EASE : e& Autonomous Store Experience
The World’s First AI-Powered Autonomous Telecom Store
Project Overview.
EASE is Etisalat’s innovative fully autonomous telecom store utilising ground-breaking technologies to empower customers to seamlessly purchase prodcuts and services. It leverages Artificial Intelligence (AI), machine learning, RFID, facial recognition, smart gates, robotics, smart-shelves and smart dispensing machines. Users can enter the store using facial recognition or the Etisalat by e& app, browse and purchase telecom products and accessories, and walk out with an automated self-checkout process. This innovation aims to enhance customer convenience and streamline retail operations, setting a new benchmark for AI-driven retail experiences.
Take a look inside...
Store Ecosystem.
Technology Behind the Fully Autonomous Shopping Experience
#1
TEMI : The Robot Digital Greeter
TEMI, stationed at the entrance of the EASE store, moves through the space to assist customers with navigation and store services. With an interactive touchscreen, it helps users raise tickets, access information, and explore various store journeys—ensuring a seamless and intuitive shopping experience.
#2
ENTRY GATES : Seamless & Secure Access
The EASE store’s smart entry gates use facial recognition or the e& EASE app, eliminating the need for physical verification or staff intervention. Once authenticated, a body and face mapping is activated, enabling a frictionless and personalised in-store experience.
#3
e& MY ETISALAT EASE APP
The application powers a seamless in-store experience, enabling entry authentication, real-time tracking of items picked from Smart Shelves, and instant payments. It also facilitates group entries, making shopping more convenient and efficient.
#4
SELF ASSIST SYSTEM (SAS) : Pick and Pay
The Pick & Pay method lets users seamlessly select high-end accessories, devices, mobile plans and much more directly from the SAS machine and complete their payment on the same interface—ensuring a quick, hassle-free transaction without external assistance.
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#5
SELF DISPENSING STATION: Automated delivery
The Self Dispensing Station (SDS) enables users to collect their purchases effortlessly. Customers are identified via Facial Recognition (FR) or QR code scanning, after which they can view their purchased items and initiate dispensing with a single tap. This ensures a smooth, automated, and contactless pickup experience.
#6
SMART SHELVES : Pick and Go
The Smart Shelves automatically detect when a customer picks up or returns an item, seamlessly updating their EASE app cart in real time. Items placed back on the shelf are instantly removed from the cart, ensuring a frictionless, checkout-free shopping experience. Customers can then complete their purchase via the EASE app or at the Exit screen, making the process effortless and intuitive.
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#7
SELF SERVICE KIOSK (SSK)
The Kiosk streamlines telecom transactions, making SIM dispensing 3x faster and processes like SIM swaps and bill payments 4x quicker. In just 3 minutes, customers can complete essential services, including new customer registration, top-ups, profile updates, contract printing and deposits, cash exchange, loyalty redemption, among other services—all without waiting in line.
#8
EXIT GATES: Final Checkout & Secure Exit
At the Exit Gates, the system verifies if the user or their group is eligible to leave. Exit is restricted if:
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Unpaid items remain in the cart
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Purchased items are left uncollected from the dispenser.
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A paid item has been returned.
Users can complete payment directly at the exit screen via POS machine, cash, or points. If assistance is needed, they can also request help from the Rapid Response Team.
#9
AGENT SUPPORT APP : The Human Touch
When a user requests assistance, an Agent from the Rapid Response Team (RRT) arrives at the Exit Screen to provide support. Whether it's resolving payment issues, retrieving uncollected items, or handling return concerns, the Agent Support App ensures a seamless and efficient resolution, blending automation with a human touch for a smoother exit experience.
Experience the e& EASE Store.
My Role.
As a Co-UX Design Lead, I played a key role in shaping the user experience for EASE, ensuring a frictionless and intuitive shopping journey through AI-driven automation.
My responsibilities included:
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Leading Interaction Design (IXD) for multiple autonomous retail touch-points, TEMI Robot, Self Assist Systems (SAS), Self-Service Kiosks (SSK), Smart Dispensing Stations (SSD), and Exit Gates.
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Service Design & Experience Strategy, focusing on seamless navigation and customer engagement to enhance the end-to-end journey.
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Collaborating with cross-functional teams — product owners, developers, business teams, stakeholders, and external vendors—to refine and optimise the user experience.
User Profiles: Who Shops at EASE?
The EASE autonomous store serves a diverse range of users, each with unique interaction patterns. Here’s a breakdown of key customer types and their shopping behavior within the store ecosystem:
#1
ETISALAT CUSTOMER
(Primary Account Holders)
Who They Are: Existing Etisalat subscribers with a registered account.
How They Interact: Benefit from seamless store access using Facial Recognition (FR) or the e& EASE app.
Key Behaviour: Quick transactions, pre-saved payment options, and a personalized shopping experience.
#2
SECONDARY ACCOUNT HOLDERS
(Linked Users)
Who They Are: Family members or employees added under a primary Etisalat account.
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How They Interact: Access limited to predefined permissions set by the primary account holder.
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Key Behaviour: Can shop and transact but may require primary user approval for certain purchases.
#3
NON-ETISALAT CUSTOMERS
Who They Are: First-time or non-Etisalat users exploring the EASE store.
How They Interact: Register on the app, scan a QR code for store entry, and shop as a guest.
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Key Behaviour: Likely to explore before purchasing, may require additional assistance.
#4
GUEST USERS
Who They Are: Shoppers who prefer not to create an account but still wish to browse or buy.
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How They Interact: Use the guest checkout option with limited access.
