Roles:
UX Researcher
UI/Branding Designer
UX Researcher
UI/Branding Designer
Overview:
A modernized approach to solving common frustrations surrounding self-checkout.
A modernized approach to solving common frustrations surrounding self-checkout.
Summary
Motivated by negative personal experiences with self-checkout POS systems, I wanted to investigate if others had similar frustrations and find a solution.
Problem
I needed and wanted to ensure my project's feasibility to achieve a real-world solution that could improve various UX levels for both users and corporations seeking to strengthen business practices.
Scope
The MVP was required to be finished within 3 weeks on a $0 budget.
Motivated by negative personal experiences with self-checkout POS systems, I wanted to investigate if others had similar frustrations and find a solution.
Problem
I needed and wanted to ensure my project's feasibility to achieve a real-world solution that could improve various UX levels for both users and corporations seeking to strengthen business practices.
Scope
The MVP was required to be finished within 3 weeks on a $0 budget.
Solution
After 3 weeks, I created a high-fidelity clickable prototype that made grocery self-checkout more streamlined and enjoyable by empowering the user, reducing negative cognitive association, and incorporating CX design.
The prototype's popular familiar elements and curated hierarchy received positive feedback and showed potential to boost ROI by increasing unit per transaction, decreasing cart abandonment, and increasing brand loyalty.
After 3 weeks, I created a high-fidelity clickable prototype that made grocery self-checkout more streamlined and enjoyable by empowering the user, reducing negative cognitive association, and incorporating CX design.
The prototype's popular familiar elements and curated hierarchy received positive feedback and showed potential to boost ROI by increasing unit per transaction, decreasing cart abandonment, and increasing brand loyalty.
Feasibility
I conducted pre-emptive research to rid myself of bias and assumptions.
The research revealed a pattern of frustrations on social media (in the form of memes) about unappealing UI design, lack of control (over-reliance on employees), "cheating the system", and general disdain that self-checkout takes jobs away from employees.
I conducted pre-emptive research to rid myself of bias and assumptions.
The research revealed a pattern of frustrations on social media (in the form of memes) about unappealing UI design, lack of control (over-reliance on employees), "cheating the system", and general disdain that self-checkout takes jobs away from employees.
Survey
I conducted a survey shared on multiple social media channels (LinkedIn, Slack, Twitter, Reddit, and Instagram) and received 18 responses which were used to identify users for later interviews. The survey revealed unaddressed user needs and defined the audience who shared that self-checkout still needs modernization. The results helped establish the foundation for MVP requirements and successful design concept.
Findings
Most survey participants reported their intended reason for using self-checkout is to have more control over their process by minimizing social interaction while being able to pay for their items faster. They also reported confusion/discomfort with UI instructions/feedback, being approached by employees, and a need for updates as they typically use self-checkout once a week.
I conducted a survey shared on multiple social media channels (LinkedIn, Slack, Twitter, Reddit, and Instagram) and received 18 responses which were used to identify users for later interviews. The survey revealed unaddressed user needs and defined the audience who shared that self-checkout still needs modernization. The results helped establish the foundation for MVP requirements and successful design concept.
Findings
Most survey participants reported their intended reason for using self-checkout is to have more control over their process by minimizing social interaction while being able to pay for their items faster. They also reported confusion/discomfort with UI instructions/feedback, being approached by employees, and a need for updates as they typically use self-checkout once a week.
SWOT
After evaluating 3 similar POS systems for grocery stores (Elo, extendaretail, and ECRS), I focused on design ideas for my MVP goals that would improve accessibility and visual appeal to disarm initial emotional tensions, utilize minimalistic elements for instantaneous scannability/hierarchy, give the user more control and avoid cognitive overload, and include modernized features for a faster process.
After evaluating 3 similar POS systems for grocery stores (Elo, extendaretail, and ECRS), I focused on design ideas for my MVP goals that would improve accessibility and visual appeal to disarm initial emotional tensions, utilize minimalistic elements for instantaneous scannability/hierarchy, give the user more control and avoid cognitive overload, and include modernized features for a faster process.
