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What are the trends and new technology of the field? How are they related?
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Primary Research
Consumer's shopping decision - Cultural probe
Grocery shopping decisions are internally motivated as well as triggered externally by the grocery environment, the cultural probe is a good way to document the genius decision-making process. It also reflects the whole process from planning, shopping to consumption continuously. It helps us learned consumer has a broader understanding of health which is related to beauty or strength.
We asked for:
Emojis to show feelings before and after the shopping;
Tools and technology they use to make decisions;
Products that they pick up then put back and why;
What does "health" mean to you?
- See the pimples on my face,
it means I am not healthy
Impulsive purchase
Meal prep
Window shopping
Carb counting
Locate the subconscious behavior - Shopper shadow
" What they do is more important than what they say." By immerse ourselves into shoppers' experience, by observing their body language, facial expression, the pace and the time they spent in each area, shopper shadow helps us find out the subconscious behavior that shoppers themselves don't notice.
For example, they look into the ingredients of instant noodle and will pick up the one with more nutrition to reduce the guilty; Also seeing them pick one up and put it back, reveling their mental activity and trade-offs;
Millennials distribute their grocery shopping into different stores and they behave differently in different modes of shopping.
Processed food
Reduce guilty
Homesickness
Modes of shopping experience - In-store observation
[Amazon Go] - A high tech convenient store with great profit potentials
[Whole food] - Exploratory space that sells local, authentic food
[Trader Joe's] - Homy environment grocery store with selected products
[Farmers' market] - Vending machine for healthy salads
Dig into the user behavior - User interview
Card-sorting game:
How do people understand nutrition?
How do they read food labels?
How do people perceive food emotionally?
Visit people's living space:
Learn about people's practice of diet, how do they store the food and prepare the food, understand how does the value of health influences their eating habits.
Bridge to Observation:
How long they took to make decisions reflect how long they stay in the area of the grocery store, which might be the knowledge gap.
Redefine our HMW
Making sense of findings
IDEATION
1.Brainstorm according to design principles and frameworks
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Entice Enter Engage Exit Extend
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People Object Environment Message Service
2.Evaluate the idea with card sorting prototype
3.Select 4 Ideas
4.Comprehensive service
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