TRADER JOE'S APP

  • ROLES:

    Graphic/UX Designer, Researcher

  • TEAM:

    Me, Myself, and I

  • GOAL:

    Design and prototype an easy to use grocery list app for Trader Joe's to increase customer loyalty

  • TOOLS/SKILLS USED:

THE PROBLEM

  • Forget to buy items that I went in to get
  • Have no idea what to make for meals during the week

During research I found that Amazon had just bought Whole Foods, one of Trader Joe's biggest competitors, which will lower Whole Food's prices and increase competition between the two stores.

  • Whole Foods has become more competitive with lower prices, which could steal customers away from Trader Joe's

THE SOLUTION

Design an easy to use mobile grocery list app with Trader Joe's inventory to browse and choose from. Include a recipe section that allows the user to add the ingredients to their shopping list.

RESEARCH

ABOUT TRADER JOE'S

"The mission of Trader Joe's is to give our customers the best food and beverage values that they can find anywhere and to provide them with the information required to make informed buying decisions. We provide these with a dedication to the highest quality of customer satisfaction delivered with a sense of warmth, friendliness, fun, individual pride, and company spirit."

GREAT FOOD + GREAT PRICES = VALUE

HOW THEY DO IT

  • "We buy direct from suppliers whenever possible, we bargain hard to get the best price, and then pass the savings on to you."
  • "If an item doesn’t pull its weight in our stores, it goes away to gangway for something else."
  • "We buy in volume and contract early to get the best prices."
  • "Most grocers charge their suppliers fees for putting an item on the shelf. This results in higher prices... so we don’t do it."
  • "We keep our costs low — because every penny we save is a penny you save."

found at traderjoes.com

STATS

  • Over 400 stores in the US
  • Sells $1,734 per square foot (2014) which is almost 2X Whole Foods Sales $930 (view graph here)
  • Fresh Format/Limited Assortment stores are projected to have the largest growth in the near future due to their popularity with millennials (view graph here)
  • 80% of their products are Trader Joe's Private Label

THEIR CUSTOMERS

"EVERYBODY WHO CARES ABOUT FOOD"

DEMOGRAPHICS

  • Slightly more male than female
  • AGE: less than 24, 35-44
  • Most popular with Asian, Caucasian, and Hispanic in that order
  • Slightly more do not have kids
  • College or post college educated
  • Make $80 - 125+K per year
  • Shop Saturday, Sunday and Monday
  • Purchase Cycle: 39.2 days
  • Average Purchase: $43.7, 13 items

found at infoscout.co

WHY THEY GO TO TRADER JOE'S

  • Health conscious and active
  • Reasonably priced, good quality products
  • Smaller store, easy to walk around quickly
  • Friendly, helpful employees
  • Customers know which products they like, where they are and will repeat purchases
  • Convenient locations

Check out the personas!

Meet Jason

click to view Jason's persona

Meet Sarah

click to view Sarah's persona

USER KEY TASKS

  • Get food for next couple weeks
  • Have meals for the next couple weeks
  • Get everything on grocery list
  • Shop without breaking bank
  • Get quality food

USER EDGE TASKS

  • Share grocery list with others
  • Find new impulse buys
  • Find new recipes
  • Find the closest Trader Joe's

STORYBOARDS

storyboard 1 storyboard 2

KEY FUNCTIONS

  • Make a grocery list
  • Share your grocery list
  • Search for food items and have ability to favorite that item
  • Browse recipes and ingredients to your shopping list
  • Create and edit your account

INFORMATION ARCHITECTURE

CARD SORT

Once I determined what the key functions were based on the user key tasks and storyboards, I conducted a card sort with 3 different people that are part of the target audience. I found that all 3 people had the same 3 cards as their headings: MY SHOPPING LIST, RECIPES, and PROFILE. The biggest difference between the 3 was where they put DIETARY RESTRICTIONS. They went back and forth on putting DIETARY RESTRICTIONS under the RECIPES card as a type of filter and in PROFILE which is where I expected it to be put.

I then used this information to help guide my Information Architecture for the app.

VERSION 1

VERSION 2

FINAL INFORMATION ARCHITECTURE

SKETCHES

PROTOTYPE/USER TESTING

Six users that are part of the target audience tested the prototype that was created using Adobe XD. They were asked to complete 5 tasks using the app. In doing so, they tested all of the key functions of the app.

prototype

Check out the user testing tasks here!

Try the prototype here!

FINDINGS

  • It took time for some of the users, mostly on the older end, to understand the top navigation. They were looking for a home or menu button
  • Users wanted the option to make multiple different lists
  • Users wanted the option to share the lists by text or export the list into "notes" form so they can share the list with people that do not have the app
  • I was informed that there should be a pescatarian option under the dietary restrictions
  • It was not clear to all users how to add all the ingredients from a recipe to their shopping list
  • Most of the users did not notice the camera function but would use it if they knew about it
  • Users mentioned that it would be nice if they could connect to a store to show if they had particular items in stock
  • Users liked the shopping list and recipes icons

FINAL DESIGN

  • final design
  • final design
  • final design

Try the final prototype here!

CHANGES BASED ON USER TESTING

  • Option to share the list by text
  • Ability to create multiple lists
  • Clearer top nav layout
  • More information on the profile page like store locations
  • Add all ingredients button next to the list of ingredients

REFLECTION

WHAT WENT WELL

  • Using the personas and storyboards helped me put myself in the users shoes to discover the functions the users would need the app to do to complete their desired tasks
  • The user testing helped point out some things that would improve the user experience of the app, like having a text option to share the app and making the top navigation cleaner and less busy.

WHAT CAUSED SOME ISSUES

  • Trader Joe's is private and very protective over their financial information and business strategies which made the research more difficult. It would have been nice to have a Trader Joe's representative to talk to in order to get more information on the company.
  • Doing this project on my own didn't allow me to bounce design ideas off of another person. When I have the option, I really enjoy working in a team and the rapid collaboration and problem solving that results from a team's diversity of ideas.

WHAT I LEARNED FROM THIS PROJECT

  • DO THE BACKGROUND WORK BEFORE DESIGNING - This project was a great refresher on how beneficial it is to do the background research on the client and target audience before designing. That way I can keep the user's needs, as well as the client's needs in mind while designing.
  • HAVING A CLIENT TO TALK TO IS EXTREMELY HELPFUL - Because I was not in contact with anyone from Trader Joe's, I wasn't able to see if some of my ideas were viable with their business. To solve this I set the app up in a way that could easily implement my future ideas if they are possible with Trader Joe's business model.
  • LISTEN TO THE USERS - The user testing showed me the way the users wanted to use my app and in return, the final designs had features like a text sharing option and multiple list function that will result in a better user experience.