The size of the kiosk and its height above the ground, placement and size of CTAs and other elements on the screen such they are accessible to all users.
Similar design patterns, identical terminology in prompts, homogenous menus and screens, and consistent commands throughout the interface.
A movable floating menu such that its placement can be altered by the users as per their liking.
Simple
Intuitive
Accessible -
High Contrast
Clarity
Time Efficient
UI Components
Flexible
Consistency
Hierarchy
Work Showcase from Wipro
As part of my professional experience at Wipro, I had the opportunity to work on enterprise-scale digital products for global clients.
In this document, I am showcasing one of the selected projects from my work at Wipro that highlights my approach to problem-solving, user experience design, and systems thinking in real-world business contexts.
Endless Aisle
Retail Kiosk Experience
Project Type
Enterprise UX • Retail Innovation • Omni-channel Experience • MVP/POC
About the Project
Endless Aisle is a self-service retail kiosk experience designed to reduce lost in-store sales caused by out-of-stock inventory. The system connects physical stores with extended online inventory, enabling customers to discover and purchase products that are not currently available on the shelf.
This project was designed at Wipro for Best Buy in collaboration with Microsoft as part of a Retail Innovation Proof of Concept (POC) and was showcased at
Wipro’s Silicon Valley Innovation Center and NRF 2023.
Project Brief
To design a kiosk experience that bridges the gap between conversions lost in-store due to product unavailability, thereby enhancing its overall profitability.
Problem Statement
Despite high footfall, retailers often struggle to meet customer expectations - limited stock visibility and poor inventory alignment result in missed sales opportunities worth almost $1 trillion globally.
The Ask
Increase customer footfall
Reduce the loss of conversion that occurs due to no visibility of in-store inventory
Offer intuitive and interactive kiosk experience
To showcase the real-time inventory and the available fulfilment options to the customers which the store will be able to provide them.
This MVP (Minimal Viable Product) was showcased at Wipro’s Silicon Valley Innovation Center in California during the launch of the Retail Innovation Experience. This initiative features new enterprise-ready digital solutions developed on the Microsoft Cloud and Microsoft Cloud for Retail. The Retail Innovation Experience is designed for retailers worldwide who want to explore the future of retail today.
Deliverables
The kiosk experience was created only as an MVP (Minimal Viable Product) and was not developed for an actual kiosk due to the limitations of time and resources.
A working prototype of the kiosk with necessary interactions to complete the customer and employee user flow.
The shared prototype also included assets and other information which could be used by the developers in future.
A presentation with a step-by-step guide to both the user flows was also made so that it can be referred to when needed.
Project Timeline
Scope, Context and Scalability
The scope of the MVP was limited to designing a demo kiosk experience for a hypothetical consumer electronics retailer – ‘SmartBUY’ based out of California, USA.
The screen design was made considering a 55” kiosk screen.
It was designed to be used by two personas- the Customer and the Employee. The use case scenarios for these two users were defined keeping their characteristics in mind.
For this MVP, the access to reach the desired product page was kept the shortest with the minimum number of clicks so that the focus of the experience is retained.
The emphasis of the kiosk design was to showcase inventory. The prototype design can be improved, and further use case scenarios can be added into from a user experience perspective. However, this will require in-depth research to understand purchase behaviour among the target audience so that they have a holistic buying experience.
User Persona
Scenario
Customer Scenario
Sam is looking to upgrade his iPhone 12 to iPhone 13 Pro. He intends to go to the nearby SmartBuy Store to take a look at the product and the best deals available on the phone.
He is also looking to buy any other related Apple accessories and products if he gets a good deal.
He is not looking to buy any large ticket item on his visit today.
Employee Scenario
The recently joined employee Max, would use the kiosk to help customer, Alex, find a product.
Alex wants to buy an iPhone for his daughter which has the best deals available on it. But he is not a tech savvy person and therefore would need help of a store executive.
The inventory information shown to the employee may not be important for the customer but will be useful for the employee to help give the right information to the customer.
The employee will help him looking for the best deal possible so that Max can make an informed decision.
BRAINSTORMING
How Might We
Pain points were reframed into “How Might We” questions to spark ideation and solution generation.
Affinity Sorting
The insights from How Might We were grouped under three categories of interest:
How might we attract users to the kiosk, how do we create a seamless kiosk experience, how do we develop our product’s USP ? Based on these three categories, ideation and features were sorted.
User Journey
Traditional User Journey
To better understand the user’s needs and goals, a traditional user journey mapping the user making a purchase at a physical store was drawn up. This would ensure a match between real life and the system.
