Interfacing with fruits and veggies at Migros

In comparison, the new version seems very intuitive and familiar to me, mostly because of its simple and straight-forward design. It involves one extra click, but it's a quick one that doesn't require much brain capacity - of which, let's face it, we don't have any left when hunting and gathering in the supermarket just before closing time!

While doing my grocery shopping, I was recently intrigued by a brand new interface to weigh your fruit and veggies at a Migros in France. Instead of having to memorize up to 3 digit numbers and keying them in, they had a very intuitive touch screen interface that immediately made me think of the Web. You select your category and get a visual display of your fruit or vegetables. Of course, this requires that you know the difference between fruit and vegetables; but don't try to be too clever:  Migros assumes most people do not know that tomatoes are actually fruit.

Old version:

The old version (currently still the one used in the Migros stores I visit in the Geneva area) is one designed for expert users, meaning the clerks working in the store. They will have memorized most of the numbers and this  is the quickest way to proceed with the operation - if you know what you're doing. The rest of us have to refer to the list above, or, if your item happens to be missing from the list, run back to where you picked it up, memorize the number, key it in and ignore the frowns of other waiting customers.

In comparison, the new version seems very intuitive and familiar to me, mostly because of its simple and straight-forward design. It involves one extra click, but it's a quick one that doesn't require much brain capacity - of which, let's face it, we don't have any left when hunting and gathering in the supermarket just before closing time!



New version:



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About the author

Julia Borkenhagen
Julia Borkenhagen

Julia is a certified usability analyst by HFI (Human Factors International) with over 15 years of experience in user research, interface design, usability testing and project management.
Prior to joining blue-infinity, Julia worked several years for the San Francisco based agency Digitas on the dell.com account and as the lead web producer for NIKU, now CA Technologies.
Julia has been with blue-infinity since 2005 and is leading our in-house User Experience practice.