Role

I was hired as a contractor to conduct UX research related to the retail payment experience.

The Phenomenon

The retail checkout experiences we encounter every day is changing. So much so that our relationship to brands are transforming. But what do we really know about these transformations?  

The Hunt Statement

What should we know about the design of a retail checkout experience? Does it change the way people feel about shopping in-person? How can stores learn and adapt?

Emerging Insights

Perceptions of other shoppers’ interactions - Shoppers comprehend time differently when we observe others who experience, conceivably faster or slower than normal service. 

Necessity of trust in the shopping experience - When workers are present in the transaction it builds a level of trust between the shopper and the store.

The shoppers need for finality - Getting a receipt at the end of a transaction creates confidence in the shopper that the purchase is over.

Principles for designing retail payment experiences

For peace of mind and mental safety, provide steps and a signal that the transaction is over.

Build spaces that will naturally entice people to flow between lines based on payment type, number of items and personal preference and look for opportunities to nudge them.

Observational and Participatory Research

Subject 1: Female, White, 63 years old

Subject 2: Female, White, 25 years old

Locations and Highlights:

Self Service Target Kiosk: Self Checkout Process

  • We visited the Target first where we had to bypass a woman that wasn’t sure where to go in the self checkout line and solve the mysterious gift card issue. 

Walgreens: Check out process with Human

  • We then moved onto the Walgreens where we got cut in line and had to talk to a human to pay. 

Amazon Go Store:

  • The last place we visited was AmazonGo where we encountered a woman who was very helpful and “we just walked out.” 

Interviewing

Subject: Male, White, 30 years old

Highlights:

  • Feels social pressure when going into a self checkout. Very dependent on the number of items he has and how many others have in the line. 

  • Notices convenience when others use different objects and is either intrigued or annoyed.

Anxieties, Ambitions, Attitudes and Activities Analysis

Activities, Environments, Interactions, Objects and Users Analysis

Customer Journey Map