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SPRING 2023
Service Design Guidelines for an Alternative Produce Section in Grocery Stores
Groupwork By
IRINA, ANJA, ELIA, DARIUS
Concept
Our Goal was to design different guidelines to inspire change in supermarket layouts and general presentation of food. Localista is a scaleable collection of UX and Service design guidelines (in the form of a booklet), aimed at conventional stores to improve the experience of buying and increase the sales of regional and seasonal produce.
General changes
We propose two different layouts of the produce section in order to simplify and improve the overall experience of buying seasonal and regional produce. We are also adding the freezers containing veggies and fruits into the mix of the produce section.
First of all, we had to analyse the current store layout. Later on, we designed the two layout concepts, which you can see on the left side. The Fifty-fifty is a concept for smaller stores. We are splitting the produce section into regional and non-regional, to give the customer a feeling of which section he is in. In bigger stores, we propose to Isleing the produce. Creating different isles that contain regional and seasonal produce and putting the not-seasonal produce on the sides.
Violett: not seasonal or exotic
Green: seasonal and regional produce
The Toolbox System
In order to provide a scaleable and flexible solution for all kinds of stores, we invented the Toolbox Sytem. It provides two different packages of guidelines and ideas for the use in either small or big grocery stores.
That included for example:
Improved Price Signs which highlights origin of produce and provides estimated info of CO2 emissions and water used for production of produce. Colour coded produce boxes in order to easily distinguish seasonal and not seasonal produce. Small market hall at the entrance so that farmers can directly sell their products. This allows customers to come into contact with them and see the work behind the products they buy.
Process
This whole project evolved during our 6-week module called "Process Class". I had the lead over the booklet and designed all Illustrations for the final Product. But before we had many weeks of investigation into the topic of seasonal and regional food. Here are some Process pictures.
We went into the wild and collected impressions. We used different methods like Bodystorming, interviews and evaluation methods, clustering, workshops, How-Might-We-Questions, Rapid Prototyping and on...
We made a survey to find out what kind of relationship people have with their food. We made three different iteration rounds on the questions because at first, we didn‘t get as many answers as we hoped for. For the first round of questions, we made QR-code stickers that we spread around different places.
We got 9 people to do a cultural probe with us. There were many different age groups present in the cultural probe, from 50–22 years old in a variety of different jobs.
There was an envelope filled with a questionnaire about what they ate the last week (that showed us the habits) and then there was a postcard of what the framework of the cultural probe was. The question was, why did the person cook the food? Was it because the ingredients were already in the fridge? Did they crave it? Did they cook it for someone? How long did it take to prepare the food?
We created a workshop to test our alternative store concept. We gained a lot of feedback and were able to iterate it and get our final concept.
