Native Mobile iPhone App

Sylvia Royall Stephen Eberly

Brief:

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

Problem:

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

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

Competitive & Comparative Analysis

GojeeOut of MilkWhole Foods

User Research: Topic Map

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.

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 inspirationTo be able to leisurely peruse through Trader Joe’s selection

Pleasures Organic FoodQuality FoodTrying or creating new recipes

Pains Buying Something she forgot she already hadMaintaining a grocery list/inventoryTrader Joe’s fruit

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 stockTo better budget himself and track how much he is spendingTo keep track previous purchases

Pleasures Buying quality food for reasonable pricesSaving time and moneyBeing organized

Pains OverspendingFinding products that meet his gluten-free diet

Prototyping & Testing

Iteration #1 Iteration #2 Iteration #3

User Flows

High Fidelity Prototype

App Map/Screen FlowMy 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

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