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Checking Out

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)

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Checking Out

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  1. Checking Out Could Be Better EDIT 797 Fall 2005 Betty Wilkins

  2. 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

  3. 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. “

  4. 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. “

  5. Data Collection • Interviews • Observations • Actual Use

  6. 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.

  7. 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.

  8. 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

  9. Cashier Checkout Workflow

  10. Self-Checkout Workflow

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

  12. C U R R E N T 1. Entering Items without Barcodes G 1 2 Produce No Barcode Quick Lookup GIANT Back Next Finishand Pay Item .79 WT. Lbs. Favorite Bakery Food To Go A-C D-J K-N O-P Q-S T-Z

  13. P R O P O S E D 1. Entering Items without Barcodes • Add animation to areas of screen along with voice instructions for the different areas. • Add onscreen labeling G 1 Produce No Barcode Quick Lookup GIANT Produce by number Back Next 2 Finishand Pay Item .79 WT. Lbs. Produce by name A-C D-J K-N O-P Q-S T-Z Bakery Food To Go Favorite

  14. C U R R E N T G GIANT 2. Placement of Payment Mechanisms 3 2 Payment Station Payment Type Produce No Barcode Quick Lookup V V Coins 3 Debit Credit Cash In 1 EBT EBT Finishand Pay Cash Check Coupons Scan More Items  More Payment Options Coins Out 4 Subtotal 55.99 Tax 2.70 Total 58.69 Counter (Scan Area) Shelf 4 Bills Out

  15. P R O P O S E D G GIANT 2. Proposed Payment Arrangement • Move pay station to the right of POS screen • Place bill dispenser above counter level • Place receipt dispenser in payment area 2 3 Payment Station 3 Payment Type Produce No Barcode Quick Lookup Coins In Debit Credit 1 EBT EBT Finishand Pay V V Cash Check Scan More Items  More Payment Options Coins Out Bills In Receipt 4 Subtotal 55.99 Tax 2.70 Total 58.69 Coupons Bills Out 5 Counter and Scan Area Shelf

  16. C U R R E N T 3a. Bagging Sequence for Too Many Items Conveyer Belt Holding Area POS Bagging Shelf ….. 1 2 3 Bag items or move items into holding area Voice warns of too many items on the belt and to please bag your items. Place items on conveyer belt after scanning

  17. C U R R E N T 3b. Bagging While Next Customer Starts a Transaction Conveyer Belt Holding Area POS Bagging Shelf ….. Manual divider velcroed to side of belt area Manually place divider in slots in front of holding area

  18. P R O P O S E D 3. Bagging Area Solution Conveyer Belt • 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 Holding Area POS Bagging Shelf …..

  19. Evaluation • Create mockups • Create “manuals” • Have evaluators test the design

  20. Summary

  21. Resources AM/PM Services Inc. Retrieved December 1, 2005, from http://www.ampmservice.com/Products/grocery_pos/u_scan.cfm Post-Gazette. Do-it-yourself checkout could make grocery baggers a thing of the past. Retrieved November 30, 2005, from http://www.post-gazette.com/pg/05116/494268.stm Usability Step 11. Retrieved December 8, 2005, from http://www.pcd-innovations.com/Avaya/id257.htm

  22. Fujitsu Prototype http://www.ftxs.fujitsu.com/fujitsutemp.asp?navid=1210

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