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What if we analyze people's feelings about the current grocery shopping experience to introduce new possibilities in the industry? Andina is actively developing a technological tool to enhance the grocery shopping experience, aiming to surpass expectations. With a customer-centric approach, Andina is committed to establishing new standards in the grocery industry.

MY ROLE
UX Researcher, UX Designer

TOOLS
AXURE, BALSAMIQ, ILLUSTRATOR

TIMELINE
SEP - DIC 2020

OVERVIEW

THE DOUBLE DIAMOND DESIGN FRAMEWORK

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 DISCOVER 

GATHERING INSIDES

ETNOGRAPHIC FIELDWORK

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People meticulously choose fresh produce, examining each item, touching them. 

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Some individuals are interested in knowing the ingredients of products; they read labels meticulously and may even smell them.

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Some individuals depend on guidance from others to locate products or understand what a product is.

INTERVIEWS - Empathy Map

PROBE KIT PROTOTYPE - Workshop

LITERATURE RESEARCH

 DEFINE 

ANALYSIS AND SYNTHESIS

AFFINITY DIAGRAM

SHOPPER BEHAVIOR

  • Display a keen eye when selecting fresh produce, prioritizing specific characteristics that align with their dietary preferences.

  • Customers with particular dietary requirements invest significant effort in examining labels.

  • Prioritize specific ingredients, showing a commitment to health-conscious choices.

  • Make spontaneous purchases when encountering unplanned items, indicating adaptability.

  • Even though customers enjoy using recipes, they may overlook specific store resources like scales.

SHOPPING HABITS

  • Use digital or paper lists to ensure they remember essential items.

  • Recommendations from family, friends, and influencers significantly influence shopping habits.

SHOPPING CHALLENGES

  • Assistance from aisle workers when locating products.

  • Experience frustration and discomfort when unable to locate specific items, suggesting room for improvement in communicating store inventory.

  • Better aisle signs to facilitate informed buying choices.

  • There is a need for more precise information in the deli section, particularly for new shoppers and non-English speakers.

  • Concerns regarding online shopping quality, highlighting a need for improved experiences.

PERSONAS

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USER STORY

"As someone transitioning to a vegan lifestyle who prioritizes efficient grocery shopping, I'm keen to find the healthiest vegan options at stores without spending too much time scrutinizing product ingredients."

JOURNEY MAP

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PROBLEM STATEMENT

Anna, a novice vegan shopper, seeks a simple way to identify natural and healthy vegan food options. Despite her limited knowledge of nutrition, she prioritizes avoiding chemicals or unhealthy ingredients in her diet.

 IDEATE 

DESIGN RECOMMENDATIONS

BRAINSTORMING

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GOAL STATEMENT

Create a tool that enables users to easily identify products with specific nutritional or ingredient characteristics while navigating the store in real-time. This will benefit shoppers with dietary requirements, restrictions, or health issues who prioritize avoiding certain chemicals or ingredients they cannot consume. By providing real-time product recommendations and personalized alerts, this solution will guide users to products that meet their dietary preferences, ensuring a seamless shopping experience and aiding users in making informed food choices that support their dietary objectives and enhance their well-being.

Effectiveness will be measured by tracking user satisfaction ratings and the percentage of users who successfully find and purchase suitable products using the feature.

COMPETITIVE AUDIT

GOAL: Implementing a strategy to assist customers with specific dietary needs.

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DESCRIPTION

Offers a filtering feature for specifying dietary preferences directly when browsing products.

Provides the option to filter product searches by special diets, but finding the menu is challenging and the diet options are limited.

Requires creating a profile to activate filtering for special diets; difficult to find this option.

Serves as a mobile barcode scanner, providing detailed information about product nutritional content, ingredients, and potential health impacts.

APP

Easy to Find

Easy to use

Visually Appealing

Variety of Options

Good Explanation of Each Dietary Filter

OPPORTUNITY

  • Enhanced In-Store Experience: Translate the existing interest among online users who utilize dietary preference filters to comprehend ingredients and strive for a healthier diet into a tangible, real-world shopping experience within physical stores.

  • Elevated Customer Satisfaction: Empowering users to effortlessly discover products aligned with their dietary preferences cultivates higher levels of customer satisfaction. 

  • Promotion of Health and Well-being of customers by facilitating easier access to products tailored to their dietary needs. This fosters a healthier lifestyle and reinforces the brand's commitment to providing high-quality, health-conscious options for its customers.

STORYBOARDS

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USER FLOW

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INFORMATION ARCHITECTURE

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WIREFRAMES