Checkout Experience & Design System
Morrisons, one of the UK’s largest supermarket chains, needed to improve the in-store checkout experience for customers while also enhancing consistency across their digital design system. The challenge was to identify pain points in the checkout process — both for customers and staff — and ensure that improvements were scalable across digital touchpoints.
On-site Research: Visited multiple Morrisons stores to observe checkout interactions, engage with staff, and understand operational challenges from their perspective.
User-Centered Insights: Gathered feedback from frontline employees, who directly support customers, to uncover friction points in service flow and technology usage.
Design System Contribution: Collaborated with internal teams to enhance Morrisons’ design system, ensuring consistency and scalability across digital products.
UX Strategy: Identified opportunities for simplification and clarity in checkout journeys to reduce customer frustration and improve speed of service.
A set of UX recommendations and prototypes aimed at improving the checkout experience, balancing customer convenience with staff efficiency.
Contributions to the design system, providing reusable patterns and clearer guidelines for teams to deliver a consistent customer experience across Morrisons’ digital ecosystem.
Provided Morrisons with actionable insights from real-world staff and customer experiences, grounding design improvements in practical, human-centered evidence.
Improved clarity and reduced friction in checkout flows, leading to more seamless customer interactions.
Strengthened the design system foundation, enabling teams to build with greater consistency and efficiency.
