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Project Overview
The Amazon Fresh Just Walk Out experience eliminates checkout queues by enabling automatic payment using the in-store QR code, which stores users’ payment information in the Amazon mobile App. While this feature rethinks the convention of grocery shopping, the current user flow has its pitfalls
The redesign strives to render smoother onboarding, seamless entry, and enhanced user trust for the “Just Walk Out” automatic checkout experience.
Roles
Product Manager
Team Lead
User Research
Tools
Figma, FigJam， Invision, Google Spreadsheets
Date
Feb - May 2023
What Is JWO and How Does It Work?
Why Is a Redesign Necessary?
The current user flow contains several points of friction, observed at before entry, at entry, at exit, and after exit.
The current shopping experience lacks feedback throughout the shopping process. Users new to this feature don’t know what to expect from a “blackbox”.
Subprime UX design defeats the purpose of this innovative feature, which aims to offer convenience by eliminating the need for queueing.
Frustrations in User Behaviors and Voices
According to
10 user interviews
10 "fly on the wall" observations
Conducted at Amazon Fresh Store, Crystal City, VA
Delayed Receipts
70% interviewees reported that the shopping receipt takes longer than expected to process.
Shopping confirmation is sent via email immediately, however, the itemized receipt won’t be available in the App until up to 48 hours later.
Traffic Jam at Entry
More than 50% customers idled at the gate for more than 30 seconds, waiting for the in-store code to load in the Amazon or the WholeFoods App before scanning it at the gate.
In-store codes frequently fail to load due to weak cellular signal in store.
Connecting to the store WIFI takes at least 2 minutes, which creates a queue at the entrance.
Concerns About Mischarges
Errors in automatic charging would cause both current users and new users to refrain from JWO entirely.
Shoppers want 100% accuracy in the items charged, including promotions and prime members discount.
Core User Needs Behind Frustrations
How might we create a smoother onboarding process and seamless entry and enhance user trust in the long run?
Design Goals
Feature Ideation
User Flows and Key Screens
Onboarding Flow Key Screens
Shopping with JWO Pass Flow Key Screens
Usability Testing Summary
0 : Task failed
0.5: Task started but failed to complete
1: Task completed within 2 attempts
Task “entry with JWO pass as a new user” has a noticeably lower success rate than other tasks, indicating at least one major usability issue.
Test Results and Iteration Directions
Onboarding process has too many decision points, users have limited patience and attention span while multi-tasking.
Shorten text instructions, replace with micro animations
Testing results show that 3 in 6 users forgot where their JWO passes are located, and looked for them in the Amazon App.
Increase the visibility of “JWO pass is now in your digital wallet” during onboarding
Multiple access points for the JWO pass
Some users tap their phones directly on the NFC reader, others open wallet app, select the appropriate card/pass, then scan
Consider adding a hint of “tapping directly” in the onboarding tutorial
Is the Redesign More Effective?
User Journey Before vs. After
Challenges and Roadblocks In the Design Process
Backend Data Infra
The current backend processes and data infrastructure isn’t accessible to us, however, UX redesign in this case relies heavily on a clear understanding of them. The immediate itemized receipt feature in our prototype assumes feasibility.
Compatibility & Feasibility
Had to research and verify the specifications and compatibility between the in-store turnstile gates and digital wallet taps.
On-site Testing
It’s necessary to have coded prototypes to perform a large quantity of usability testing in store.
No Exclusive App for JWO
Amazon Fresh doesn’t have its own App, the JWO pass feature is an MVP with the potential to extend into a full App if budget allows.
During the ideation phase, most solutions centered around convenient entry were rejected by internal team voting due to user privacy and stored security concerns.
Trade-off
Product Improvement Plan
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