Savannah Food Coop

403 views
323 views

Published on

Published in: Design, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
403
On SlideShare
0
From Embeds
0
Number of Embeds
164
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Savannah Food Coop

  1. 1. Prototyping Critical Experiences > May 27 > Page 1 Savannah Food Co-op: Redefining a Community
  2. 2. Prototyping Critical Experiences > May 27 > Page 2 PROBLEM STATEMENT Why do customers use our service two or three times and then never return?
  3. 3. Prototyping Critical Experiences > May 27 > Page 3 ASSUMPTION #1 Whole Foods will be a competitor.
  4. 4. Prototyping Critical Experiences > May 27 > Page 4 ASSUMPTION #1 Whole Foods will be a competitor. ASSUMPTION #2 They need a stronger brand.
  5. 5. Prototyping Critical Experiences > May 27 > Page 5 ASSUMPTION #1 Whole Foods will be a competitor. ASSUMPTION #3 Their current location is terrible. ASSUMPTION #2 They need a stronger brand.
  6. 6. Prototyping Critical Experiences > May 27 > Page 6 ASSUMPTION #1 Whole Foods will be a competitor. ASSUMPTION #3 Their current location is terrible. ASSUMPTION #2 They need a stronger brand. ASSUMPTION #4 The experience must be quicker!
  7. 7. Prototyping Critical Experiences > May 27 > Page 7 STEP 1: Developing Empathy & Deep Understanding
  8. 8. Prototyping Critical Experiences > May 27 > Page 8 Attitudinal Research Observational Research Generative Research Bodystorming Desktop Walkthrough Research Methods Used E-mail Survey Desktop ResearchBusiness Mapping Participatory, Active & Passive Observations Volunteering
  9. 9. Prototyping Critical Experiences > May 27 > Page 9 • “I already searched (online) for what I wanted to buy, why should I have to go and find it as if I were shopping again?” • Describe the experience in one word: chaotic. • Customers feel “burned” when their order is incomplete due to delivery issues (“shorted”). • Bags are cumbersome and add stress to customers; so they are placed upon surfaces as customers’ retrieve goods. INSIGHT 1: Expectation vs Experience Gap
  10. 10. Prototyping Critical Experiences > May 27 > Page 10 • Loyal customers forgive, a lot. • There is a lot of back-tracking, both during pick up, but also by volunteers as they distribute. • New customers frequently misunderstand the pick-up process. • Customers don’t know who to ask for help. INSIGHT 2: It’s really, REALLY confusing Three different customers’ paths through the food coop.
  11. 11. Prototyping Critical Experiences > May 27 > Page 11 • Technology currently doesn’t aid in efficiency of process. • Several volunteers have specialized knowledge of their tasks which are unavailable to other volunteers (creates opportunities for breakdowns of service delivery). INSIGHT 3: Insufficient Use of Technology Goes online & performs value-based searches Creates an account Logs in during open order Browses available products during open order Adds desired items to cart Pays for order Receives e-mail confirmation Receives e-mail reminders Registers/subscribes new user/creates an account MailChimp used for mass email MailChimp used for reminders Recalls inventory in the database Logs & stores customers purchases Transacts payment via PayPal Transfer of funds via PayPal Compiles transaction quantities into database Checks supply, confirms or denies the order Checks order quantities Measures inventory versus demand Updates status in database Submits orders with specific distributors Removes item(s) from database Receives shipment on Thursdays CustomerSavFoodCo-opTech.InfrastructureSupplier