Sainsbury’s planned to remove weighing scales from checkout areas, creating friction for customers purchasing loose produce.
The business needed to:
Preserve brand loyalty during a high-friction moment in the journey
Decrease time spent at checkout
Maintain a smooth experience for loose fruits and vegetables
Reduce customer frustration caused by slower scanning or manual lookup
Tools: Figma, Canva and ChatGPT
This project explored how Sainsbury’s could reduce checkout time in response to the removal of weighing scales at checkout. The focus was on designing a faster, more intuitive scanning and purchase flow, particularly for customers buying loose fruits and vegetables.
Goal
Design a mobile app experience that:
- Speeds up checkout
- Minimises cognitive load during scanning
- Provides clear shortcuts for common purchases
- Encourages continued use of Nectar rewards
Quick Buy Feature:
To reduce decision time at checkout, I introduced a Quick Buy option featuring commonly purchased categories:
Baked goods
Loose vegetables
Loose fruits
Meal deals
These categories reflect high-frequency items and allow customers to bypass manual lookup or scanning delays.
Quick Buy & Lookup
The Quick Buy and Lookup buttons were positioned alongside each other and styled similarly. This visual parity communicates that:
- Both options support product discovery
- Both offer recommended or common selections
- Users can choose the fastest route based on their needs
This reduced hesitation and improved scanning at the point of decision.
Loyalty Integration
A subtle reminder to use Nectar was embedded within the flow to:
- Encourage brand loyalty
- Reinforce value without interrupting checkout speed
- Align business goals with user benefit
Checkout Accessibility
To support fast completion:
- The Checkout button was available on every screen except the start and thank-you screens
- This allowed users to exit the journey at any point and complete their purchase quickly
- The design supported both linear and shortcut-based journeys
Outcome & Learnings
This concept demonstrated how:
- Strategic shortcuts can significantly reduce checkout time
- Familiar categories help users make faster decisions
- Persistent access to checkout improves perceived efficiency
Key takeaways:
- Speed matters most during high-friction moments
- Visual hierarchy can guide faster decision-making
- Loyalty prompts work best when integrated, not intrusive
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