A UX Design Concept Solution — Introducing Trader Joe’s Express
Hello my fellow New Yorkers! If you have ever visited a Trader Joe’s in Manhattan you are no stranger to the Black Friday style lines in the stores nearly all hours of the day.
Our team surveyed New Yorkers regarding their grocery store experiences within NYC and discovered various pain points and preferences. In this article we will present a native mobile app to assist in solving one of many New Yorkers’ nightmares: The Grocery Store Experience.
We specifically wanted to learn more about their options on prices, lines and wait time, thoughts on grocery delivery services and more.
NYC residents feel shop prices are too high. Some New Yorkers shop at their local bodega for groceries purely out convenience. However, they feel that the bodega prices are too high for the quality of goods they purchase. Many feel that supermarket lines are too long and will not frequent a supermarket in the city because of wait times and the overall inconvenience. Many New Yorkers do not use a delivery service because they want to choose their own produce or pay for the delivery service charges them membership fees.
What is the solution?
Our team proposed a native mobile app to ease the grocery store experience of shopping at Trader Joe’s in New York City. Trader Joe’s enthusiasts will easily be able to shop online via their mobile phones, order groceries and schedule a pick up time, go to lockers throughout the city and simply pick up their groceries without the hassle of waiting in those dreaded “everyday is Black Friday lines.”
Before we move forward, I’d like to give some insight regarding our competition. Earlier, I mentioned many New Yorkers our team surveyed did not wish to use delivery services and the majority did not wish to wait in larger supermarket lines. However, as a UX team we needed to conduct a ‘brief’ (this is a class project with very limited resources and time restraints - mind you) market analysis to identify our competitors within the local market.
As mentioned, our proposal is a mobile app so we researched a few mobile apps that our users could order groceries from including Freshdirect, Instacart and AmazonFresh. These grocery delivery services have various strengths and weaknesses. However, they still contrast significantly with out proposed “order online and pick up near you for convenience without waiting in line” grocery experience. These services do not produce many of the goods they offer, thus, leaving the end user with an unforeseen quality of goods. There may also be limited offerings or small delivery time windows that are not convenient for New Yorkers to receive a delivery.
Next, we interviewed seven New Yorkers about their grocery shopping habits as they related to delivery services, convenience due to lines and crowds and their overall store preferences throughout he city.
One of the major pain points that five out of seven New Yorkers experienced were delivery services did not address is that shoppers wish to choose their own produce.
Our teams’ idea of a grocery store app where the shopper can order and pick up their groceries at a locker seemed ideal. However, we needed to find a solutions where shoppers would be able to choose their own produce. Our initial idea was to make this possible through our mobile application. Hence, we would give users the option to select the ripeness of various fruits and vegetables. However, we realize this is a virtual fix and needed to create a solution that shoppers could trust their produce would be accurately chosen as requested through their virtual selections(s).
Some individuals from our team went to the a Midtown Trader Joe’s location to inquire how Trader Joe’s shoppers felt about someone else selecting their produce.
Consequently, 22 out of 25 shoppers stated they would trust a Trader Joe’s employee to select their produce for them. One shopper mentioned he was checking out at the register one day and a Trader Joe’s employee noticed his pear was bruised and insisted on picking out another for him. This shopper stated that the customer service was great at Trader Joe’s he would most certainly trust his beloved Hawaiian shirt helpers to properly select his produce for him.
Before moving on to creating our long awaited mobile app, we needed to dive further into our research process and create a persona for our common New Yorker Trader Joe’s Express shopper.
As we move forward we’ll refer to Marni and her grocery shopping experiences within NYC. Below you can view her current user journey while meal prepping, navigating a brick and mortar Trader Joe’s location including her feelings, pain points and experiences.
From our research our team created a 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?
At this point we moved onto the development stage of our UX design process.
As we first created our low fidelity wireframes for our app we continually kept our user goal in mind: Our goal was to alleviate Marni’s pain points as they relate to her meal prepping for her week and create a positive user experience as she selects and purchases groceries. We conducted two rounds of six usability tests to continually gather insights as we iterated our mobile app.
As shown below there was confusion from our users as to the meaning of the Trader Joe’s style flower featured at our bottom navigation bar. We ultimately deleted the flower and added text to our bottom navigation bar to assist users’ needs.
This screen shows shoppers’ pain points when selecting produce. For example purposes our team used an avocado and simply asked our users to add it to their cart. Initially, users were confused why our avocado screen layout varied from other product screens. Our cart icon was also a point of confusion for our users and we changed it in later iterations.
Our schedule pickup screen was a full of information and needed some hierarchy as shown in later screens. The unusable map featured in our low fidelity wireframe was unnecessary and users were overwhelmed by all the information.
The screen proposed for previously ordered products had several iterations as well. We had first created a “shopping list” screen for our users and they suggested it was the same as using a previously ordered screen to easily navigate their previous purchases and add them to their cart for future orders.
We also made changes to our choose location screen. We removed the featuritis toggle option which was not necessary and created the option to enter your zip code to navigate Trader Joe’s Express locations.
Finally, we added a SMS reminder not only 30 minutes prior to pick-up but also added a reminder notification one hour prior to pick up that would give shoppers an opportunity to cancel or reschedule their order.
This chart below shows a task flow we utilized for our usability tests while testing our Trader Joe’s Express app:
Below is an example of our prototype for Trader Joe’s Express.
Please keep in mind this prototype is not completely finished and feel free to follow our task flow as mentioned above for completed usability.
Click here to view the project `Trader Joe's Express Final Mockup`
This prototype brought to you by InVisionApp
The chart below includes our user flow for our proposed Trader Joe’s Express app:
Below you is an example of our primary persona, Marni and her new user journey as she navigates our Trader Joe’s Express app:
Some next steps include, but are not limited to; researching physical feasibility for existing locations, meet with the Trader Joe’s marketing team to consult, contact developers with build out costs and locations and eventually expand to other metropolitan locations and markets.
Thanks for stopping by! Say hi or get in touch: Ania Gall, firstname.lastname@example.org