ABSTRACT
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Today’s retailers are under pressure to keep up with the high standard of service which the customers are expecting. This let Sainsbury’s raise the question of how to equip their colleagues to be able to respond to ‘in the moment’ queries from customers, wherever they are asked in store. Using methods like Service Safari, Fly-on-the-wall-observations, Interviews, Shadowing and a guided store visit, insights about the customers’ as well as colleagues’ journey were found. Through this research the target user groups were split into two main groups, colleagues and customers. Following the iterative design process, various concepts for solutions were sketched. Based on the evaluation against the main insights and following Sainsbury’s values, a final concept was developed. The aim of the concept was to help customers help themselves while equipping colleagues with the necessary knowledge to be able to provide the best service they can.
Therefore, the final ‘Shopkeeper’ concept illustrates a system which consists of smartphone applications which are tailored for customers, as well as for colleagues and an in-store kiosk, providing an easily accessible opportunity to gain the desired information. The app accompanies the user on every step of his journey and addresses the wish of customers to help themselves, while proficiently assisting colleagues. Additionally, the kiosk functions as a substitute to accommodate customers without the app and introduces an easy way of calling a colleague via a button. The ‘Shopkeeper’ concept, which implements many of the captured insights could not be user tested in full depth due to the time restrictions.
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TEAM
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Abel Delgado Bethencourt
Gary Firth
Nationality: Spanish
Nationality: Scottish
Current: UX Design
Current: Industrial Design & Technology
Previous: Graphic Communication & Illustration
Previous: Product Design & Innovation
Visa Jantanaprasartporn
Xu Yuanze
Yvonne Burgstaller
Nationality: Thai
Nationality: Chinese
Nationality: German
Current: UX Design
Current: UX Design
Current: UX Design
Previous: Industrial Design & Technology
Previous: Industrial Design
Previous: Mobile Media
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The Brand & Team The Shopkeeper brand was created to send the customer back to the time of small local stores when they were run by a shopkeeper. The role of a shopkeeper is to help customers by answering enquiries, giving advice about products and listening to customer needs. Giving the customer a personalised shopping experience.
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CLIENT 07
Sainsbury’s is the largest supermarket chain in the United Kingdom with over 1,415 branches. It was founded 149 years ago by John James Sainsbury’s in 1869 in Holborn, London. Every year 15 million Nectar card holders shop with Sainsbury’s – in store, online and through Sainsbury’s Bank. Sainsbury’s does not only provide groceries, but also has five other branches, Sainsbury’s Bank, Tu (Clothing), Argos, Habitat and Sainsbury’s Home.
Sainsbury’s values have stayed the same since it opened in 1869. “Live well for less” is their main slogan. Sainsbury’s vision is to be the most trusted retailer, where people love to work and shop. They are doing this by putting their customers at the heart of everything and investing in their stores and colleagues to offer the best possible shopping experience. (Sainsbury’s, 2018)
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CONTENT
09
Deliver
11
Introduction
13
Initial Brief
37
AEIOU
68
User Testing
15
The Process
39
Affinity Diagramming
71
Final Solution
Discover
43
Personas
74
App-Colleague
18
Secondary Research
49
Journey Mapping
78
App- Customer
19
Target User Group
51
Storyboard
82
Kiosk
21
Primary Research
55
Key Insights
87
Development Timeline
23
Fly-on-the-Wall
56
UX Vision
89
Shopkeeper Storyboard
25
Service Safari
Develop
93
Reflection
27
Shadowing
58
Ideation
95
References
29
Customer Interviews
59
Evaluation
31
Store Visit
61
Development
33
Colleague Interview
65
Selection
Define
10
INTRODUCTION
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The ‘At Your Service’ project works in cooperation with Sainsbury’s to address today’s demand for high quality customer service and at the same time improve the working life of Sainsbury’s colleagues. Sainsbury’s is one of the biggest retailers in the UK with values dating back to their beginning, 149 years ago. Their vision to be the most trusted retailer, where people love to work and shop, means they constantly seek ways to improve customer service and make customers’ and colleagues’ lives better and easier. Today’s shopping behaviour of customers has changed to a demand of choice, convenience, flexibility, fast delivery and the desire to shop whenever and wherever they want, which is higher than ever. The aim of the ‘At Your Service’ project is to identify typical touchpoints customers have with Sainsbury’s colleagues and how the customer experience can be enhanced in situations where colleagues need to respond to ‘in the moment’ queries.
The report summarizes the design process and its outcome following the Double Diamond process. Starting with the brief and a process overview, the first part will lead into the Discover-Phase explaining secondary research, followed by primary research and the different types of methods used. The Develop-Phase illustrates the data analysis with the main insights resulting into Personas, customer journey maps, and the redefinition of the brief. Afterwards the ideation, evaluation and development of solution possibilities as well as the selection of the final concept will be discussed in the Develop-Phase. Finally, the Deliver-Phase demonstrates user testing and the final shopkeeper concept. This report concludes with a reflection on the given limitations as well as an outlook on future opportunities.
