Electronic Shelf Label Design

Walgreen’s was looking for a way to more easily update their shelf pricing by using Electronic Shelf Labels (ESLs) to replace their traditional plastic labels. The innovative new price tags were designed to permit updating of pricing over a wireless computer network, thus significantly reducing costs and improving speed associated with regular pricing updates. To evaluate their effectiveness, we pre-recruited 48 participants and asked them to complete a range of in-store tasks while wearing mobile eye tracking glasses. Follow-up IPad based interviews were conducted as participants watched a “replay” of their shopping experience on video.   Our findings provided the client with a rigorous assessment of the ESLs and specific recommendations for improving their usability, particularly for seniors and those looking for sales. Recommendations were ultimately incorporated into the next generation ESLs design.