As part of the service design module for my MA in design management and entrepreneurship at DMU, we had a project brief from the Sainsbury’s design team.
The brief itself required the team to come up with design solutions around how Sainsbury’s as a retailer can create new digital and in-store experiences that assist in creating a diverse and inclusive community.
Responsible for leading the team and conducting user research, product design, prototyping, usability tests and brand design
1 × product designer
2 × interior designers
2 × digital designers
In interpreting the design brief, we ensured that the design solution and experience drove inclusivity and was open to people of all backgrounds with an emphasis on how periodically people might come together, how their colleagues could participate in this experience and how the solution offered enhance the overall customer experience.
We also considered the use of their physical stores to digital facilitation ensuring that we reflected the warmth of the Sainsbury’s brand while creating a delightful experience for its customers.
The design solutions had gone through two prior iterations. The first iteration of design solutions and concepts were presented to the Sainsbury’s team using MS Teams and the second was an in-person presentation to the team.
Using the double diamond design methodology at each iteration, we worked convergently and divergently to identify issues and challenges that existed with the current World Foods offerings at Sainsbury’s and develop solutions to them.
Auto ethnography, mystery shopping and an explorative service safari were invaluable in giving us insights into the problem areas and opportunities for improvements.
Our design solution was centered around an inclusive omni channel experience that integrated both physical and digital touch points to deliver a delightful Foods festival to the customers achored around the following key areas:
Working as an independent designer, i was tasked with improving and further iterating on the findings and design solutions presented by the team.
In this iteration, I conducted further research to gather stakeholder feedback and improve the user-centered design of the solution.
This involved problem exploration, qualitative contextual user interviews, usability testing, and surveys to gather information about users. Secondary research was also conducted to explore UX laws, industry standards. I also tested the usability of the design among users and their feedback was insightful in improving the design solution.
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User interviews were conducted in order to understand the customer’s experiences, preferences and pain points with the proposed solution and what opportunities exist to improve this solution.
Usability tests was also conducted using the mobile prototype and the participants were able to interact with the live interactive prototypes and give their feedback. The goals of this usability test were to Identify problems in the design solution, Uncover opportunities to improve the design Learn about the participants behaviour and preferences.
In addition a survey was conducted to collect quantitative and qualitative data about customers interactions and their experiences with online and in-store shopping, QR code scanning, behaviours for shopping online and in-store, pre-packaged fake-aways and recipes amongst others.
🤳🏼 customer existing mental models with QR codes was to open a link or read information rather than partake in shopping
🛒 customers enjoy trying out new recipes, but they dont necessarily shop for ingredients online.
🥘 customers want flexibility of switching ingredient options when trying out recipes
📝 Providing clear instructions about a QR code is a big factor in whether users scan QR codes or not
🤷🏽 Clear information about mini pack servings, recipe and ingredients were important after a code was scanned
🥬 Diversify the recipe addon options to be more inclusive and diverse with a vegan option
🥡 Mini-packs felt complimentary and not like an option
🚦 User navigation was sticky and users couldn't easily navigate back and forth between options
In ensuring that the proposed UI and UX designs were compliant with Sainsbury’s standards, the luna design system was an important repository of UI components and design guidelines.
These guidelines provided a basis for the design and also aided how ideation and innovation around the delivery of new concepts were developed and presented to the customers
As designers, storytelling plays a large role in providing clarity and inspires teams and stakeholders.
Storyboards were used to illustrate the sequence of steps graphically, in an easy-to-understand manner to the stakeholders. This captured the integrated omni-channel and customer experience navigating the various ideas generated and touch points identified.
From the survey conducted, over 70% of the respondents had never used the in-store handsets to shop before.
Additionally, over 80% of respondents had indicated an interest in actually trying out the proposed solution of using the in-store handset to add ingredients to their trolley while shopping.
There was also a low awareness of the world foods offerings and recipes among respondents even though Sainsbury’s had a dedicated recipe section on its website.
To be able to gain further insights, usability tests were conducted with the in-store handset prototype to be able to explore opportunities for an improved experience.
I created high fidelity designs and mock-ups to showcase their refined solutions and real-life scenarios for the physical space and online solutions.
These included tactile artifacts such as posters, signages, and vouchers for the final presentation.