OVERVIEW

 

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. 

 

THE CHALLENGE

MY ROLE

Increase self-checkout speed and customer satisfaction without jeopardizing the supermarket’s ecosystem of digital touchpoints and the supermarket category.

UX Researcher

UX/UI Designer

Design strategist

ALIGNMENT

  • Focus question
  • Hypothesis

DISCOVER

  • Research
       methodology
  • Insights
  • Analysis

LAB MODE

  • Ideation
  • Low fi prototype
  • Core concept​ 
      & bling

DELIVERY

  • High fi 
      prototype​
  • Reflections 

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? 

ALIGNMENT

From the beginning of this journey, my group and I made sure to be aligned in the search of making a desirable, feasible, and viable solution. The first thing we did when we began the process of creating our role-model hypothesis was to think in a way where we could maximize happiness for the greatest number of customers as possible, keeping in mind both physical and digital experience.

HYPOTHESIS

DISCOVER

In this mode, we wanted to look further into what the customers need and want. What issues do they encounter, what kind of feelings they experience while using the self check out, and also, why people don't use it.

Essentially, we act as obsessed detectives, searching for clues that can lead us to a solution.

RESEARCH METHODOLOGY

✍️

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.

NON-PARTICIPANT OBSERVATION

🗣️

PARTICIPANT OBSERVATION

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.

SEMI-STRUCTURED INTERVIEW

🧐

"THINK ALOUD" METHOD

A usability test tool that requires users to express their thoughts while using a product being able to discover unexpected difficulties.

INSIGHTS

Lack of consistency

between stores

2

Complicated instructions

1

Limited space

4

Double scanning

3

Unfinished food

database

5

ANALYSIS

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.  

LAB MODE

In this mode we experiment. We build ideas, try things, prototype ideas and test them out with real users in order to get their input early and fast. It was the time to try it out and I sure did.

IDEATION

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.

 

RESULT

Being able to keep scanning if help is solicited

A progress bar to guide the customer through whole the experience.

Digital receipt for 0 waste

Personalized treatment for fidelity members

Adding mobile payments as a new method

An up to date database

Digital receipt for 0 waste

FLOWCHART

FLOWCHART

Mapping  out the different user journeys in all the different stores

LOW-FI PROTOTYPE

Usability test for prototype 1

CORE CONCEPT & BLING

Usability test for prototype 2

DELIVERY

In conclusion, this solution included both physical space and digital interface and was meant to align the user journeys of ICA members using the scanning handle, ICA members not using the handle and non-ICA members. 

.

PHYSICAL SOLUTION

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

HIGH-FI PROTOTYPE

Member Experience

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​

Do you have any feedback? Still curious?

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© 2020 by Sandy Escobar
Tel: (+46) 072 910 61 08