UX Redesign Challenge 2nd Stage of General Assembly UXDI Admissions – Cellyn Tan

The thrill of unplanned discovery

When it comes to grocery shopping, the possibilities are endless. Grocers are coming up with so many different channels and mediums to interact with their consumers. Many grocers are looking at digital means to redefine the grocery shopping experience. The use of online and mobile coupons as well as mobile shopping lists are cited to be the most common in-store digital engagement in use today. It's too common a feeling where large stores try to get us to be aware of everything in the store except what we came to the store for... to just get some shopping done.

Social Foodie is the app designed to plan a meal with loved ones and enrich the grocery shopping experience.

i followed a sprint process to guide me through the thinking
My sprint process

Background Research (blind Googling)

Just like how technology fundamentally transform industries such as music, books and film, the same idea could apply to grocery shopping. Nielsen's Report for the Future of Grocery highlights a few points:

  1. Increasingly, retailers are introducing e-commerce models that make it even easier for tech-savvy, time-crunched consumers to get the items they need.
  2. More than half of the consumers will consider adopting digital engagement tools in the future (auto-subscription, click-and-collect, virtual supermarkets etc) — online shopping is a deeply ingrained behaviour.
  3. Due to the booming smartphone ownership, rapid urbanisation and high population density, there is a huge potential to use digital retailing options in Asia-Pacific region.
Consumers are no longer shopping entirely online or offline; rather, they’re taking a blended approach, using whatever channel best suits their needs.

When it comes to grocery shopping on the web, some categories are simply better suited for e-commerce than others. Hence it was important to understand consumers are buying both online and offline mediums.

  • Online channels can do well by providing product selections for unique consumer needs such as better-for-you foods.
  • The obvious in-store benefit: fulfilling immediate shopping needs without paying shipping fees
  • It’s also difficult to match the power of human interaction and the thrill of unplanned discovery that physical stores can provide.
61% believe that going to the grocery store is an enjoyable and engaging experience.

The use of mobile and/or online coupons (18%) and mobile shopping lists (15%) proved to be best engaging tools with consumers during their in-store experience

Opportunity: seamlessly bridging online and offline experiences, allowing consumers to access information quickly as consumers are willing to try these options.

I wanted to look at a consumer's point of view of grocery shopping

I Hate Grocery Shopping; This Is How I Fixed It

1. Automate subscription of non-perishables; 2. Pre-plan your meals 3. Navigate the store 4. Check out as soon as possible

The author, Thorin Klosowski mentioned that he despised grocery shopping thus he talked about a routine to keep his grocery shopping as streamlined and efficient as possible.

With all these raw research, I gathered information into what supermarkets are striving towards and what consumers are struggling to do and started my first step of my sprint process: Find The End.

Enrich the Grocery Shopping Experience

Sprint questions that helps to guide me along the way

  1. Will the app make grocery shopping fun & efficient?
  2. Can customers trust our expertise & credibility?
  3. Will the app bridge online & offline grocery shopping experience?

This exercise helped to create a shift from uncertainty to curiosity and creating these questions make it easier to answer with my sketches, ideation and prototypes later on.

Mapping process

I did find this exercise a little daunting, because I wasn't sure of the depth and the breadth to single out milestones through the customer journey. I revised my maps several times to weed the assumptions out and leading ideas that could potentially box me up with solutions at this point.

Which part of the map should I focus on?

'How Might We' Stickie Exercise

The idea of the exercise was to gather a mixture of interesting notes that can help me pinpoint the target of the sprint and provide me with ideas for the sketch later.

I appreciated the open ended, optimistic phrasing of 'How Might We' and found it useful to find more and more opportunities instead of jumping to solutions quickly.

Whilst gathering feedback from people, there were pain points and common challenges such as people not finding the specific item, impulse shopping and also buying too many groceries that is unrealistic.

At the end, I gathered all the notes together in a haphazard fashion and started to organise the notes into groups (with similar themes).

Organising them into groups/similar themes

My final map
I started off coming with a list of products or services to review for inspiring solutions

I looked for out-of-category ideas and quickly sketched out the key takeaways of each inspiration

There were many interesting elements coming out. Since the start , I have the map, sprint questions, HMW notes as well as Lightning Demos. It was time to turn the wealth of material into solutions.

quickly moving on to prototyping
Idea 1's wireframe
Idea 2's wireframe

At the end, I find Idea 2 of a social meal builder was much more appealing due to the social element of bring people together, just like what food does. It was also a bonus point that everybody has a stake in editing the grocery list to make shopping less of an alone thing.

Introducing the social foodie
Thank you
Created By
Tan Cellyn



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