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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. “
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
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