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INITIAL BRIEF
How should we equip our colleagues to best respond to `in the moment´ queries from customers, wherever they are asked in store.
The aim of the ‘At Your Service’ project is to identify typical touchpoints customers have with Sainsbury’s colleagues and how they can enhance the customer experience in situations where colleagues need to respond ‘in the moment’ queries. After the first meeting with the client, the initial aim of the project was refined based on the requirements and feedback of Sainsbury’s colleagues. The primary user group was identified to be Sainsbury’s colleagues and customers to be secondary.
Customers are demanding a higher standard of service and expect to have the same standard whenever and wherever they choose. This puts strain on the colleagues because they have to balance this demand of customer interactions with their other tasks. The output of the workload of the colleagues could be affected and this could decrease the value the customers see in Sainsbury’s which also could affect the customer loyalty. Based on Sainsbury’s aim of being the most trusted retailer, where people like to work and shop, they are looking to find a solution which makes the colleagues’ and customers’ life easier.
The customers inquiries mainly revolve around product location, the in-store availability and product recommendations.
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PROCESS
For this project the team decided to follow the Double Diamond method in order to give the project structure and a clear process.
Discover Phase This is where the team will gain a greater understanding of the identified problem area.
The Double Diamond methodology has four distinctive phases: Discover, Define, Develop & Deliver.
Define Phase This is where the team begins drawing conclusions from the research through analysis methods.
1. Discover
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2. Define
Secondary Research
Customer Interviews
AEIOU
Target User Group
Store Visit
Affinity Diagramming
Primary Research
Colleague Interview
Personas
Fly-on-the-Wall
Journey Mapping
Service Safari
Storyboard
Shadowing
Brief Development
Develop Phase In this phase the team will begin initial ideation and develop the concepts towards a final solution.
1
2
3
4
Deliver Phase This is were the team completes the proposed design to the initial problem area.
3. Deliver
4. Develop
Ideation
User Testing
Evaluation
Storyboard
Development
Final Concept
Selection
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Discover
Secondary Research Target User Group Primary Research
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Fly-on-the-wall
Customer Interviews
Service Safari
Store Visit
Shadowing
Colleague Interview
Secondary Research
Insights Sainsbury’s as the largest UK supermarket company now, adheres the value of “live well for less”. They are not only committed to providing better services to customers, but also working hard to make colleagues’ work easier and more efficient, thus achieving a win-win mode. Different technologies are currently being used by the competitors
What was done Secondary Research was used to sum up the current situation based on existing research. It is a quick and easy way to get an overview of the topic.
Indoor navigation software and devices already exists in shopping malls and hospitals, where there a many info and people. This kind of function can be realised by iBeacon(a class of bluetooth low energy) devices that broadcast their identifier to nearby portable electronic devices.
What we wanted to find out Secondary Research was conducted for the client, including Sainsbury’s history, their values and the current situation. The current situation was also investigated by looking at Sainsbury’s competitors on how they are addressing this problem and with which technologies. Also, the similar problems and solutions in other industries are researched in order to get inspired.
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TARGET USERS
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The target user groups for this project are extremely diverse. Sainsbury’s colleagues and customers consist of individuals with a wide age range, meaning the digital maturity of the user must be taken into consideration, as the proposed design from the project is to be digital. As Sainsbury’s is an equal rights opportunity employer, it employs colleagues from a wide variety of cultures, physical and mental abilities. These factors will be considered throughout the design process for both of the target user groups.
Sampling
For this project Convenience Sampling has been used to gather participants for the user research methods. As the nearby Sainsbury’s Loughborough store has mainly a student customer base the majority of the user research will be focused towards this large group of the customer base. Therefore, individuals that group members knew were used for the user research contucted, as they were most widely available to the researchers for the methods.
Colleagues
Primary
Customers
Secondary
The primary target user group for this project consist of individuals aging from 16 to 65 years of age, meaning user could potentially be in their first job, with little experience dealing with customer enquiries but digitally fluent; or have many years of experience in the store, a wealth of knowledge in customer care but no technological knowledge.
Sainsbury’s customers are the secondary user group, this user group is inclusive of all members of the public. Within this customer sub section is a large percentage of international students with English not being their first language and this can raise a few issues with the communication due to people being misunderstood.
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PRIMARY RESEARCH
Fly-on-the-wall
Service Safari
Shadowing
Interviews
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FLY-ON-THE-WALL
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What we wanted to find out The observations had the aim to capture unedited insights of the current situation and interactions between customers and colleagues.
Method Description The Fly-on-the-Wall method is an observation method which helps researchers to monitor participants behaviour without any interaction (Hanington and Martin 2012).
