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62% People find the self-checkout process overwhelming. In this project, my team and I delved into the difficult and time-consuming tasks encountered by individuals during the self-checkout process of in-store grocery shopping. Our objective was to make this experience joyous and seamless through the lens of IoT and User Experience.
We conducted user sampling, benchmarking, remote user surveying and interviewing techniques. In addition to this, we performed user enactments and diary studies. The insights gathered fueled product ideation, concept and system wire-framing, and IoT sensor integration in our prototypes.
Explored alternative UX approaches beyond design thinking, Mastered the implementation of various IoT sensors to enhance user experiences. Applied User Interface (UI) design skills to create an easy to use and effective application that seamlessly integrates with the product.
The final product, an autonomous personal shopping assistant cart utilizing User Experience techniques and NFC technology, was presented to a panel of industry experts, including product designers and HCI faculty. It was recognized as the 'Most Investor-Attractive Product' during the pitch session.
Research Method : Diary Study
Dairy study steps and timeline
Based on the survey, the diary study, and the ethnographic studies, here are our key findings :
In the initial examination of this case study, diverse pain points emerged for users within the entire grocery shopping experience. A truly comprehensive study requires an understanding of their surroundings, actions, the tools employed to fulfil these actions, the emotional spectrum experienced at each stage of shopping, and potential opportunities for UX designers and researchers to explore. This current state user journey map has been created to visualize these elements.
The journey map detailing how users engage with a grocery store guided the next step, where we distilled the gained insights into a detailed user persona. Examining the journey map allowed us to pinpoint key user characteristics, behaviors, challenges, and goals. By extracting demographic information and segmenting users based on their interactions, this user persona sketch is crafted.
Transforming the mundane into a mindful journey, grocery shopping is where daily necessities meet the art of thoughtful selection, turning each aisle into a canvas of choices.
Solution A : An Approach to Scope Reduction
Our first approach was to streamline the project scope and concentrate on addressing a particular shopper inconvenience. Hence, we chose to investigate the optimization of the "bagging"process during the shopping experience.
We conducted a User Enactment study to explore the potential of an AI Shopping Assistant for bagging. The low fidelity physical prototype featured robotic hands capable of sorting and bagging items based on user preferences. The objective was to observe user reactions and preferences in different scenarios to inform the development of a seamless and user-friendly shopping assistant. The study employed 3 scenarios to evaluate user responses under conditions of the shopping assistant with full control, medium control, and minimal control.
Objective: Evaluate user reactions to the shopping assistant autonomously purchasing and bagging all purchased items for the shopper.
setup: After completing shopping, billing, and payment, the shopping assistant categorically bags items for the user based on fresh produce, dairy products, fragility, etc.
Insights: Observe whether users find relief or frustration in relinquishing full control to the AI.
Objective: Assess user preferences regarding collaborative sorting with the shopping assistant.
setup: The shopping assistant recommends an efficient item arrangement into bags for the purchased items to the user during checkout. The user then completes the bagging process.
Insights: Gauge whether users appreciate a balance of control between themselves and the shopping assistant.
Objective: Understand user reactions when the shopping assistant provides minimal guidance on bagging.
setup: The shopping assistant offers general instructions on efficient item arrangement, allowing users to make bagging decisions.
Insights: Explore whether users value the guidance provided or prefer more autonomy in bagging.
Enactment Results
User engagements were categorized into three groups: Motivating factors, Inhibiting factors, and possible triggers to determine the likelihood of users adopting the AI Shopping Assistant concept.
Insights
Considering these factors, it became apparent that approaching the shopper experience through bagging might not be the most effective strategy. The inhibiting factors were outweighing the motivating factors and possible triggers.
Solution B : Taking a Step back
We took a step back and examined the entire shopper experience once again. In the ever-evolving realm of retail, we began to investigate how connected stores could elevate the in-store shopping experience for customers. While many companies are introducing smart carts, they typically need to be picked up upon entering the store and left behind upon exiting. But,
This led to our ultimate product concept, Karrie – a smart personal shopping assistant accompanying you from home to the store and back. Recognizing that Solution A had a limited appeal within the population and wasn't the optimal way to address shopper inconveniences, we explored the possibility of eliminating the traditional bagging process entirely. Envisioning a scenario where shoppers could seamlessly browse, track, pay, and bag their purchases with the assistance of a single shopping companion, we were inspired to create a personal cart. This cart serves not only to track a customer's purchases but also aids in budget management, facilitates payment processing, and can be transported to their home. Additionally, the cart may feature a foldable design, making it a compact, portable item for easy storage at home. Through a dedicated app, the smart cart can be connected to the user's phone, maintaining a continuous record of their shopping list and trips.
System Concept
Taylor Goes grocery Shopping
Building upon this concept, the following storyboard depicts a series of sketches outlining how these components interact with each other for a seamless shopping experience.
Our grocery shopping cart and app, "Karrie," derives its name from the fusion of "carry" and the letter "K." This choice is not only a nod to the app's primary function of carrying items for the shopper but also introduces a touch of personality to the shopping experience. By naming our cart "Karrie," we transform it into a friendly shopping assistant, akin to having a helpful companion along for the journey. This subtle anthropomorphism adds a human-like quality to the cart, reinforcing the idea that shopping with Karrie is more than a transaction – it's an interactive and personalized experience.
Karrie uses advanced technologies to navigate around a store and carry selected items for customers.
Karrie has sensors and scanners that can identify and keep track of products in the cart.
Users can set a budget on the Karrie app. The cart notifies the user when they exceed their set limit.
Limitations of our design
Next steps to realize our system
New insights post product implementation
Our product received an award for being the most attractive to investors.
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