checkout

Let's Investigate the CVS Self-Checkout Interface!

Check it Out!

Introduction

Machine

Overview

For this project, I investigated the CVS Self-Checkout Machine and described Personas and Storyboard (bread-and-butter of UI/UX) to sharpen my product design skills! I interviewed 3 real users and conducted interviews to learn more about user-product interaction!

CVS Self-Checkout Machine

The CVS Self-Checkout provides an interface to scan and pay for items at a user's own pace. The user takes control of the checkout process, and eliminates the need for a cashier to be present when checking out!

The interface provides instructions on the main kiosk screen to guide users at each step of the checkout process. Next, there is a scanner for items and coupons, and then two bagging areas: one for CVS paper bags and a separate area for users who prefer to use their own bags. Then, there is a separate payment kiosk to pay using a card or contactless NFC technology (and some contain an area for cash below the scanner). Lastly, the interface contains an indicator light to flag employees when requesting assistance and separate light to indicate if a machine is open!

Breakdown

Let's break down each component! Tap each heading on the right to see its description:

CVS Self-Checkout Interface

This is the primary component of the interface. It first prompts the user to scan an item to begin using the interface. It displays the interface for seeing one's receipt, providing instructions, and provides a button to request assistance from an employee. It also contains screens for donations and for selecting payment.

This portion of the interface contains a front scanner that faces the user and a bottom scanner that faces the ceiling. The user scans items and coupons here. The user can also scan their CVS ExtraCare card to earn rewards!

This area is for using the CVS paper bags to stow away items after scanning them!

This area is for inputting dollar bills and receiving change. It is located below the scanner.

This area is for bagging items in personal bags instead of using the CVS paper bags.

The payment kiosk is for paying for items. It contains a scanner for credit cards and contactless NFC technology. It also relays information about the total and the receipt.

When the user requests help using the Main Display Kiosk, the machine is not working properly, or when there is an age restriction on an item, this light will turn on. An employee will then come to help the user.

This blue light indicates that the kiosk is available for use. When the light is white, the self-checkout is not available for use.

User Observations and Interviews

In order to construct Personas and a Storyboard for the CVS interface, 3 interviews were conducted and recorded for reference. The first portion was to record observations and common patterns between users of the interface. Next, interview questions were asked to gauge each user experience.

Below are the key observations taken from these users, as well as the interview questions and summary of responses to the questions.

Observations

  • When the user first interacted with the interface, they needed to pause to process how to start. Namely, putting their items down on the scanner will immediately trigger the “Scanning Phase," catching the user off guard. Sometimes the previous shopper will ignore the receipt screen, which the next user must first deal with before starting.
  • Users finished scanning all items before considering the payment kiosk and all of the elements on the Main Display Kiosk. As such, most missed the graphic explaining where the “bagging area” is. As such, most users hesitated when figuring out where to put there scanned items.
  • The users selected the “Use My Own Bags” button, which disables the interface for about 10 seconds, and elicits awkward pausing and taps on the interface to exit this mode (which does not work: the user must sit and wait for the screen to enable buttons again).
  • Some users paid on the payment kiosk before selecting a payment method or reading the instructions on the Main Display Kiosk.
  • All users smiled and appreciated the auditory instructions and feedback (e.g. beep after a scan or when a chime places when payment is processing) to know that a scan went through or their payment went through.

Interview Questions

  1. What comes to mind when you think about a self-checkout interface?
  2. What does your ideal self-checkout interface look like?
  3. Why did you select self-checkout over regular checkout?
  4. Tell me about your experiene with the self-checkout interface at CVS?
  5. Is there anything on this interface that makes you "happy"? How would you define “happiness” in this case?
  6. Was there anything that surprised you about this interface?
  7. What do you think about how the interface is organized?
  8. Is there any feature you would add or update?
  9. Would you prefer to have an alternate interface than this interface? What would that alternate interface look like?
  10. Are there any other comments, thoughts, or opinions that you haven't had a chance to express yet?

Response Summary

  • Users intuitively start scanning items without considering any other part of the interface. However, they may have to deal with past users not continuing past the receipt screen, which causes confusion and frustration from the beginning.
  • Users have the goal of scanning at their own pace and paying quickly (most prefer contactless NFC payment). They prefer the self-checkout interface because of the sense of control it gives and straightforwardness of scanning and paying (it feels streamlined).They believe it gets the job done, and has fair instructions.
  • Most confusion came from the bagging station interface, with the paper bags on the left and the area on the right. Further, a camera is used to detect if an item has not been scanned, which causes pressure and confusion when the user does not put their items in the bagging area.
  • Users prefer to have a simpler interface with more explicit instructions beyond just auditory instructions and text on the side. They suggest full-screen pop-ups and the disabling of some features (e.g. swiping card) until the payment phase has been entered.
  • All agreed that the interface on the main kiosk is crowded, and most buttons get tuned out. All users missed the bagging area instructions, were irritated by the payment selection screen, and reported that voice instructions were easy to miss. They felt that there was no clear focus on what the next step was in some cases.

Creating Personas

With the data collected, let's now see the personas that can ge generated from it via empathy maps!

Pablo

Perplexed Pablo

Perplexed Pablo is an underclassman at Brown with a laidback schedule and a popping social life. He uses the self-checkout line for its efficiency, but gets confused by what he thinks is a messy interface and misses a lot of the instructions on the display. He does not put his items in the bagging area, and feels awkward when he struggles with the interface. He also double checks that his items and coupons go through.

Pablo exemplifies being oblivious to some of the aspects of the interface in the heat of the moment, and the anxiety associated with using the interface.

Randy

Rushed Randy

Rushed Randy is a computer science concentrator at Brown with a loaded schedule, introverted character, and stress about internship applications. Randy seeks to maximize his time by taking control of the checkout process and getting out of the store quickly to get back to his Leetcode problem! He notes the phone number option and scans his items quickly, but gets frustrated with the different screens and places his items randomly on the unscanned items platform.

Randy exemplifies the appreciation of the speed and convenience of using this interface and not having to deal with human interaction, yet experiencing the frustration when going too fast!

Storyboard

Now that we have personas, let's now examine a storyboard that can help us visualize the user journey!

Let's see what a storyboard for Rushed Randy from his latest trip to the CVS on Thayer looks like! Use the arrows to swipe through the storyboard!

Conclusion

With personas like Perplexed Pablo and Rushed Randy, and Rushed Randy's Storyboard, I have learned about the user-side of products. I hope to take this experience with me as I build and work on new, future products! Thanks for reading!

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