H&M Self Checkout

As part of H&M’s transformative Business Tech initiative, I enhanced the Self Checkout system to streamline discount voucher redemption. This project, which launched in New York in November 2022, significantly improved customer satisfaction by reducing queue lengths by 50% and achieving an impressive 50% share of receipts.

ClientH&MTime periodSeptember 2022 - April 2023IndustryRetailServicesUX Designer, UI Designer, Interaction Designer

2023-12-14|Magnus UleniusBy Magnus Ulenius|3 Minutes

The Concept

In autumn 2020, H&M launched Business Tech to introduce Agile development practices and develop a new Point of Sale (POS) system, POS Leap. By summer 2022, the Self Checkout project reached a milestone where integrating Member functionality became feasible. I joined the team in September 2022 to enhance Membership and Discount functionality within the Self Checkout system.

The Challenge

The existing process for redeeming discount vouchers was cumbersome and frustrating for customers. They had to open the mobile app, find the voucher, activate it, and show a QR code to staff, which often didn’t scan efficiently. At Self Checkout, the process was even more challenging, sometimes requiring staff intervention.

Problem Statement

The mission was clear: simplify the discount redemption process and improve the Self Checkout experience to meet customer expectations of paying as little as possible with minimal hassle.

Design Solution

To address these challenges, we developed a user-friendly interface within the Self Checkout system, enabling seamless voucher redemption:

  1. Intuitive Voucher Activation:
    – Customers could activate their vouchers directly on the Self Checkout interface, eliminating the need to navigate the mobile app.
  2. Staff Assistance Integration:
    – The system allowed for staff intervention when necessary without disrupting the customer’s experience.

Happy flow

Implementation and Results

The enhanced Self Checkout system launched in New York in November 2022 with remarkable results:

  • 50% Share of Receipts:
    – The new system significantly outperformed the traditional version, capturing a 50% share of receipts, indicating high customer adoption.
  • Queue Length Halved:
    – The improved Self Checkout experience led to a 50% reduction in queue lengths, showcasing enhanced efficiency and customer satisfaction.

Scan & Go Initiative

Before this project, I was involved in the Scan & Go initiative. Despite its decommission, this project provided valuable insights and solutions for discount voucher application that were crucial to the success of the Self Checkout system. Below is an image series from the Scan & Go project that illustrates the challenges and solutions developed.

Key Takeaways

The success of this project highlighted several important lessons:

  1. Customer-Centric Innovation:
    – Prioritizing customer needs in design decisions led to substantial business outcomes and a better user experience.
  2. Agile Methodology in Action:
    – Agile development allowed for iterative design, quick implementation, and responsive adjustments based on user feedback.
  3. Continuous Improvement:
    – The ongoing refinement of the Self Checkout system remains crucial to meeting evolving customer expectations.

In conclusion, the H&M Self Checkout project demonstrates the power of user-centric design, technological innovation, and agile methodologies in creating a seamless and delightful shopping experience.

50%

Share of receipts

50%

Queue length reduction

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