What was done The Fly-on-the-wall observations took place in the Sainsbury’s store in Loughborough. They consisted of a team member walking around in the store and taking notes either on their phone or on a notepad and taking pictures with their smartphone. These observations were conducted over a period of several days at different times. Each team member executed two or more observations and gathered the information based on the AEIOU sheets.
Insights Most enquiries could be answered by colleagues straight away Colleagues mostly tell the customer the aisle number to be able to stay in their spot to carry on with their work If a colleague did not know the answer, he looked at the same spot where the customer had already looked If looking in the same spot did not help, the colleague tries to get hold of another colleague The colleague accompanies the customer until the product is found
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SERVICE SAFARI
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Method Description
The method captures the real-world experience of a specific service, type of service, or a wider range of services, be that for booking train tickets, or a hotel or shopping mall experience, to a car hire or passport renewal service (Polaine, Løvlie, and Reason, 2013). In order to give the designer a greater knowledge and understanding of how a current system works and functions.
What was done
The Service Safari sessions occurred over several weeks and with each of the sessions having a different mission and goal. They are split into different missions, giving the goals, pain points & questions to each proposed safari. Whether the session was aimed at a customer trying to return an item to a Sainsbury’s store, being served at the new customer service desk, few days/weekly shop or trying to find out some extra information for a bag packing event for charity. Individual members of the group took turns to conduct their own Service Safari sessions in order for each session to feel as original and authentic as it would be
For general a Sainsbury’s customer within the selected store. At any point when the group member had to make contact with a colleague or something unexpected occurred, a mental note was made in order to keep the natural flow of the enquiry going and then these were written up after the session. These notes from each session will be analysed to pull out any insights that can be taken forward to develop the project in the correct direction.
What we wanted to find out
The group wanted to carry out a series of Service Safari sessions to gather vital user research on the following points: To explore the real customer journey To experience the existing customer services in Sainsbury’s by interacting with colleagues By conducting these sessions the group would have a greater understanding of the current state of the service provided by the store and its colleagues.
Insights Customers have questions at different stages of the journey in the store If something isn’t clearly indicated customer may have questions Costumer wastes time trying to find a colleague During busy period its hard to find a colleague If colleague looks busy customer might not ask for help Staff needs to ask another colleague as they do not know Approach and knowledge greatly varies amongst colleagues Customers use phone to answer questions instore Customers try to find it on their own
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SHADOWING
Insights Customer try to find items themselves first
Method Description Shadowing provides key insight into a participant’s activities and decision patterns as the researcher follows him or her closely throughout his or her daily routines (Hanington and Martin, 2012).
What was done
During each Shadowing session, a group member took a participant to the nearby Sainsbury’s Loughborough store while watching and noting down their habits, behaviours and problems. Along with this seeing how the participant tried to resolve an issue in store whether it be the location of a product or trying to receive a recommendation for a meal or wine.
Customer use phone to answer questions
What we wanted to find out The group wanted to carry out a series of Shadowing sessions to gather vital user research on the following points: Colleagues: First hand experience of the Colleagues process when dealing with customer enquiries Customer: First hand experience from customer point of view By conducting these sessions the group would have a greater understanding of the current interaction between the customer and the colleagues.
Customer wouldn’t approach someone if they looked busy Customer can’t tell what department Staff don’t always understand Staff has given wrong information to the customer Colleague has to ask another colleague for help Not always staff nearby Questions at every stage of journey
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CUSTOMER INTERVIEW
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Method Description
Interviews are a fundamental research method for direct contact with participants, to collect first-hand personal accounts of experience, opinions, attitudes, and perceptions. (Lilley, Mitchell and Cockbill, 2017)
What was done
The customer interviews were conducted with several different customers on different occasions and took place after the shadowing sessions. It was carried out by different members of the team with a standardized list of questions.
What we wanted to find out Seek to make sense of behaviour witnessed while conducting the shadowing and Fly-on-the-Wallobservations Understand pain points, goals and requirements
Insights
Younger users prefer to resolve issues by themselves and only approach the staff when necessary Customers do not approach a member of staff if they look unhappy or busy
Most customers have questions before they go shopping Customers screen shot the product/s on their phones to then ask a staff member about them Customers have to explain their question multiple times to different workers which is frustrating for both customers and staff Having an understanding products is impossible
of
all
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STORE VISIT
Method Description This store visit was a scheduled meeting between groups assigned to the Sainsbury’s brief, Sainsbury’s headquarters and the colleagues of Sainsbury’s in Loughborough. This was an opportunity to interact with the main target user on a level that could not be achieved on other occasions.
What was done The store manager of Sainsbury’s Loughborough provided a tour of the store, explaining the different areas, processes and tasks, and answering the following questions. Notes were taken using pen and paper.
