Designing Checkout Around Emotion and Empathy
Charles Aji opens the conversation by describing TUI’s goal to make payments “invisible” so customers can focus on the excitement of their trip rather than the friction of checkout. Through a unified payment platform connecting all brands and markets, TUI ensures local payment preferences such as iDeal, Trustly and Apple Pay are seamlessly integrated across Europe.
Similarly, Laura Treude explains that Douglas is committed to delivering a frictionless experience while maintaining customer support at every step. The beauty retailer is currently introducing a new payment service provider to reduce redirects and improve efficiency. Transparency is central to Douglas’s approach, with customers kept informed about processes like credit scoring and buy-now-pay-later options.
For IKEA, Solmaz Zohdi describes checkout as “the moment of truth” – not simply a transaction but a reflection of trust and brand perception. Empathy is key. IKEA’s approach varies from quick self-checkouts and the Shop & Go experience to more guided interactions for larger purchases, allowing customers to choose the checkout path that suits their needs and mood.
How Product Type Shapes Checkout Design
The nature of each business deeply influences its approach to payments. IKEA’s broad product range – from small impulse buys to major furniture investments – demands flexibility. Solmaz paints a vivid picture of two types of shoppers: the lunchtime visitor grabbing a few items who values speed, and the customer planning an entire living room who needs support with delivery, financing and loyalty benefits. The goal, she says, is to design a system versatile enough to serve both while keeping it intuitive and cohesive.
At Douglas, Laura highlights the brand’s emphasis on human interaction. Employees are called “beauty advisors” for a reason: they guide and support customers from the moment they enter the store until payment is complete. Innovations such as mobile and soft POS systems allow beauty advisors to process payments alongside the customer, removing the barrier of a traditional queue.
For TUI, the checkout process is inherently more complex. Aji explains that travel bookings often involve multiple passengers, payments in instalments, and different selling channels. To address this, TUI’s system uses micro front ends, enabling flexibility and personalisation while maintaining trust and consistency across its various brands.
Balancing Complexity, Compliance and Customer Experience
When asked about the biggest challenge in creating a seamless checkout, Laura points to the constant need for trade-offs. Balancing cost efficiency, compliance and customer experience requires daily decision-making. Regulatory changes such as PSD2 and Strong Customer Authentication have increased security, but also introduced potential friction. The goal, she explains, is to protect genuine customers without creating barriers for them.
Data, Choice and Empathy in Checkout Evolution
Solmaz elaborates on how IKEA uses data to understand customer preferences and adapt accordingly. Some shoppers want speed and autonomy through Shop & Go, while others seek reassurance and interaction. The same customer might even choose both on different days. IKEA’s challenge, she says, is to provide that freedom of choice while ensuring every option feels seamless and natural.
The Future of Checkout: AI, Frictionless Journeys and the Disappearing Till
Looking ahead, all three guests agree that AI will play a crucial role in shaping the checkout of the future.
Charles believes AI is already quietly transforming the experience by detecting and preventing fraud in real time. He envisions AI systems that dynamically optimise payment flows and resolve failed transactions automatically, allowing human teams to focus on long-term innovation rather than troubleshooting.
Laura builds on this idea, suggesting that generative AI and “shopping agents” could redefine – or even eliminate – the traditional checkout moment. However, she warns that this shift also brings new risks, such as “fraud as a service,” and calls for brands to prepare for a future where customer interaction may happen entirely through AI intermediaries.
Solmaz adds that while automation is advancing, not all customers want checkout to disappear completely. The future, she says, lies in flexibility: making checkout invisible when it should be, but meaningful when it matters.
Charles concludes with a thought-provoking idea – that checkout begins long before the customer reaches the payment page. It starts the moment they begin interacting with the brand, forming a mental intention of how they plan to pay. This mindset, he argues, requires businesses to think of checkout as an integral part of the overall customer experience rather than a final step.
What’s Next for the Checkout Experience
In closing, Laura and Solmaz share their visions for upcoming innovation. For Douglas, the focus is on enhancing e-commerce through generative AI while reimagining in-store payments to move away from the “cold cash register” moment. At IKEA, Solmaz sees the future in truly channel-less checkout – a consistent, personalised and effortless experience across all touchpoints, from online shopping to in-store returns.
