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User Experience

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by

Eugene Quek

on 12 July 2015

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Transcript of User Experience

User experience as a customer
User Experience at NTUC Fairprice
Location of items
Thank you for your kind attention
Presentation on NTUC Fairprice
By T06 IB group 1.
Reeve
Shi hui
Eugene
Clarence
Entrance
Introduction
The visit to the supermarket led us to view customer's and cashier's experience in a supermarket through an observation. The supermarket, Fairprice Finest is situated at Bukit Timah Plaza.
The issue that we target is the problems that are commonly faced by both customers and staff.

The main objective of our group is to visit this particular supermarket to get a better understanding of the operations, which we can then identify common problems and from there, creating ideas to improve user satisfaction and serve the customers better.
User Experience as a customer
-Insert a dollar to get the trolley/ Take a basket

-Possibility of customers walking past the cashier counter to enter

-The entrance pathway is too narrow for people to walk through during peak hours

-Hard for people to go in when people are coming out from the entrance

-Trolley could be faulty or consisting of items left behind or rubbish by the previous customer.

-Trollies and baskets are available at both the entrance and exit.
Flowchart of the user experience
Customer & Cashier
Flowchart of the user experience
Set up of counters
- Check that the equipment such as the scanner and cash register at the counter is functioning properly

- Maintains the cash register. If the change supplies get too low, the cashier may need to remove the drawer and bring it to the management for replacement (Cashier will ask each other for change of money, or the chief cashier will ask the cashiers.)

- Check for the offers and discounts available (eg. purchase and purchase)

- Cashiers will have to prepare wet cloth or sponge to wet their fingers when they need to count cash or take new plastic bag.
Flowchart of user experience
User experience as a cashier
Wait and Arrival of customers
- Gives signal that the counter is ready to serve the next customer

- Cashier have to take note of senior citizens and whether patrons bring their own bags. Bringing their own bag allows the customers to deduct 10 cents from their total. As for Senior Citizens on Tuesday, gets 5% discount.

- It can be seen that sometimes, people do not show necessary identification as required for events ( They only produce their identifications after the cashiers have close the account.)
User experience as a cashier
Flowchart of the user experience
Packaging
- The cashier uses the scanner to scan the items. The scanner works by reading the barcode.

- The device is time-saving and quite accurate. However, they might be problems of barcode errors arising.

- Some items such as produce do not have the barcode.

- Occasionally, price display and the price after scanning does not tally. Cashier will have to go together with the customer to check the pricing again.

- When solving issues with customers, they will close the counter which leads to a "jam" in the queue.

- Have to separate items in terms of chemical agents and food and pack items into bags due to hygiene purposes.
Flowchart of the user experience
- Ask for member card(NTUC link card) and accept Identification Card as well

- The cash register has an elaborate computerised system

- The cash drawer opens in response to signals from the screen

- Receive the money and provide adequate change

- May experience situations such as customers having not enough cash, thus they need to split the cost by using credit card and cash together

- Issue the receipt

- Wait for the next customer
User experience as a cashier
Payment
End of presentation
Payment
- Waiting time varies as some customers buy a lot of items at one go while some only buy a few items

- Long queues during peak hours

- Sometimes, cashiers will have to settle some issues with other customers, which increase waiting time

- The aisle might be too narrow for those who sit in a wheelchair

- Pay with either cash or credit card

- Present any cards that can fulfill the requirements of any promotions

- With advancement of technology, self checkout counters are available. However, there can be error notifications when using the machine. Eg. the barcode cannot be read. Thus, users end up having to wait for assistance.
User experience as a customer
Flowchart of the user experience
Exit
User experience as a customer
- Take the items being packed in plastic bags and place it in the trolley

- Some of the customers will place the items into their recycling bag

- Due to the need to separate the items, too many plastic bags given for the items

- Return trolleys at trolley points.

- Reclaim the dollar that was deposited to use the trolley.

- Leave the supermarket
Problems observed in the supermarket
- Item availability is not confirmed. Is the item that I am buying available?

- Signs for aisles in supermarket is in general and small

- Items are all over the place, making it hard to find the things one wants if one is in a rush and items on top of the shelves are hard to reach, especially for the elderly, children or physically disabled people.

- Some of the items are placed right inside the shelf, posing difficulties to reach.

- For groceries such as fruit and vegetables, customers would need to
take a clear plastic bag to store them.

-Items are not packed and stacked properly, leading to items falling off the shelves
once a patron accidentally bump into the shelf and heavy items
might possibly squash those smaller items

- Big items are hard to put inside basket and also trollies. Eg: tissue paper boxes.

- Have to separate chemical items from edible items.

- Small and fragile items will be squashed by larger items.
- Not allowed to sit when there are no customers queueing at the counter ( Can sit for a while.)

- Clean the equipment and prepare to serve customers

- (Suppose to help out with arranging of stocks.)
User experience as a cashier
- Signs for aisles in supermarket is in general and small


- Items are all over the place, making it hard to find the things one wants if one is in a rush and items on top of the shelves are hard to reach, especially for the elderly, children or physically disabled people.

-Long queues during peak hours


- Due to the need to separate the items, too many plastic bags given for the items
Areas with low user satisfaction
Effects
- Frustration
- Annoyance
- Troubled
- Discomfort
93% (37 out of 40) of the respondents felt that there are always long queues during payment
43% of the respondents have experienced trouble when looking for items
- The aisles are always crowded
- Staff are unsure of the location of product
- Long queues during peak hours
- When assistance is needed, they cannot find the staff
Survey available at: https://docs.google.com/forms/d/14MQWcopj3pIHX4I3Y-3hpxUu8PfTDpAWNXu7SlHDFwU/viewanalytics (18th May 2013)
- shows that time and effort is required to carry out this process, which slows down the queue.
- Shows the evidence of customers' personal observation through the queueing process, which implies that the queue at the counters are long
References
Loh, K.F. (2011, September 26). To bag or not to bag. ST Blogs. Retrieved May 22, 2013, from http://blogs.straitstimes.com/2011/09/26/to-bag-or-not-to-bag/

NTUC Fairprice. (2012, September 17). Variety of food. User Reviews. Retrieved May 22, 2013, from http://www.thesmartlocal.com/sg/otherbusiness/1302-ntuc-fairprice
Comments collected from the survey
Areas of low user satisfaction
- Signs for aisles in supermarket is in general and small

- Items are all over the place, making it hard to find the things one wants if one is in a rush and items on top of the shelves are hard to reach, especially for the elderly, children or physically disabled people.

-Long queues during peak hours


- Due to the need to separate the items, too many plastic bags given for the items

Objective of ideas

- To reduce the waiting time when queueing and prevent the situation of overcrowding in the supermarket

- To reduce the wastage of plastic bags

Summary of experiences
- To reduce the time spent and discomfort caused by taking items off the shelf
- Solve the problem of difficulty in locating items due to general and small signs to help both customers and cashiers
Full transcript