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Key Behaviour: Typically engage in one-time purchases or quick transactions.
TEMI
The Robot Digital Greeter
PROBLEM STATMENT
In the current ticket raising journey customers face repetitive navigation loops just to be navigated to the Self Assist System (SAS) machine, leading to unnecessary steps and redundant screen interactions.
This results in friction, inefficiency, and a fragmented user experience, making it harder for users to reach their intended actions seamlessly.
SOLUTIONS
To optimise customer navigation, queue management and streamline SAS access, the following solutions were implemented:
MOBILE NUMBER INTEGRATION FOR SEAMLESS COMMUNICATION
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Customers receive notifications via SMS and WhatsApp through the Queuing Management System (QMS).
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If a mobile number is not provided, navigation instructions are displayed only on TEMI’s screen.
DYNAMIC STORE NAVIGATION & SAS AVAILABILITY TRACKING
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TEMI receives real-time data from Queuing Management System (QMS), allowing it to issue queue tickets based on SAS availability.
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Customers are guided to machines that are open, avoiding unnecessary waiting time.
STREAMLINED THE USER EXPERIENCE
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Identified redundant steps in navigation and optimised the interaction flow.
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Ensured that TEMI provides a frictionless, guided experience, reducing unnecessary screen transitions.
ALIGNING WITH CUSTOMER SERVICE REPSs
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Meetings with Retail CSRs to understand customer queries and existing support flows.
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Further refinements were made to TEMI’s interaction model, ensuring it could effectively assist customers without human intervention.
Information Architecture.
SPECIFICATIONS
Screen Size Dimensions: 13.3 Inch - 16:9 Aspect Ratio
Width: 11.56 Inch (293.76 mm)
Height: 6.5 Inch (165.24 mm)
IXD Screens.
After iterations and stakeholder meetings!
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The action screen is triggered when a user steps 4 feet in-front of the robot.
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A user does not need to input their number if they are FR enabled
Visual Design & Prototype.
SAS
Self Assist System
PROBLEM STATEMENT & BUSINESS OBJECTIVE
DIVERSE PRODUCT RANGE & COMPLEXITY
The SAS machine supports purchases ranging from low-budget accessories to high-value products like gaming consoles.
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Users can buy simple products like SIM cards or go through complex selections involving multiple configurations.
FLEXIBLE VERIFICATION & PAYMENT OPTIONS
Customers have various verification and payment methods to choose from -
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1. Verification: Emirates ID, Facial Recognition, or UAE Pass.
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2. Payment: Cash, card, eWallet, Rewards, Loyalty points etc..​
MULTIPLE USER JOURNEYS
SAS offers multiple delivery types:
1. Pick & Go (instant takeaway)
2. Self Dispensing Station (SDS) (automated collection)
3. Home Delivery (scheduled drop-off)
Some transactions require a combination of all
OBJECTIVE: Creating a Seamless Experience
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Design a cohesive, intuitive journey for all user types, minimising complexity.
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Ensure effortless navigation across selected journey, verification, payment, and delivery steps.
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Optimize the SAS interface to eliminate redundant steps and improve efficiency.
Visual Design & Prototype.
Happy flow:
Device Purchase | Item being picked up from the dispenser | One time payment
Visual Glimpse.
Tourists purchasing a Visitor Line SIM in the newly launched EASE Store
SSK & SDS: View IXD Screen Flows
To understand my work as an experience and service designer on SSK and SDS
SELF SERVICE KIOSK (SSK)
Flow: Transfer of Ownership
Enabling customers to seamlessly transfer mobile number ownership without visiting a store.
📌 Focus:
Shifting non-sales transactions from retail to SSK for a frictionless experience.​
Seamlessly transfer mobile number ownership through SSKs, eliminating the need for in-store visits. This flow also introduces UAE Pass as a new verification method, enhancing security and compliance.
SMART DISPENSING STATION (SDS)
Challenge:
Working between 3 vendors: Etisalat (Client), Clevron (Machine owners), Amdocs (Application owners)
How to create screens while keeping all limitations in mind
Solution:
Used standardised screens offered by Clevron, while designing only the customer experience for them, while the visual design team made sure it aligned with Etisalat's brand image
SDS PROTOTYPE!
EXIT
Screen and gates for a secured checkout
FUNCTIONALITY
As the user stands in front of the Exit screens, facial recognition is used to identify them and verify their eligibility to leave. Exit is restricted if:
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The cart is not empty (i.e., the user or anyone in their group has unpaid items).
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A purchased item has been left behind in the dispensing machine.
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A previously paid-for item has been returned.
If all conditions are met, the customer can exit smoothly. Otherwise, they must complete the pending tasks before proceeding.
Unpaid cart
Uncollected item on SDS
Left item on smart shelf
Visual Glimpse.
See how a customer picks up an item from the Smart Shelf and tries to exit without paying.
Delivery Overview.
Enhancements are always in play, but this is basis initial launch delivery
EASE App
31
Delivered stories as part of scope
10+
Delivered stories as additional scope
280+
Number of UI screens
SAS
21
Delivered stories as part of scope
8+
Delivered stories as additional scope
500+
Number of UI screens
SSK
4
Delivered stories as part of scope
2+
Delivered stories as additional scope
553+
Number of UI screens
Entry Screens
20+
UX/ UI Screens
Agent flow
50+
UX/ UI Screens
Exit Screens
100+
UX/ UI Screens
SDS
28+
UX Screens
10 +
UI Assets Delivered
Two store openings
Etisalat, Al Kifaf, Dubai
Dubai Mall, Dubai
15th October 2023
4th September 2024
