HEMA Self Checkout
Redesigned HEMA’s self-checkout interface to improve usability, engagement, and brand alignment. Led the project end-to-end: research, prototyping, interaction design, and delivery.
Dec 23, 2022
CLIENT
HEMA
CLIENT
HEMA
CLIENT
HEMA
Role
UX/UI Designer
Role
UX/UI Designer
Role
UX/UI Designer
Service
Product design
Service
Product design
Service
Product design
Project Overview
Project Overview
Project Overview
Challenges
Low recognisability and inconsistent interface
Confusing, slow payment process
Loyalty cards and vouchers underutilized
Outdated visual style
Objectives:
Make checkout immediately recognisable
Increase loyalty card & voucher usage
Simplify payment and receipt flow
Align with HEMA’s refreshed brand identity
Approach
Research & Analysis
Mapped full checkout journey and multiple scenarios
Analysed competitor systems to identify familiar usability patterns
Prototyping & Interaction Design
Built high-fidelity Protopie prototype simulating real-time interactions
Streamlined flow using overlays to keep users oriented
Added playful animations to highlight loyalty card scanning
User Testing & Iteration
Conducted scenario-based testing with employees and customers
Refined confusing flows and reinforced high-impact touchpoints
Collaboration & Delivery
Worked with engineers, product managers, and stakeholders to balance feasibility, user experience, and business goals
Integrated HEMA’s new visual style for CTA buttons and loyalty features
Challenges
Low recognisability and inconsistent interface
Confusing, slow payment process
Loyalty cards and vouchers underutilized
Outdated visual style
Objectives:
Make checkout immediately recognisable
Increase loyalty card & voucher usage
Simplify payment and receipt flow
Align with HEMA’s refreshed brand identity
Approach
Research & Analysis
Mapped full checkout journey and multiple scenarios
Analysed competitor systems to identify familiar usability patterns
Prototyping & Interaction Design
Built high-fidelity Protopie prototype simulating real-time interactions
Streamlined flow using overlays to keep users oriented
Added playful animations to highlight loyalty card scanning
User Testing & Iteration
Conducted scenario-based testing with employees and customers
Refined confusing flows and reinforced high-impact touchpoints
Collaboration & Delivery
Worked with engineers, product managers, and stakeholders to balance feasibility, user experience, and business goals
Integrated HEMA’s new visual style for CTA buttons and loyalty features
Challenges
Low recognisability and inconsistent interface
Confusing, slow payment process
Loyalty cards and vouchers underutilized
Outdated visual style
Objectives:
Make checkout immediately recognisable
Increase loyalty card & voucher usage
Simplify payment and receipt flow
Align with HEMA’s refreshed brand identity
Approach
Research & Analysis
Mapped full checkout journey and multiple scenarios
Analysed competitor systems to identify familiar usability patterns
Prototyping & Interaction Design
Built high-fidelity Protopie prototype simulating real-time interactions
Streamlined flow using overlays to keep users oriented
Added playful animations to highlight loyalty card scanning
User Testing & Iteration
Conducted scenario-based testing with employees and customers
Refined confusing flows and reinforced high-impact touchpoints
Collaboration & Delivery
Worked with engineers, product managers, and stakeholders to balance feasibility, user experience, and business goals
Integrated HEMA’s new visual style for CTA buttons and loyalty features
Results
Results
Results
The self checkout is live in-store! link to Vimeo
Impact
Most users preferred the redesigned system: faster, more intuitive
Increased engagement with loyalty cards and vouchers
Users still completed tasks efficiently even if they initially preferred the old system
Final iteration simplified the experience based on testing insights
Next Step: Quantitative research to fully measure KPI improvements
Key Takeaways
Led a complex UX project from research to delivery
Simplified a multi-feature system into a clear, intuitive experience
Designed interactions with measurable business impact
Developed expertise in high-fidelity prototyping with real-time interactions
Outcome: A self-checkout experience that is faster, more engaging, and aligned with brand strategy, demonstrating senior-level design leadership and problem-solving.
The self checkout is live in-store! link to Vimeo
Impact
Most users preferred the redesigned system: faster, more intuitive
Increased engagement with loyalty cards and vouchers
Users still completed tasks efficiently even if they initially preferred the old system
Final iteration simplified the experience based on testing insights
Next Step: Quantitative research to fully measure KPI improvements
Key Takeaways
Led a complex UX project from research to delivery
Simplified a multi-feature system into a clear, intuitive experience
Designed interactions with measurable business impact
Developed expertise in high-fidelity prototyping with real-time interactions
Outcome: A self-checkout experience that is faster, more engaging, and aligned with brand strategy, demonstrating senior-level design leadership and problem-solving.
The self checkout is live in-store! link to Vimeo
Impact
Most users preferred the redesigned system: faster, more intuitive
Increased engagement with loyalty cards and vouchers
Users still completed tasks efficiently even if they initially preferred the old system
Final iteration simplified the experience based on testing insights
Next Step: Quantitative research to fully measure KPI improvements
Key Takeaways
Led a complex UX project from research to delivery
Simplified a multi-feature system into a clear, intuitive experience
Designed interactions with measurable business impact
Developed expertise in high-fidelity prototyping with real-time interactions
Outcome: A self-checkout experience that is faster, more engaging, and aligned with brand strategy, demonstrating senior-level design leadership and problem-solving.
