UX Design
ICA
The future of Self check-Out
ICA Sverige AB, a leading food retailer, enlisted our expertise to revamp their self-checkout services across 1400 stores in Sweden. Tasked with optimizing the outdated system, with a focus on making the checkout process a faster and smoother experience. We conducted thorough user research and identified key pain points, particularly around excessive options causing user confusion and frustration.
The new system
Our solution focused on efficiency and user-friendliness. The redesigned interface featured enhanced search options, personalized product suggestions, and a streamlined checkout journey.
We prioritized card scanning at the beginning of the checkout process, offering various identification methods. Physical improvements such as the placement of bags and scanners were also implemented to ensure a fully seamless user experience. With fewer pain points and solutions for individual needs, the updated system created a faster, more enjoyable experience.
Intuitive Design
We incorporated ICA's branding with refreshed colours, fonts, and icons, aligning the updated system with ICA's core values. All in a system that was more intuitive and minimized the checkout time as a whole. Additionally, to support ICA's sustainability goals, we subtly integrated a green leaf illustration for eco-friendly practices, which became visible when users made a more sustainable choice.
The result
A faster, more intuitive checkout system that not only met ICA's objectives but also seamlessly reflected a fresh take on their brand identity. This project showcases our ability to enhance the user experience through informed and thoughtful design choices based on real-life customer feedback and behaviours.
