Contextual Interviews

SUMMARY OF CONTEXTUAL INTERVIEW (1) WITH POTENTIAL USER (NI)

The first potential user, referred to as NI, was interviewed on October 24, 2010 at the Hampton Chutney & Company (the case-study restaurant). The interview was conducted over lunch and lasted about an hour. I (AQ) conducted the interview, while a friend of mine; Natasha Butt assisted me, taking detailed notes (the full interview is made available below).

NI is in his early 20s, and is a student of medicine. He has owned an operating system since the age of twelve, and has been highly exposed to technology, but posses an average understanding of it. NI lives and schools in Manhattan, and has an active social life. He has visited the case-study restaurant several times and is very familiar with their menu. He is also well traveled and welcomes new experiences.

During the interview, I lead NI toward the idea of being able to place an order from the table directly to the kitchen, without having to use waiter/waitress mediation. It was then that he revealed that he has used a digital menu before, which allowed him to do so. Asking him to describe the device and the experience of using it, he associated it with a kindle. A device placed on a turntable in the center from which each customer at that table could place their order. He admitted that it was a very self-explanatory process, but lacked information about the items. Nevertheless, he was excited about the concept, saying that it just needed to be further developed.

We discussed the digital menu that NI and used, and brainstormed other physical formats that the device may take. He prefers that the menu be stationed at the tables, as it would defeat part of its purpose if it needed to be brought to and taken away from the guests. He was most intrigued by the idea of embedding the device into the table, but was certain that there should only be one menu per table, explaining that placement according to the seating may become problematic if extra chairs are added to the table.

When discussing other functions that the device could perform, such as gaming activities, entertaining, ambiance, he seemed to be uncertain. He said it was a possibility, but he would prefer that the menu simple be just that, mocking it by saying, “it’s a menu, not Dave and Buster’s!” The idea of customizing the ambiance through music and lighting was plausible only if the party had a private area or room in which to do it, and which otherwise disturb the other guests.

After brainstorming further, NI suggested that the menu could perhaps allow the guests to leave reviews about the restaurant and their items. When asked if that would mean that a keyboard is also provided, he began rethinking the idea since he thought it was beginning to complicate the device. NI suggested that perhaps instead of writing out a review, the guest could simply give ratings.

I asked NI of his thoughts about the menus being able to remember the customer’s order for his/her next visit. He welcomed the idea, but pointed out that that too will require a keyboard, shunning the idea. After rethinking it, NI stated that the keyboard will only be needed to input the customer’s identification, and proposed an alternate way of doing so by fingerprint reading!

In general, NI was keen about the idea, and preferred that the device serve only the purpose of a menu.

CONTEXTUAL INTERVIEW WITH POTENTIAL USER (KM)

AQ: What do you think about their menu?

NI: It’s appropriate for this type of restaurant.

AQ: I agree, but do you think it provides customers with information that makes placing their order easier?

NI: Well since I’ve been here many times, I know a lot about their food, but I can see first-timers wanting more information from the menu. It leaves out a lot of information. But I also think it is positioned well and the big writing means that you can read and decide what you want to order while you wait in line.

AQ: What if you did not have to wait in line to place your order, and could simply do it from your table?

 NI: Like regular restaurants?

AQ: Yes.

NI: In that case the menus would have to be at the tables too.

AQ: Do you think by doing that, the restaurant would need to also provide the services of waiters and waitresses?

NI: Yea.

AQ: Do you enjoy being waited on?

NI: Well, isn’t that the point of going out to eat, so you can be served… someone bring food to you.

AQ: Does that imply that you do not particularly need them when actually placing the order?

NI: Sometimes I do need to ask them questions about the different items… sometimes I want to discuss my choices with them, and ask them questions.

AQ: Can you think of an instance when you wish you were not being waited on?

NI: Yea! When I get the real bitchy ones! Sometimes they have an attitude, sometimes they aren’t attentive enough, and sometimes they rush you. The ones with attitude reflect negativity on the entire restaurant, and then you don’t enjoy being there. Sometimes I feel like giving them a piece of my mind… I could have done that myself!

AQ: You said, “I could have done that myself,” do you mean placing the order?

NI: Yea.

AQ: What if you could place the order yourself, without having to deal with a waiter/waitress?

NI: Do you mean like this place, ordering at the counter yourself?

AQ: Not really, I mean placing your order from your table, which would directly go to the kitchen?

