Concept design | UX design
Grocery shopping assistant
Overview
Time: 2 weeks
Team: 1 person
Role: Research, Customer journey, Concept design, UX design
Challenge
Design a solution that makes daily grocery shopping more fun, more meaningful, more efficient, or all of these.
Goal
As retail and food industries have major contributions to environmental issues, they are responsible and at the same time have great opportunities to make a shift in consumers’ behaviors. Thus, my goal is to assist retailer businesses and consumers make conscious choices regarding what products to sell and consume.
Research
3 interviews conducted
Target audiences
Young people in Finland who care about environmental issues and want to support ecological brands & products haven’t downloaded a supermarket app.
The interviews were conducted to:
understand their grocery shopping processes
identify challenges they face when doing grocery shopping
discover criteria & influences when choosing a brand & products
Personas
A persona was created to represent the target users.
Customer journey
Ideation
Problem statements & How-might-we
Problems statements are formulated when I considered people’s frustrations and thinking throughout their journey. From there, I applied How-might-we method to ideate different solutions for the problems
Concept design
Goals
Final concept
After some ideation, I decided to go with the concept of a virtual assistant providing a hybrid experience at the supermarket that:
Providing personalized assistance whenever & wherever customers need it through both in-store and online shopping
Assisting customers in making an informed and conscious choice by providing concise and essential information about products/ brands
Familiarizing customers with an online grocery shopping experience through intuitive and friendly interaction from in-store to online
Understand customers’ motivations, preferences, and demands for products
Task flow
With limited time, I decided to focus on in-store experience and 2 main cases when Virtual assistant will be helpful
Main screens
The main screens will focus on the mobile experience as VA can serve many people at the same time via their mobile phone
What I have learned
In such a time-limited project, I have learned the importance of a customer journey to understand a holistic view on motivations/needs on when to buy groceries and to zoom-in on different feelings throughout their shopping journey.
With little time to focus on the project due to our work, there are many things still missing in the projects:
Consider more use cases that the Virtual assistant can help customers with
Validate & test how the interaction between VA and customers in a real setup
How to make VA more inclusive for different target audiences