delight 2015 | bay to breakers: from nothing to something in 60 days

Bay to Breakersfrom nothing to something in 60 days

Download slides at nointerface.com/delight2015@goldenkrishna #b2bmagic

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The Best Interface is No Interface

nointerface.com

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Zappos Labs

Zappos Labs

#b2bmagic @goldenkrishna

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Ambiguous, self-guided, & self-motivated.


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Sit in this chair and innovate.

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Bay to Breakers

Bay to Breakers

Zappos became the title sponsor for the largest foot race in North America (2nd in the world).

Bay to Breakers

Challenge: With 60 days, and 70,000 expected runners, can you do something innovative?

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Discover via Research


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What problems can we solve?


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“My friends and I can never seem to find each other.” Opportunity: Finding friends


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“I can’t ever seem to get good cell reception.” Opportunity: Mesh network?


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“Every year, I put together my costume at the last minute.” Opportunity: Costume ideation


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“The expo lines can be 40 minutes long for a water bottle and a shirt.” Opportunity: Faster checkout

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Focusing on Checkout

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.


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Tackling the problem also aligned with our best customer strategy (time > cost), and was something we could test within our studio space.

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Pitching a better Customer Journey


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Can we create a radically simplecheckout experience that works for first-time customers?

AT&T “You Will” TV commercial (1994)

RFID?

RFID reader mat

RFID?


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The price of RFID tags


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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%

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Experience Prototyping


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Assembling a team

Front-end Developer

Back-end Developer

Junior Designer

Project manager

RFID subject matter

expert

Design lead (me)

RFID subject matter

expert

✦ Readings from mat ✦ Experience run throughs ✦ Tag placement on items ✦ Physical dimensions


Google SketchUp renderings



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The SketchUp file was used to communicate with the contractors.

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Digital Wireframes


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The scan flow was actually faked. Items were scanned so quickly, we had to slow down reality for customer understanding.

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Visual Design


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Inspiration for speed and movement: Kandinsky poster

Inspiration for speed and movement: Jazz albums


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Building out the system

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24 hours to set up

Fort Mason

RFID tagging

Building the expo space

Setting up the space

Building the Magic Checkout

Setting up the space

Finished Magic Checkout

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The Result

Over 70,000 attended

The two day expo

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


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Our CEO Tony Hsieh came to the event to check out the project to experience it himself.


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Metrics for success:✦ Cut wait times in half:

20 min or lessActual wait time: 2 min or less

✦ Create an experience that is fast: 60 seconds or faster per customer Actual average: 48 seconds

Bay to Breakersfrom nothing to something in 60 days

golden [email protected]
