Project One: Self-Serve Checkouts
Deconstruct an Interaction:
Ethnographic Observations
Why is this interaction necessary?
Using a self checkout system allows one to purchase their own items, therefore it is designed to shorten line ups and reduce the time one spends paying for their goods. There are many benefits that come with this system. It helps in reducing the amount of staff needed since one attendant can supervise 4 to 6 self check out stations, consequently saving the money for the business. Another benefit of using this system is allowing customers the privacy of purchasing and bagging their items since some people would rather not interact with a cashier, choosing a machine instead.
What are the items of the interaction?
The items of interaction include the touch screen user interface which in terms of affordance consists of three dimensional buttons on a computer screen which leverages one’s knowledge of the physical characteristics of buttons and therefore appears to afford pressing. Visibility is an important aspect of the buttons as well since auditory as well as visual feedback is provided. When a button is pressed you can see it being pushed down and there is a beep. This aids the customer in recognizing different steps and continuing along in the process. Other items include a bi –optic scanner/ scale, consumer upload area, currency change dispenser, store intervention light, coupon acceptor, currency change payment component, debit/ credit card area component, receipt primer, coin/ change dispenser, consumer bagging area and a security scale.
Where/when does the interaction start/ finish?
A customer has to decide whether they want to use the self check out machines or go to a cashier. The interaction starts when the customer touches the screen to start the process. It finishes when the customer pays for their goods and receives their receipt.
What are the tasks performed in the interaction? Which ones are critical?
The following are the steps for this interaction:
Process:
Deconstruct an Interaction:
Ethnographic Observations
Why is this interaction necessary?
Using a self checkout system allows one to purchase their own items, therefore it is designed to shorten line ups and reduce the time one spends paying for their goods. There are many benefits that come with this system. It helps in reducing the amount of staff needed since one attendant can supervise 4 to 6 self check out stations, consequently saving the money for the business. Another benefit of using this system is allowing customers the privacy of purchasing and bagging their items since some people would rather not interact with a cashier, choosing a machine instead.
What are the items of the interaction?
The items of interaction include the touch screen user interface which in terms of affordance consists of three dimensional buttons on a computer screen which leverages one’s knowledge of the physical characteristics of buttons and therefore appears to afford pressing. Visibility is an important aspect of the buttons as well since auditory as well as visual feedback is provided. When a button is pressed you can see it being pushed down and there is a beep. This aids the customer in recognizing different steps and continuing along in the process. Other items include a bi –optic scanner/ scale, consumer upload area, currency change dispenser, store intervention light, coupon acceptor, currency change payment component, debit/ credit card area component, receipt primer, coin/ change dispenser, consumer bagging area and a security scale.
Where/when does the interaction start/ finish?
A customer has to decide whether they want to use the self check out machines or go to a cashier. The interaction starts when the customer touches the screen to start the process. It finishes when the customer pays for their goods and receives their receipt.
What are the tasks performed in the interaction? Which ones are critical?
The following are the steps for this interaction:
Process:
1) Wait for instructions after the last customer has finished
2) Listen to the instructions that tell the customer to scan their items and place them in the bag
3) The sensor weighs the product in the bag; the actual weights of the items are pre-weighted to preventing theft
4) If the item does not have a barcode the use of a touch screen is available to find the price, select the image on screen and bag.
5) After bagging all the items, choose your method of payment; some stores offer the choice of cheques, coupons, cash, debit or credit card
6) If there are any problems or questions the attendants are there to help
7) If paying my cash or credit card, a light will indicate where to place your cash/ swipe your card
8) Receipt will be printed out
The tasks performed on this machine are quite easy to operate as long as the customer follows the guidelines offered by the screen; it takes the customers through every step.
How does the design direct the interaction?
This system is relatively new to the public therefore inexperienced users might cause a delay instead of speeding up the process (the intention of the system).The system is designed in a way that links culture, behaviour and how cultural processes have developed over time. It is an alternative to the traditional way of purchasing items with the help of cashiers. People today like their privacy and independence. The set up of the system is similar to the machines used by cashiers; a screen directs the customers through the process, in some stores there may be belts that transfer items from the upload area to the scanner, and from the scanner to the bagging area where there is a sensor and scale to determine if the item that was on the belt weighs the same as when it is bagged. The design of the machines visually directs the process with the help and clarification of the screen.
What are the goals of the people in the interaction?
The goal of this new system is to allow people to avoid delays and human interaction. The goals of the people in the interaction is to be able to purchase their items without waiting in line, thus the machines enable customers to get out of stores quicker. However this may not be the case; sometimes the computer/ touch screen freezes, items have no barcode or an inexperienced user is struggling with the machine and takes longer than intended.
How are those goals met or not met by the system?