What we wanted to find out Rough idea of the whole service Touchpoints colleagues have during their daily routine Deeper understanding of colleagues journey Pain points and work around Restrictions and limitations
Insights
Only few hand held devices available in store Stock is split into several areas which make it hard to locate. Stores have only very limited facility to change because of norm given by the headquarters Colleagues are specialised in the knowledge of the departments
Colleagues can use a store PC to look up certain things
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COLLEAGUE INTERVIEW
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Method Description
What we wanted to find out
Interviews are one of two methods of survey research, the other being questionnaires. Interviews are best conducted in person so that nuances of personal expression and body language are recognized during the conversation, but they may be conducted remotely by phone or using social media (Hanington and Martin 2012).
The interview had the aim to investigate the perspective of a colleague and to gain insight into how many cusomers have shopping related questions at Sainsbury’s before and during their visit to the store. It also aimed on looking at the matter, which kind of customer was more likely to have questions and at which stage of the shopping process.
What was done
The study was conducted at Sainsbury’s branch in Loughborough. The interview was carried out in the staff training room after the store visit. The interview was conducted with one colleague by the whole team. It has to be mentioned that the store manager and members of Sainsbury’s UX team were also present.
Insights Helping customers to help themselves will help colleagues Colleagues enjoy the interaction with customers Language barriers can be an issue with regard to communication between customers and staff They make use of technology to solve a query The colleagues want to provide a personal customer experience They interact with a very diverse customer group The amount of information a colleague is expected to know is not doable.
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Define
AEIOU
Analysis
Affinity Diagramming
Personas Journey Mapping Storyboard 35
AEIOU
Affinity Diagramming
Personas
Journey Mapping
Storyboard
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AEIOU
37
The AEIOU tool is used to help enable the researcher cross examine the raw data recorded during the Fly-on-the-wallobservation method. This framework is split into five sections Activity, Environment, Interaction, Object and User, making the researcher divide up the research under each element. This helps the researcher to gain a greater understanding of the observation data. By dividing up the research data from the Fly-on-the-wall-observations, potential issues and problems were identified along with their location and current pain points.
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AFFINITY DIAGRAM 39
Customer All the customer user research data was analysed via the Affinity Diagram method. This is when the raw research data is written upon individual post it notes and are then grouped and regrouped based on related topics or headings. Research from the service safari, shadowing and the customer interviews were collated during this analysis session.
Key Insights Questions occur at every stage and in a big variety The knowledge of colleagues varies People are already using smartphones/ internet to look up stuff while shopping Customers like to help themselves Colleagues want to treat customers as individuals/ personal Not the availability but the location of stock is a problem
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AFFINITY DIAGRAM 41
Colleague All the colleague user research data was analysed via the Affinity Diagram method. This is when the raw research data is written upon individual post it notes and are then grouped and regrouped based on related topics or headings. Research from the store visit and colleague interviews were collated during this analysis session.
Key Insights People are already using smartphones/ internet to look up stuff while shopping Colleagues deal with a diverse customer group Colleagues struggle with the amount of information Colleagues enjoy the interaction with customers Helping customers is helping colleagues Colleagues want to treat customers as individuals/ personal
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PERSONAS 43
Why use Personas? Creating Personas is a way to focus all the gathered information and helps to understand the user needs, motivation, pain points and behaviours. Having a Persona allows to easily change the point of view and see the product or service with their set of eyes which is important for a human centred design process.
“I love my job – I love helping people out, putting a smile on their face made my day.”
Name: John Brock Age: 29 Occupation: Sainsbury’s Colleague – works in the fresh department
Has worked at Sainsbury’s for the past eight years and is still enjoying his job. He is a very easy-going and happy guy, who work colleagues enjoy being around. He has been working in the fresh section for the past five years and is currently managing it. As much as he enjoys his current work, he does have some days in which the work can get overwhelming and he hopes there is a better established system or platform he could use to provide better service to his customers.
Colleague Goals
Be able to give customers on-the-spot solution to their queries Have access to information about stock and delivery information Can check in/check out of work with a simple touch Can look up product information with a simple command
Challenge
Does not have as much knowledge on items in other departments as he is specialised in fresh products Could not find colleagues he was looking for when needed Has no idea on when the product delivery is and how much stock is left behind the store Physical check-in means everyone has to be at one place – in the queue to sign-in
Needs
Easy access to info
Contact colleagues
Tool to answer
Offer best service
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“Life is pretty busy at the moment – but after my last coursework handin revision will be more managable…I think….”
Name: Bert Johnson Age: 21 Occupation: Student at Loughborough University, Computer Science 45
Currently a second-year student at Loughborough University and is looking forward to starting his internship this July. He occasionally shops at Asda when house mate is driving but mostly shops at Sainsbury’s due to it being closer especially when second-year student life can be quite demanding. Bert mostly prepares his own meals, so he does want decent quality products due to recent health scare but is still price sensitive living on a student budget.
