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Human-use Experience Analysis
 
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Introduction

Over the past 5 years, there has been a shift towards self-checkout technology in the retail industry, especially in supermarkets. Retailers are able reassign employees who would otherwise be working in the cashier lanes to other tasks that cannot be automated but enhance the customer experience, such as restocking goods, cleaning the store, and bagging groceries.

Implementing a self-checkout system is a large investment for retailers. In order for there to be a high return of investment, the self-checkout terminals need to be intuitive and user-friendly. It only takes one bad experience in the self checkout lane for shoppers to revert back to the cashier lanes. On the other hand, if a positive experience can be ensured at the self-checkout terminals, retailers can better allocate their resources and experience greater efficiency and higher throughput. In addition, shoppers can potentially benefit from shorter lines, expedited checkout, more control, and more privacy.

Although self-checkout systems are becoming more prominant in retail stores, they are still far from perfect in terms of ease of usability. Self-checkout still faces many technological problems and these design flaws often frustrate many customers. In this case study, the effectiveness of the self-checkout lanes at a major supermarket chain, will be evaluated. Common problems encountered by shoppers will be addressed and possible solutions will be presented.