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The secret of kiosk success

Necessity may be the mother of invention, but without simplicity, the invention may be useless. In this first of a series of columns, kiosk expert Francie Mendelsohn shares three cases of kiosk systems that work, all because designers kept in mind a common four-letter acronym.

March 31, 2002 by

A well-respected technology expert and consultant to the kiosk industry, Francie Mendelsohn heads Summit Research Associates Inc. She has worked as a programmer, systems analyst, computer specialist and project manager. She is a frequent speaker at conferences and seminars throughout North America, including KioskCom, COMDEX, ComNet, FOSE and IDC briefings.

What do the ski ticketing kiosks at world-class Vail ski resort in Beaver Creek, Colo., the A-Pass access control kiosks aboard the world's leading cruise ships, and the Print a Story/Create a Birth Certificate kiosks in Build-a-Bear shops all have in common? They K.I.S.S. - Keep It Simple, Stupid.

The fundamental things apply

Rather than offer an array of applications, these kiosks run only one or two, and run them superbly. In more than seven years of testing and evaluating kiosks, I've learned one truth that becomes more self-evident with each passing year:

The simpler but more compelling the application, the more likely the kiosk will be successful.

These cases of superb kiosk implementations illustrate how the K.I.S.S. philosophy can be implemented successfully.

Can I give you a lift?

Many companies have tried to implement ticketing kiosks at ski resorts. Some resorts use a variation of the airport model of check-in kiosks. In that case, skiers preparing to ride the lift scan their lift tickets at a kiosk's bar code reader. The valuable information gained, such as lifts used, times of day, and numbers of rides, all help the ski resort plan how to handle capacity.

Even more promising are ski resort ticketing kiosks that allow customers to purchase lift tickets and ski lessons through an unattended wall-mounted kiosk. That's the system used by Vail in Beaver Creek, Colo.

The kiosks, manufactured by Kiosk Information Systems for Resort Technology Partners of Avon, Colo., let skiers select the desired number of tickets, lessons, and days for skiing. When the selection process is complete, the kiosk dispenses the appropriate number of tickets, issues a printed receipt, and charges the user's credit card.

The unit I tested was located next to the live ticket sellers in the center of the town's main shopping area. It was ruggedized for outdoor use. One outstanding feature, and much appreciated on cold winter days, was that it permitted full access with mittens or gloves. Its Elo TouchSystems' touchscreen was easy to read in the outdoor light, worked perfectly, and was designed with easy instructions. Vail plans to add more units, closer to the lifts, next season.

Make a birth certificate

The fast-growing Build-a-Bear chain of build-your-own stuffed animal stores uses kiosks in a very focused and effective manner. In these stores, customers select the type of stuffed animal they wish to create, put in its Valentine-shaped heart, and have the animal stuffed, sewn up and air-fluffed. Then they use a kiosk to create its identity.

At the brightly colored kiosks shoppers can either create a birth certificate or select one of a number of pre-written stories about the new stuffed animal for printing.

Instead of a touchscreen, the system uses a keyboard for interaction. Once the customer selects English or Spanish as the language for instructions and for final output, the process is fast and easy. The story or birth certificate is printed on a laser printer located at the check-out counter. The customer receives an official-looking document printed on attractive, colorful, high-quality paper stock.

Each Build-a-Bear store has four kiosks with bright, colorful plastic enclosures. Matching stools are attached to the floor in front of each unit.  The stores report that customers need no assistance in creating the stories or the birth certificates; the software is easy to use and understand.

Taking a sea cruise

My final case of kiosks with K.I.S.S. is Pearlson Development Corp.'s A-Pass system. Used by increasing numbers of worldwide cruise lines, including Princess, Carnival and Royal Caribbean, its kiosks serve as the device that registers passengers and records when they embark or disembark their ship.

When passengers board and register at the beginning of a cruise, staff validate ID's and take photos, which are digitally captured and stored in the ship's passenger database. Passengers receive ID cards that contain a bar code.

This ID is the key to entering and exiting the ship. Each time passengers disembark, they scan their IDs at the kiosk's bar code reader. When they return, the kiosks, which are mobile and have been moved to the dock, register each passenger's entry.

In both cases, the passenger's digital picture appears on the kiosk's screen. Members of the crew, one or more of whom are standing alongside the kiosk, can instantly tell if the ID matches the passenger. In addition, the crew is alerted if passengers are missing or have forgotten to check back in.

Many cruise ships have a large number of elderly passengers. This demographic is not known to be computer-savvy. The A-Pass system is so well-designed and easy to use that this segment of the ship's population is comfortable using the kiosks.

Let me leave you with a K.I.S.S.

Remember: kiosks don't have to be complex and cumbersome in order to be successful. K.I.S.S. goes a long way toward ensuring success and widespread use.