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How kiosks can solve problems

Kiosk deployers need to keep in mind the problem their solution is solving. Otherwise, the kiosk industry will be full of solutions just looking for a problem.

May 11, 2016 by Laura Miller — Director of Marketing, Kioware

In a presentation by Seer Interactive's Audrey Bloemer, the pay-per-click expert goes back to the basics of ad testing philosophies and problem solving techniques. Starting with the why, what and how of paid search, Bloemer's presentation is a reminder for other industries, and the problem solving technique illustrated is one that can be extrapolated to the kiosk industry.

While those of us in the kiosk industry can quickly get caught up in the details of a kiosk project (the "what"), we often forget that our customers may still be working on a better understanding of the "why." Ultimately, it is important that everyone involved in the project (internal and external involvement alike), have the knowledge of the "why” of the project, and continually reference back to that throughout the development, manufacturing, and deployment process.

Why Before What

Bloemer states that strategic testing should be done to appropriately inform a solution. Rather than identifying a solution and then finding a problem that fits that solution, (as identified in the Garbage Can Model of Organizational Choice), it is important to begin with the problem and a clear definition of what a successful outcome will look like. If a kiosk project is started without these considerations, the self-service technology is similar to that of a computer in the 70's, ". . . an answer actively looking for a question" (Cohen, March & Olsen 1972). While this latter approach can be productive in many scenarios, it is not the most efficient way to solve an already identified problem.

Relating this to the kiosk industry, those considering a self-service deployment should first clearly define the problem they wish to solve and whether or not kiosks are an appropriate solution.

The next piece, according to Bloemer, is to state the goal and determine what the kiosk deployment should hope to accomplish.

1. Identify the problem

2. Hypothesis example: Long customer wait at checkout, customers are leaving without purchasing. If we decrease wait time, customers will not leave prior to purchase.

3. Define the goal: Increase sales

There is a middle step which is often overlooked in everyday problem solving. It is the statement of hypothesis and should be considered critical for creating a clear outcome that can be judged as successful or not. This hypothesis paves the way for finding the appropriate kiosk solution for this particular problem.

What now?

The solution to the problem identified above is the next step for testing and problem solving, the "what now” according to Bloemer. This is the statement of action that will identify how the kiosk solution addresses the problem. Simply put, the kiosk (and kiosk technology) is a solution. Bloemer identifies a final step in the "what now" phase as "tactics." Tactics are the nuts and bolts of the kiosk project. These are the components that create the solution: enclosures, device & OS, kiosk software, custom application, peripheral devices, etc.

This is when most kiosk industry experts seem to join the conversation, and where most of our educational and marketing materials begin and end. Tactically, kiosk experts are fantastic at outlining the capabilities, components, and specifications that are needed to deploy a kiosk solution.

Bloemer's presentation is an important reminder that the kiosk industry is about creating solutions that are rooted in solving a problem. The concept of "Kiosks as a Solution" only succeeds if we continue to remind ourselves of the origins of the project. This allows us to be certain that the end product not only fits the specifications agreed upon, but actually meets the goals that were outlined when the problem was originally defined and the solution initially sought.

With a clear and solid view of the project, even the most tactical of decisions will allow kiosk project managers to better keep an eye on the prize, with a clear understanding of how success will be measured. The resulting kiosk solution must keep the origins of the project in mind throughout the process, or the kiosk industry will be full of solutions just looking for a problem.

Read more on kiosk projects and the questions one should ask of potential vendors and developers.

Sources:

"A Garbage Can Model of Organizational Choice". Michael D. Cohen, James G. March and Johan P. Olsen. Administrative Science Quarterly. Vol. 17, No. 1 (Mar., 1972), pp. 1-25

Audrey Bloemer "Why We Test – Rethinking Your Approach" Presented at Seer Interactive Event March 31, 2016.