Checking Out Could Be Better EDIT 797 Fall 2005 Betty Wilkins

Background Self-checkout stations are common at many big chain retail establishments, including: Grocery stores (Giant Food) Hardware stores (Home Depot) Family oriented stores (Wal-Mart, K-Mart) Although advertised as easy-to-use, some customers are still intimidated by the perceived complexity of the workstation

Business Goals Better use of labor Increased throughput Customer loyalty Expanded selling space and display areas Lower shrinkage/loss rates High return on investment “an easier-to-use self- checkout machine could mean a bigger payoff. “

Personal Goals Control I know what I want I want to get in and out I want to monitor the entry of each item Minimize social contact I want privacy Don’t want to feel stupid or inept Understanding instructions Embarrassed by holding up line “…may have attempted to use self-checkout only to be befuddled by produce problems or embarrassed by a recording ordering them loudly to put that item back on the weigh station -- now. “

Data Collection Interviews Observations Actual Use

Primary Persona Pat is a 35-year-old professional male. Pat works long hours and usually eats on the run. When Pat shops at the grocery store, it’s usually for a few items at a time, just enough to fill the hand basket. Pat works regularly with computers and uses the Internet daily. Since he would rather be on the Internet, Pat would rather not have to cook on a regular basis, so whatever he buys at the grocery store is prepackaged.

Secondary Persona Terry is a 37-year-old mother of two who also works full time. She does the major grocery shopping for the family. To make time during her hectic day, she shops during lunch time to avoid crowds, or on the way home. Since she doesn’t have the children with her, she can stay focused and finish a significant amount of shopping more quickly.

Findings Based on the findings of the customer interviews, customers would be more inclined to use the self-checkout stations if: The screens were more intuitive The workstation design was more ergonomic and less awkward to command

Cashier Checkout Workflow

Self-Checkout Workflow

Problem Areas 1. Entering items without bar-codes 2. Placement of payment mechanisms 3. Bagging Items Sequence for too many items Bagging while next customer starts a transaction 4. System jams 5. Absence of human assistance

1. Entering Items without Barcodes Finish and Pay Produce No Barcode Quick Lookup 1 CURRENTCURRENT Food To Go A-CD-JK-NO-P BakeryFavorite 2 Q-ST-Z Next Back G GIANT Item.79 WT. Lbs.

A-CD-JK-NO-PQ-ST-Z 1. Entering Items without Barcodes Finish and Pay Produce No Barcode Quick Lookup 1 2 PROPOSEDPROPOSED Next Back Produce by name Bakery Produce by number G GIANT Item.79 WT. Lbs. Food To Go Favorite Add animation to areas of screen along with voice instructions for the different areas. Add onscreen labeling

Scan More Items  DebitCredit CashCheck 2 Subtotal Tax 2.70 Total More Payment Options Payment Type EBT Finish and Pay Produce No Barcode Quick Lookup 1 2. Placement of Payment Mechanisms Payment Station Coins Coupons Coins Out Bills Out Cash In 3 Counter (Scan Area) Shelf V CURRENTCURRENT 3 4 G GIANT 4

2. Proposed Payment Arrangement Payment Station Coins In Coins Out Bills Out Receipt 3 Counter and Scan Area Shelf PROPOSEDPROPOSED Scan More Items  DebitCredit CashCheck 2 Subtotal Tax 2.70 Total More Payment Options Payment Type EBT Finish and Pay Produce No Barcode Quick Lookup Coupons Bills In V G GIANT Move pay station to the right of POS screen Place bill dispenser above counter level Place receipt dispenser in payment area

3a. Bagging Sequence for Too Many Items Holding Area Bagging Shelf Conveyer Belt POS ….. Bag items or move items into holding area CURRENTCURRENT Place items on conveyer belt after scanning Voice warns of too many items on the belt and to please bag your items. 213

3b. Bagging While Next Customer Starts a Transaction Holding Area Bagging Shelf Conveyer Belt POS ….. Manual divider velcroed to side of belt area Manually place divider in slots in front of holding area CURRENTCURRENT

3. Bagging Area Solution Holding Area Bagging Shelf Conveyer Belt POS ….. PROPOSEDPROPOSED Widen conveyer belt, holding areas and bagging shelf. Divide belt and holding areas into half Install movable lever to automatically direct second customer’s items to other side of belt

Evaluation Create mockups Create “manuals” Have evaluators test the design

Summary OldNew Entering items without bar-codesEnhance display labeling; animation Placement of payment mechanismsMove pay station to the right of the POS screen. Locate all sales outputs in one area above the counter (coins, bills, receipt) Bagging sequence for too many items Provide larger holding area Bagging while next customer starts a transaction Separate conveyer belt to keep two transactions separate

Resources AM/PM Services Inc. Retrieved December 1, 2005, from Post-Gazette. Do-it-yourself checkout could make grocery baggers a thing of the past. Retrieved November 30, 2005, from Usability Step 11. Retrieved December 8, 2005, from

Fujitsu Prototype