Brief 1: Morrisons - Submission Boards

The future of the supermarket is social, with Morrison’s Shoppr, see what your friends are buying and what tasty meals they’ve cooked and enjoyed. With family shopping list, keep all the family happy with their contributions and get recommended offers as you shop.

BRIEF 1: MORRISONS

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Brief [Competition YCN]

Market

Visual

Morrisons is the fourth largest supermarket chain in the UK. Every week 11 million customers pass through the doors, and 132,000 colleagues across the business work hard each day to deliver great service to them. Whilst Morrisons is about to expand into online shopping deliveries, there is a strong belief that the instore supermarket experience will always be important. Design a series of future instore innovations that will further Morrisons’ mission to make food buying enjoyable rather than functional for the next generation of customers.

There are a range of exisiting products that are currently avaliable on smart devices that aid the shopping experience in different. Technology is being used to offer shoppers new tools through their mobile devices to create better brand engage and get customers to the products they want and offer consumers deals tailored to them. These technique are being employed by high streets businesses to get people into retail stores and being less depedant on online shopping by offering customers unique experiences when they do shop in store.

Morrisons already publish a montly magazine which is free for customers of their stores. The magazine is popular and well liked by the customer base. Within my visual research I have looked at how the digital asethetic of the magazine can be brought into a digital application. This would be benefical to user as they would be familiar with the design and content as well as giving shopper and more natural interface to interact with rather than creating a native smart phone experience.

Clear and simple typography Strong expansive imagery Pastel colours Familar feel, homely

User / Target Audience Next generation of busy family supermarket shoppers, those currently in their teens or early twenties who will have the same busy lifestyles and tight budgets but will be expecting a different kind of shopping experience than our current family shoppers. Through my own experience working in a supermarket for four years I have a great deal of knowledge about the types of experiences that need to improved within a supermarket environments. The main user needs that can be improved are item discovery and location, inspiration for meals and offers that are customised to each customer.

Deliverables -

On going documentation on Blog A minimum of 5 submission boards Mobile Application screens Full Icon set

Estimote Estimote is new products which uses Apple iBeacons technology to allow mobile apps to know where customers are within retail spaces. This technology could be used to allow apps to direct customers to products or staff as well notify customers about relevant products near by.

Fancy Pintrest meets shopping. Fancy is a new online service and application that aggregates products based what the user is intrested in as well product there friends like. This is new age in shopping where products come reccomended to use based on what we like and what our friends like.

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User Personas

Strategy

Application Workflow & Wireframes

Development

Based upon the information provided to within the brief as well research and my own experience working in a supermarket I have put together some overarching persona’s to charaterise what user problems need to be solved by the application. These persona’s will influence how the app functions and it’s features.

Using the research I had collected as well as working closly with the user persona’s I mapped out a plan of all the different potential features that could be incorporated into the application and how each of these features solves the users problem or makes traditional tasks easier for them. I then used all these idea to plan out exactly how these features will sit and work together to this I began to categorize the features into different screen based on what the user needs to do. I created a rough IA structure for the app for features to sit within. The principles I defined which under pinned these decision were that the app must be Easy, Simple, Inspiring and Affordable.

After conceptualisation all of the features that needed to be in the app and planning a basis workflow for where in the app these features will sit. I created a detailed wireframe of exactly what functionality needs to be on each screen on the app. I also worked this into a workflow which demonstrates how users will move between each feature of screen and which parts of the app are linked with each other.

Within in intial design I explored an always present nav with large buttons and a mixed colours. The colours however felt distracting from the main content however the large size when them extremely easy to use when navigating the super market. additionaly I think with the nav being so large it will need to be hidden as it is taking up a lot of screen space. Within the second screen it is evident that the colours are too bold, wehn developing the app I moved to a more pastel colour palette that was less vivid and more in keeping with the morrisons brand. I felt the bold, large imagery worked well so I continued to use this throughout the rest of the application design. It make the app feel more like a magazine which I think will engage the audience more then a traditional application UI. Strong use of iconography which are simple and easy to understand also worked well, so I kept a consistent icon style throughout the app to help users learn the app quickly. Throughout the app design I made the all tappable elements larger than normal as the user need large hit area when walking around the supermrket as they are not stationary like when using a app at home.

Jill Jill, is a wife and mother to four children, 4, 8, 12 and 17. She has an active family who engage with many extra curricular activities, feeding everyone and makign sure everyone has a balanced diet as they are growing - it can be a struggled to stay organised.

Goal: Keep choatic family life organised and keep the entire family healthy.

Kevin For some cooking can be a chore and purely a necessity. Sometimes a little inspiration and simplifying meal time can bring great tasting food, that’s simple and easy to cook and affordable on the average income.

Goal: Inspire users to cook new foods at home that are easy and affordable.

Rebecca Rebecca has just moved away from home for the first time to study at University. She is currently sharing a house with five other people. Being a student can be tough and making the most of the money avaliable is important, with a house this size keeping everyone happy on a budget can be difficult.

Goal: Give groups of users control over what they buy, keep them on a budget and keep them all happy.

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Welcome to Morrisons [Left] When users enter the store using their smart device they are greeted with a welcome screen which welcome’s them into store and highlights key content signifcant to the user. Showing them personalised offers in store today, offering meals suggestions and informing the user if any of their friends are currently shopping in store. The design makes use of large imagery and large touch areas for ease of use while shopping and clear and large typography for glance viewing.

List [Above] List brings together the best of the online and offline shopping experience. Users of the morrisons Shoppr app have on shopping list per household which allows anyone in the family to add to the list from any device and the list is stored in the cloud for access when shopping. List also offers a visually rich and easy use shopping experience in which the list is ordered by the users locations as well displaying products in a large, pictoral format and making use of brand colours for easy product recognition. The list can be organised by product or contributor.

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Meal Planner [Bottom] Now more than ever our health and what we ate are a big part of how we live, especially young family who want to keep their children eating a healthy well balanced diet however it can be hard to keep track of this with the busy scedule of family life. Meal Planner easier allows users to plan an entire weeks worth of meals and automatically adds the required ingredients to the shopping list. Meal Planner also allows members of the family to vote on meals they would prefer over others. The meal planner is also linked the families calendar so quick meals are saved for days when the family is extremely busy.

Healthy Living [Right] In addition to planning meals for the week, the meal planner also creates visual representation of the family meals and detailing how healthy the meals are for the weeks. Making it easier for user to see where they can improve there healthy diet. This feature also enables parents to ensure that family members are getting all of the key food groups, vitamins and minerals within their diets.

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Recipes [Above] It can often be difficult to get inspiration for food ideas, espcially if users are on a budget or they don’t have large ammounts of time to cook, based on these criteria the Shoppr apps suggests tasty reciepes based on the users wants and needs. All of the recipes are linked with the meal planner and syncronized with the healhty living overview.

Friends [Right] We are connected to our closest friends and family where ever we are, we rely on our friends and trust there opinion, in this socially connected our friends provide us with recommendations that we trust. Morrisons Shoppr’s friend feed aggregates users friends activities such as offers they’ve purchased, products they recommend as well reciepes that they’ve tried and enjoying allowing users to make smart decision about the recipes they try and the food they buy. Friend feed also informs user if there friends are currently in store, so they can meet for a chat.

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