User experience of using a mobile self-checkout application

Abstract

The retail industry has seen the emergence of mobile self-checkout (MSCO) applications in developed countries, allowing customers to use their smartphones to scan items while they are shopping and pay without waiting in lines. Even though their use is widespread in developed countries, there is a possibility of a lack of clarity in the user experience (UX) of MSCO applications. The past studies have been proven to explore more on technical features and usability, and less on user experience aspects such as ease of use, interface design, user positive experience, and transactional efficiency. The research study investigates the UX of MSCO applications in the retail industry, addressing questions like what the user challenges and benefits of using MSCO applications are, and recommendations for improving the experience. The study uses secondary and qualitative data drawn from 888 user reviews of Scan&Go, Sam’s Club, Skip, and Stop & Shop applications from the Google Play store. To gain a deeper understanding of this topic, the research study employs a multiple case study research design, comparing these MSCO applications, and utilizes thematic analysis to analyze the user reviews using ATLAS.ti software. The study uses the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and the UX Honeycomb frameworks to look at and interpret the research findings on UX and the usability of the applications. The research study shows that users tend to value MSCO applications for their potential to save time and simplify checkout. In the study findings, the habit construct has also been found to depend heavily on consistent application performance, while social influence has been found to have a limited but notable role in user adoption.