NI: I’ve actually done that! This place in Virginia, I think it was call High Up… they had digital menus!

AQ: Really! What did you think about that concept?

NI: It was really cool, but I got stuck.

AQ: Stuck? How so?

NI: Well, we didn’t know what to expect when choosing… especially because we didn’t like what we ordered.

AQ: Why was that, did the menu not have a description of the items?

NI: Yea, they did, but we still weren’t exactly expecting what we got.

AQ: Do you not think that you might have experienced that even if you had a waiter describing the item to you?

NI: Yea, true. That does happen sometimes when you even have a waiter helping you.

AQ: Do you think it might have been helpful if the digital menu had pictures of each item?

NI: Yea, it would have… that would have definitely solved it.

AQ: Can you describe the digital menu you used?

NI: It was like a kindle; touch screen, about the same size, and I went through the pages.

AQ: Was there a digital menu for each customer?

NI: No, there was one per table. It was placed at an angle on this central turntable, so people would place their own order. When everyone was done, the menu would verify the entire order and send it straight to the kitchen.

AQ: Did you know how to use it, or did you have to be given a demonstration?

NI: No, the hostess just introduced the digital menu to us as she walked us to our table. Then, the rest was pretty self-explanatory.

AQ: Did you enjoy the experience of ordering through such a menu?

NI: Yea, it was pretty cool. Plus, I didn’t have to leave a tip!

AQ: Would you like to see more digital menus in restaurants, if they were better developed?

NI: Yea, anything can work well once its developed.

AQ: Do you think that there should have been more menus at each table, one per person?

NI: No, because that would take up too much space. And even if it weren’t built onto the table, it would mean that a waiter would have to come give you the menus and then take them away from you once you’ve ordered. I like the way that restaurant had it.

AQ: The menu you used was built onto the table, right? What if it was embedded into the table?

NI: Yea, but then the screen would get dirty with the food on top of it. But that would be hot!

AQ: The actual device would be under a protective, transparent surface, so even if the table did get dirty it would simply have to be wiped clean without affecting the menu.

NI: I don’t know that much about technology… I’m not a digital kind of guy, so I wouldn’t understand its technological side of it.

AQ: Do you think other people like yourself, who are not technology savvy, would be able to use the digital menu too?

NI: Yea, why not. I said I don’t like digital stuff, or gadgets, but I still own an iPhone because it is designed so well. They have made it so easy for people. It probably is a very complicated technology, with it’s programming, but it’s the easiest thing to you. So, I guess it depends on how it’s designed.

AQ: Since the technology would already be present, do you think it should be utilized to perform functions other than being a menu?

NI: Hmm… it could talk to you, but I don’t think it should be used to do anything else.

AQ: What if the menu screen could be used for other activities, playing games for example.

NI: Then it would become a Dave & Buster’s! I want to enjoy my meal and not have any distractions… unless, that was the theme of the restaurant – eat while you play games. But it would have to be a place you go to eat on your own.

AQ: What if you could use the device to create a customized ambiance for your party?

NI: Music?

AQ: Sure.

NI: It would be disturbing, since the people besides me would also be playing their own music and it would disturb me. Their music would clash with mine. This would only work if each table had their own party room, in which they could play their own music without bothering the other people at the restaurant.

AQ: Can you think of any other uses for the technology?

NI: It could read my mind! Haha! I would like something sweet and warm… haha! I think the menu should just be a menu.
Maybe it could give you the time in which your food would be prepared, and if there were a delay, it would update you.
What if I could go onto Zagat.com and rate the restaurant?

AQ: Would that require the menu to have Internet access?

NI: Yea, but it would be very limited. It only goes to that page, so you don’t get distracted and start checking your email.

AQ: To write a review you would need a keyboard, right?

NI: No; that will be too much. Maybe you could just rate it using stars.

AQ: Are you required to sign in to review your experience?

NI: Hmm… maybe. But you don’t want to give a restaurant your email address. That’s giving out too much information unnecessarily.

AQ: Perhaps you could simple create a user name without having to enter your email address.

NI: That could work.

AQ: However, you would still need a keyboard, right?

NI: Hmm… no keyboard, its too much. Plus that would mean you would be spending too much time thinking of a username and trying different ones out. Also, people could be making offensive usernames and the restaurant would not be able to control it. They could probably use fingerprint reading instead! The screen is already there.

