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LET'S DISCUSS THE FUTURE OF GROCERIES

OVERVIEW

Let's discuss grocery shopping. It was a research project to better understand people's grocery shopping behavior.

 

I was tasked with developing a strategy to uncover important information about people's preferences, requirements, frustrations, and desires in relation to their existing grocery shopping experience, as well as developing a proposal to improve this experience.

ROLE

User Researcher 

Fall 2021

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.

THE RESEARCH PROCESS

This project focused on the initial stage of the Double Diamond Theory. The research took place over the course of five months, and it included the crucial stages of discovery and definition.

UNDERSTANDING THE PROBLEM

The opening of an Amazon Fresh store in the area represents a strategic threat to the brand because even though Giant has a loyal customer base, the reality is that Amazon is a cult brand that can make a quick dent in the eastern market and has a significant competitive advantage with its delivery service and numerous commercial alliances. The 

 

GATHERING INSIGHTS
 

DESIGN TOOLS

 

Prioritization of issues

NARROWING DOWN THE SCOPE OF WORK 

Results and takeaways​