Caroline Anderson, 23 EMPATHY MAP Has a busy schedule and does shopping accordingly.
WHAT DOES SHE
“There’s a Sainsbury’s 5min drive from home that is quite big so you can find almost everything there.”
SAY AND DO?
“I have an account already, so it’s easy to purchase on my phone. I don’t have to sign in nor to enter my card details” Needs to do shopping more than once per week.
“I never follow the [shopping] list. Whenever I try to make a list I either forger it at home or don’t follow it”
Does online shopping only when buying in bulk.
Draws on a notepad when trying to communicate with others
“People working {at cook} are very nice and that’s something you really thank when they even let you taste the food sometimes”
“Bought online because the store was far away…had to take the bur to carry things home and it was difficult”
“I bought a book for vegetarian food and I am trying out the recipes.
WHAT DOES SHE
HEAR?
“Amazon has a coverage/ insurance. If you are unhappy with the product you buy or if there is any problem, they will help you with it.”
“I enjoy going shopping with my partner…if I have someone who I can talk to [while shopping] it’s not that lonely”
Aims to buy products with good price value
“I used to recevied products [from online shopping] with really close expire dates or would smell bad
PAIN
WHAT DOES SHE
WHAT DOES SHE
SEE?
“I normally look at the expire date, and look at the appearance of the product. I compare them. Touch them sometimes. Also check the price”
“When you get the option of buying something else that you haven’t tried before…you try it”
“I like finding new interesting producs when I am walking around the store"
Annoyed at having to pay delivery fees
“My partner gets things [online] almost everday”
“I don’t buy products online from websites that I don’t trust. I don’t know where my card details are going.” “I really like the option variety..but too many options of unnecesary studd just confuses me too much”
THINK AND FEEL?
Does no like to buy unnecesary products
GAIN Doesn’t like having to spend more time than necessary on grocery shopping Concerned about spending too much money online because it’s only one click away
“If you have a product that they don’t have at the time, they either give you something similar or better in exchange” Likes being able to choose when to ger her shopping delivered
“I am a lazy person. If I can get something done by someone else. I will do it.” “Products that you might not find in the local shop will be in their website”