AQ: That is a possible solution. Also, now that the system is able to recognize you, could it remember all that you ordered for when you returned?

NI: That would be hot! But now I’m double thinking the fingerprint reading idea… maybe, its too much information to be giving out unnecessarily. Maybe we should keep it simple.

AQ: Do you have any final thoughts about the concept of digital menus?

NI: I love it! When I used it the first time, I kind of like it… maybe 80%, but once it has been developed and all the features we spoke about are incorporated, it will be perfect! I can see it everywhere! Soon it will be in every restaurant in either a small way or it will be there entirely. I love it; it’s exciting and new.

 

SUMMARY OF CONTEXTUAL INTERVIEW (2) WITH POTENTIAL USER (MK)

The second potential user, referred to as KM, was interviewed on October 26, 2010 at the Hampton Chutney & Company (the case-study restaurant). The interview was conducted over lunch and lasted about forty-five minutes. I (AQ) conducted the interview, while a friend of mine; Natasha Butt assisted me, taking detailed notes (the full interview is made available below).

KM is a banker in his early 40s, with average exposure to and knowledge of technology. He has owned and used operating systems since the age of fifteen, and is most fond of Apple’s interface usability. He has owned an iPhone for the last two years and appreciates its use of touch screen interfaces. MK lives and works in Queens and often dines in Manhattan. This was his first visit to the case-study restaurant.

KM foresaw the potential of a digital menu very early in the interview, before I even had the chance of introducing the idea to him. His initial vision of this concept was a virtual screen that pops open in mid-air, referencing the movie “Minority Reports”. He said that it was an approach that he could envision being realized within the next twenty years. When asked to visualize the digital menu using available technology today, he leaned towards the idea of touch screens.

He acknowledged that this method would benefit customers, giving them full control in the decision-making process, although he was highly concerned about the loss of employment opportunities for waiters/waitresses. However, he understood that this was a direction many services were already embarking, quoting the self-checkout counters at supermarkets.

When asked to describe the digital menus and its features and capabilities, he stressed that it should not be hand held since it would be inconvenient. The dialog revealed that it should be embedded within the table. He envisioned a ‘parent’ menu in the center of the table from which each customer could drag a copy for themselves, or to share, in front of them. He described the menu to have pages with a description of each item, its ingredients, nutritional facts and pictures. He also mentioned having a preview of how it was made. With this information, the customer will be able to make their best choice and place the order directly to the kitchen.

When discussing other functions that the device could perform, such as gaming activities, entertaining, ambiance, he seemed to be uncertain. He said it was a possibility, but he would prefer that the menu simply be just that, and perhaps only perform activities that related to the actual experience of dining. These included paying the bill by swiping/scanning a credit card, watching their meal being prepared, tracking the process of preparation. The idea of customizing the ambiance through music and lighting was plausible only if the party had a private area such as a booth in which to do it, and which otherwise would be a futile feature.

KM also approved the idea of customers leaving reviews, and allowing the menu to remember what was ordered once that customer signed in. He said that once a favorite item was marked, the customer would be given other similar suggestions the next time he/she returned.

Overall, MK was excited about the concept, saying that it was possible to execute and that it would make for an enhanced dining experience for anyone at any restaurant. He also took into consideration the older generation, saying that if the menu is designed correctly it should not be an obstacle for them, referring to his mother using Apple’s iPad with great ease.

CONTEXTUAL INTERVIEW WITH POTENTIAL USER (KM)

AQ: What do you think about their menu?

KM: It’s all right, nothing to write home about… It could be a bit difficult to read.

AQ: How do you feel about not having a waiter or waitress?

KM: Well, I think I’d prefer the help of one at this restaurant since they are serving specialty foods, and I want to ask consult my choices with someone.

AQ: Would you prefer ordering from your table, using the typical menus?

KM: Hmm… Well, it would be pointless having menus at every table if there aren’t any waiters to take down my order. I would need to place my order from my table and it magically gets delivered directly to the kitchen. It would just pop up in front of me, like a digital menu!

AQ: A digital menu, what do you mean?

KM: It would be the coolest thing! A screen would pop up in front of me, like a in that movie… I would just pick things from this virtual screen and the information would be delivered directly to the chef! We’re in the 21^st century! We wouldn’t need waiters… but it would get a lot of people fired.