Shopping Goal
Effortless shopping trip with no ‘what did I forgot to buy…?’ moments To choose a product with confident – research products + customers reviews To be well informed of current promotions and privileges upon arrival/stock To be able to plan his grocery shopping swiftly ahead of his trip to Sainsbury’s
Challenge
Living on a student budget Time constraints due to demanding schedule - deadline and exam period is approaching Shopping and cooking time revolve around university schedule Keeps forgetting what to buy when the actual grocery trip takes place
Needs
Cut out unnecessary
Item suggestions
Research items
On the spot solutions
“We love our son so much and really care about the food ingredients, although sometimes it is quite hard to find gluten free food.”
Name: Julia & Rob Wright Age: 32 & 35 Occupation: Primary Teacher & Bank Employee
Julia and Rob got married six years ago and have a three-year-old son. They usually go shopping together on weekends and buy a week’s worth of food. Thus, before each shopping they will make a shopping list to ensure everything needed is bought. What is worth noting is that their son is allergic to gluten. So every time they buy food, they need to pay attention to the product information in case products are not gluten free.
Shopping Goal Purchase regularly
Buy everything needed Shopping at trusted brands
Challenge
Need to keep an eye on product information for every purchase Carry lot of stuff while shopping Keep their son safe until they arrive home
Needs
Product filters
Product location
Instant help
Shopping planner
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“I would like to ask somebody for help. People are kind and I love talking with them.� Betty is 72 years old and lives with her husband near the town centre. Her hearing is not in a good condition, so one must talk loudly with her. She needs a walking stick to help her to keep balance when she goes outside. To make sure to remember everything she needs to buy, she always brings a shopping list. Because of her presbyopia, Betty carries reading glasses to be able to see the words clearly.
Name: Betty Evans Age: 72 Occupation: Retired 47
Shopping Goal
Go shopping safely Can buy everything needed Feel accompanied
Challenge
Identify the product information Cannot walk fast Hearing clearly
Needs
Hearing Loop
Oral
communication
Feel safe
Social interaction
Why these Personas? These Personas were chosen to represent the different user types which this project tries to represent. Both user groups come in a big variety. The three main dividing features this project focused on are age, abilities and digital-maturity. Both groups show a wide range in age and life experience, as well as a big variety of people with different abilities. With this taken in consideration the deliverable criteria of producing a digital solution both of the user groups have different digital maturity. As research unfolded that the colleagues would get an introduction and practices to a new system, only one Persona was created for the colleagues’ side. The three different customer Personas formed to show the different ages, abilities, goals and shopping missions.
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JOURNEY MAPPING
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Several journey maps were created from the three customer Personas (Betty, Julia & Rob and Bert) and one colleague persona (John). For each customer persona a journey map of their in store experiences was produced, as each of them tried to resolve their problems. These journey maps included their actions, emotions, touch points in store i.e. how they interacted with the colleague persona, and their pain points.
From the colleague perspective, John, the journey map was created following him through a normal every day shift working at Sainsbury’s. With his general aim to replenish the shelves in his department whilst providing good customer service to those customer who need it. The colleague journey map shows how John currently is able to interact with customers and their enquiries along with his in store touch points and pain points.
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STORYBOARD 51
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02
John is 29 and he works in Sainsbury’s Fresh department.
One day, he is replenishing a shelf as usual.
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04
“Excuse me!” John’s work is interrupted by Betty, who is 72 and is struggling to find the Bakery area.
“Sorry, could you tell me where is the white bread?” “Sure! Go straight along this aisle, it will be on your right hand side.”
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07
John continues his work. “Excuse me!” Julia said. She comes with her husband Rob and their son
“Could you tell me where I can buy a gluten free cake? Is it available now?” “Hello! I am afraid we need to check the info on the computer, could you come with me?”
So, John takes Rob walking towards the computer.
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09
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“Sir, the gluten free cake is at the freefrom area. Please go straight and turn left at the third aisle.”
John returns to his work quickly.
“Excuse me!” Bert said. He has no idea about which wine goes best with lobster and needs a recommendation.
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“Hello, sir? Maybe Champagne. Sorry, I am not sure about it. Would you like to come with me? I can find another colleague to help you.”
John and Bert walk towards the alcohol area.
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John finds Allan and explains Bert’s inquiry.
After that, John returns to his work quickly.
PAIN POINTS
John
• He does not have enough time to chat with Betty and feels rushed in dealing with customer questions. • He can’t help everyone. • He does not always have the information to help. • He can not provide the type of service he wants.
Colleague
Betty
• John does not have enough time to chat with her and he is feeling rushed. • She has to walk around trying to find a colleague to ask for help. • She can’t always see a colleague.
