1. The Supermarket
Research and Ideas

2. Moodboards:
!
!
!
!
!
!

3. Observations:
Going to the supermarket is a chore.
Supermarkets are impersonal.
People often shop alone.
Supermarkets are often busy.
Fresh produce is always at the front
of the store.
Brand overload, crowded shelves.
Customer service very variable.
No windows or clocks.
Instore vs. online experience.
Offers are always marked with red or
yellow labels.

4. Observations:
Going to the supermarket is a chore.
Supermarkets are impersonal.
People often shop alone.
Supermarkets are often busy.
Fresh produce is always at the front
of the store.
Brand overload, crowded shelves.
Customer service very variable.
No windows or clocks.
Instore vs. Online experience.
Offers are always marked with red or
yellow labels.
Should it be a chore? Do we like the choice?
Do they have to be? Does it matter?
Why? Does this bother us?
Can we control this? How do these experiences differ?
Is this tactical? Do we notice this?

5. Research:

6. Problem One:
Solution:
Supermarkets are uninspiring.
How can we inspire shoppers instore?
Live cooking stations and products organised by recipe.

7. Problem Two:
Solution:
Supermarkets are overwhelming.
How can we make the experience easier?
Less branding; paring down what we see on the shelves, working alongside
a wayfinding system which directs shoppers to the items quickly.

8. Problem Three:
Solution:
Supermarkets are impersonal, online and instore.
How can we add character to the experience?
By channelling the traditional markets; hand-written price labels,
personal recommendations and truly local produce.

9. Problem Four:
Solution:
There is a poor user experience when shopping online.
How can we revolutionise the virtual shopping experience?
An app and/or website linked to your kitchen cupboards which can notify you
when your stocks are low and allow you to restock via the app.

10. 1
2
3
4
Inspiring
consumers
Less
Branding
More
personality
Revolutionised
online experience