TIMELINE
SEP - DIC 2021
OVERVIEW
As part of a research project, I was assigned to develop a strategy to understand people's grocery shopping behavior better. The goal was to gather essential information about their preferences, requirements, frustrations, and desires regarding their grocery shopping experience. Additionally, I was responsible for creating a proposal to enhance the shopping experience based on the gathered insights.
MY ROLE
Researcher, UI Designer
LET'S DISCUSS THE FUTURE OF GROCERIES
BACKGROUND
I conducted the research study for this academic assignment at The Giant Company.
Since 1981, The Giant Food Company has been one of the supermarket brands of the multinational Dutch food retailing company, Royal Ahold Corporation. Since then, the brand has exponentially evolved its business model. It is one of the leading food chain stores on the American east coast, with more than 150 stores and 35,000 employees.
It brings the service of pharmacies, gas stations, florists, delis, bakeries, and even organic products within its supermarkets.
The Giant Company is constantly investing in expanding market share by making alliances and acquiring new stores. It is also continually trying to innovate and provide value to the community; by developing social and environmentally-focused programs. For instance, at the beginning of the pandemic, The Giant Company implemented a successful strategic plan that met the intense consumers' demand and, as the market required, increased its investments in e-commerce, which helped the brand to continue leading its market segment.
The Giant Company has spent years creating a loyal customer base and is a brand that is continuously investing in implementing better practices to fulfill its customers' preferences.
UNDERSTANDING THE PROBLEM
Developing effective strategies to improve the grocery shopping experience requires understanding people's shopping behavior. By identifying their preferences, requirements, frustrations, and desires, proposals can be created that address their needs and concerns.
To start the research project, a literature review was conducted to explore what motivates people to choose a store for grocery shopping. Priorities such as convenience, quality, and price were identified, as well as factors like dietary preferences, lifestyle choices, and cultural background that may influence shopping behavior. Ethnographic fieldwork, interviews, and a workshop were then conducted to gather feedback from shoppers and gain insights into their behavior.
Based on the insights gathered, proposals were developed to enhance the grocery shopping experience. These proposals may include implementing new technologies, improving store layouts, or offering personalized recommendations based on customers' preferences.
Overall, actively listening to customers and deeply understanding their needs is crucial for improving the grocery shopping experience. By conducting research and developing tailored proposals, it's possible to enhance the shopping experience and meet customers' needs.
THE RESEARCH METHODOLOGY
I chose to apply the Double Diamond research theory to thoroughly understand individuals' behaviors and needs when shopping for groceries.
DISCOVER: GATHERING INSIDES
I engaged in an in-depth exploration to better understand the intricacies of in-store grocery shopping behaviors. Leveraging the power of Ethnographic Fieldwork, I immersed in real-world settings, keenly observing and noting essential activities influencing the grocery purchase journey. I developed a Probe Kit Prototype specifically to delve into shoppers' daily routines, illuminating their behavioral nuances, cognitive processes, and their emotional landscape pre and post-shopping. The investigation was further enriched by conducting targeted interviews, gleaning varied viewpoints from three individual grocery shoppers. To solidify the project foundation, I meticulously analyzed 30 critical articles through a Literature Review, ensuring my findings were rooted in established research.
RESEARCH QUESTIONS
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What innovations would consumers most like to see in their shopping for groceries experience in the coming years?
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How do shoppers envision the future of grocery shopping?
DEFINE: ANALYSIS AND SYNTHESIS
In the DEFINE PHASE, I performed DATA ANALYSIS to discern the primary issue. Insights from the discovery phase were then assessed to comprehend the current landscape and pinpoint enhancements in grocery shopping. This analysis elucidated shopper challenges, refining my understanding. The process of analysis and synthesis led to DATA TRANSFORMATION and INTERPRETATION.
PERSONAS
To foster empathy within my project, I developed three personas inspired by the most prominent character traits observed in my participants.
PROBLEM STATEMENT:
Navigating immigration legal services is a multifaceted challenge, especially when many immigrants approach it from positions of vulnerability. This project arose from widespread misconceptions and dissatisfaction with existing immigration services, highlighting an urgent need for innovative solutions. Central to my research is the aspiration to improve the experiences of those seeking immigration advice. In a digital landscape teeming with misinformation, which often prompts individuals to risk their lives and make costly errors, my primary goal is to provide trustworthy and easily accessible resources for those navigating the immigration labyrinth.
DEVELOP PHASE: IDEATE
During the IDEATE PHASE, given my participants' preference for maintaining anonymity, I opted not to conduct a traditional ideation workshop. Instead, I administered a second survey that honed in on the specifics of immigration information-seeking behaviors. This survey provided valuable insights into the methods and processes participating immigrants employed when looking for immigration information and pursuing asylum. Such insights were instrumental in shaping the "customer journey" for each of my user profiles.
CUSTOMER JOURNEY
EMPATHY MAP
IDEATION EXERCISE 1: VALUE PROPOSITION CANVAS:
IDEATION EXERCISE 2: CRAZY 8s
In the initial ideation exercise, which was the value proposition canvas, I gleaned insights into potential solutions for my persona's pain points. During the following ideation phase, my focus shifted to identifying specific features to integrate into my solutions. Using the "Crazy 8s" technique, I quickly brainstormed a wide array of ideas for each "How might we" statement.
PROTOTYPING
IMPLEMENTATION PHASE:
During the IMPLEMENTATION PHASE, I developed a prototype for the digital tool that I called "Pocketed Counsel". Recognizing the global demand for specific U.S. immigration information, I opted for a digital solution to cater to individuals from various parts of the world. As the majority rely on online resources for such research, launching a website was a logical first step. "Pocketed Counsel" emerges as this solution, a pioneering website crafted to offer in-depth assistance and guidance for asylum seekers embarking on their U.S. immigration journey.
Given that my participants were hesitant to engage repeatedly in the testing process, I decided to develop a medium-to-high fidelity prototype. This approach aimed to test the tool in a manner that closely mirrored its intended final form.
