Artifacts l Competitive Analysis and Personas
Competitive analysis and research revealed that grocery stores are intentionally design to slow people down to “build the basket”. A conflict of interest between business and consumer incentives when it comes to efficiency. One reason milk is place in the back of the store. The theory is, the further you have to walk into the store, the more you’re going to buy. And it starts with “decompression zones”.
“Decompression zones” are a grocery stores first impression. This area is exists to help elevate your mood and acclimate you to your surroundings, prepping you for your shopping experience. First things you see might be flowers, fresh fruit with good lighting like a display and baked goods near coffee to simulate your appetite through smell and visuals.
Color is leveraged through product placement and lighting to enhance this experience. Why bright flowers and colorful fruit is placed in this area.
Navigation is next. Or “building the basket”. Why the important or frequently purchased items are placed around the outside of the store. Milk and dairy items, eggs, meat and seafood, fruit, vegetables. And bread.
High calorie or “guilt items” are usually distributed across the grocery store layout to create a triangle shape. This includes spirits, cheese and chocolates. Price per square footage these items typically compete with each other and distributing them in a fashion that doesn’t trigger consumer “frugality” or “indulgence guilt” works best.
Lastly are the “comparison aisles”.
Food items to compare, and emotional items like baby food are place in the middle of the grocery store so a customer doesn’t feel rushed. If rushed, these comparison shoppers will leave the store empty handed without a new trusted brand.
Themes and trends
Themes and trends were visible in the larger industry but few solved the persona and interviewees goals of
1. Navigation to cart items quickly
2. Efficiency to checkout quickly and,
3. Discoverability navigation for quality and choice and user experience
Amazon Go was the closest but made assumptions that users had internet, an online bank account to link to their Amazon Prime account and access to a mobile device.
Who versus how.
Interview goals and pain points can overlap but how someone goes about achieving those goals or handling those pain points can vary. My focus therefore was on behavior or processes to achieve goals not just the goals themselves.