Project Problem and Context

Context

The share of stores employing self-checkout machines has risen considerably in the past decade, in spite of some customer backlash with the experience. In this analysis, I will work to understand the types of customers that use the self-checkout machine at CVS and their experiences and frustrations, which I will translate to the development of two personas for self-checkout users and a storyboard of an experience with the interface.

Timeline: 3 Weeks (September - October 2022)

Team Size: 1

Role: Interviews and Analysis

Design Problem

Understand customers and develop personas for users of self-checkout kiosks at CVS.

Background

The self-checkout at CVS serves customers who don’t wish to use a traditional cashier checkout, reducing overall checkout congestion and speeding up the checkout process for customers.

1) This area is where customers are meant to place their items when they arrive at the self-checkout, ideally preventing fumbling while scanning.

2) This area is where users scan their items. There are scanners facing both up and towards the user.

3) This screen is where a user sees the items they purchased, the total cost, and where they can indicate that they are ready to pay, have coupons, have bags, need to look up an item or need assistance. After a user taps “Finish and Pay”, a number of screens and buttons come up, including an option to donate to charity, a payment method selection, and an option to receive a receipt.

4) This is the bagging area where a voice prompt tells users to place each item after scanning.

5) This is the credit card terminal where a user can swipe, tap, or insert a debit or credit card.

Observations and Responses

The following observations were made from watching 3 users of the CVS self-checkout. After they finished checking out, the 3 users were asked a series of questions and their responses were recorded below.

Observations

1) Many users tapped through all the checkout buttons very quickly, waiting only for the screen to switch and register their taps.

2) A few users had their card out before the option to use the terminal was available, making a motion towards the terminal with their card after tapping a button (even if another button press was needed before payment).

3) When prompted by voice to place items in the bagging area, some users placed items in the pre-bagging area on the left, prompting the self-checkout to request cashier assistance.

4) Some users would go on their phone while waiting for the self-checkout to register their button presses

5) Users who needed assistance from cashier would often stand, looking around while the self-checkout light lit up.

6) Some users would hover their finger over the screen, waiting for the next prompt to come up.

Questions & Responses

1) What feelings do you associate with shopping at CVS?

i) Shopping at CVS is a burden(most respondents)

ii) It's a pain and can be awkward.

iii) Always concerned with time, in a rush

2) Why did you use the self checkout?

i) Fastest way to checkout (all respondents)

ii) Didn’t want to interact with or talk to cashier (a few respondents)

iii) Didn’t want judgment for item purchases (one respondent)

3) How long did you plan on spending in CVS?

i) A few minutes (all responses)

ii) 5 minutes (most common answer)

4) What feelings do you associate with using the self checkout?

i) Positive, it’s the fastest way of buying items (most respondents)

ii) Is exactly what expected

iii) Anxiety: I’m in a rush

iv) Can be confusing and embarrassing, especially embarrassing when cashier has to come over

Personas

Based off observations and responses, two personas were developed for users of the CVS self-checkout.

Storyboard

From the personas and observations above, a storyboard for Antsy Anthony was developed depicting his experience using the CVS self-checkout.

image of Anthony realizing he is out of toothpaste

Waking up one morning, Antsy Anthony realizes that he is out of toothpaste. Despite having class in just 30 minutes, he knows this will be his only opportunity to go to CVS during the week due to his busy schedule.

image of Anthony sprinting down the street

After getting dressed, Antsy Anthony sprints down the street, quickly arriving at CVS.

Image of Anthony grabbing the cheapest toothpaste he can find

He rushes to the toothpaste section, grabbing the cheapest toothpaste he can find, checking the time every few seconds.

image of Anthony choosing the self checkout

He makes his way to the front of the story and sees no line at both the normal and self-checkout. One look at the friendly smile of the cashier, and he realizes that the self-checkout will save him from a timely conversation.

image of Anothony trying to scan an item

Antsy Anthony flails the toothpaste around wildly in front of the sensor before he finally hears a click indicating the barcode scanned, before slamming his purchase into the bagging area, cutting off the voice prompt trying to direct him to place his item in the bagging area.

Anthony then quickly taps “Finish and Pay,” hoping he can finally go to class.

A screen pops up asking Anthony how many bags he used, much to his chagrin. He rapidly taps “0.”

He likewise spams his finger on the next screen, pressing “Continue” before pulling his credit card out, assuming it was time to pay.

It was not time to pay. Antsy Anthony becomes infuriated as an option to donate to the food bank pops up. He slams the “NO” button on the screen. The children can starve.

Anthony swears under his breath as he selects his payment method.

Finally, Anthony taps his card on the credit terminal, seething with anger as he checks his phone. Class has already started.

Anthony sprints out of the CVS, ignoring the self-checkout’s inquest on whether he wants a receipt.

CVS Self-Checkout

A contextual inquiry into the self-checkout interface at CVS