My attempt at re-designing my local neighborhood Trader Joe’s parking lot
I must preface this by saying — I love my neighborhood Trader Joe’s. I am one of those who loves grocery shopping in general but if I had to go grocery shopping in my neighborhood, it would be at Trader Joe’s (TJ’s). Mind you, it’s not because it’s next to my house because it is not — there are other stores close by but I don’t mind driving out the extra mile or so to visit TJ’s. Here are some reasons why TJ’s has a lot going for it:
- TJ people: are uber-friendly, they ask me how I am doing and really do want to chat. They seem to get along well with their colleagues (which tells me they are genuine and not just socializing for what’s in my wallet)
- Store layout: the layout seems less complicated as compared to the aisles and aisles and aisles of grocery items that you find at most other stores. As a customer, I am less overwhelmed since it’s easier to pick from a lesser number of options
- Paper bags: I love those paper bags, and the way it is designed…much easier to carry and obviously environment friendly too (as opposed to carrying home those plastic bags that can break your milk carton anytime) — a case is to be made here about using our own personal bags and I agree that is the best recommended case scenario for any shopper (and guess what TJ’s sells them too!)
So given all of that and my obsession with TJ’s, I do want to venture a suggestion that can improve the customer experience at my local TJ’s — PARKING. This is not just a personal pet peeve…rather, I have spoken to neighbors, office colleagues and friends alike about the parking situation at TJ’s and am yet to hear folks disagree (I will grant that some have said “ehh…can’t do nothing about it). So, I would like to take a design centric approach to analyze and try to come up with possible solutions for TJ’s to improve their parking situation.
Note: key points to note are that my observations and recommendations are solely my own and have not been sponsored or directed by TJ’s. Also, since this is my own personal re-design strategy, I will not be able to prototype my solutions but will look to conduct independent user tests.
So, here we go:
1) The Premise: Improve the Parking situation at TJ’s. My hypothesis is that with certain changes in TJ’s operating models (parking or otherwise), it will result in at least 10% additional revenue from happy shoppers over a 1 year period.
Here is an annotated view of my neighborhood TJ’s and it’s flow for customers:
Note: I have tried to pack in as much information as possible in order for readers to be able to visualize themselves using the parking at this TJ’s and envision themselves as a shopper.
2) The Personas and Insights:
I am targeting the following three user personas for this —
Insights from Persona 1:
- Regulate the flow of traffic within the vicinity (Brandi wants to shop and leave ASAP)
- Better marking and labels for items within the store (Brandi wants to know how to get through her list ASAP) — the assumption here is that an optimal flow inside the store will help with a better flow outside the store
- “Express or assisted shopping” options (Brandi does not like to wait in lines)Persona 1 — The working mom
Insights from Persona 2:
- Regulate the flow of traffic within the vicinity (Phil finds that getting to his spot can be tedious at times)
- Better marking of available parking spots (same reason as above)
- “Express or assisted shopping” options (Phil has difficulty finding items in the store so could use some help)
Insights from Persona 3:
- Better marking and labels for items (she wants to be able to easily find her grocery items even if they have been moved recently)
4) Possible Solutions:
Based on the user research and insights, here are my potential solutions. I will try and arrange this in a form that is cost effective to TJ’s to the best of my ability:
1) Revisit the traffic flow within TJ’s (Cost/Level of effort: None):
One recommendation is to allow a single entry point for TJ customers and a single exit point. There is some confusion introduced when customers have too many options, so we can make it easier by reducing the number of options. Below is a sample layout (one among many) that can be considered:
The benefit of this approach is that there is a single directional flow of traffic within the parking lot and that customers don’t have to content with incoming traffic.
2) Revisit the labels of items at TJ’s (Cost/Level of effort: Minimal): There is a need for clearer signs and labels within the store to guide customers to their purchase and make sure customers can get to their items faster — this also makes business sense for TJ’s because the quicker customers get to their purchase, the more satisfied they will be and quicker they allow the entry for additional customers. There is a counter argument to this which I will say is that shops usually want more window shoppers so the they can pick up more stuff than they initially set out, but in the true principles of persuasive design (a proven methodology in the e-commerce world) — TJ’s is better off guiding their customers easily to what they want to purchase.
3) Set up Quick shopping lanes (Cost/Level of Effort: Minimal): TJ’s should consider implementing quick lanes for shoppers with 12 items or less. This will allow for folks with lesser items (someone with a basket as opposed to a cart maybe?) to be able to breeze through their shopping experience.
4) Look for additional parking options (Cost/Level of effort: Moderate): TJ’s can discuss options with the county to open up additional spots for parking. Even if there is a fee element associated to this, TJ’s is better off negotiating that option since that will open up additional spots for more customers. Here is a sample depiction of parking options that can be considered:
5) Install parking indicators (Cost: Moderate): TJ’s can consider installing indicators of number of parking spots available total when a customer is driving in or specific parking spot indicators (one for each spot). This is common in many shopping malls and has proven beneficial in customers trying to locate parking quickly without creating bottlenecks.
6) Allow for online shopping and pick up (Cost/Level of effort: High): Keeping up with market trends (e.g., Whole Foods, Giant, et al), TJ’s business can boom with online shopping or delivery. This might be a lucrative venture but maybe remains to be seen if this is something TJ’s can balance between operating costs and profit.
Thanks for reading through this if you managed to get to this point. Hope you enjoyed it! Happy to hear additional comments or suggestions.
