Rethinking Grocery Shopping Experience Fall 2016 INT 621 Prof. John Takamura Rutuja Chittekar
Japan field research
Japan field research • Public spaces • Retail and shopping environments • City’s culture
Rethinking the Grocery Shopping Experience Conceptual Framework Features/ Benefits Anaylisis
Features
Functions
Benefits
Ultimate Benefits
Easy access to all items
Reduces physical efforts
Resting element
Provides relaxing Gives comfortability moment during the hassle
Texture and color
A mean of wayfinding
Smoothes mobility Enhances reliability
Form and space
Organisation of elements and wayfinding
Provides accessibility throughout
Provides flexibility, interactivity
Lighting
To create positive ambiance
Enhances experience
Maintains emotional wellbeing
Mobile app
A tool for additional Assuring through Creates a trust the digital feedback between customer assistance and the store
Ergonomic shelves
Seating Furniture
Creates a sense of security
Context Shopping is one of the intensive visual activity that requires all the sensory factors of the user where they prefer less dependency. Grocery shopping is a part of daily routine like cooking, bathing, cleaning etc. Even in this online era there are 80% of people who still prefer bricks and mortar shopping because people need to hand pick or physically touch the items that they are going to eat. Research says that although people go to the same grocery store every week yet struggle in finding certain items, moving through the store and long lines at the checkout. People are looking for meaningful experiences at these social and public spaces. Challenge Taking a blind person’s perspective gives a critical approach to design. The most difficult challenge is the struggle to be able to do everything in a normal day on your own without any assistance from a sighted person. For visually challenged, difficulties in navigating through the store, finding the right item, looking at other options and purchasing products is a daunting and exhaustive experience. The three components that play an important role in designing of a store are way finding, furniture and materiality. (see diagram) Solution
To challenge the current grocery shopping experience, this project proposes a design that provides safety, accessibility and ease of mobility to reduce the physical effort to give a comfortable, reliable and stress-free ambiance within the store for all users.
Blindfold experiment at Trader Joe’s store
For the universal design project on redefining the grocery shopping experience, I began my research at Trader Joe’s in Tempe where my friend Shalki assisted me by shopping a list of daily items by being blindfolded. I chose a person who is not a design student to get a accurate and true experience. According to Shalki it was a humbling and overwhelming experience. Our list consisted of regular products like fruits, vegetables, milk, eggs, can of soup, pasta, cheese, chips. It was Saturday morning when it was moderate traffic of families and working people. It was Shalki’s first time to visit this store, so she was entirely new to the environment and being blindfolded she really struggled to finish her shopping list which gave me a true documenation of observations.
Blindfold experiment at Trader Joe’s store
Story Board - Problem
Story Board - Solution
Inspirations - conceptual
Form studies • Exploration of forms • Circulation patterns • Visibility
Activity Diagram
Markets around the world
Morocco
Thailand
Turkey
Netherlands
Branding conecpts
Avant-garde I Reliable Our mission is to bring traditional marketplace and technology to create a new identity to the grocery store for tomorrow.
Stroll to Shop
Break the old grid
C M Y K: 3 52 47 0
C M Y K: 45 33 100 9
C M Y K: 66 82 45 41
C M Y K: 6 15 100 0
C M Y K: 25 84 91 18
Store Design
Stroll to Shop
Layout
Stroll to Shop