Engaging and efficient POS system
My Role
Time
2023
Key Words
Business Context
My Scope
Goals
Improve the customer checkout experience
Streamline the colleague checkout experience
Drive loyalty engagement
Checkout Experience Overhaul
Based on findings from site visits, contextual inquiry, and direct observation, me and my talented HCD teammates mapped out the existing user journey for front store checkout.
Lack of engagement
The system does not give reasons for customer to engage with the colleague at the POS.
During ExtraCare / CarePass enrollment, the whole process depends on colleague informing customer verbally without any visual ques.
Limited customer ownership
Colleague have to initiate most of the step either verbally or when interacting with the system
When coupon did not apply, colleague has to figure out why they failed, customer has no insights
Lots of colleague intervention
The system does not give enough emphasize when customer are required to participate with us at the POS.
During donation / split payment prompts, the whole process relies heavily on colleague to walk customer through the process
Engagement from the very start
Have workflow designed for both colleague and customer to facilitate concurrent journeys
During ExtraCare / CarePass enrollment, the whole process depends on colleague informing customer verbally without any visual ques.
Customer to take the lead
Showing the right amount of information at the right time and give customer the autonomy to take the lead
When during applying coupons, customer will have the first choice of looking at their coupon choices
Colleague and the system as your assistance
Providing the right visual ques to aid verbal instructions
During donation / split payment prompts, the customer facing interface will also guide customer through their journeys
We compartmentalized the checkout journey into 5 parts, and defined key features and user stories within these epics. Understanding the relationship between colleague interaction and customer interaction is crucial in designing the new checkout experience.
Wireframes
The OS design explores an adaptive layout that matches the prioritized actions and information at each stage of the transaction.
Checkout
Intuitive Checkout
Pain Point:
The existing checkout OS is cluttered with action buttons with no clear visual hierarchy, resulting in frequent colleague assistance for new employees
New System:
Specified steps of checkout process: Basket - Payment - Receipt
Compartmentalized features within relevant checkout step
Coupon Selection
Dynamic Coupon
Pain Point:
The current system does not show account coupon options for loyalty members, nor does it indicate conflicting coupons or explain the logic behind rejected online coupons, leading to colleague confusion and customer frustration
New System:
Clear display of all available account coupons
Ability to toggle between different coupons
Explantion of rejected coupon
Quantity Modification
Item Control
New System:
Efficient item lookup and modification
The visual language drives intuitiveness and brand engagement while the design system enables efficiency and consistency.
Style
Button
Text boxes
Elevated Loyalty
ExtraCare membership has not recovered to pre-pandemic levels. In fact, it has trended down further, falling below YA. While ExtraCare awareness and usage remain stable vs. YA & Q2, they still are below pre-pandemic levels.
The POS modernization initiative marks crucial opportunities to elevate CVS's loyalty engagement at front store and pharmacy. In my time at CVS Health, there were 2 main goals that guided my strategy and design
Drive loyalty engagement
Address account duplication
Research
Insights
Pain Point:
While loyalty awareness is relatively high, there are misperceptions about the target audience and benefits
Implication:
Explore key touchpoints to clearly communicate loyalty value, leveraging personalized fit
Pain Point:
Value props that express tangible dollar values or percentages resonate because it’s easy for customers to assess value.
Implication:
Consider opportunities to express loyalty value numerically where possible, including at POS.
Pain Point:
The current loyalty engagement at POS is initiated only by colleague at pre-transaction, marking significant loss in potential premium conversion
Implication:
The new customer experience should allow customers to initiate and sign up for premium membership at any point
Flexible Enrollment
The new POS system is dynamic, allowing customers to enroll in loyalty membership at any point during checkout, with more ownership on signup actions
+
Strategic Upsell Point
Based on customer research, I've identified pre-payment as the key stage in which the our new POS system can communicate personalized loyalty value
Flexible Enrollment throughout checkout journey
Through ExtraCare HQ on the colleague POS system, customer can initiative loyalty enrollment/upgrade at any given point during checkout
Strategic Upsell Point
Based on research insights, I integrated display of incentives into the POS system on both customer and colleague side at pre-transaction. User testing highlighted that customers prefer to see exact dollar value in savings while colleagues prefer to see a comprehensive view of EC vs. EC+ benefits.
Customer Pin Pad
Value Communication
The new system leverages potential discount from current transaction to entice customers
Colleague POS System
Assistive Upsell
Colleague has access to a "cheatsheet" at key upsell moment to explain the most appealing value propositions
Final
Design
Checkout Visibility
Customer Pin Pad
Interactive Loyalty
Users are able to initiate EC enrollment on the pin pad throughout the checkout journey
Item Details
The new pin pad system also displays relevant item info such as coupon application
Customer-led Enrollment
Customer Pin Pad
Concurrent Journey
Reduces interaction friction by providing visibility and responsiveness to both customer and colleague.
E.g. When colleague is inputing user data, customer can see it in real-life and offer correction as needed
Checkout
Colleague POS System
Loyalty Engagement:
Increased visibility of loyalty benefits and flexible enrollment