The document discusses designing a native mobile iPhone app for Trader Joe's to increase customer engagement. The app would allow customers to more efficiently get product information, track purchases, and manage shopping lists. Research found most Trader Joe's customers are iPhone users who prefer mobile list management. A native app offers benefits over mobile web like offline use, device hardware/software integration, and prominent app listing. User research identified goals like inspiration, leisurely browsing, and tracking inventory. Prototypes were created and tested, with plans to add recipes, sharing, and social media integration. The app would help customers find products, save time and money, and stay organized.

1. Native Mobile iPhone App
Sylvia Royall
Stephen Eberly

2. Brief:
Increase the level of engagement with Trader Joe’s
Customer’s by designing a native mobile iPhone
app that enhances customer experience

3. Problem:
Customers want more efficient ways to obtain info
on Trader Joe’s products and keep track of their
purchases.

4. Client Background:
• Trader Joe’s is a Tiki/Trader themed grocery experience
that offers affordable prices, friendly staff, high quality
products, and curated shelves
• The company describes itself as “your unique
neighborhood grocery store”
• While a typical grocery store may carry 50,000 items,
Trader Joe’s stocks about 4,000 items, 80% of which bear
one of its own brand names
• Trader Joe’s discontinues individual products more often
than larger grocery chains, due to increased cost, or poor
sales, or to free up space for new items

5. Competitive & Comparative Analysis
GojeeOut of MilkWhole Foods

6. User Research: Topic Map

7. Technical Background Research
Why iPhone?
Based on survey results, vast majority of Trader Joe’s customers are iPhone
users who find daily list management most convenient on iPhone.
Why Native App?
• Leverages capabilities of mobile device hardware (such as GPS, camera,
and graphics) and software (such as email, calendar, contacts, picture/
video gallery, file manager, and home screen widget areas).
• Ability to run offline. Users get peak performance at all times, with all
graphics, images, scripts and data. Data transfers can resume (and re-
sync with back end apps) when the connection is restored.
• Better “front of mind” penetration: logo placement in the app list screen,
providing visibility on a daily basis.

8. Annabelle Mae
“I usually just buy what looks good, and then figure out what I can
make with it later.”
Goals
To find new culinary inspiration
To be able to leisurely peruse through Trader Joe’s selection
Pleasures
Organic Food
Quality Food
Trying or creating new recipes
Pains
Buying Something she forgot she already had
Maintaining a grocery list/inventory
Trader Joe’s fruit

9. Charles Goodyear
“Before I go into Trader Joe’s I make sure I know what I need, and try
to think about where it is in the store, so I can plan my attack!”
Goals
To know ahead of time what items are available and in stock
To better budget himself and track how much he is spending
To keep track previous purchases
Pleasures
Buying quality food for reasonable prices
Saving time and money
Being organized
Pains
Overspending
Finding products that meet his gluten-free diet

10. Prototyping & Testing
Iteration #1 Iteration #2 Iteration #3

11. User Flows

12. High Fidelity Prototype

13. App Map/Screen Flow
My Pantry 1 Add Items 2 Items to Buy 3 Running Total - A 4 Running Total - B 5
Scan 6 Products Main 7 Products Search 8 Browse by Category 9 Product Category List 10 Product Detail 11
1 2 11
2 3 6
3
11
5 6 1 4
1 4 8 11 7 9 8 10 9 1
1 4 TBD 7 TBD
111111 3 7 8 10

14. Next Steps
• Continue to test
• Build out “Recipes” screens and features
• Build out “More” screens and features
• Exploring sharing functionality for “My Pantry”
• Explore integrating social media
• Explore adding store layouts