Checking Out

Could Be BetterEDIT 797 Fall 2005Betty 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

Cashier Checkout

Cus

tom

erC

ashi

er

Start

Unload all items onto

belt

Scan or KeyItem

Bag Item

ProcessDebit/Credit

Payment

ProcessCash

Payment

Stop

Last Item?

No

Yes

Self-Checkout Workflow

Self Checkout

Item Entry Payment Bagging

Cus

tom

er

StartScan or Key

ItemBag Items

ProcessPayment

StopLast

Item?Move Item

To BeltYes

No

Problem Areas

Self Checkout

Item Entry Payment Bagging

Cus

tom

er

StartScan or Key

ItemBag Items

ProcessPayment

StopLast

Item?Move Item

To BeltYes

No

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

Finishand Pay

ProduceNo Barcode

Quick Lookup

1

CURRENT

Food To Go A-C D-J K-N O-PBakeryFavorite

2

Q-S T-Z

NextBack

GGIANTItem .79

WT. Lbs.

A-C D-J K-N O-P Q-S T-Z

1. Entering Items without Barcodes

Finishand Pay

ProduceNo Barcode

Quick Lookup

1

2

PROPOSED

NextBack

Produce by name

Bakery

Produce by numberGGIANT

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 MoreItems

Debit Credit

Cash Check

2

Subtotal 55.99Tax 2.70Total 58.69

MorePayment Options

Payment Type

EBT EBTFinishand Pay

ProduceNo 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 V

CURRENT 3

4

GGIANT

4

2. Proposed Payment Arrangement

Payment Station

Coins In

Coins Out

Bills Out

Receipt

3

Counter and Scan AreaShelf

PROPOSED

Scan MoreItems

Debit Credit

Cash Check

2

Subtotal 55.99Tax 2.70Total 58.69

MorePayment Options

Payment Type

EBT EBTFinishand Pay

ProduceNo Barcode

Quick Lookup

1

3

4

5Coupons

Bills In

V V

GGIANT

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

HoldingArea

BaggingShelf

Conveyer BeltPOS…..

Bag items ormove items into holding area

CURRENT

Place items on conveyer belt after scanning

Voice warns of too many items on the belt and to please bag your items.

21 3

3b. Bagging While Next Customer Starts a Transaction

HoldingArea

BaggingShelf

Conveyer BeltPOS…..

Manual divider velcroed to side of belt area

Manually place divider in slots in front of holding area

CURRENT

3. Bagging Area Solution

Holding

Area

BaggingShelf

Conveyer Belt

POS…..

PROPOSED

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

Old New

Entering items without bar-codes Enhance display labeling; animation

Placement of payment mechanisms Move 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 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

Fujitsu Prototype

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