Needs food “vendor”who supports their existing values. XX Minutes !? Gives access to update offerings on ordering site Emails customer base to inform of open orders Withdraws funds from PayPal account to cover various costs Evaluates and screens product with customer input Contacts SFC with product proposal for sales Builds inventory list and updates ordering site Communicates updated products on ordering site Communicates all info to customer Does this vendor align with my values & needs? Packages & ships order N Y Is this supplier a good fit for SFC? N Y Does the quantity fulfill wholesale threshold ($)? N N Y Y Make sale or not? Contingency plan? Contingency plan? business map of their existing service
  12. 12. Prototyping Critical Experiences > May 27 > Page 12 • Julie refers to the checkout experience as “pleasant” for customers during our interview; many members like to interact and chat while waiting to checkout. • We care about enabling healthy lifestyle decisions to be made. • We trust you more than you’re used to (We take you at your word). • We take our relationships seriously (both with vendors and members). INSIGHT 4: Tight Knit Community!
  13. 13. Prototyping Critical Experiences > May 27 > Page 13 STEP 2: Reflecting & Correcting Our Assumptions
  14. 14. Prototyping Critical Experiences > May 27 > Page 14 CORRECTED ASSUMPTION #1 This is not a grocery store.
  15. 15. Prototyping Critical Experiences > May 27 > Page 15 CORRECTED ASSUMPTION #1 This is not a grocery store. CORRECTED ASSUMPTION #2 Their brand is community.
  16. 16. Prototyping Critical Experiences > May 27 > Page 16 CORRECTED ASSUMPTION #1 This is not a grocery store. CORRECTED ASSUMPTION #3 Their location is perfect for their customers. CORRECTED ASSUMPTION #2 Their brand is community.
  17. 17. Prototyping Critical Experiences > May 27 > Page 17 CORRECTED ASSUMPTION #1 This is not a grocery store. CORRECTED ASSUMPTION #3 Their location is perfect for their customers. CORRECTED ASSUMPTION #2 Their brand is community. CORRECTED ASSUMPTION #4 The experience should be less stressful!
  18. 18. Prototyping Critical Experiences > May 27 > Page 18 GUIDING PRINCIPLES FOR DESIGN “This isn’t a grocery store, it’s a community.” “Work smarter, not harder.” “We want to provide good food to your family.”
  19. 19. Prototyping Critical Experiences > May 27 > Page 19 STEP 3: Developing Criteria & Prototyping Experiences
  20. 20. Prototyping Critical Experiences > May 27 > Page 20 MUST... be financially viable/obtainable for the Savannah Food Co-op. CRITERIA 1
  21. 21. Prototyping Critical Experiences > May 27 > Page 21 MUST... make sense for them & fit within their existing sytem. CRITERIA 2
  22. 22. Prototyping Critical Experiences > May 27 > Page 22 MUST... offer a blend of personalized & efficient service that limits stress in order to maximize meaningful interaction. CRITERIA 3
  23. 23. Prototyping Critical Experiences > May 27 > Page 23 MUST... enable a sense of community and the idea of “caring.” CRITERIA 4
  24. 24. Prototyping Critical Experiences > May 27 > Page 24 MUST... be scalable & promote regional growth. CRITERIA 5
  25. 25. Prototyping Critical Experiences > May 27 > Page 25 Unifying the frontstage & backstage
  26. 26. Prototyping Critical Experiences > May 27 > Page 26 STEP 4: Integrating Insights & Final Concepts
