Savannah Food Co-op:
Redefining a Community Prototyping Critical Experiences > May 27 > Page 1
PROBLEM STATEMENT
Why do customers use our service two or three times and then never return?
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ASSUMPTION #1
Whole Foods will be a competitor.
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ASSUMPTION #1
Whole Foods will be a competitor. ASSUMPTION #2
They need a stronger brand.
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ASSUMPTION #1
Whole Foods will be a competitor. ASSUMPTION #2
They need a stronger brand. ASSUMPTION #3
Their current location is terrible.
Prototyping Critical Experiences > May 27 > Page 5
ASSUMPTION #1
Whole Foods will be a competitor. ASSUMPTION #2
They need a stronger brand. ASSUMPTION #3
Their current location is terrible. ASSUMPTION #4
The experience must be quicker! Prototyping Critical Experiences > May 27 > Page 6
STEP 1:
Developing Empathy & Deep Understanding
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Business Mapping
Participatory, Active & Passive Observations Volunteering
Attitudinal Research
Observational Research
E-mail Survey Desktop Research
Generative Research
Bodystorming Desktop Walkthrough
Prototyping Critical Experiences > May 27 > Page 8
INSIGHT 1: Expectation vs Experience Gap • “I already searched (online) for what I wanted to buy, why should I have to go and find it as if I were shopping again?” • Describe the experience in one word: chaotic. • Customers feel “burned” when their order is incomplete due to delivery issues (“shorted”). • Bags are cumbersome and add stress to customers; so they are placed upon surfaces as customers’ retrieve goods.
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INSIGHT 2: It’s really, REALLY confusing • Loyal customers forgive, a lot. • There is a lot of back-tracking, both during pick up, but also by volunteers as they distribute. • New customers frequently misunderstand the pick-up process. • Customers don’t know who to ask for help.
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INSIGHT 3: Insufficient Use of Technology • Technology currently doesn’t aid in efficiency of process. • Several volunteers have specialized knowledge of their tasks which are unavailable to other volunteers (creates opportunities for breakdowns of service delivery). Customer Sav Food Co-op
N
!? Needs food “vendor” who supports their existing values.
Goes online & performs value-based searches
Does this vendor align with my values & needs?
Y
Creates an account
Logs in during open order
Browses available products during open order
Adds desired items to cart
Pays for order
Receives e-mail confirmation
Contingency plan?
Receives e-mail reminders
N
N
Contingency plan?
XX Minutes
Evaluates and screens product with customer input
Is this supplier a good fit for SFC?
Y
Gives access to update offerings on ordering site
Emails customer base to inform of open orders
Withdraws funds from PayPal account to cover various costs
Submits orders with specific distributors
Does the quantity fulfill wholesale threshold ($)?
Receives shipment on Thursdays
Removes item(s) from database
Tech. Infrastructure
Y
Communicates updated products on ordering site
Communicates all info to customer
Registers/subscribes new user/creates an account
MailChimp used for mass email
Recalls inventory in the database
Logs & stores customers purchases
Transacts payment via PayPal
Transfer of funds via PayPal
Compiles transaction quantities into database
MailChimp used for reminders
Supplier
N
Contacts SFC with product proposal for sales
Builds inventory list and updates ordering site
Prototyping Critical Experiences > May 27 > Page 11 Checks order quantities
Checks supply, confirms or denies the order
Measures inventory versus demand
Make sale or not?
Y
Updates status in database
Packages & ships order
INSIGHT 4: Tight Knit Community! • Julie refers to the checkout experience as “pleasant” for customers during our interview; many members like to interact and chat while waiting to checkout. • We care about enabling healthy lifestyle decisions to be made. • We trust you more than you’re used to (We take you at your word). • We take our relationships seriously (both with vendors and members).
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STEP 2:
Reflecting & Correcting Our Assumptions
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CORRECTED ASSUMPTION #1
This is not a grocery store.
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CORRECTED ASSUMPTION #1
This is not a grocery store. CORRECTED ASSUMPTION #2
Their brand is community.
Prototyping Critical Experiences > May 27 > Page 15
CORRECTED ASSUMPTION #1
This is not a grocery store. CORRECTED ASSUMPTION #2
Their brand is community. CORRECTED ASSUMPTION #3
Their current location is perfect for their customers.
Prototyping Critical Experiences > May 27 > Page 16
CORRECTED ASSUMPTION #1
This is not a grocery store. CORRECTED ASSUMPTION #2
Their brand is community. CORRECTED ASSUMPTION #3
Their location is perfect for their customers. CORRECTED ASSUMPTION #4
The experience should be less stressful! Prototyping Critical Experiences > May 27 > Page 17
GUIDING PRINCIPLES FOR DESIGN
“This isn’t a grocery store, it’s a community.” “Work smarter, not harder.” “We want to provide good food to your family.” Prototyping Critical Experiences > May 27 > Page 18
STEP 3:
Developing Criteria & Prototyping Experiences
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CRITERIA 1
MUST...
be financially viable/obtainable for the Savannah Food Co-op.
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CRITERIA 2
MUST...
make sense for them & fit within their existing sytem.
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CRITERIA 3
MUST...
offer a blend of personalized & efficient service that limits stress in order to maximize meaningful interaction.
