UX

Research &

Synthesis

Presentation

3/15/2023

Contents

• Secondary Research
• Industry Insights & Key Challenges
• Competitive Analysis

​

• Primary Research
• User Interviews
• Day at a Jitto

​

• Synthesis
• Persona
• User Stories
• User Flow Charts

Industry Insights & Trends

Secondary Research

​

Out-Of-Stocks

60% of grocers are experiencing out-of-stocks either weekly (45.9%) or more than once per week (12.7%).

​

One grocery leader surveyed said that 1-2 years in the future, they wanted

“a better rotation of fresh food products so that we don’t have a shortage.”

Consumers have high expectations for

Fresh Foods

Consumers have high standards when it comes to fresh — nearly 75% expect produce to look fresh and delicious on the shelf and almost 70% expect it to be in stock whenever they need it

​

In the past 1-2 years, 93% of grocers have seen an increase in demand for fresh food resulting in:

• 84.1% of grocers investing in growing or expanding their fresh department product offering
• 89.8% investing in improving the customer experience in their fresh departments

Error Prone and Tedious Methods

59.9% of grocers use pen and paper (manual) documentation for at least one part of the ordering or forecasting process

• including organizing paper documents,
• transposing data
• dealing with overstock due to inaccurate orders,

Cut into key tasks that keep products fresh and customers coming back.

Higher Employee Turnover

65% of grocers have been affected by higher-than-normal employee turnover in the last 1-2 years.

This has led to a loss of fresh knowledge/ expertise for over 52% of grocers, and nearly 80% of grocery leaders say it is:

• extremely difficult (8.3%),
• very difficult (28.7%),
• or somewhat difficult (42.7%)

to hire and retain qualified individuals to staff their fresh department(s).

Simple systems which are easy to use are key.

Food Wastes

Grocery stores are responsible for 43 billion pounds of food waste per year

​

71.6% of consumers would be more likely to support a grocery retailer that is committed to reducing food waste.

Digitalization is the answer

89.2% of grocery leaders agree that increasing the accuracy of amounts ordered in their fresh departments would increase sales as well as:

✓ Delivering repeat happy customers

✓ Reducing food waste

✓ Reducing errors

✓ Increasing profitability

​

​

Competitive Analysis

Secondary Research

​

Instacart Consumer

text

Key takeaways:

• All Navigation is encased in to the side bar
• Very detailed product pages
• Instacart gives the user the ability to add specifics instructions to each individual item in the cart

Link to Figma file

Gordon Food Services

text

Key takeaways:

• Information such as weight, price, total, etc, is made readily available at each step of the process
• No individual product detail page, just a list of product that can be directly be added to cart
• File export has a lot of customizability

Link to Figma file

Notch

text

Key takeaways:

• Full commitment to a “webapp” design
• Content wise (information about orders, product details, list of products) is lacking
• The minimalistic UI and easy to follow layout is something to aspire for

Link to Figma file

Afresh

Key Takeaways

• This system integrates ordering as well as current inventory for an easy one stop solution for a store manager There are no images
• Lot of visual cues/ help to keep the user focused on where they are and what they have completed

Link to Figma file

Amazon Prime Whole Foods

Key takeaways:

• Very busy user interface
• High emphasis on rating system
• Shopping cart contents show up on the screen on web
• Substitutions are encouraged
• Lots of reminders and “buy it again items” are top of mind

Link to Figma file

Mobile

Desktop

Site Visit & User Interviews

Primary Research

​

Ted & Mark - Safeway

• Ted is more senior and Mark is a new transfer from the dairy department
• Their ordering process used to use a scanner but then changed 6 months back to a manual item by item system
• It is very time consuming
• They have a daily 10am order submit to 2am delivery restock cycle.
• They use pen and paper and submit form in the back office computer - a large form with numbers
• Uses AFresh technologies back of house for ordering, inventory mgmt, forecasting etc.

