Axfood is one of the largest fast moving consumer goods (FMCG) companies in the Nordic countries. The retail operations are conducted through the chains of Willys, Hemköp, Eurocash and online store Mat.se.
As part of a larger project, I got the opportunity to come in and help with visual design and UI design for the self checkout machines of Axfood. A fascinating challenge because of the unique demands on clarity and simplicity — and also the technical aspects such as weighing of items. Previous solutions, not only for Axfood but also for other players in the same sector, have had very little energy put on good UI and visuals. I was tasked with producing a better concept. The focus was to find a solution that reduced the number of distractions and choices in any given situation. Clearer flows through work with colors, shapes and layout. Consistent placement of objects to minimize confusing cognitive (and physical) jumps for the user. Simply put, a large visual work to make the self checkout as simple as possible in the retail store.
