CASE STUDY
A UX Research: Implementing a Smart Shopping Cart in a Supermarket Chain
Transforming a prototype into a market-ready solution
Overview
Imagr is a technology company that provides smart retail solutions for supermarkets. The company's flagship product is a smart shopping cart that allows customers to scan, bag, and pay for their groceries without needing checkout lines.
This case study focuses on my role as a Lead UX UI designer running a research project aimed at implementing a smart shopping cart in a Danish supermarket chain. We will dive into the path taken, the methodologies employed, and the successful outcomes achieved in reimagining the product experience.
This case study focuses on my role as a Lead UX UI designer running a research project aimed at implementing a smart shopping cart in a Danish supermarket chain. We will dive into the path taken, the methodologies employed, and the successful outcomes achieved in reimagining the product experience.
The 2022 iteration of a Smart Shopping Cart, used in Denmark for this research project
This research project led to an overhaul of the UI, with the updated version shown here.
The Smart Shopping Cart uses computer vision and artificial intelligence to identify products and add them to the customer's mobile App, making shopping faster and more convenient.
- ChallengeTo understand how users currently use the smart shopping cart and app in a supermarket setting.
- ApproachConducting user research on the ground combining shadowing users with semi-structured interviews.
- GoalGain insights into the current user experience, identify opportunities for improvement, and inform the product roadmap.
- OutcomeSuccessfully transformed the prototype into a market-ready solution deployed in multiple countries.
User Research Goals and Methodology
The smart shopping cart is an innovative solution that brings a new and unfamiliar concept to customers.
It requires users to adopt and adapt to new mental models and ways of interacting with technology while shopping. In order to ensure its effectiveness and usability, we embarked on a research journey to verify and validate these new mental models with customers on the ground.
It requires users to adopt and adapt to new mental models and ways of interacting with technology while shopping. In order to ensure its effectiveness and usability, we embarked on a research journey to verify and validate these new mental models with customers on the ground.
The script for conducting semi-structured interviews outlines the key questions and prompts used to guide the interviews, providing a flexible framework for gathering insights from participants.
The primary goals of the user research were to gain a comprehensive understanding of the user experience and behaviour with the smart shopping cart and identify key opportunities for improvement. The research was conducted in two phases: user shadowing and semi-structured interviews.
User Interviews
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“This is a great way to skip the long queue for anyone that isn’t afraid of using tech. It will be really great for them to use.”
Following the user shadowing phase, semi-structured interviews were conducted as part of the research methodology. These interviews provided a flexible framework, combining open-ended questions and predefined prompts to explore various aspects of the user experience. By engaging participants in meaningful conversations, the researcher was able to delve into their motivations, behaviours, pain points, and aspirations related to using the smart cart.
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"One thing I could worry about would be abandoning the cart to go check on something when my phone is attached to the cart."
The interviews aimed to gather more in-depth insights into the users' experiences, including their interactions with the cart, onboarding issues, the usage of shopping bags and shopping list apps, and their feedback on the overall process.
We did put a lot of effort into the privacy and confidentiality of the participants, ensuring that any sensitive information or personally identifiable data is handled securely. Additionally, we put efforts into maintaining transparency throughout the research process and providing participants with the option to withdraw at any time.
We did put a lot of effort into the privacy and confidentiality of the participants, ensuring that any sensitive information or personally identifiable data is handled securely. Additionally, we put efforts into maintaining transparency throughout the research process and providing participants with the option to withdraw at any time.
The interviews were conducted in Danish and later translated and transcribed into English using Dovetail.
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“I prefer to have contact with the cashier - even if there is a queue.”
The combination of user shadowing and semi-structured interviews proved to be an invaluable approach in gathering a diverse range of information about users and their behaviours during the smart shopping cart project.
We obtained valuable feedback on the usability of the cart, the adoption of new technologies, and the influence of external factors such as children triggering cart usage. This comprehensive approach provided us with a holistic view of the users, enabling us to identify key opportunities for improvement and inform the future UX and product roadmap effectively.
We obtained valuable feedback on the usability of the cart, the adoption of new technologies, and the influence of external factors such as children triggering cart usage. This comprehensive approach provided us with a holistic view of the users, enabling us to identify key opportunities for improvement and inform the future UX and product roadmap effectively.
Research Findings and Main Challenges
Adoption drivers
Users tended to choose smart carts when they had spare time and energy, and influencers, such as ambassadors or children, played a significant role in encouraging users to try the cart.
Cart size
Cart size considerations, both too small and too big, were noted, and the cart's ability to engage children in the shopping experience was seen as a positive aspect.
Downloading a third-party app
Downloading the app and the sign-up process posed a barrier for users, with the majority of shoppers deciding not to download an app at the critical moment of product evaluation.
