Danielle Morris
e-commercE
Creating 'Scan-Pay-Go', a new in-store purchase experience for a major supermarket brand. Delivering product innovation into customers' hands in 12 weeks, not 12 months
SECTOR
Retail (in-store/e-commerce)
client
Marks & Spencer (M&S) - Historic British retailer
challenge
Create and validate a mobile-based checkout solution for customers, to reduce checkout queues.
timelines
Three months
the team
Lead UX Design & Research (me), UI Designer, PM, remote development team (India).
activities
Personas
User stories
Service blueprint
Stakeholder workshops
Product discovery sessions
Wireframes & user flows
Prototypes
Mobile eye-tracking (in-person)
Qualitative guerrilla testing in-store (in-person)
Remote user-testing (quantitative & qualitative)
Lab testing (qualitative, in-person)
2 large-scale in-store trials
Mystery shopper sessions
outcomes
A validated, fully-functioning web app - a mobile-based checkout solution.
Despite sufficiently negotiating blockers encountered during design (like plastic bag charges and security-tagged items), the client's hesitations around shrink (shoplifting) were the main reason it wasn't immediately rolled out. It was eventually reskinned and rebranded for release as "Scan and Shop with Sparks."
'Scan-Pay-Go' apps formed a key part of the rapid response to the COVID pandemic in 2020 for many retailers, including M&S.