Informal Surveys
I conducted 6 unstructured informal surveys as a follow-up to initial social-based research that correlated with my survey.The results of these informal surveys reinforced the attitudes captured in my survey data. In addition, I had an in-person conversation with a grocery store clerk who expressed skepticism about the project concept.
These informal surveys were useful in capturing candid and raw attitudes of my target audience.
Formal Semi-Structured Interviews
I conducted formal semi-structured interviews with 3 survey participants to gather feedback for building personas.
The participants were selected based on the following criteria: they had provided contact details, were 18 years or older, and had agreed to sign a non-disclosure agreement (NDA). The interviews took place in a quiet, distraction-free environment and were conducted via conference call using Google Meet, with a meeting scheduler software (Calendly) and note-taking software (Microsoft Word). Signed consent forms were obtained from all participants.
Self-checkout was communicated as inefficient by 100% of the participants. The preference for human interaction and the perception of self-checkout being slower than waiting in line for a cashier had been noted.
Findings
My MVP goals were to create a universal, simple, and accessible interface for a large target audience that speeds up their overall process, empowers the user with more control, and integrates modern/experimental features that could be accepted.
Additionally, I aimed to increase brand loyalty, profitability, and repeat usage of self-checkout by customers.
I conducted formal semi-structured interviews with 3 survey participants to gather feedback for building personas.
The participants were selected based on the following criteria: they had provided contact details, were 18 years or older, and had agreed to sign a non-disclosure agreement (NDA). The interviews took place in a quiet, distraction-free environment and were conducted via conference call using Google Meet, with a meeting scheduler software (Calendly) and note-taking software (Microsoft Word). Signed consent forms were obtained from all participants.
Self-checkout was communicated as inefficient by 100% of the participants. The preference for human interaction and the perception of self-checkout being slower than waiting in line for a cashier had been noted.
Findings
My MVP goals were to create a universal, simple, and accessible interface for a large target audience that speeds up their overall process, empowers the user with more control, and integrates modern/experimental features that could be accepted.
Additionally, I aimed to increase brand loyalty, profitability, and repeat usage of self-checkout by customers.
Personas
I created 3 polarized user personas (the critical, neutral, and indecisive user) to understand empathy for each type and ensure divergent thinking when considering different personalities interacting with the same digital product.
The personas helped me understand potential negative interactions with my MVP and think ahead to avoid such situations.
I created 3 polarized user personas (the critical, neutral, and indecisive user) to understand empathy for each type and ensure divergent thinking when considering different personalities interacting with the same digital product.
The personas helped me understand potential negative interactions with my MVP and think ahead to avoid such situations.
User Stories and Flows
My user stories and finalized flow depicted my vision of balancing minimalism with new features like speech-to-text and a selfie/ID scan to improve the overall user experience.
My user stories and finalized flow depicted my vision of balancing minimalism with new features like speech-to-text and a selfie/ID scan to improve the overall user experience.
Content Strategy
I aimed for my MVP to spark joy on a social level by providing concierge treatment and aligning with expectations of devices with broad recognition (mobile phones/tablets/desktop computer operating system elements).
Initially, I included a separate system for employees but removed it due to time constraints.
I aimed for my MVP to spark joy on a social level by providing concierge treatment and aligning with expectations of devices with broad recognition (mobile phones/tablets/desktop computer operating system elements).
Initially, I included a separate system for employees but removed it due to time constraints.
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Wireframe
My sketches quickly evolved into a low-fidelity clickable wireframe. I recognized that hierarchy and visual design would strongly impact the project outcome, which is why I used a clickable wireframe to connect the necessary components on a molecular level.
My sketches quickly evolved into a low-fidelity clickable wireframe. I recognized that hierarchy and visual design would strongly impact the project outcome, which is why I used a clickable wireframe to connect the necessary components on a molecular level.
Mid-Fidelity Clickable Prototype
I created a mid-fidelity prototype for user testing, recognizing that it may not be the most appealing iteration. I found myself unhappy with my creation, but could not identify the issue.
I conducted a single user test to iterate immediately and gather more precise data.
The feedback and my instincts revealed that the prototype had become the opposite of what I had intended.
Scenarios and tasks were also tweaked for realism as prototypes were built for specific user test tasks.
