From Counter to Customer: What It Takes to Build a Seamless POS Experience

A swipe, a tap, a printed receipt. On the surface, point-of-sale (POS) systems appear invisible—just another step in a typical checkout process.

But behind each transaction lies a high-stakes interaction between business and customer. A product is handed over, and money is exchanged. And the tech? It needs to work, every time.

In the latest episode of Product Builders, we spoke with Jacqueline Siger, Senior Product Manager of Point of Sale and Payments at GoDaddy, about what it takes to design technology that operates seamlessly in the real world. Jacqueline and her team support over 15,000 merchants, processing more than $20 billion in annual transaction volume. The products they create are not just digital tools but operational infrastructure for thousands of businesses.

Designing for POS means thinking beyond elegant interfaces and toward dependable performance, intuitive behavior, and context-aware design. As Jacqueline put it, success in this space is a product that "gets out of the way" and enables business rather than interrupting it.

Designing for the Real World: Hardware, Software, and Human Behavior

Designing for point-of-sale doesn’t happen in a vacuum. These systems live on countertops, in the hands of store clerks and small business owners, surrounded by real people and real pressure. You’re not just optimizing for clicks, you’re accounting for cluttered spaces, shifting lighting, long lines, and the occasional printer jam. And the users range from seasoned retailers to someone learning the system for the first time, five minutes into their shift.

A cashier might be a first-time intern, while a store owner could be an experienced merchant juggling multiple responsibilities. The physical context is often fast-paced, crowded, and unpredictable. And unlike digital products that can be updated quickly and frequently, POS systems must operate with stability from day one.

Jacqueline explained that iteration in this space comes more slowly by design. Teams must prioritize long-term reliability over rapid experimentation. "If you regularly make changes to someone's layout," she noted, "you're disrupting their flow." A sudden change in interface or interaction may not just confuse a user—it could interrupt business operations or cause delays at the checkout line.

Where other products thrive on rapid iteration and weekly A/B tests, POS demands restraint. It's less about innovating fast and more about evolving thoughtfully because the people using it don't want surprises. They want stability.

Trust Is a Design Principle

Trust, in this context, isn't a brand value. It's a product requirement.

Whether it's training new staff, managing high-volume traffic, or navigating a less tech-savvy user base, the need for accessible, predictable, and intuitive design is paramount. Jacqueline emphasized the importance of working closely with UX partners and design teams to observe and learn from real usage patterns in the field.

"Even when I'm out on weekends, I find myself watching how people interact with POS systems," she said. These observational insights help ensure the final product is not only functional but also respectful of users' workflows and constraints.

Physicality also plays a significant role. Unlike software used at a desk or on a personal device, POS products must function in spaces that are crowded, loud, and often under pressure. They must be designed to support split-second decisions, minimal training, and seamless collaboration between staff.

In short, trust is built not through bold features but through reliable performance every single time. To build this kind of trust, POS systems must:

1. Prioritize reliability: Every transaction needs to be processed quickly and accurately. Even a minor glitch can lead to customer frustration and lost sales.
2. Simplify the user experience: Small business owners and their employees don't have time for complex workflows. Every interaction should be as straightforward as possible, empowering them to focus on their business.
3. Account for varied technical comfort levels: Some users are tech-savvy, while others may be less familiar with digital tools. The system needs to work for both.
4. Focus on physical interactions: Unlike web apps, POS systems must account for the physical realities of retail, including cramped counters, busy environments and high-stress situations.
5. Anticipate real-world challenges: From connection issues to power outages, these systems need to be resilient and adaptable.

Building for Small Businesses Means Listening First

One of the most compelling themes Jacqueline shared was the importance of humility in product design, particularly when building tools for small businesses. Jacqueline doesn't just build for merchants. She builds with them in mind.

Most merchants don't become business owners because they love technology. They open a retail shop, launch a food truck, or start a local service because they're passionate about their product or mission. For them, a POS system is a means to an end, not the reason they show up to work each day.

"Our job is to get out of the way," Jacqueline explained. "To make the tool as simple and reliable as possible, so they can focus on what they love."

This user-centered approach requires designers and PMs to shift from a feature-first mindset to one of operational support. The goal isn't to delight with complexity. It's to empower through simplicity.

Looking Ahead: The Future of POS Is Grounded in Empathy

Looking toward the future, Jacqueline emphasized the importance of staying grounded in empathy, even as new technologies emerge.

When asked about the future of POS, Jacqueline didn’t jump to buzzwords. She expressed cautious optimism about evolving customer behaviors and expectations, especially as mobile and digital-first experiences become more common. She circled back to the customer. Yes, expectations are shifting—faster checkouts, cleaner interfaces, more mobile-first workflows. But the heart of the product remains the same. “It still comes down to speed, reliability, and getting people through the line,” she noted.

While the tools may evolve, the job they’re doing hasn’t changed. And in Jacqueline’s view, the best innovations are the ones that keep the human at the center, not the feature list.

While the future may bring new devices or integrations, the core of POS design will continue to revolve around people. The key challenge isn't adopting the next big thing. Instead, it's staying aligned with the everyday needs of those behind the counter.

Build for the Moment, Not the Hype

Great product design doesn't call attention to itself. It supports users quietly, consistently, and without disruption.

For Jacqueline and the team at GoDaddy, building for the checkout line means thinking deeply about how people interact with technology when it matters most—during live transactions, under time pressure, and in real-world environments. From cautious iteration to thoughtful UX, the focus remains the same: build products that serve people. That means making technology feel invisible when it needs to be and invaluable when it counts. Because the best POS systems aren't the ones you notice; they're the ones you trust without thinking twice.

If you're eager to learn more or have any questions, give us a shout! We're always here to help.