 54. Bay to Breakers from nothing to something in 60 days golden krishna golden.krishna@gmail.com Download slides at nointerface.com/delight2015@goldenkrishna #b2bmagic