Open the M&S App
when in-store for the Scan, Pay, Go option to be available.
M&S Scan, Pay, GO
M&S is the go-to choice for customers seeking convenience food. However, long queues have been a deterrent, prompting M&S to explore technology to increase foot traffic, streamline operations, and enhance the in-store experience.
The challenge
Like many large organizations, Marks & Spencer faced challenges in rapid innovation and product launches. They approached me to investigate how technology could improve the end-to-end customer experience (CX) in M&S Simply Food stores.
My role
I worked hands-on as a CX researcher and UX designer, collaborating with a multidisciplinary team from both in-house and an integrated development agency.
Basket abandonment – our problem to solve
Insights from a survey I conducted among M&S store managers and staff at the project’s outset revealed a critical issue: M&S customers would wait in line at the till for only six minutes before abandoning their shopping.
“When it comes to queuing, people use previous experiences to decide whether they will stay in the queue or leave it”
A widespread problem across transportation hubs and office-dense areas
Interviewed M&S store staff shared their experiences, highlighting the need for a solution:
Lunchtime is manic; if there’s a queue, customers dump the basket and leave. We have to dispose all perishable refrigerated items as a result!
77%
of interviewed customers said that long queues in-store would make them less likely to return.
How might we reduce Basket Abandonment and Churn?
I presented the insights report to the Senior Leadership team, and organized and moderated a series of design sprints involving teams from Brand Marketing, Product Design, Sales, Customer Service, and Engineering.
The idea that resonated the best with the group was:
Prototype for testing
Working closely with the engineering team, I designed a working prototype for testing.
Through staff trials and three in-store trials, I continued to refine and improve the solution.
User testing using eye-tracking technology
I conducted task-based observational studies in a real shop setting (M&S Edgeware Road).
Participants shopped using the Scan Pay Go prototype, evaluating the onboarding process, purchasing without bags or baskets, exiting the store with a “receipt” screen, basket management, and the overall experience of bypassing the tills.
Usability testing highlights
During the session, participants wore a head-mounted eye tracker so that we could see how they were interacting with both the app, the store and the products.
It was amazing to see customers in action from their own eyes. The sessions provided insights on product packaging, shopping bags positioning, how/where to sign-post the app and our prototype, of course.
Final design iteration / MVP
Insights from usability testing sessions informed rapid app design iterations, leading to a final MVP ready for launch. The pilot initially ran in six stores and later expanded to over 300 stores, resulting in a Mobile Pay Go transaction every 3 seconds during lunchtime.
We developed an app that allows customers to quickly scan products, make immediate payments, and leave without queuing. This not only improved convenience but also facilitated quicker store navigation for customers.
Today there’s a Mobile, Pay, Go transaction every 3 seconds during lunchtime.
Launch Marketing video
The insights gathered from my research played a pivotal role in the creation of a promotional video for the Scan, Pay, GO service. This video was the result of a collaborative effort between my team and the Brand & Marketing team. You can now view an early concept of the video below.
M&S retail, operations and property director Sacha Berendji said:
“M&S is changing to become a digital first retailer with industry-leading store operations – and Mobile Pay Go is a really exciting part of that.”
Behind the scene – eye tracking technology
Understanding how customers interacted with the store environment while using the prototype app was key for us to be able to improve it. For this reason I introduced a wearable and mobile eye tracking system called Tobii Pro Glassess.
Customers were asked to wear a pair of clear lens glasses and to carry on shopping as normal. The glasses in the meantime recorded graze-points and streamed the session live so we could follow every step of the action, either on the app or on the shelves.
See with the customers’ eyes
The research moderator could follow the action on a tablet and discretely follow at distance the customer ready to step in, if needed. The rest of the team was conveniently positioned in another room where the testing session was streamed live on large HD screens.
This tool showed us exactly what customers were looking at in real time as they moved freely in store and helped us understand how they interacted with the physical space surrounding them and the prototype.
Want to know more?
Due to the highly sensitive nature of the information in my research, my portfolio provides only a simplified overview of the insights and work involved. If you’d like to delve deeper into my work, discuss potential projects, or explore my experience further, please don’t hesitate to reach out!
Recent case studies:
BlackRock Voting Choice
An industry-first SaaS solution for retail investors to participate in ESG voting decisions inline with their ethical values and policy governance preferences.
Telefónica Design System
A multi-brand, white-label design system to streamline prod-dev efforts
Femtec Health Inc.
An AI-driven, personalised self-care solution designed to transform the healthcare experience for women.
M&S Scan, Pay, GO
Revolutionising the in‑store purchase experience. Say adios to queues!
The Chat Shop
A SaaS website redesign nominated at The Drum Awards for Experience
TOG Meeting rooms
Seamlessly book desks and meeting rooms in hundreds of co-working spaces
TOG VR viewings A/B test
Space is a powerful tool to foster engagement, inspire innovation, and drive productivity. A virtual tour is the best way to evaluate a space without traveling to it.
The Office Group
An end-to-end website redesign for UK's largest flexible workspace provider
TOG Workspace prospects
A research project to provide TOG with a comprehensive understanding of their customers and achieve core business goals.
M&S Product videos A/B test
Defined the perfect online clothing showcase following a user-centric methodology
M&S Food to Order
A food delivery service trial that led to the £750m partnership with Ocado
M&S in-store kiosk app
An app redesign to deliver true multichannel retailing by uniting online and in-store shopping
