Eliminating Checkout Lines: How UX Research Streamlined Scan & Go Experience

Client

A global Supermarket corporation

Project type

Company Client Project

Role
UX Researcher - Led usability testing and insights synthesis to guide the design of a multi-modal Scan & Go solution.

Enhancing Usability: A Comprehensive UX Analysis Approach

In collaboration with a leading global discount supermarket chain, this project reimagined the in-store shopping experience by eliminating long checkout lines and enhancing convenience through a digital “Scan & Go” solution. My role as a UX Researcher was to uncover user pain points through live usability testing and affinity mapping, which laid the foundation for a comprehensive design and technical integration strategy.

The Challenge

Problem Statement:

"How might we eliminate checkout friction while preserving the supermarket’s reputation for personalized, efficient service?"

Pain Points:

Long queues causing customer dissatisfaction. (Live testing revealed shoppers spent 70% of their time waiting in queues.)
Impersonal self-checkout systems with no real-time feedback.
Lack of flexibility in scanning options.

Research & Process

Live Usability Testing

Method: Conducted in 5 stores with 50+ shoppers.
Key Insight: 60% of users missed the "total cost" display in early prototypes.

Affinity Mapping

Finding: Users wanted both speed and control (e.g., real-time cost updates + multiple scanning options).
Collaboration: "Worked with designers to prioritize features like portable scanners based on shopper feedback."

Design & Iteration

Building on the research insights and guided by a holistic view of the customer journey, the final Scan & Go solution was designed with multiple key features:

Real-Time Transparency

Problem: 60% of users missed static cost displays during testing.
Solution: Added dynamic cost tracking with a persistent on-screen counter.

Multi-Modal Scanning

Options: Smartphone app, handheld scanner, self-service terminal.
Rationale: "Users valued flexibility—parents preferred handheld scanners for ease, while tech-savvy shoppers opted for their phones."