Kjell - Queue Experience Redesign
(About)
Client:
Kjell & Company
Industry:
Retail / Electronics
Role:
UX/UI Designer, User Researcher
Duration:
1 month
Client:
Kjell & Company
Industry:
Retail / Electronics
Role:
UX/UI Designer, User Researcher
Duration:
1 month
Client:
Kjell & Company
Industry:
Retail / Electronics
Role:
UX/UI Designer, User Researcher
Duration:
1 month
(Process)
(01)
Overview
Kjell & Company partnered with Phygrid to enhance their in-store queue experience - focusing on increasing digital ticket adoption and encouraging customers to identify as members. The queue solution allowed visitors to take a ticket either as a guest or as a member by logging in or scanning an ID. Despite the intended benefits, most customers skipped the membership option, limiting personalization and operational efficiency. As the UX and research lead, I combined in-store observation, interviews, and iterative design to uncover behavioral barriers and create subtle, behaviorally informed nudges that improved both adoption and experience quality.
(01)
Overview
Kjell & Company partnered with Phygrid to enhance their in-store queue experience - focusing on increasing digital ticket adoption and encouraging customers to identify as members. The queue solution allowed visitors to take a ticket either as a guest or as a member by logging in or scanning an ID. Despite the intended benefits, most customers skipped the membership option, limiting personalization and operational efficiency. As the UX and research lead, I combined in-store observation, interviews, and iterative design to uncover behavioral barriers and create subtle, behaviorally informed nudges that improved both adoption and experience quality.
(01)
Overview
Kjell & Company partnered with Phygrid to enhance their in-store queue experience - focusing on increasing digital ticket adoption and encouraging customers to identify as members. The queue solution allowed visitors to take a ticket either as a guest or as a member by logging in or scanning an ID. Despite the intended benefits, most customers skipped the membership option, limiting personalization and operational efficiency. As the UX and research lead, I combined in-store observation, interviews, and iterative design to uncover behavioral barriers and create subtle, behaviorally informed nudges that improved both adoption and experience quality.
(02)
Challenge
Customer interviews revealed a mix of convenience bias and unclear value propositions. Many users felt that identifying as a member “took too long,” while others didn’t realize that doing so gave staff access to helpful context - such as pending pickups, active bonus checks, or previous service history. From a design perspective, the challenge wasn’t about adding new functionality - it was about clarifying invisible value and motivating the right choice at the right time. The interface also needed to support both spontaneous visitors and loyal customers equally, without feeling intrusive or transactional. Internally, Kjell wanted to increase data accuracy, promote digital queue tickets (via QR), and strengthen the connection between their loyalty ecosystem and physical service experience.
(02)
Challenge
Customer interviews revealed a mix of convenience bias and unclear value propositions. Many users felt that identifying as a member “took too long,” while others didn’t realize that doing so gave staff access to helpful context - such as pending pickups, active bonus checks, or previous service history. From a design perspective, the challenge wasn’t about adding new functionality - it was about clarifying invisible value and motivating the right choice at the right time. The interface also needed to support both spontaneous visitors and loyal customers equally, without feeling intrusive or transactional. Internally, Kjell wanted to increase data accuracy, promote digital queue tickets (via QR), and strengthen the connection between their loyalty ecosystem and physical service experience.
(02)
Challenge
Customer interviews revealed a mix of convenience bias and unclear value propositions. Many users felt that identifying as a member “took too long,” while others didn’t realize that doing so gave staff access to helpful context - such as pending pickups, active bonus checks, or previous service history. From a design perspective, the challenge wasn’t about adding new functionality - it was about clarifying invisible value and motivating the right choice at the right time. The interface also needed to support both spontaneous visitors and loyal customers equally, without feeling intrusive or transactional. Internally, Kjell wanted to increase data accuracy, promote digital queue tickets (via QR), and strengthen the connection between their loyalty ecosystem and physical service experience.
