Specification
Time
Trolley Go
Trolley Go is a speculative redesign of smart shopping carts that combines utility and play. It is inspired by the underused smart carts at Amazon Fresh. Why? My observation and interviews revealed that users find these carts somewhat redundant， complicated, and emotionally disengaging.
This project proposes a more engaging user experience by turning the smart cart into an interactive companion that transforms mundane grocery shopping into a playful, map-based treasure hunt. It encourages users to explore the supermarket while tracking their path visually.
Type
UX research,
UI/UX Design,
Prototype,
Coding
Figma,
Arduino,
Processing
02-04. 2022
User Research
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In-store field observation
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8 user interviews (ages 25–55)
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Informal usability walkthrough with a current smart cart
The Problem
Despite smart features like weight detection and auto-checkout screens, most shoppers avoid smart carts. Customers shared that they prefer staff-assisted checkout and don't feel motivated to use smart carts.
User Insights
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Users find the current smart carts too mechanical and transactional
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Many users enjoy having store staff calculate things for them
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Users want less complexity and more fun
HMW
How Might We make shopping into an engaging, emotionally enjoyable experience?
Design Solution
Live Location Mapping
Displays user's movement in real time on a playful store map.
Item-Activated Animations
Each product triggers a small animation of the product icon on the map.
Progress Tracker
As users move through sections, their journey unfolds, which will show in the screen map and the right corner.
Interaction Flow
Prototyping process
User Test & Feedback
“It felt like I was in a little game world.”
“This made me want to add more things just to see what pops up.”
“The prototype design is so cute. Although I know it is a demo, I want to give it to my children to play with. It is also very educational”.
“I like the sound reminder when I put something in the shopping cart, as if I got some kind of reward. If the map track function can really be realized and remembered, it should be more fun!”
Trolley Go in Action
“Follow a user as Trolley Go turns his grocery run into a digital adventure.”
Key Takeaways
1. Blending Function with Emotion Can Shift User Behavior
Through user interviews and testing, users responded more positively when the smart cart offered playful interactions and emotional engagement. Designing joyful friction—where small moments of delight enhance functionality—can be a powerful strategy in UX.
2. Gamification Must Be Purposeful
Ensuring the “game-like” experience didn’t feel gimmicky was important. The animated map wasn’t just visual candy—it provided feedback, orientation, and motivation, turning a repetitive task into something exploratory. I learned how narrative and function can reinforce each other in product design.
3. Designing Across Digital and Physical Realms Is Challenging—but Worth It
Integrating physical hardware with digital interfaces pushed me to consider practical constraints (e.g., screen placement, user movement, visibility). I also gained experience in prototyping physical-digital interactions, which deepened my ability to think beyond the screen and design for the real world.
4. User-Centered Iteration Is a Design Superpower
My design decisions were shaped by direct user feedback, from emotional reactions to pain points during testing. This reminded me that no amount of theoretical design replaces watching real people use your product, and iterating based on those insights is what elevates a concept into a compelling experience.
5. Playful Design Can Build Loyalty
Introducing playful moments increases engagement and creates a sense of companionship between the user and the product. Trolley Go offers a small spark of wonder in a space like Amazon Fresh grocery retail. This takeaway fuels my long-term interest in designing tools that feel alive, adaptive, and emotionally resonant.
