Confusing and Redundant Search Experience
The search functionality requires users to remember exact product names—for example, searching “russet” does not yield results for “Potato Russet.” This rigid requirement can lead to frustration.
Additionally, having three different search options on the home screen creates visual clutter and makes it unclear which one to use, overwhelming users right from the start.

1. Lack of Clear Feedback on Discounts
   To apply discounts, users must either scan barcode tags from the store aisles or manually add them through the app before checkout—this process is not intuitive.
   Discounted items are hard to discover, and there's no clear indication if a discount has been successfully applied unless checked in the app.
   On the final bill, discounted and voided items appear visually similar, making it confusing to confirm whether a discount was actually applied (see image for reference).

   
   

2. Inconsistent Visual Design and Branding
   The checkout journey lacks a unified look and feel—each screen varies in layout, creating a disjointed and inconsistent experience. This lack of visual harmony makes the process feel fragmented and harder to follow.
   Additionally, the interface does not reflect Safeway’s core brand elements, such as its signature red color. This weakens brand recognition at the kiosk and may leave users unsure if they’re still interacting with a Safeway system.