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Systembolaget · UX internship

A smoother
order pick-up

Connecting the message, the store and the terminal.

During my internship at Systembolaget, I worked across the order pick-up journey: mapping the existing experience, testing it with customers and designing improvements.

A smoother order pick-upSystembolaget

The challenge

Improve the complete order pick-up journey, from the text message to the in-store terminal.

The outcome

25 insights informed changes to copy, signage and terminal screens. The design was handed over for implementation.

01 / Understand the service

The terminal was one part
of a bigger journey.

I met with operation developers to understand why the terminal existed and how it should support the physical pick-up experience.

The goals included clearer directions in store and a smoother experience for both customers and staff. I recreated the existing flow in Figma before exploring improvements.

The in-store terminal in its physical context.
The in-store terminal in its physical context.

02 / Research

Test the experience
as customers encounter it.

I created two scenarios, including collecting more than one order. To make testing realistic, participants received the same text message they would receive before going to the store.

I combined the findings and facilitated team workshops. Together, we identified 25 opportunities across copy, design and functionality.

03 / Insights

Where people
lost confidence.

Some people missed the connection between order numbers and waiting numbers. Others were unsure what the customer terminal was or where to find it.

The text message felt cluttered, and the home screen’s information hierarchy made it difficult to see what mattered next.

01

Find the terminal

Make the physical location and the digital instructions work together.

02

Understand the numbers

Clarify the relationship between the order and the queue.

03

Know what happens next

Reduce competing instructions and give each screen a clear purpose.

04 / Before and after

Start improving the journey
before the customer arrives.

The revised text message introduces the pick-up location earlier and uses more whitespace. The QR-code frame was also redesigned to feel consistent with the rest of the service.

Before: the original text message.
Before: the original text message.
After: clearer instructions and spacing.
After: clearer instructions and spacing.
Before: the original QR-code frame.
Before: the original QR-code frame.
After: a more consistent QR-code frame.
After: a more consistent QR-code frame.

05 / The terminal

One clear first action.
A calmer starting screen.

I explored a stripped-back home screen with less copy, fewer competing styles and a clearer choice between scanning a QR code and entering an order number.

The flow supports adding further orders before the customer finishes.

Before: the original terminal home screen.
Before: the original terminal home screen.
After: the redesigned terminal home screen.
After: the redesigned terminal home screen.

06 / The connected flow

From the first order
to the final confirmation.

Choose how to add an order.
Choose how to add an order.
Enter the first order number.
Enter the first order number.
Add another order when needed.
Add another order when needed.
Scan an additional QR code.
Scan an additional QR code.
Finish with a clear confirmation.
Finish with a clear confirmation.

07 / Waiting and handover

Make the queue
easier to understand.

The new waiting-screen design separates orders being collected now from those coming next. This gives customers more context about their place in the process.

The work was well received by unit managers, designers and operation developers, and was forwarded for implementation.

Before: the original waiting screen.
Before: the original waiting screen.
After: separate states for current and upcoming orders.
After: separate states for current and upcoming orders.

Reflection

Design the connections,
as well as the screens.

The research showed that the experience started with a message and continued through the store. Improving those connections helped shape a more coherent terminal flow.