Finding Unique Value for the Trader Joe's Experience

Generative Research
Prototyping

Client

Personal Project

Tools

Ethnographic Field Study
Landscape Survey
Personas
User Journey Maps

Problem Statement

Generative research could help identify  opportunies to provide unique value for Trader Joe’s customers with a new digital interface.

1.

What value could a Trader Joe’s specific app provide for the user that other shopping apps cannot?

2.

What are the baseline utilities users would expect from a shopping app?

3.

What user needs are already met by the existing Trader Joe’s experience?

4.

What are strengths of the existing Trader Joe’s shopping experience that could be enhanced?

Research Questions

Ethnographic Field Study

Understanding the Shopping Experience

5 shoppers at Trader Joe’s gave me permission to observe them while they shopped and answered follow up questions while they checked out.

shoppers observed

Data Collected

Written observations

Audio recordings of follow up questions

Diagram's of users route through the store

Seen & Heard

Insights

Many users prioritize sticking to a budget but have difficulty doing so.

“Not spending too much money but getting what you need."

“Finding the food that I want and not spending too much money.”

One shopper came back to return items because they went over budget

  Show Insight

“I don’t want to be in the grocery store; I’d rather be somewhere else.”

“What takes the most time is thinking about what I want to eat that week, writing down recipes”

“I always appreciate a quick check out”

“My least favorite shopping trips usually involve long waits”

Insights

Speed matters. Almost all user frustrations with the shopping experience stem from things taking longer than they should.

  Show Insight

“They employees there are kind and helpful, especially Paul the wine guy.”

"Paul is the guy to talk to for a wine recommendation."

"He was there right away to help us."

Insights

A consistent highpoint was personalized assistance from a TJ's employee. All three of these quotes referenced the same employee and were unprompted.

  Show Insight


“I shop here all the time, so I know where things are”

“I enjoy stores that are easy to navigate”

“Having things in the same place every time I come; it makes things more efficient”

“A smaller store so it’s easy to navigate”

One of five shoppers had to backtrack to find an item

  Show Insight

Insights

The current layout of the store is very intuitive and users can navigate it without assistance.

“I like these little end things - they give you ideas”

“I always get stuff I didn’t plan on buying - they put ideas in my head”

“Let’s look and see if they have anything fun”

Insights

Users appreciate suggestions. Deciding what to buy requires mental labor many are happy to outsource to the store.

  Show Insight

“I enjoy finding things where I think they should be."

“They don’t have the hummus I normally buy?”

“Where is that?”

“It’s frustrating when they don’t have what I was looking for and I have to find it somewhere else.”

Insights

When users have established the expectation that they will be able to find a certain item, it is especially frustrating when it is not available.

  Show Insight

Personas

Visualizing Primary and Secondary Users

User Journey Map

Identifying

Pain Points

and

Highlights

Landscape Survey

Searching for Unique Value Propositions

Research Takeaways

What understandings came out of this research that could inform decision making about how to better help students improve their writing?

Research Question

What value could a Trader Joe’s specific app provide for the user that other shopping apps cannot?

Autofill items when populating list/avoiding manual item entry.

Up to date pricing information and budgeting tools.

Research Question

What are the baseline utilities users would expect from a shopping app?

Sharing and collaborating on lists with other users.

Recipe and new item discovery.

Converting recipes into list items.

Research Question

What user needs are already met by the existing Trader Joe’s experience?

No need item location features since stores are already intuitive to navigate.

No need for sale or discount notifications because TJ's has neither.

Research Question

What are strengths of the existing Trader Joe’s shopping experience that could be enhanced?

Having questions answered by TJ's employees.

Receiving product suggestions from TJ's employees.

Discovering new items from product displays.