Communication and Interaction Redesign for Redbox

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Message Communication and Interaction Redesign Redbox is the fun, affordable, easy, and convenient movie and game rental provider that offers rentals for $2 or less per night more than 35,400 self-service kiosks throughout the United States. Each iconic Redbox kiosk contains a constantly updated selection of over 200 DVDs, Blu-ray Discs, and video games, and can be found in high-foot traffic locations—leading grocery stores, mass merchant retailers, drugstores, restaurants, and convenience stores. As of July 2011, more than 1.5 billion DVDs have been rented from Redbox and more than 68 percent of the U.S. population lives within a five-minute drive of a Redbox kiosk. When the company launched, Redbox exclusively offered $1 per night DVD rentals. More recently, it added Blu-ray titles for $1.50 per night and video games for $2 per night. With its business and product lines expanding—thereby adding an additional level of complexity to the Redbox product offering—Redbox asked IDEO to help redesign its kiosks’ digital interface and communication elements in order to simplify, optimize, and streamline the rental process, from start to finish. The team began by conducting field research, during which we identified three types of Redbox users: Power users who rent movies from redbox three to four times a week; Occasional users who view redbox as an entertainment “Plan B”; and Non-users who either do not use or are unfamiliar with Redbox. It became clear that the rental experience wasn’t optimized for either power or occasional users. People reported feeling “stressed” during the browsing experience. They were overwhelmed by choice and wanted help making decisions quickly. Our kiosk communication strategy focused on staged awareness: Attract, Educate, then Engage. “Layered” signage speaks to consumers from different distances: 20 feet away from the kiosk (catching sight of the beacon-like Redbox logo); 10 feet away (learning more about the Redbox value proposition); and standing in front of the kiosk (browsing titles and renting). Complementing the communication refresh, an easy-to-navigate digital interface optimizes browsing to help users quickly narrow down movie selections, and enables frequent visitors to personalize the interface for greater efficiency. A new feature, the “Mini-Cart,” changes the cart from a transactional tool to a decision-making tool by allowing customers to “hold” up to five movies while they continue to browse. The interface also emphasizes customers’ ability to reserve movies online for pickup at a specific kiosk, a time-saving feature even many frequent users were unaware of prior to the redesign. The redesign aims to make Redbox consumers’ first choice in affordable, instant entertainment; increase consumer engagement across online and in-store touch points; and establish signature service moments that create and sustain customer loyalty. “At Redbox, we are constantly evaluating and looking for ways to enhance the customer experience,” says Elizabeth Arnold, director of consumer product management. “The work that we’ve done with IDEO on the digital interface of our kiosks was done with our customers in mind, and they will now find an even more visually appealing and easier-to-use service.” The redesigned UI first hit select US test markets in November 2010, and was rolled out across the network in September 2011. http://www.ideo.com/work/communication-and-interaction-redesign

Redbox is the fun, affordable, easy, and convenient movie and game rental provider that offers rentals for $2 or less per night more than 35,400 self-service kiosks throughout the United States. Each iconic Redbox kiosk contains a constantly updated selection of over 200 DVDs, Blu-ray Discs, and video games, and can be found in high-foot traffic locations—leading grocery stores, mass merchant retailers, drugstores, restaurants, and convenience stores. As of July 2011, more than 1.5 billion DVDs have been rented from Redbox and more than 68 percent of the U.S. population lives within a five-minute drive of a Redbox kiosk.

When the company launched, Redbox exclusively offered $1 per night DVD rentals. More recently, it added Blu-ray titles for $1.50 per night and video games for $2 per night. With its business and product lines expanding—thereby adding an additional level of complexity to the Redbox product offering—Redbox asked IDEO to help redesign its kiosks’ digital interface and communication elements in order to simplify, optimize, and streamline the rental process, from start to finish.

Power users who rent movies from redbox three to four times a week;
Occasional users who view redbox as an entertainment “Plan B”; and
Non-users who either do not use or are unfamiliar with Redbox.

It became clear that the rental experience wasn’t optimized for either power or occasional users. People reported feeling “stressed” during the browsing experience. They were overwhelmed by choice and wanted help making decisions quickly.

Our kiosk communication strategy focused on staged awareness: Attract, Educate, then Engage. “Layered” signage speaks to consumers from different distances: 20 feet away from the kiosk (catching sight of the beacon-like Redbox logo); 10 feet away (learning more about the Redbox value proposition); and standing in front of the kiosk (browsing titles and renting). Complementing the communication refresh, an easy-to-navigate digital interface optimizes browsing to help users quickly narrow down movie selections, and enables frequent visitors to personalize the interface for greater efficiency. A new feature, the “Mini-Cart,” changes the cart from a transactional tool to a decision-making tool by allowing customers to “hold” up to five movies while they continue to browse. The interface also emphasizes customers’ ability to reserve movies online for pickup at a specific kiosk, a time-saving feature even many frequent users were unaware of prior to the redesign.

The redesign aims to make Redbox consumers’ first choice in affordable, instant entertainment; increase consumer engagement across online and in-store touch points; and establish signature service moments that create and sustain customer loyalty. “At Redbox, we are constantly evaluating and looking for ways to enhance the customer experience,” says Elizabeth Arnold, director of consumer product management. “The work that we’ve done with IDEO on the digital interface of our kiosks was done with our customers in mind, and they will now find an even more visually appealing and easier-to-use service.”

The redesigned UI first hit select US test markets in November 2010, and was rolled out across the network in September 2011.