The goals are met in some aspect. It does make the purchasing process much quicker than lining up in line. However, there are too many things that slow the process down which occurs frequently, causing the system to appear inconvenient. For example, there is no indication of how long the next customer has to wait after someone else has finished, usually resulting in pointless touching off the screen. During filming, we as a group witnessed many customers just stand there and wonder what they had to do to begin scanning when all of a sudden the screen would go back to the main menu. Another way that the goals were not met by the system took shape in the form of psychological constraints. There are many people of different backgrounds who shop at these stores, especially the one we filmed in and many of them don’t speak either French or English. Unfortunately, French and English are the only two options when selecting language. In order to deliver the best service available, other language options would be crucial since symbols influence behaviour by communicating meaning through language. Another interesting thing we witnessed as a group was the fact that when it was time to pay, depending on your method of payment, a light would indicate the next step. For example, if someone chose to pay with a debit card a light would flash next to the debit machine. One customer was really confused because for the whole process a light would indicate where to perform the action on the machine but when the screen notified her that her receipt had been printed she had no clue where it was because there was no light indicating its location. Another vital point is that not every item a customer selects has a barcode which makes it easy to scan. This is confusing for the customer since they have to go through the trouble of looking through the screen display to find the price. For example, vegetables don’t have codes. This is not an efficient method considering that the design of this interaction is centered around the concept of fast and efficient self serve. A positive aspect of the design was the legibility. The size of the font and square of the icon are large meaning everyone could read it. Also, contrast is achieved through the use of light text on a dark background emphasizing the task the button performs. The last negative aspect does not directly affect the customer but the staff working at the stores. The more grocery stores that implement this system the more apparent the decrease in labour and available jobs which is harmful to the community. All these aspects contribute to a defeated goal; this method proves ineffective in the swiftness of this interaction.
How to make the interaction a better experience?
This self serve checkout system should remain in stores because the idea is great but some physical changes must occur in order to decrease confusion. One idea would be to put stickers on all items in the stores to eliminate the option of searching for your item altogether. An addition of more languages is critical in order to appeal to a wider audience. A light indicator must be implemented on the printer that distributes the receipt in order to maintain consistency. With these improvements this system can achieve the task it was designed to do.
2) Listen to the instructions that tell the customer to scan their items and place them in the bag
3) The sensor weighs the product in the bag; the actual weights of the items are pre-weighted to preventing theft
4) If the item does not have a barcode the use of a touch screen is available to find the price, select the image on screen and bag.
5) After bagging all the items, choose your method of payment; some stores offer the choice of cheques, coupons, cash, debit or credit card
6) If there are any problems or questions the attendants are there to help
7) If paying my cash or credit card, a light will indicate where to place your cash/ swipe your card
8) Receipt will be printed out
The tasks performed on this machine are quite easy to operate as long as the customer follows the guidelines offered by the screen; it takes the customers through every step.
How does the design direct the interaction?
This system is relatively new to the public therefore inexperienced users might cause a delay instead of speeding up the process (the intention of the system).The system is designed in a way that links culture, behaviour and how cultural processes have developed over time. It is an alternative to the traditional way of purchasing items with the help of cashiers. People today like their privacy and independence. The set up of the system is similar to the machines used by cashiers; a screen directs the customers through the process, in some stores there may be belts that transfer items from the upload area to the scanner, and from the scanner to the bagging area where there is a sensor and scale to determine if the item that was on the belt weighs the same as when it is bagged. The design of the machines visually directs the process with the help and clarification of the screen.
What are the goals of the people in the interaction?
The goal of this new system is to allow people to avoid delays and human interaction. The goals of the people in the interaction is to be able to purchase their items without waiting in line, thus the machines enable customers to get out of stores quicker. However this may not be the case; sometimes the computer/ touch screen freezes, items have no barcode or an inexperienced user is struggling with the machine and takes longer than intended.
How are those goals met or not met by the system?
The goals are met in some aspect. It does make the purchasing process much quicker than lining up in line. However, there are too many things that slow the process down which occurs frequently, causing the system to appear inconvenient. For example, there is no indication of how long the next customer has to wait after someone else has finished, usually resulting in pointless touching off the screen. During filming, we as a group witnessed many customers just stand there and wonder what they had to do to begin scanning when all of a sudden the screen would go back to the main menu. Another way that the goals were not met by the system took shape in the form of psychological constraints. There are many people of different backgrounds who shop at these stores, especially the one we filmed in and many of them don’t speak either French or English. Unfortunately, French and English are the only two options when selecting language. In order to deliver the best service available, other language options would be crucial since symbols influence behaviour by communicating meaning through language. Another interesting thing we witnessed as a group was the fact that when it was time to pay, depending on your method of payment, a light would indicate the next step. For example, if someone chose to pay with a debit card a light would flash next to the debit machine. One customer was really confused because for the whole process a light would indicate where to perform the action on the machine but when the screen notified her that her receipt had been printed she had no clue where it was because there was no light indicating its location. Another vital point is that not every item a customer selects has a barcode which makes it easy to scan. This is confusing for the customer since they have to go through the trouble of looking through the screen display to find the price. For example, vegetables don’t have codes. This is not an efficient method considering that the design of this interaction is centered around the concept of fast and efficient self serve. A positive aspect of the design was the legibility. The size of the font and square of the icon are large meaning everyone could read it. Also, contrast is achieved through the use of light text on a dark background emphasizing the task the button performs. The last negative aspect does not directly affect the customer but the staff working at the stores. The more grocery stores that implement this system the more apparent the decrease in labour and available jobs which is harmful to the community. All these aspects contribute to a defeated goal; this method proves ineffective in the swiftness of this interaction.
How to make the interaction a better experience?
This self serve checkout system should remain in stores because the idea is great but some physical changes must occur in order to decrease confusion. One idea would be to put stickers on all items in the stores to eliminate the option of searching for your item altogether. An addition of more languages is critical in order to appeal to a wider audience. A light indicator must be implemented on the printer that distributes the receipt in order to maintain consistency. With these improvements this system can achieve the task it was designed to do.
Video:
1 comment:
Excellent ethnographic effort plagued by lack of permission and leading questions; exploration failed to explore fundamental questions about the necessity of and motivation for the interaction in question; compelling graphic diagrams marred by minor inconsistencies.
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