AQ: Do you think our technological skills are far from virtual screen?

KM: Not at all! Give it another 20 years.

AQ: Perhaps we could resort to existing technology until we get there, such as touch screens?

KM: Yea, that’s doable - touch screen menus! But maybe we are too used to being served by waiters? I don’t know if it’ll be such a great idea after all.

AQ: There are a lot of services today that eliminate the human factor, such as ticketing consoles, digitized desk-clerks at hotels, even electronic backing.

KM: Yea, even the self-checkouts at supermarkets. They are more efficient and faster… except when a problem occurs, then there is an annoying delay… its not that people are always incompetent, some times the systems aren’t very user friendly. Maybe they should let Apple design everything!

AQ: Do you think the menu should be more like an iPad?

KM: Yea, its easy, simple… even my mom can use it! But I don’t think the menu should be hand held. They should have it on the table.

AQ: On the table, or in the table?

KM: On or in, as long as I don’t have to hold onto it… I wouldn’t want to have to deal with it. It should be discreet.

AQ: Could you describe what the digital menu would look like, or do?

KM: Well, it would have pages assorted into two sections, lunch and dinner. The relevant section would appear depending on what time you’d come. Then suppose I choose grilled chicken, it would give a description of it, its ingredients and its picture. Maybe it could even give me a preview of how the chef prepares it!

AQ: What other features could you incorporate?

KM: Hmm… what if its voice activated? But that might complicate things... I might need to keep screaming into it, trying different accents, hoping that the correct order is registered.

AQ: How many menus do you imagine per table? One for the entire table to share, or would you prefer that each guest have their own?

KM: I think one per guest.

AQ: What if an additional chair had to be added to the table, then what?

KM: That could be a problem… Well, there could be a parent menu in the center of the table, which is permanent, and each guest would drag a copy out from it and place it in front of them. That way you can drag out as many menus as you want, and you could even choose to share a menu.

AQ: Since the technology is created for each table, could it be utilized for other activities besides a menu?

KM: It could produce your bill at the end of your meal! All you’d have to do is swipe, or scan your card.

AQ: Could the screen and its interactivity used for entertainment purposes?

KM: Sure! Listen to music or watch movies… maybe the restaurant could even charge for the movies… But who watches movies at a restaurant? No, it’s a bad idea.

AQ: What about games? Would you be able to play games with your party, or even by yourself?

KM: Yea, like chess or something? Sure. But I think that’s still a bit much. You’re out for dinner... let’s keep things simple. It’s a menu after all; you don’t want to complicate it. But maybe you could offer it? I think it’s a matter of preference. I don’t know… I have mixed feelings.

AQ: What about mood? Are you able to customize an ambience for yourself and your party?

KM: Like music?

AQ: Both music and lighting – perhaps the table emits certain colors to create a mood of your choice.

KM: But that would mean that you’d want your own space too, like a booth or something. Otherwise, I don’t think it’ll work.

AQ: Would you personally prefer that the devise be used for activities, entertainment or ambiance?

KM: I like it simple. Keep it just a menu. I think any added features should be associated to your actual restaurant experience, such as viewing and paying for the bill. Maybe it could even give the cook-time, or the preparation stage your meal is in, like Dominos! When you order online from Dominos, it tracks the progress of your pizza, telling you that Paul is creating your pizza, your pizza is in the oven, your pizza is on its way to your house, etc. Maybe even show the chef in the kitchen preparing your food – it would be like digital hibachi!

AQ: What do you think about leaving a review?

KM: Yea, that would be a good idea!

AQ: Does that mean you would need to create a username and sign in?

KM: You could, or you could just write an anonymous one.

AQ: Either way, you would require a keyboard, right?

KM: Right. But that shouldn’t be a problem.

AQ: From all that you have described, can you outline how the digital menu is more effective over the traditional print menu?

KM: In comparison, the traditional menus are extremely dull and boring, digitizing it adds a lot of excitement into the simple experience of ordering food. The customer has full control over their order and decision-making. Also, this means that they will not have to deal with waiters with attitudes, and nor with tipping! The digital menu provides a more thorough description with ingredients and pictures. And the fact that the menu remains there is great! So if you do want to add something, you can do so immediately, without having to call on someone and waiting. Plus, you won’t have waiters running around the place… it would be more calm, nor would you have them constantly pestering you if you’re done with your meal or not! I love it! Digitize those menus!