In Sweden, ICA Group operates about 1,350 food retail stores. They have 4 different supermarket categories depending on location, range of products, and size: ICA Nära, ICA Supermarket, ICA Kvantum and ICA Maxi. Each store is owned and operated separately, but operations are coordinated within the group.
Increase self-checkout speed and customer satisfaction without jeopardizing the supermarket’s ecosystem of digital touchpoints and the supermarket category.
How might we create an effortless self-checkout experience for ICA customers to achieve greater customer service and fast checkout with a user-centered approach?
Non-interactive observant; taking notes on how the self-checkout areas were organized, the number of people who chose the self-checkout, and their behavior while interacting with it.
Qualitative research method in which the researcher not only observes but also actively engages in the activities of the research participants.
Allowing customers to go into details. We did this by preparing an interview guide for staff members, customers using the regular cashier, and the self-checkout.
"THINK ALOUD" METHOD
A usability test tool that requires users to express their thoughts while using a product being able to discover unexpected difficulties.
Lack of consistency
Customers have learned to use the system, so even if they encounter some issues, they knew how to get around them. Our biggest challenge would be creating a solution that would fit the needs of customers keeping in mind the different store layouts.
Me and my teams ideation session through speed dating
After gathering our findings we each sketched our ideal solutions for the interface and physical space. We used the “speed dating” ideation tool in order to build on each others ideas, allowing collaboration and ownership of the ideation process.
Mapping out the different user journeys in all the different stores
Usability test for prototype 1
CORE CONCEPT & BLING
Usability test for prototype 2
Have a sign for members to check their carbon footprint for awareness
Clearer signs for customers to know where to place what at any moment of their journey
A new space arrangement so they know exactly where to place what. Aiming to solve the double scanning problem
Non - Member Experience
If I could go back in time I would have:
Build the actual physical solution in order to test it
Test the digital receipt in the app.
Improved the high fi prototype aesthetics