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Design Stage

Digital Signage at Good Lood. Case study.

September 17, 2025 10:35 AM
Power Talk
🇬🇧 English
Wisła

About

The company is quite known in Kraków and Warsaw, some of the audience probably have been our Guests in Good Lood or use our app and also digital signage but few of them know how it was made. The presentation is in case study format, showing the process and insights form user tests. I share what I learned about perception of the design in a vivid, often public spaces, some outcomes I found surprising and totally different from situations that we come across while designing for mobile apps, or websites. The project was implemented partially in no code webflow and partially on our own, I plan also to tell about situations where low code is perfect fit and about those situation when it wont be right choice.

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Talk by

Photo of Gabriela Kłos-Kufel, UX/UI Designer at AVSystem
Gabriela Kłos-Kufel
UX/UI Designer at AVSystem

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From the recording

Talk in brief

In this case study from WaysConf 2025, Gabriela Kłos-Kufel, a UX/UI Designer at AVSystem, shares the redesign process of the digital signage system for Good Lood, a popular Polish artisan ice cream company. Good Lood operates a complex digital ecosystem, including a mobile app, POS, logistics, and digital signage across nearly 40 locations. The primary challenge of the redesign was eliminating frustrating screen paging when more than 10 flavors were available. By analyzing how customers make decisions in busy shop environments, the design team introduced high-quality imagery, modular layouts, and a "featured flavor" tile while removing ineffective icons that users ignored in high-stimulus settings. The resulting modular, scalable design supports up to 18 flavors per screen (or 36 on dual screens) and includes QR codes for multilingual menus, leading to high usability scores: 80% of surveyed guests found the new flavor presentation highly readable.

Key takeaways

  1. 01

    The Pitfalls of Screen Paging

    Splitting menus across multiple rotating pages frustrates customers who are interrupted mid-read or forced to wait for the page to turn back. Designing layouts that fit all options on a single screen dramatically improves the decision-making process.

    Watch from 5:19
  2. 02

    Context Dictates Icon Usability

    While abstract icons work well in calm environments like home or office apps, they are ignored in busy retail spaces. Customers in crowded shops rely on large, clear visual cues like colors, bold text, and images rather than decoding small symbols.

    Watch from 10:56
  3. 03

    Visual Consistency Drives Recognition

    Reusing the exact product photography across the mobile app, social media, and in-store digital signage creates instant recognition. This visual connection helps customers quickly locate the specific flavors they planned to order before entering the shop.

    Watch from 9:55
  4. 04

    Overcoming Banner Blindness

    Highlighting a product in a large "featured" tile while also listing it in the main menu can cause customers to ignore the featured tile entirely. In high-pressure environments, the human brain treats the standard list as the authoritative menu and filters out larger promotional banners.

    Watch from 16:41
  5. 05

    Modular Layouts for Diverse Locations

    Building a modular grid allows the digital signage to adapt seamlessly to different physical stores and screen orientations. Modules for coffee, toppings, or rotating jars can be swapped or rearranged without breaking the overall design system.

    Watch from 12:46
Read edited transcript highlights

These concise notes were edited from automatic captions and checked against the talk structure. They are not a verbatim transcript.

The Complexity Behind the Ice Cream Counter

While customers primarily interact with Good Lood through consumer-facing channels like the mobile app, website, and in-store digital signage, these touchpoints represent only the surface of a massive digital ecosystem. Behind the scenes, AVSystem designs and maintains a custom point-of-sale system, logistics and delivery planning software, driver applications, warehouse management tools, and a recipe management system. This integrated recipe system automatically syncs production data with the consumer-facing mobile app to display real-time ingredient and allergen information for every single flavor.

Watch from 1:44

Why Digital Screens Beat Traditional Chalkboards

Transitioning from traditional artisan chalkboards to digital signage was driven by operational necessity. Good Lood's flavors change daily and sometimes even mid-day when a specific batch runs out. Instantly updating a digital screen prevents the chaos of asking busy staff to rewrite chalkboards during peak hours. Furthermore, digital screens offer superior visibility from the back of a queue and allow the company to clearly display complex dietary information, such as vegan and gluten-free labels, which would otherwise clutter a physical board.

Watch from 3:25

The Psychology of Choosing a Flavor

Observational research revealed a consistent cognitive pattern when customers choose their ice cream flavors. First, guests scan the entire menu to understand the day's options. Next, they narrow down their choices to a few potential favorites before entering an elimination phase based on dietary preferences, textures, or mood. This cycle repeats until they settle on a final combination. The primary goal of the digital signage redesign was to support this rapid mental elimination process by presenting all options clearly on a single screen.

Watch from 7:45

Why In-Store Environments Reject App Design Patterns

Product designers often rely on abstract icons to categorize information, but testing showed that retail customers completely ignored these symbols. In a calm environment like a home or office, users have the cognitive bandwidth to decode icons on their personal devices. However, a physical retail store is filled with distractions like noise, crowds, and children. In this high-stimulus environment, the human brain filters out subtle details, meaning designers must rely on large, clear visual cues like bold typography and high-contrast colors instead of small icons.

Watch from 11:10

Combating Banner Blindness in Retail Layouts

During usability testing, the team discovered that duplicating a flavor by showing it both on the main menu list and inside a large "featured flavor" banner led to unexpected behavior. Customers completely missed the duplication due to banner blindness. Because of the pressure to make a quick decision in a busy queue, the brain treats the structured list as the sole source of truth, filtering out larger, promotional-looking tiles as non-essential advertisements.

Watch from 16:41

Localizing the Menu for International Tourists

To accommodate international tourists without cluttering the primary Polish digital signage, Good Lood implemented a localized digital solution. Each physical store has a unique web page displaying its real-time flavor menu in Polish, English, and Ukrainian. Customers can access this menu by scanning QR codes placed strategically around the shop or displayed directly on the digital screens in high-tourist areas. This approach allows non-Polish speakers to browse ingredients and make decisions comfortably on their own devices.

Watch from 18:21
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