(03)
Solution
We ran a short field study and iterative test cycle in selected stores, combining direct customer observation, quick intercept interviews, and staff feedback loops. Patterns showed that most users’ eyes focused on the QR code area first - often skipping the “member” explanation entirely. We designed lightweight interventions that guided attention and triggered motivation without cognitive overload: - A small animated “Scan me” nudge near the QR code to draw attention to digital tickets. - Added benefit-focused microcopy below the “Member” button: “Get faster, more personalized service - staff see your pickups and bonuses instantly.” - Subtle layout and contrast adjustments that made the member option feel as easy and inviting as the guest option. - Staff scripts and signage updated to align with the new UX copy for consistent messaging. The solution reframed the experience from “log in before queuing” to “get better help instantly.”
(03)
Solution
We ran a short field study and iterative test cycle in selected stores, combining direct customer observation, quick intercept interviews, and staff feedback loops. Patterns showed that most users’ eyes focused on the QR code area first - often skipping the “member” explanation entirely. We designed lightweight interventions that guided attention and triggered motivation without cognitive overload: - A small animated “Scan me” nudge near the QR code to draw attention to digital tickets. - Added benefit-focused microcopy below the “Member” button: “Get faster, more personalized service - staff see your pickups and bonuses instantly.” - Subtle layout and contrast adjustments that made the member option feel as easy and inviting as the guest option. - Staff scripts and signage updated to align with the new UX copy for consistent messaging. The solution reframed the experience from “log in before queuing” to “get better help instantly.”
(03)
Solution
We ran a short field study and iterative test cycle in selected stores, combining direct customer observation, quick intercept interviews, and staff feedback loops. Patterns showed that most users’ eyes focused on the QR code area first - often skipping the “member” explanation entirely. We designed lightweight interventions that guided attention and triggered motivation without cognitive overload: - A small animated “Scan me” nudge near the QR code to draw attention to digital tickets. - Added benefit-focused microcopy below the “Member” button: “Get faster, more personalized service - staff see your pickups and bonuses instantly.” - Subtle layout and contrast adjustments that made the member option feel as easy and inviting as the guest option. - Staff scripts and signage updated to align with the new UX copy for consistent messaging. The solution reframed the experience from “log in before queuing” to “get better help instantly.”
(04)
Result & Conclusion
Analytics and store feedback post-launch showed a notable rise in digital ticket scans and a higher share of member-based queues, even without adding extra incentives. Staff reported better preparedness for each customer, leading to smoother service, reduced wait times, and improved satisfaction on both sides. Beyond metrics, the project demonstrated how micro-interventions in interface design can drive measurable behavioral change - not through force or incentives, but by clearly communicating value and reducing mental friction. Personally, this project reinforced my belief that even small UX details - phrasing, motion, hierarchy - can have disproportionate impact when they align with real human motivation and store context.
(04)
Result & Conclusion
Analytics and store feedback post-launch showed a notable rise in digital ticket scans and a higher share of member-based queues, even without adding extra incentives. Staff reported better preparedness for each customer, leading to smoother service, reduced wait times, and improved satisfaction on both sides. Beyond metrics, the project demonstrated how micro-interventions in interface design can drive measurable behavioral change - not through force or incentives, but by clearly communicating value and reducing mental friction. Personally, this project reinforced my belief that even small UX details - phrasing, motion, hierarchy - can have disproportionate impact when they align with real human motivation and store context.
(04)
Result & Conclusion
Analytics and store feedback post-launch showed a notable rise in digital ticket scans and a higher share of member-based queues, even without adding extra incentives. Staff reported better preparedness for each customer, leading to smoother service, reduced wait times, and improved satisfaction on both sides. Beyond metrics, the project demonstrated how micro-interventions in interface design can drive measurable behavioral change - not through force or incentives, but by clearly communicating value and reducing mental friction. Personally, this project reinforced my belief that even small UX details - phrasing, motion, hierarchy - can have disproportionate impact when they align with real human motivation and store context.
