Safeway Kiosk Redesign

Improving efficiency of Safeway Self Checkout kiosk so more users can be comfortable with using it.
Timeline: 2 months
Role: Product Designer
Team: 3 students
Module creation img

The current self-checkout kiosk has confusing flows, which is slowing down customers & creating frustration

While these kiosks aim to streamline the checkout process, users often face challenges such as scanning errors, unclear payment steps, and usability issues that lead to frustration and delays. The following are 3 key problems

PROBLEMS

Overwhelming number of search options

  • If the name is "Potato Russet", typing "russet" does not show the Potato russet. The names need to remembered as is by the users to search for them
  • There are 3 types of search options on the home screen which is overwhelming and confusing

Unclear feedback on discount addition

To add discount, user have to scan discount barcodes in the isle or add them from the app before going to the counter

  • Discounts for items are not easily discoverable and can only be added if checked/scanned on the app
  • In the bill, the voided items and discounted items have very similar designs making it unclear if discount was added (See image)

Lack of brand consistency

  • Lacks consistency in its layout throughout the checkout process, with each screen displaying a different style. This inconsistency disrupts user flow and adds unnecessary complexity to the experience.
  • It fails to adhere to Safeway's brand guidelines where red is a key colour for brand identification. As a result, users may encounter difficulty in recognizing the kiosk as an extension of the Safeway brand, leading to potential confusion and diminished brand perception.

SOLUTIONS

Solutions and Wireframes

1. Familiar search bar

The animation on the side guides users in scanning items, and a familiar search bar allows barcode-free searches. Since produce names can be hard to recall, even for frequent users, the search results provide more details and relative products!

2. Audio Cues to add membership

First time users were confused by the audio cue in the kiosk saying "Add your club card details". The kiosk announces "Add your membership detail by scanning your membership code or entering phone number".

3. Intuitive discount addition

Increased visibility of discounts by showing them on the kiosk. Additionally, the savings and discounts are visually different from the other offers which reduce confusion during payment.

RESEARCH METHODS USED

Success of Redesign

Usability testing was conducted on all three types of users and the time efficiency increased by 60%. The environmental conditions were not very similar to Safeway checkout areas, but users understood the new UI, flow, and interactions much better, reducing the confusion.

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