Lack of mental model
Users lacked a clear mental model of how to shop, relying primarily on visual cues. The benefit of "bag as you go" was well-received, but users frequently checked their phone screens for accuracy or waited for the system to register added produce.
Barcode scanning
Manual barcode scans were identified as the most problematic part of the user journey. The cart's UI, RGB, and sounds did not effectively communicate when the cart was on pause or active, leading to further confusion.
Unresolved items impact
Users found it challenging to identify the last added or unknown item in the shopping list, and they were unable to delete unknown items, resulting in cascading events that often led to abandonment.
Sense of control is paramount
Issues with discounts and overcharging undermined users' sense of control.
Learning curve
Shoppers generally didn't mind a steep learning curve, as they believed the cart would become easier to use with subsequent attempts.
Product recognition issues
Research has highlighted that many users encountered product recognition issues, leading to manual barcode scans and general frustration.
Iterative Design and Development Process
The 2023 iteration of a smart shopping cart, inspired by findings from this research project.
Armed with these research findings, the next steps involved prioritizing features and bugs to align with the new prototype development timeline. The research results were communicated to stakeholders, ensuring alignment with the UX/Product roadmap.
Additionally, in-house user testing research sessions were initiated in parallel to further iterate on the smart shopping cart's user experience.
Additionally, in-house user testing research sessions were initiated in parallel to further iterate on the smart shopping cart's user experience.
To highlight the updated UX changes in the app and showcase the various interaction scenarios, I built an updated user flow that showed the entirety of the smart shopping cart experience.
By visually representing the user journey, highlighting the UX changes, and illustrating the cart's different light and sound states in response to user interactions, it became easier to communicate the proposed improvements to stakeholders from the business and development teams.
By visually representing the user journey, highlighting the UX changes, and illustrating the cart's different light and sound states in response to user interactions, it became easier to communicate the proposed improvements to stakeholders from the business and development teams.
The Key Improvements
Display of cart's images in the app
"Raw" images from the cart's cameras are now displayed in the app. This enhancement addressed edge cases such as "unknown product" or misrecognition by providing end users with additional visual information.
Simplifying sign-up process
No more sign-ups and data entry on the first use. Simplifying the sign-up process and reducing barriers to entry for new users.
Revamped lights and sounds
The cart's lights and sound design are changed to clearly communicate the cart's status and minimise confusion during manual intervention events.
Taking back app ownership
The ownership of the shopping app was taken back from the retailer's tech team, allowing for greater control and flexibility in improving the user experience
Enhancing instructions and cues
Providing clearer instructions and visual cues to help users understand how the smart cart operates.
Minimising phone interaction
Reducing the frequency of phone interaction required from users, making the shopping experience less disruptive.
Streamlining feedback loop
Streamlining the feedback loop when adding a product and resolving any errors to improve overall usability.
Improved product accuracy
Having hero shot images attached to products made it easier to identify any mistakes or errors made by the AI model.
More iterative user testing
Iterating on the user experience with recurrent user testing session in our office preparing for the next research project.
New smart shopping cart app with updated UX UI
Outcome & Results
Implementing changes mentioned in previous chapters has resulted in significant benefits to the user experience of smart shopping carts. Regular user testing sessions conducted by me in a mini-supermarket within our Auckland office have been instrumental in ensuring that the changes made to the original user flow truly benefit the user experience.
The findings from the research project have significantly fine-tuned the direction of the product, encompassing both software and hardware improvements (like switching to tablet screen), paving the way for the next year. Armed with valuable insights and user feedback, the team is well-prepared for the next deployment with a grocery partner in Portugal, scheduled for mid-2023. This research-driven approach guarantees that the enhanced smart shopping cart experience will meet and exceed user expectations, driving greater customer satisfaction and engagement.
The findings from the research project have significantly fine-tuned the direction of the product, encompassing both software and hardware improvements (like switching to tablet screen), paving the way for the next year. Armed with valuable insights and user feedback, the team is well-prepared for the next deployment with a grocery partner in Portugal, scheduled for mid-2023. This research-driven approach guarantees that the enhanced smart shopping cart experience will meet and exceed user expectations, driving greater customer satisfaction and engagement.
Me, reviewing one of the prototypes with the Product Manager
Through user shadowing and interviews, we gained valuable insights into the user experience, which informed iterative design and development processes.
In conclusion, the UX research project played a pivotal role in identifying the main challenges faced by users of smart shopping carts. The subsequent implementation of changes resulted in a more intuitive and enjoyable shopping experience, leading to improved customer retention and satisfaction
Feel free to let me know if you have any further questions or if there is anything else I can assist you with!
Feel free to let me know if you have any further questions or if there is anything else I can assist you with!
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Web UX/UI • User Research • Prototyping
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