I was lead designer for this retail project. Currently in store we offer the standout ‘checkout at the tills’ journey, but we also have an advice journey, where colleagues use a tablet/device to give product and condition information to customers, this can happen at any location on the shop floor. This project was to connect a checkout journey seamlessly to the product advice journey.
Role
Lead UX Designer
Skills
UX Design
Outcome
25% increase in AOV (compared to standard till)
Date
October 2025
Process For this project I followed the double diamond process. Engineering had already built a proof of concept so my challenge was to adapt this design to meet the needs of the users (store colleagues). I worked closely with product and research to validate some quick-win changes, I created a prototype and went in store with the research team to test with store colleagues. I worked with engineering to iterate, taking into consideration technical restrictions, and delivered an MVP version of Tap2Pay (this project). Challenges The application that this feature was built into was only designed for a tablet screen. Due to hardware restrictions Tap2Pay functionality could only work on a mobile size device. This resulted in extra work adapting screens to be responsive, working to a tight deadline. The mobile devices were not connected to a receipt printer, meaning the only option for a transaction was an e-receipt. The challenge here was to design it intuitively so that store colleagues promoted the customer to log into their loyalty account first - this ensured we had an email address on record to be able to send a receipt and complete the transaction.
Outcomes 4 week trial across 20 stores saw an approximate AOV (average order value) increase of 25% compared to a standard till checkout. Tap2Pay (this project) AOV: £18.01 Standard till AOV: £14.50 Also a slight increase in IPB (items per basket), standard till is 2.7 items, tap2pay saw 2.74 items - this may suggest more opportunities for store colleagues to upsell at the shelf edge compared to at the tills. We also saw a 1% increase in loyalty signups and a 1% increase in customers opting into marketing during this period.
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