Customer
Julia & Rob
• Not every colleague would know of a product location, depending on their department. • They had to split up trying to find a gluten free cake. • Having to follow a colleague across the store to find the answer, wasting time.
Bert
• He does not know anything about wine recommendations. • He has to deal with two colleagues. • His problem has to be told twice. • He has to rely on a colleagues personal preference.
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KEY INSIGHTS Colleague
Colleague
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Both
Colleagues knowledge varies
Diverse customer groups
Information overload
Treat customers as individuals
Enjoy interaction Help customers Help colleagues
Customer
Most popular question – location
Range of questions at every stage Customers use smartphones for research
Prefer self-service
UX VISION
Based on the gathered insight a UX Vision was created.
Find a solution for customers to help themselves while equipping colleagues with the necessary knowledge.
Create
Within this project an iterative process was undertaken in which concepts were created, developed and evaluated. This whole process started with the ideation phase.
Develop
Evaluate
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Develop
Ideation Evaluation Development Selection 57
IDEATION
Within the Ideation phase all team members had the goal to come up with one or more concepts which accommodated the UX vision and as many key insights as possible. In total eight different concepts were created. These concepts presented solutions in form of apps, in-store kiosks, wearable devices, an indoor sign guide and even smart-trolleys.
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EVALUATION
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The Weighting & Rating Matrix tool is used in design to help evaluated ideas and concepts against a list of criteria set beforehand. Each of the concepts will be measured against each of the criteria points on a scale set by the group i.e. 1-5 scaling with 5 being the highest. The group will then give each of the criteria on the list a weighting depending on how important the group feels it is towards the final design for the project. The weightings will be a percentage, the sum of all criteria weightings coming to 100%. Each of the concepts scores will be added up, given them a total score and then every concept will be ranked by score order. Depending on the final rankings of the concepts certain ones will be carried forward, some may be combined taking the better features and functions of each to give birth to a new concept.
The importance of each criteria was discussed and came up with the following order and the weighing.
What was done
Based on our insights, the solution should be able to provide a personal/individual service. Feasibility (5%): The group also don’t want to lose track of what is realisable and want to come up with a solution that is doable.
As a group decided on seven criteria, which will be used to evaluate the concepts. The group decided on values which represent the insights, are important for a good product and address the values of Sainsbury’s.
Usability (25%):
A product must be usable to be a great product. If it is not, people will not use it.
Functionality (25%):
The product needs to provide features to be able to enhance and provide a benefit. Inclusive (20%): Sainsbury’s emphasises on being there for everyone, so our solution should also be as inclusive as possible. Innovation (10%): The group want to come up with new ideas and think outside of the box, therefore we added innovation.
Accessibility (10%):
The solution should be accessible to as many people as possible.
Personalisation (5%):
The group will use these to create an evaluation matrix and to compare the ideas. By doing this, there is hope that this method will help the group compare and prioritise based on the right aspects (for this stage of the project). By carrying out the Weighting & Rating Matrix to help evaluate all the concepts that were generated by each member of the group over the Easter Break, the group has been able to combine and reduce the different ideas and features within the previously identified concepts.
Weighting Gary Yuanze Yvi Kat Abel Clip Kiosk Trolley % Concept 1 Concept 2 Concept 3 Concept 4 Concept 5 Concept 6 Concept 7 Concept 8
Usability
25
4
2.5
3
4.5
3
4.5
4
3.5
Functionality
25
4
2.5
4.5
3.5
4
1.5
2
2.5
Inclusive
20
3.5
3.5
3.5
4
3.5
4
3.5
3
Innovation
10
4
3
4
3.5
3.5
3
1.5
4
Accessability
10
3
3.5
3
3
3
4.5
3
3.5
Personalisation
5
2
1
4
3.5
1
1
1
1
Feasability
5
3
4
2
2.5
2
5
4.5
1
Score Rank
3.65 2.85 3.575 3.75 3.25 3.325 2.925 2.95 2
8
3
1
5
4
7
6
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DEVELOPMENT
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Concepts Moving Forward Concepts 1, 3 & 4 were the highest scoring and closely matched across the matrix with their overall score but each of them has their own strengths and weaknesses. Therefore, the group has decided to take features from these three concepts to develop further a single developed App platform concept. The clip concept (concept 6) will also be taken further and developed to show the colleagues and the client a variety of ideas. A third and final concept to be developed would be a system including the proposed App above, floor stickers/line/arrows to navigate customers as well as a couple of kiosks with a simplified version of the App platform included.
Concept 1
Insights which were met:
This concept is an application design which address the concern of both colleagues and customer with a few differences in features for the two group of user - below are some of the features of our app Colleagues shift (clock in/out) Contact other colleagues Reply to customers from anywhere via audio message New product location numbers Scan shelf label for product info Stock locator & store navigation Language translation Audio descriptor Food & drink expert recommendations
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Concept 2
Insights which were met:
This concept is an Ai wearable smart band. It uses Ai technology, similar to Siri or Alexa. When customers enter Sainsbury’s if they want, they will get a band from customer service kiosk so that when they encounter questions they can ask and get an answer from this smart band. E.g. “Hi! where is ketchup?” “Morning, the ketchup is in aisle 6. Please follow me. Go straight, turn left...here it is” When customers complete their shopping they return the smart band to the kiosk.
