Follow me through the design thinking process working on expanding Naturalia’s market.
First week at Ironhack is ending, let’s have a look at what we’ve learnt and done.
We were working as a team with Lara Lakis et Andréa PORCHE on a grocery shop problem : adding value for the customers of the grocery company of our choice by offering a differenciating digital experience going above and beyond the e-commerce marketplace models. We picked Naturalia.
Step 1 : Empathise
First thing to do is to discover the insight into the problem so the team is focused on the same thing. This is the discovery and diverging phase asking the question “What is ?”, part of the Double Diamond design thinking process model.
We went to the idea that most people, even if they want to eat healthier, don’t go often to organic supermarkets because they think the ambiance and products are odd.
That’s so true that Naturalia actually base their adverts on their freaky image :
To get a bit more relevant, we made a business and competitive analysis. We made a feature comparison of : Naturalia, Bio c Bon, La vie claire, Biocoop, Les commis and Quitoque, we used the SWOT analysis technique, and then a market positioning map. We summed up all this filling in the UX strategy blueprint :
Filling in this blueprint helped us to sum up the information about the market :
- Our main challenge is that organic food is known to be expensive, the users don’t have enough information about it and they think it’s complicated,
- We aspire to provide more information,
- to improve the customer shopping experience, we mayfollow the principle to offer some packs with recipes (for the week) and adapt to new ways of buying,
- our strategy will depend on the customer,
- the main reason to shop organic is health.
It was then time to reach the users to find what they think about the problem, and what they do. This is the main difference between the market research and the UX research.
We designed a survey and realised user interviews.
Here’s our final survey, if you want to have a try (sorry, it’s in french because of our market) :
Analysing the results of the survey before interviewing people helped us to be more relevant during the second phase.
We decided to exclude people living in the countryside because Naturalia is mainly a city shop. We also wanted people to do their food shopping on their own because they are the ones that actually do — the ones we can get information from and we can influence — and people who spend more than 50 €/week for grocery shopping. We also picked the ones who had already gone to an organic supermarket so they could tell us how they felt about it, the pros and the cons.
We now have 35 persons out of the 175 who answered the survey. That’s enough to find patterns :
- Health is the main and first reason why these people pick their food, while price is second and label or brand comes third. Only a little few talked about origin, taste, feeling like or quality.
- The first thing they appreciated in organic shops is the selection of products.
- What they disliked the most in these shops is the lack of information about the products and ambiance.
- Most of them shop in retail — rather than market or small shops — and there are two reasons for this : they’re used to it and they’re close to it.
- They are mainly women under 32 years old.
Interviewing people then helped us to find out why the ambiance is odd and how the habit to shop somewhere came. We also had to seek for more details about why they don’t appreciate ambiance and information in organic shops.
The affinity diagram helped us to analyse the information gathered within the 5 interviews we had, and start to really empathise !!
The people we interviewed are used to eat organic food, most of them think it is expensive but some realised that it’s less than what they thought at first. They seem to think that organic food doesn’t taste very good. They all think that people in organic shops are different to them.
We interviewed 5 people : 3 women and 2 men. Only one was over 30 years old.
We used the patterns we found from our interviews to put ourselves in a user’s shoes and think what he thinks, see what he sees…
Now, here’s our empathy map :
Finally, let me introduce you to Lucille :
Step 2 : Define
Time to define the problem : we brainstormed using the mind mapping technique (which I find so useful !!). The purpose was to find out the Why ? … Why ? … Why ? … answers about Lucille wanting to change her habits and go for healthy food but not having yet.
In the end, if her experience starts when she is at home, the main trouble spot in her journey is when she goes in an organic shop and experiences a lack of product information, a high price that she doesn’t understand and people she thinks she has nothing in common with. She may also need a model showing her how to change but who is not a cliché. She’ll also probably have to change where to put her money and re organise her social life. And she wants all of this to be progressive !
This User Journey made us realise that this is in shop that we have the more possibilities to get in touch with the user. The reason is that this is the highest point of frustration for her.
We now know that our solution will be available and help the user mainly in shop.