SAINT LAWRENCE MARKET

HISTORY NEVER TASTED SO GOOD BEFORE

— SETUP —

THE ISSUE

The Saint Lawrence Market (SLM) is a historic indoor market in the heart of Toronto’s downtown Financial District. The market thrives on Saturday, aka “Market Day,” but must compete for local business during the Work Week.

THE QUESTION

What Digital Product / User Experience can drive more locals to the SLM on weekdays instead of a chain grocery store or the many restaurants in that part of town?

THE TEAM

I worked with two other designers, Priya and Adelya, to Research, Plan, Design, and Test a solution to drive traffic to SLM on weekdays.

— RESEARCH —

SURVEYING THE CROWD

Priya and Adelya conducted Shopper Surveys at the market and through email. They used Google Forms to collect the information. Our research suggests:

  • Most Shoppers either don’t know about or don’t visit the SLM website
  • Most Shoppers do not know about the SLM Events that happen
  • About Half of Shoppers use Reward Points
  • Most Shoppers use Social Media

DIGGING DEEPER

I conducted in-person interviews with various Vendors at the market, and then transcribed the common points from each Vendor into a Spreadsheet. Here are some overlapping points that emerged:

  • Most Vendors feel the main feature and selling point of the SLM is it’s historical status and feel this should be celebrated
  • Most Vendors are willing to participate in a Rewards Program to increase traffic
  • Most Vendors see the utility and need of Social Media

COMPARING APPLES TO APPLES

We also created a simple Comparative / Competitive Analysis Spreadsheet comparing feature sets from SLM, a Farmer’s Market, a Grocery Store, and a CSA. The single category that stood out for SLM is being a “Historic Landmark”

SO WHAT NOW?

We distilled all our information into meaningful features that are focussed on the Shopper, which also satisfy the Vendors desires to lure in more local customers.

  • Shoppers earn points when shopping at SLM that are redeemable for goods at the market
  • Shoppers can use social media as a way to earn points at SLM
  • Shoppers are offered the opportunity to tour SLM using a map
  • Shoppers are provided ongoing event information for SLM.

We talked internally and felt that an native phone app would be the best solution for our users since it would be useful at the market for accruing / redeeming points, as well as mapping historical points of interest.

— PLANNING —

USER FLOW

We diagramed how a Shopper would interact with the app:

At this stage we conceived of adding a ordering feature in the app. But it scrapped as we was paired down to the final set of features to create a MVP.

WIREFRAMES

We went through several iterations…

…and even here we found the the complexity of one of our features — the interactive “historical tour” saw proving to be a much larger endeavor than expected. Ultimately, the historical tour’s wireframes were being worked on and until the last minutes before we started…

— TESTING —

PROTOTYPE

Here is the 2nd iteration of our project:

This was the final version we stopped working on. For all it’s shortcomings, it functions much in the manner for which it was designed. However, there were a several…

— LESSONS LEARNED —

The major takeaway for our group was that we should have prototyped and iterated more so that we would have a better and more functional product.

Another valuable takeaway from my experience on this project is that the scope of the project will directly impact the feasibility of completing it. Although this may seem obvious, it’s very hard to reign in Feature Creep in the planning stage. And even more so when you are working towards a final set of wireframes for your first prototype.

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