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Concept 3
Insights which were met:
This concept creates a system based upon the application concept with the addition of an in-store kiosk. Colleague and Customer have a separate app In-store kiosk aims mainly at the users without smartphones Kiosk interface has a reduced number of the apps features Kiosk provides a non-digital access to assistance
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SELECTION
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Against Insights
The group took all three of the developed concepts and seen how each of them lined up against the 10 key insights previously stated. Making sure that the proposed final design ties in with Sainsbury’s key values. From this the group came to the decision to eliminate concept 2, the wearable Ai device design. As it only met 8 of the 10 key insights. Both concept 1 and concept 3 lined up with the 10 key insights, so in order to select the final solution, a Pros and Cons was created.
Pros and Cons
Here the group took the Pros and Cons of both concept 1, the app, and concept 3, the app and kiosk system. Here it was clear that concept 3 would be the final solution to the brief.
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Deliver
User Testing
Card Sorting
Prototyping
Storyboard Final Concept
Work flow
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CARD SORTING Method Description
Card sorting is a participatory design technique that you can use to explore how participants group items into categories and relate concepts to one another, whether for digital interface design or a table of contents.
What was done
Participants were given cards with printed concepts, terms, or features on them, and are asked to sort them in various ways. They were also given blank cards for them to add their own terms if needed. A member from our design team moderated the exercise.
What we wanted to find out
We wanted to find out how the user would cluster the apps features, if we missed any important features and what are the most important features from the user’s point of view.
Insights Customer tries to find items themselves first Use phone to answer questions Wouldn’t approach someone if they looked busy Can’t tell what department Staff don’t always understand Given wrong information Colleague has to ask another colleague for help Not always staff nearby Questions at every stage of journey
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EXPERIENCE PROTOTYPING Method Description
Experience prototyping is the process of creating a simulation of the design which enable engagement with the physical touch point of our concept. It is ideal for testing service, product or place as it allows designer to carried out user testing, encourage co-design and live experience. It is also a tool which allows designer to communicate their idea, concept and experience design to the audience effectively.
What we wanted to find out
The methods allow us to explore and evaluate our design concepts realistically and this gives us a first-hand experience of how potential users interact with our design and how it could be improved for further design and iteration.
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What was done
A simulation of our service system idea allows us to carried out user testing in the form of cardboard prototyping of the kiosk interaction. In turn it gave potential user a chance to interact with the propose design concept touchpoint and give us designers a feedback from user to work on design iteration and improvements of the usability aspects. But on the other hand, the process requires some time to complete. The feedback can also be easily influenced by other users hence may not reflect the true opinion of the user.
Insights
Height should be taken into consideration when designing the kiosk – or the kiosk should be adjustable Button should be in the middle as the design would then be more universal for left handed and right handed Colour of button and kiosk interface effect the perception of the brand
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Final Concept Shopkeeper In-store Kiosk
Colleague App + Customer App
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The ‘Shopkeeper’ system wants to send customer back into the time of small local shops which were run by shopkeeper. The role of a shopkeeper is to help customers by answering enquires, giving advice about products and listening to customer needs. Therefore, giving the customer a personalised shopping experience. It is a system which consists out of two apps one for customer and one for the colleague and an in-store kiosk.
Final Solution
‘Shopkeeper’ accommodates the key insights by allowing customer to help themselves, because it stores all the necessary information. The app helps the customer through their whole journey and provides the opportunity to be an own personalised shopkeeper. The kiosk provides the help button which is a simple non-digital solution as well as a user-friendly interface with adjustable language settings and font-size.
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Shopkeeper App Colleague App
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Customer App
Colleague App
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Clock in/out
Colleagues can clock in/out to decrease the queuing.
Search
Colleagues can easily access the search function to answer customer queries
Scan
Recommendations
Colleagues can scan product to quickly gain product information
Colleagues can check for qualified recommendations regarding wines, foods, etc.
Home Screen
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Search
Contacts
Customer Chat
Me
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Key Features
Contacting other colleagues enables a quick and easy approach for each colleague to get hold of the right colleague they need. With this function, it is easy to search for a specific colleague by his name, it also provides a breakdown which enables to search by departments and see which colleague is in today.
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Replying to customers enables each colleague to answer any text queries of customers. The different colours display the different stages of the inquiries, e.g. if a colleague has read it, is replying or when someone has marked it as completed.