Proposed User Journey
After analysing behaviour of a user in physical store, a new user journey was mapped out for kiosk experience focusing on the interaction of user with kiosk throughout the purchase process and the possible friction points that user might experience.
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Insights
Based on the requirement gathering, brainstorming and user journey, the following insights could be drawn:
Visual Onboarding
The kiosk display would play a key role in inviting the customer to use the kiosk.
Reducing Cognitive Load
The customer would not be accustomed to the kiosk interface and the user flow needs to assist the user and prevent information overload.
Designing for Efficiency
Since the kiosk is a public device in a retail store, a single user should spend minimal time on it to allow more number of users to access it. Considering this, the user flow should facilitate a linear flow without distraction.
Managing User Frustration
Not finding the desired product in the store can be disappointing for the user. The kiosk’s purchasing features should offset that disappointment to some degree.
Minimizing Interaction Effort
Typing on the kiosk would not be comfortable and would require too many taps. Considering this, the user should be able to reach the required product in the easiest way with least number of clicks.
Information Architecture
An information architecture was built considering it’s an MVP in order to determine the layout and navigation across and how the pages interact with each other.
Design Principles & Parameters
A set of guiding principles along with below mentioned parameter were defined while designing the screens.
market
study
Iterations
After understanding the requirements, numerous iterations for UX wireframes were created to show possible flow of user across interface & were discussed with the internal team and stakeholder.
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Visual Identity
A style guide or manual of style is a set of standards was defined for the text, colors, and other elements in a way that it enhances a design or interaction.
Low Fidelity Wireframes
Low fidelity wireframes were created considering the ease of accessibility of users interacting with the kiosk. The iterations were created such that there is less clutter and the experience is more intuitive.
High Fidelity Wireframes
After numerous discussions with the internal team and stakeholders, the finalised flow was given a visual identity keeping into consideration the design principles.
Home Screen
Customer Flow
Employee Flow
Employee Flow
Customer Flow
Home Screen
Challenges and Limitations
The research was mainly conducted at desk with experience and insight shared by the stakeholders as the experience at an electronic retailer is different in India when compared to the US.
There was no access to a 55” screen where the prototype could be tested for clarity and ergonomics. However, we tested it on a 42” TV screen for clarity.
The prototype was demonstrated on a touch-screen interactive wall at SVIC, California. Therefore the ergonomic testing for the kiosk design was not possible.
" The Endless Aisles MVP was launched as part of the Retail Innovation Experience at SVIC, California, in November 2022, and later showcased at the NRF 2023 in New York. "
For brick-and-mortar stores, out-of-stock items mean lost sales as customers defect to online sellers to get what they want. With the Wipro Endless Aisle for Retail solution, retailers can give in-store and online shoppers access to inventory from across stores, warehouses and partner companies, letting them find and order what they want and have it shipped to their homes or the store without going to a competitor. With this “buy anywhere-fulfill anywhere” solution, retailers can:
Showcased & Featured
The Experience will accelerate innovation and offer best-in-class retail solutions built on the Microsoft Cloud and Microsoft Cloud for Retail NEW YORK | BANGALORE, India – Nov. 15, 2022: Wipro Limited (NYSE: WIT, BSE: 507685, NSE: WIPRO), a leading technology services and consulting company, today announced new retail solutions, built on the Microsoft Cloud and Cloud for Retail, and a new Retail Innovation Experience in Mountain View, California. This physical, virtual, and hybrid Experience will deepen collaboration between Wipro and Microsoft to accelerate delivery of new solutions that will enable retailers to grow their business and build stronger customer relationships.
Feedback
“We launched Endless Aisle in Nov at SVIC event. Prior to that we tried this on few occasions and it slipped. So finally, we reach out to Chaitr who got us introduced to A1 team in days.
Team on the ground has been very diligent and passionate about this engagement. Even during second phase team stretched and acted on last minute request promptly.
In summary, it was a great effort from entire team, which allowed us to present Endless Aisle on two key events: SVIC launch and NRF.”
Rajesh Shetti
Director - Microsoft Sales, Wipro
“The feedback has been pretty positive so far. For all intent and purposes we had good feedback from the different stakeholders.”
Ilir Skëndaj
Cluster Head - Retail, Services & Transportation at Wipro Digital
"Great work by the design team and I would take this moment to appreciate their creativity and efforts. Congratulations and keep up the good work!"
Chaitr Hiremath
Practice Head - UX Design, Wipro
Thank You !