I created a mid-fidelity prototype for user testing, recognizing that it may not be the most appealing iteration. I found myself unhappy with my creation, but could not identify the issue.
I conducted a single user test to iterate immediately and gather more precise data.
The feedback and my instincts revealed that the prototype had become the opposite of what I had intended.
Scenarios and tasks were also tweaked for realism as prototypes were built for specific user test tasks.
Direct User Quotes
- “It could’ve been more simplified...so many buttons.”
- “Feels like I’m at a bank.”
- “Too much green.”
- “Animations are slow.”
- “...I’m not looking at self-checkout.”
- “It’s boring.”
Branding
To achieve instantaneous scannability through associated element recognition, I used colors that represented actions directly correlated to their functions. Adopting colors used in stoplights and Mac OSX window tabs effectively communicated the elements' intended interaction.
Toned-down shades in the palette disarmed potential negative cognitive associations, complimented associated imagery and made the UI less abrasive while remaining functional, achieving my original vision of a joyful concierge experience.
The name "Grocer•Ease" is a play on the word groceries, immediately communicating the product's purpose and being less than 4 syllables for memorability and SEO.
To achieve instantaneous scannability through associated element recognition, I used colors that represented actions directly correlated to their functions. Adopting colors used in stoplights and Mac OSX window tabs effectively communicated the elements' intended interaction.
Toned-down shades in the palette disarmed potential negative cognitive associations, complimented associated imagery and made the UI less abrasive while remaining functional, achieving my original vision of a joyful concierge experience.
The name "Grocer•Ease" is a play on the word groceries, immediately communicating the product's purpose and being less than 4 syllables for memorability and SEO.
High-Fidelity Clickable Prototype
I created an updated polished clickable prototype that strengthened branding, allowed for natural scenarios and tasks, and re-focused on goals, with the goal of mitigating resource waste.
I started again from scratch to ensure the prototype was functional and aligned with project goals, and it eventually served as my MVP.
I created an updated polished clickable prototype that strengthened branding, allowed for natural scenarios and tasks, and re-focused on goals, with the goal of mitigating resource waste.
I started again from scratch to ensure the prototype was functional and aligned with project goals, and it eventually served as my MVP.
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Usability Testing
I conducted a usability test with 5 participants, all of whom were within my target audience demographics, to test the efficiency and effectiveness of my MVP prototype.They performed 7 scenario-based tasks and answered 10 debrief questions to gauge the success of my goals, including the modernized approach of using a selfie/ID scan for age-restricted items.
Based on field research, I decided to remove the concept of speech-to-text/voice assistant controls as they may not be practical in a loud grocery store environment.
Scenario Overview
You’re throwing a party and want to get more chips and a case of beer, so you run to your local grocery store. You go to self-checkout because you have 3 items in your cart - 2 bags of potato chips and a case of Pabst Blue Ribbon Extra. Your friends are on their way so you’re in a rush.
Results
All 5 users successfully completed tasks within 60 seconds or less and expressed excitement with the prototype.
The selfie/ID scan component was well received, even solving additional frustrations such as privacy.
Users liked the intuitive UI, customer reviews, and the CX design of having an employee grab a new item if the current is damaged, solidifying the value of returned use and driving more sales.
All 5 users successfully completed tasks within 60 seconds or less and expressed excitement with the prototype.
The selfie/ID scan component was well received, even solving additional frustrations such as privacy.
Users liked the intuitive UI, customer reviews, and the CX design of having an employee grab a new item if the current is damaged, solidifying the value of returned use and driving more sales.
Reflection
If I had more time, I would have liked to address more CX design such as how to diminish loss from theft.
Realistically, this could be addressed in a future iteration as I have noted some ideas upon completion.
I also would have liked to interview more survey participants, but by asking probing questions I was still able to address sub-topics needed to reach the success I had.
If I had more time, I would have liked to address more CX design such as how to diminish loss from theft.
Realistically, this could be addressed in a future iteration as I have noted some ideas upon completion.
I also would have liked to interview more survey participants, but by asking probing questions I was still able to address sub-topics needed to reach the success I had.
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