Pay@Browse - Self-service tablets
Role:UX Researcher lead
Duration:6 months
Team Size:1 member from the design team
Skills:UX Research
Output:full report with ROI & insights to
Stakeholders (quant and qual insights_
ROI:N/A
Summary/Context
In the era of digital transformation, Sainsbury's, following its acquisition of Argos, was committed to innovating retail experiences. The company faced a critical decision regarding the Pay@Browse tablets in Argos stores – digital interfaces that allowed customers to browse and potentially purchase items.A preliminary study revealed that 37% of Argos store visitors were using these tablets, significantly higher than expected. This insight prompted the design team to conduct an intensive research project to understand why customers were using these digital interfaces in a primarily click-and-collect environment.The research was pivotal in determining whether to retain or remove these tablets across Sainsbury's UK stores, with potential implications for store operations, customer experience, and business strategy.
Challenge/Problem Statement
The primary challenges included:
- Understanding the continued relevance of Pay@Browse tablets in a click-and-collect model;
- Investigating why customers used Argos for browsing when similar products were available at Sainsbury's;
- Assessing the operational impact of maintaining inventory for unordered items;
- Determining the strategic value of these digital interfaces;
Project phases
1
Discovery
2
Ideation & Prototype
Conducted comprehensive multi-regional research using mixed methods including surveys, interviews, and field research across England. Research scope expanded beyond initial product department to include storage, sales, and broader team insights.Outputs: Research scripts, insights board, customer questionnaires, stakeholder mapping.
Developed targeted approach to share findings across departments, with context-specific recommendations and feature proposals.Outputs: Detailed research report, interview documentation, feature backlog.