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CRITERIA 4
MUST...
enable a sense of community and the idea of “caring.”
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CRITERIA 5
MUST...
be scalable & promote regional growth.
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Unifying
the frontstage & backstage Prototyping Critical Experiences > May 27 > Page 25
Prototyping Critical Experiences > May 27 > Page 26
prototype insights
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STEP 4:
Integrating Insights & Final Concepts
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ZoNE 4
QtY
ZoNE 3
ZoNE 2
STOZoN RE LAY E 3OUT dSBulk & drY GooBY ZONE
ZoN E 1ey Farm Hon B&G flowEr hoNEY, 12 oZ BEAr,
1
wild
10
YAwP! BAr - MochA, Specialty
totAl
PricE
Product
Item
$7.50
$7.50
$2.27/bar
$22.70
Redesigned Invoice managers@savannahfoodcoo
p.com
Bill to: E4 ZoN S itEM Ed BoX Firstname Lastname 8356 Vict - SMA Dr ll locAl fruit BoXory 1 Savannah, GA 31401
QtY
Contact Info user@email.com 555 555 4378 (cell)
1611
AMouNt duE:
1
kiwi, Albert’s Organics
1
MANGo, Albert’s Organic
1
cANtAlouPE, Albert’s Org
1
StrAwBErriES, Berry Far
1
cAuliflowEr, Large
1
BANANAS, Destiny Fruits
1
& Vegetables
cElErY, Destiny Fruits &
4
Vegetables
PEArS - d’ANjou, Destiny
Organics
s anics
ms
PricE
$.83/piece
$2.49
$3.66/lbs
$3.66
$1.32/piece
$1.32
$4.54/melon
$4.54
$5/lb
Fruits & Vegetables
totAl
AlMoNd Milk, 32 oZ, Sav
3
tofu - firM, 16 oZ, Des
annah Food Co-op
tiny Organics II
koMBuchA - PASSioN Bli froZEN BluEBErriES,
SS, 16 0Z, Savannah Food
$4.80/head
$4.80
$1.76/bunch
$1.76
$4.10/bunch
$4.10
$.78/pear
$3.12
5 lB, Destiny Fruits & Veg
etables
froZEN PEAchES - SlicEd
$3.35/carton
$3.35
$1.40/each
$4.20
Co-op $3.42
, 10 oZ, Savannah Food Co-
op
• Direct relationship with new layout & wayfinding in-store. • Inventory broken down by zones. • Quantity and item name displayed more clearly.
$5
2
1
1
5/22/2013
$112.87
PiNk lAdY APPlES, Albert’s
1
MEMBER #
$106.48 $6.39
3
cold StorAGE - ZoNE
1
$20
DATE
SUBTOTAL: SALES TAX:
Product
ProducE - ZoNE 1
$20
• Check boxes help customer and volunteers make sure all purchased items have been obtained.
$3.42
$11.30
$11.30
$3.22
$3.22
Criteria FULFILLED:
Prototyping Critical Experiences > May 27 > Page 29
Existing Layout • Haphazard • Cluttered • Poorly defined
Prototyping Critical Experiences > May 27 > Page 30
2 3
Redesigned Zones
1
• Defined, clear, simple! • Tied to the invoice to supplement wayfinding. • Minimal circulation path. ZONE 1 Produce
Criteria FULFILLED:
ZONE 2 Cold Storage
4
ZONE 3 Bulk & Dry Goods ZONE 4 Boxed Items
Prototyping Critical Experiences > May 27 > Page 31
Redesigned Layout • Defined, clear, simple! • Tied to the invoice to supplement wayfinding. • Minimal circulation path. ZONE 1 Produce
Criteria FULFILLED:
ZONE 2 Cold Storage ZONE 3 Bulk & Dry Goods ZONE 4 Boxed Items
Prototyping Critical Experiences > May 27 > Page 32
Proposed Checkout Prepaid
Add-on Items Prototyping Critical Experiences > May 27 > Page 33
Current Open Market Binder • Messy • Cumbersome • Inefficient Prototyping Critical Experiences > May 27 > Page 34
Redesigned Open Market Binder • Color codes organize goods clearly, help the cashier to find items on list in more simple way. • List can be placed on computer for easy search function • Reorganized list corresponds to customer invoice, creates a unified experience across multiple touch points Criteria FULFILLED:
Prototyping Critical Experiences > May 27 > Page 35
InFlow • Inventory, sales and customer information is located on one platform, and references itself. • Import .csv files in for inventory listings • Dashboard allows kpi’s to be monitored • Unified tech platform enables scalability • Search functions decrease time for finding invoices and products to add. • Easy addition of products to inventory.
Criteria FULFILLED:
Prototyping Critical Experiences > May 27 > Page 36
InFlow POTENTIAL PROBLEMS • How to communicate with software on website in order to feed vendor updates into online lists. • How to migrate all past invoices in such a way as to allow for easy adoption.
Prototyping Critical Experiences > May 27 > Page 37
Knowledge Mgmt Tumblr • XXX
Criteria FULFILLED:
Prototyping Critical Experiences > May 27 > Page 38
Prototyping Critical Experiences > May 27 > Page 39
Done, son!
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