Customer App
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Store Locator
Costumers can nearest store.
find
the
Scan
Costumers can scan product to quickly gain product information and check them of their shopping list
Recommendations
Costumers can check for qualified recommendations regarding wines, foods, etc.
Recipe
Costumers can easily access a library of recipes to get some ideas to what to cook.
Offers
Customers can look for the newest offers and deals.
Home Screen
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Search
Shopping List
Help
Me
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Key Features
Shopping list allows people to remember what they need by adding products anytime, e.g. scanning the empty package. Also it provides the customer an easy access to product info so that they can check the availability and location. By either clicking or scanning, customers can know if gather everything needed. Indoor navigation is to help the customer to look up the exact position of the product as well as providing and overview of the store layout.
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Search enables the user to look up specific products or in general. The search provides easy accessible filters which represent common allergies and diets.
Kiosk
Touch Screen
Help Button
Voice Input & Output
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Recommendations The users can get recommendations from the kiosk.
Filter When customer search, they can use filter to choose special diary.
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Offers Also, the offers info can be acquired from the kiosk.
Information The information includes the location and availability so that customers can find products easily.
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The users will be lead to the different locations of the kiosks through guiding floor stickers.
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2. Use digital interface to search for product, recommendations and offers
There are three ways to use the in-store kiosk. 1. Use Help Button to call for assistance
3. Use voice recognition
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DEVELOPMENT TIMELINE Phase One
Customer
Colleague
Shopping list Product search Product information Product Location Recommendations Offers
In store navigation Contact colleagues Scan product Font size adjustment Language selector
Level of stock Product search Product information Product Location Recommendations Reply to customer
Colleagues online Contact colleagues Scan product Font size adjustment Language selector
Sync Nectar card How busy is the store Shopping list history/favourites
Phase Two
Notify of items out of stock Personal Interests Clock in/out of shifts
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Shopping list Product search Product information Product Location Recommendations Offers In store navigation Contact colleagues Scan product Font size adjustment Language selector
Ai voice recognition Smart shopping list
Phase Three
Ai voice recognition
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Customer Betty
Problem
01
Betty has poor sight, hearing & mobility, she cannot find the white bread herself.
How the design helps Shopkeeper helps Betty by eliminating the need for her to continual walking around the aisle to find a colleague she can now have them come to her.
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Betty enters into Sainsbury’s and seeks to ask where is the Bakery area.
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She finds a Shopkeeper kiosk and pushes the help button.
John receives the message and comes to the kiosk to help Betty.
Customer Problem
Julia & Rob
Julia & Rob can’t find the location of a gluten free birthday cake on their own.
How the design helps Shopkeeper helps them as on the my Shopkeeper app, they can now make a simple search of birthday cake, with the gluten free filter on and they’ll be given the exact location of the item.
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02
Julia and Rob bring their son to Sainsbury’s. They want to buy a gluten free birthday cake to celebrate.
For convenient, they use the Shopkeeper App to search and navigate the designated area.
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Customer Bert
Problem Bert doesn’t know anything about what wine goes with what meal and feels silly having to keep asking colleagues for advice.
How the design helps The Shopkeeper kiosk enables Bert to use its interface to receive a wine recommendation.
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01
02
Bert is struggling with a wine to go with lobster.
He finds a shopkeeper kiosk and clicks on recommendation. It is easy to get the answer.
Colleague Problem John doesn’t have enough to chat with customers. John can’t remember all the product information that is expected of him.
John
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02
One day, John is replenishing a shelf as usual.
He receives a notification, saying that a customer needs assistance at kiosk 2.
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04
John sees Betty standing beside the kiosk awaiting help. She tells him, she can’t find an item.
John is able to quickly look up the location of the item. He is now able to have a chat with Betty.
How the design helps By reducing the number of customers John needs to help due to the customer app and kiosk interface, he can now spend more time with those who need it most. With the colleague app John has all the information to hand.
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REFLECTION 93
Research
Due to the time limitations, the final concept still has some open questions. To answer these, we would have liked to have more time and access to more colleagues and customer across the whole spectrum of user’s.
Design
We have received some feedback while finalising which we were not able to include yet. Some feedback for example from the Experience prototyping was that the height of the kiosk should be carefully thought of or adjustable. Therefore we would have liked to carried out more prototyping to be able the refine the concept even further.
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REFERENCES
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Hanington, B., and Martin, B., 2012. Universal Methods of Design. 100 Ways to Research Complex Problems, Develop Innovative Ideas, and Design Effective Solutions. 1st Ed. (Beverly, MA, USA: Rockport Publishers) Polaine, A., Løvlie, L. and Reason, B., 2013. Service design. From Insight to Implementation. (Brooklyn, NY, USA: Rosenfeld Media,LCC) Sainsbury’s, 2018, About us. Our Vision. http://about.sainsburys.co.uk/aboutus/our-vision Accesses on the 17th of May [online]