Trader Joes
ABOUT
Our team explored a new perspective to purchase groceries from Trader Joe’s. User experience is so prominent in today’s world and is becoming increasingly more important. Trader Joe’s is a beloved grocery store among many, it sell specialty products that are not sold anywhere else. This is a main reason people love Trader Joe’s so much. We started out our project with the initial assumption that grocery stores have long lines, crowded spaces and high prices. We sought out to confirm our assumptions, and this is what we found.
DISCOVERY & RESEARCH PHASE
Pick up specific grocery store
Our idea is to order online via mobile app and picking up the ordered groceries in refrigerated lockers inside Trader Joe’s. This struck us with the question, how will we maintain the beloved Trader Joe’s high quality products for an affordable price? As this blog progresses, this question will answer itself.
What makes Trader Joe’s the perfect brand partner?
Brand Loyalty — the tendency of some consumers to continue buying the same brand of goods rather than competing brands.
Specialty Product Offerings — Trader Joe’s offers a widespread, diverse selection of products.
Beloved Customer Service — Known for their Hawaiian shirts, Trader Joe’s employees are always looking to help their customers have a joyful experience.
Good Value for a Good Price — Most grocery stores that are competing with Trader Joe’s have high prices because of the great quality, Trader Joe’s has both low prices and high quality items.
No Online Service or App — This can be a disadvantage for Trader Joe’s because they are lacking in the digital space.
Do Trader Joes shoppers need this?
Lines & Crowds
“There is always a line at Trader Joe’s no matter when I go.”
“You gotta push through the crowds to get to what you want”
“I will have my husband wait in line while I shop”
Store Preference
“I will carry my groceries home 50 minutes from Trader Joe’s”
“I love Trader Joe’s. I would buy stock in it if I could.”
“I like the quality of the food at Trader Joe’s”
Online Delivery
“I ordered delivery to avoid the crowds at the store.”
“I don’t want my food sitting out all day.”
“I don’t use because I want to choose my produce.”
Affinity Mapping
a tool used in UX to help consolidate and synthesize data taken from user research.
We found a problem
User's want to pick their own produce
How can we make that happen?
Trust Trader Joe’s to always deliver quality
Contextual Inquiry
We asked 25 individuals in the produce section of Trader Joe’s the following:
If you were to order groceries online, would you trust the Trader Joe’s Helpers to choose the best produce for you?
Results
22 of 25 Responded YES
“Of course! one time I was checking out and the cashier noticed one of my pears was bruised and asked a helper to run and get me a new one..”
“I’ve shopping here for a long time. I love the brand and all the people that work here are always super friendly and helpful.”
To summarize our research and provide guidance for our designs, we have generated 2 user personas that embody the goals and needs of our target users.
Primary Persona
We created a persona to embody our target user to keep in mind who we are designing for.
Problem Statement
Grocery shoppers like Marni experience overcrowding of their favorite grocery stores in densely populated urban environments. It is difficult to balance quality and price while avoiding the crowds.
How might we help Marni reduce her interaction with crowded stores and make it easier and more pleasant for her to shop Trader Joe’s products?
User Journey
This shows how a user would walk through the existing Trader Joe's. This displays the high's and low's a user feels which proposes where the opportunity of a new perspective can come into play
Ideation & Design Phase
WIREFRAMES & USABILITY TESTING
Results
Most users intuitively knew how to navigate and select items on the mobile grocery app.
We noticed that our users wanted to see some kind of indication that their item has been added to the cart.
Users wanted to scroll on product screens or screens with images.
Users were able to add avocados to their cart based on their preferences of “soft”, “medium”, or “hard.”
Clear instructions and careful wording were necessary for the QR code & locker pick-up process.
There was too much information on the location page and users were confused by what the map represented and why there were so many options.
Next Steps
Research physical feasibility for existing locations
Understand systematic operations during peak hours
Contact developers to build Trader Joe’s Express
Meet with Trader Joe’s Marketing team to perfect existing product