Press Release

Link to full notes

Matt -Town & Country

• Interviewed Grocery store manager
• Working for 25 years veteran with 3 junior people in department
• Daily ordering for bulk processed is few times a week
• Paper system for checking inventory in back and at store
• Manual input into back of store system
• 20 min they get a call back from DC if there is an issue with order
• Ordering system has a chart

Link to full notes

Example of ordering sheet:

Keith - Farmboy

• Products are placed daily and scheduled for certain days of the week
• Purchase decisions are driven by sales and specials
• Purchase decisions tracked right to inventory and if there is order mistake they can edit it
• System that they use FramboyHub is protected but it looks like Loblaws SAP system. He likes it
• There is fixed budget and he tries to avoid over-billing to suggested order budget

Link to full notes

Dan - Parker Independent - phone interview

• Every Monday he places an order
• Driving purchase method is quality and description of the items
• Products should be easily searchable
• In the platform he is currently using, he doesn’t like that it is old and feels like a step backwards
• He wants the platform where the weeks of purchases are lining up correctly
• The same platform he is using right now orders on the days they are closed

Link to full notes

Jayme - Rhymes Independent - phone interview

• She places orders every Wednesday or Saturday
• She places individual orders every time
• She wants a platform where she can add items by hitting +/- tabs
• She wants items that are on sale
• She wants good quality items
• She wants quicker ways to order food
• If tech issues occur she wants to contact Mani
• She wants prices per case or per item to be clearly indicated

Link to full notes

Day with Jitto

• Meeting with Leona (veteran buyer working with a younger manager to place orders
• Requires very simple and easy to use UX “not to fancy not too overcomplicated”
• Most customers send “repeat” message via email text and phone
• Motivate users to try new products with sampling program at checkout
• Jitto should have these functionalities:
• Allows Ordering
• Allow Monitoring
• Allow Checking prior orders
• Push bulk deals (priority)

Link to full notes

Synthesis

Affinity Mapping - Bundle

View Affinity Map in Figma

Affinity Mapping - Cluster and Themes

​

​

View Affinity Map in Figma

​

​

Affinity Mapping - Synthesis

Issues Users had:

• inaccurate order placement
• difficulty finding items
• inability to adjust product quantity
• errors in dates and weeks.

Key metrics for purchasing decisions:

• quality-to-quantity ratio
• sales availability
• staying within a set budget
• minimizing waste or empty shelves.

Users expressed their desire for a more user-friendly system, because many currently use spreadsheet-type SAP systems.

Persona

Meet Dave, he is our fictional persona developed after synthesizing our user interviews.

Keeping the persona front of mind through the design process will help us stay focused on user pains and building empathy for the user.

User Stories

Matt - Town & Country Grocery Manager

“I need a system that is easy to use and can be quickly learned by new staff members. Additionally, I require the system to be equipped with error detection of product code input to prevent any shipment issues that could result in the inconvenience of having to drive to the warehouse to cancel or replace an order.”

Mark - Safeway Grocery Manager

“I want a user-friendly system that allows me to place daily orders quickly and easily for a specific quantity (1/4 of a case), with a guarantee of timely and reliable shipment. This will enable me to save time and effort while ensuring that my needs are met with precision and efficiency.”

Dan - Parker Independent

"I want the platform to have a search bar, allowing me to easily locate any products I am looking for. Additionally, I require the platform to have fewer errors than my current system, which includes incorrect line of days and weeks, and has resulted in order placements being made on days when the business is closed."

Keith - Farmboy Produce Manager

“I want a system that highlights sale items and tracks all purchases made in inventory, in order to identify any mis-counts or errors.”

Jayme - Rhymes Independent

"I want a platform that allows me to adjust the quantity of a product using +/- tabs and clearly displays the prices being charged per case."

Information

Architecture

​

​

​

Link to Figma

Questions for Jitto

1. Do you want to add an option for substitutions? - no
2. Do you want to highlight any specials based on holidays ex: St. Patrick's day? - no
3. Do you want to add product ratings? - no
4. Do you want the checkout to be split from different vendors? [- no
5. uses order guide language - is this industry standard? - yes
6. different pack sizes for same item is that true for jitto? - no
7. why do that have “add to guide?” for GFS instead of add to cart? NA
8. GFS has a compare button is that important? NA
9. does Jitto offer a lowest price guarantee? because if that is the case it should be communicated - No
10. Photoshoot next week - should be with a white background, can we get the images for the design? - No - Mani will send us mock picture
11. Do you have any company videos you can share? - Videos are cool - Jitter.video
12. does the product origin need to be on the category page with the small photo or can we just have this on the product detail page - no
13. How do you imagine the sampling program to work? Is it at checkout? Is it free?- yes free

Thank-you!

Any questions?