Scan Flow

The scan flow is the whole sequence of the experience: the user discovers the QR code, reads the CTA, takes out their smartphone, points the camera, scans, the landing page opens, and the intended action is completed. Minimising friction at each of these steps translates directly into better scan and conversion rates.

At the discovery stage, it matters that the QR code sits within the natural path of the eye and stands out with sufficient size and contrast. At the CTA stage, the reason to scan has to be communicated clearly. At the scanning stage, everything from opening the camera to recognising the code should finish within one to two seconds. At the landing page stage, the page must appear within three seconds and be optimized for mobile.

The step most often overlooked in scan flow design is "take out the smartphone". When both hands are occupied — carrying shopping bags, cooking, driving — a user can see the QR code and still be unable to scan it. It is important to picture the real situation of the target user and place codes at moments when handling a phone is easy.

Across the flow as a whole, the ideal is a design that keeps the number of steps to a minimum. The shortest flow is scan followed by immediate achievement of the goal: the coupon is displayed, the Wi-Fi connects, the payment completes. The more extra steps sit after the scan — signing in, filling in a form, installing an app — the higher the abandonment rate climbs.