Problem

1. Michaels Self Checkout UI/UX did not meet brand expectations or customer expectations

2. Experience was so cumbersome that customers would rather wait in line for a cashier

Solution

Leverage the company’s investment in loyalty to modernize Self Checkout

Sign In

• Unlike other retailers, Michaels puts a high emphasis on signing in at self checkout.

• This is a common point of friction because customers just want to check out fast, however nearly 80% of transactions at Self Checkout are with an existing Rewards membership.

• We needed to make it so easy that they didn’t mind signing in or joining now