Kroger Case Study
Kroger Case Study
Product: Self-Checkout Solution
Duration: 4 hours
Role: UX/UI Designer and Researcher
The Kroger self-checkout is an update on a less than optimal checkout user experience in their self checkout user flow.
Checking out should be quick, seamless, and intuitive.
The Kroger national chain has identified a less than optimal user experience in their self-checkout user flow.
Via the use of a third-party self-checkout system, there is:
A limit to the number of items users can checkout with
Self-checkout takes too much time
Employees are needed to oversee the kiosks at all times, defeating the purpose of self-checkout
Creating a self-hosted checkout product tailored to Kroger’s users is a key element in decreasing self-checkout times, increasing the amount of items, and increasing user utilization of the self-checkout lanes.
My Process
To start, it was important to Understand: what actually impacts people when it comes to checking themselves out at the Grocery store?
Given this project had a 4 hour time limit, it did not make sense to conduct a full USer Interview process. Therefore, I utilized Competitive Analysis and Field Studies to get a sense of user needs and best practices.
With these research methods I identified strengths and weaknesses in usability and content presentation.
I discovered there were different levels of complexity present in a self-checkout process, Target excelling in simplicity and ease of use, Whole Foods with the most variety of features, payment methods, and search functions.
A best practice among all flows being access to Accessibility options, Live Help, and Language options.
I then utilized Field Studies at the same multiple, competing chains.
This research method revealed distinctions between traditional checkout line users and self-checkout users.
Some of these insights being:
1. Traditional checkout users were more social, relaxed, and willing to take more time in the process.
2. Traditional checkout users skewed older in age. Typically had more items but not always. More likely to be shopping with family or children.
3. Self-checkout users needed speed and ease of use.
4. Self-checkout users skewed younger in age. Typically had fewer items but not always. Mostly solo shoppers.
Focusing on the most simple and straightforward checkout process would create the greatest value for Kroger’s users And Meet Business Goals .
User Flow
Focusing on the fewest steps from start to finish (while still providing everything the user needed to effectively checkout) was the focus.
Thus, I created this flow to meet those needs while eliminating extra steps, such as those present in Whole Food’s user flow.
Self-Checkout
IF I WAS a kroger User, I WOULD WANT TO HIT Just A few BUTTONs AND Pay for my items.
Low Fidelity WireFrames
The Low Fidelity Wireframes gave a rough outline for when and where to place different elements + the components needed to make the user flows a reality.
