DI HU
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Safeway observation

SELF-CHECKOUT

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Safeway Self-checkout Machine Observations


Basic Information

 
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User Journey

CUSTOMERS

Choose to Self-Checkout -> Stand in line -> Self-Checkout -> Gather Items -> Get Out

- Self-Checkout Process -

 
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STAFF

Get Notified -> Help Customers -> Prevent Theft -> Check If Customers Left Anything  

STORE

Design Store Structures -> Assign Cashiers and Self-Checkout Spots -> Machine Maintenance

 

Demographics

 
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"Among the 50 people I observed, most of them were young people who were under 25 years old.

Amazingly, elderly also took up a not so small percentage of 19%."

 

QUOTES

Just standing aside, observing people lining up and using self-checkout machines could be so informative and fun. These pieces of conversations could really reveal some significant problems which help us dig deeper as what customers' real needs are.

 
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Problem Statements

Based on the observations, following are some problems revealed during the user experience for using self-checkout machines.

 
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what users need

Based on mentioned problems, I found these aspects that are worthwhile to dig deeper.

 
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