  27. 27. Prototyping Critical Experiences > May 27 > Page 27 BoXEd itEMS - ZoNE 4 AMouNt duE: $112.87 Bulk & drY GoodS- ZoNE 3 ProductQtY totAlPricE 1 wildflowEr hoNEY, 12 oZ BEAr, B&G Honey Farm $7.50 $7.50 10 YAwP! BAr - MochA, Specialty Item $2.27/bar $22.70 1 locAl fruit BoX - SMAll $20 $20 SUBTOTAL: SALES TAX: $106.48 $6.39 managers@savannahfoodcoop.com Bill to: Product ProducE - ZoNE 1 ZoNE 1 ZoNE 2 ZoNE 3ZoNE 4 cold StorAGE - ZoNE 2 QtY totAlPricE Firstname Lastname 8356 Victory Dr Savannah, GA 31401 Contact Info user@email.com 555 555 4378 (cell) 5/22/2013 STORE LAYOUT BY ZONE 1611 DATE 3 PiNk lAdY APPlES, Albert’s Organics $.83/piece $2.491 kiwi, Albert’s Organics $3.66/lbs $3.661 MANGo, Albert’s Organics $1.32/piece $1.321 cANtAlouPE, Albert’s Organics $4.54/melon $4.541 StrAwBErriES, Berry Farms $5/lb $51 cAuliflowEr, Large $4.80/head $4.801 BANANAS, Destiny Fruits & Vegetables $1.76/bunch $1.761 cElErY, Destiny Fruits & Vegetables $4.10/bunch $4.104 PEArS - d’ANjou, Destiny Fruits & Vegetables $.78/pear $3.12 1 AlMoNd Milk, 32 oZ, Savannah Food Co-op $3.35/carton $3.353 tofu - firM, 16 oZ, Destiny Organics II $1.40/each $4.201 koMBuchA - PASSioN BliSS, 16 0Z, Savannah Food Co-op $3.42 $3.421 froZEN BluEBErriES, 5 lB, Destiny Fruits & Vegetables $11.30 $11.301 froZEN PEAchES - SlicEd, 10 oZ, Savannah Food Co-op $3.22 $3.22 MEMBER # • Direct relationship with new layout & wayfinding in-store. • Inventory broken down by zones. • Quantity and item name displayed more clearly. • Check boxes help customer and volunteers make sure all purchased items have been obtained. Redesigned Invoice Criteria FULFILLED:
  28. 28. Prototyping Critical Experiences > May 27 > Page 28 • Haphazard • Cluttered • Poorly defined Existing Layout
  29. 29. Prototyping Critical Experiences > May 27 > Page 29 Criteria FULFILLED: 1 2 3 4 ZONE 1 Produce ZONE 2 Cold Storage ZONE 3 Bulk & Dry Goods ZONE 4 Boxed Items • Defined, clear, simple! • Tied to the invoice to supplement wayfinding. • Minimal circulation path. Redesigned Zones
  30. 30. Prototyping Critical Experiences > May 27 > Page 30 Criteria FULFILLED: • Defined, clear, simple! • Tied to the invoice to supplement wayfinding. • Minimal circulation path. Redesigned Layout ZONE 1 Produce ZONE 2 Cold Storage ZONE 3 Bulk & Dry Goods ZONE 4 Boxed Items
  31. 31. Prototyping Critical Experiences > May 27 > Page 31 Proposed Checkout Prepaid Add-on Items
  32. 32. Prototyping Critical Experiences > May 27 > Page 32 • Messy • Cumbersome • Inefficient Current Open Market Binder
  33. 33. Prototyping Critical Experiences > May 27 > Page 33 Criteria FULFILLED: • Color codes organize goods clearly, help the cashier to find items on list in more simple way. • List can be placed on computer for easy search function • Reorganized list corresponds to customer invoice, creates a unified experience across multiple touch points Redesigned Open Market Binder
  34. 34. Prototyping Critical Experiences > May 27 > Page 34 Criteria FULFILLED: • Inventory, sales and customer information is located on one platform, and references itself. • Import .csv files in for inventory listings • Dashboard allows kpi’s to be monitored • Unified tech platform enables scalability • Search functions decrease time for finding invoices and products to add. • Easy addition of products to inventory. InFlow
  35. 35. Prototyping Critical Experiences > May 27 > Page 35 POTENTIAL PROBLEMS • How to communicate with software on website in order to feed vendor updates into online lists. • How to migrate all past invoices in such a way as to allow for easy adoption. InFlow
  36. 36. Prototyping Critical Experiences > May 27 > Page 36 Criteria FULFILLED: Knowledge Mgmt Tumblr
  37. 37. Prototyping Critical Experiences > May 27 > Page 37 Thank you.

×