Savannah Food Coop

Prototyping Critical Experiences > May 27 >

Savannah Food Co-oP:

Redefining a Community


PROBLEM STATEMENT

Why do customers use our service two or three times

and then never return?


ASSUMPTION #1

Whole Foods will be a competitor.


ASSUMPTION #1


ASSUMPTION #2

They need a stronger brand.


ASSUMPTION #1


ASSUMPTION #3

Their current location is terrible.

ASSUMPTION #2



ASSUMPTION #1


ASSUMPTION #3

Their current location is terrible.

ASSUMPTION #2


ASSUMPTION #4

The experience must be quicker!


STEP 1:

developing Empathy &deep Understanding


AttitudinalResearch

ObservationalResearch

GenerativeResearch

Bodystorming

desktop Walkthrough

Research Methods Used

E-mail Survey

desktop ResearchBusiness Mapping

Participatory, active &

Passive observations

volunteering


• “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


• 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.


• 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 anaccount

Logs in duringopen order

Browses availableproducts during

open order

Adds desireditems to cart

Pays fororder

Receives e-mailconfirmation

Receives e-mailreminders

Registers/subscribesnew user/creates

an account

MailChimpused for mass

email

MailChimpused for

reminders

Recallsinventory in the

database

Logs & storescustomerspurchases

Transacts paymentvia PayPal

Transfer of fundsvia PayPal

Compiles transaction quantities

into database

Checks supply,confirms or denies

the order

Checks orderquantities

Measuresinventory versus

demand

Updates statusin database

Submits orders with specific distributors

Removes item(s)from database

Receivesshipment

on Thursdays

Inspects & checksproduct; pays via

check

Sends bad productback and informs

supplier

Refunds orcompensatescustomer for

purchase

Distributesinventory

throughout store

Cust

omer

Sav

Food

Co-

opTe

ch. I

nfra

stru

ctur

eSu

pplie

r

Needs food

“vendor” who

supports their

existing values.

XX Minutes

!?

Gives access toupdate offeringson ordering site

Emails customerbase to inform of

open orders

Withdraws fundsfrom PayPal account

to cover various costs

Evaluates andscreens product with

customer input

Contacts SFC withproduct proposal

for sales

Builds inventorylist and updates

ordering site

Communicatesupdated products

on ordering site

Communicatesall info tocustomer

Does this vendor

align with my values &needs?

Packages & shipsorder

Receives paymentat delivery via check

Refunds SFC

Consults customerdatabase to begin

pre-packagedorders on Tuesday

Groups customerspre-purchased

items

Staples invoicesto boxed items

Shifts inventory & performs

other preparationsfor market day

Travels to theSavannah Food

Co-op

Arrives and attains order

(Current Step 1)

Browsesinventory

(Current Step 2)

Checks out& verifies order

@ front(Current Step 3)

Opts to receive text receipt from

Square

Gathers purchaseitems and goes to car

Verifies order,charges for

additional itemsthrough binder

Logs additionalitems sold into

database

Changes arelogged on

spreadsheetsand software

Updatesexisting inventory

list manually

Squarecharges customer’s

credit card

Recalls customerinformationand order

N

Y

Is thissupplier a

good fit forSFC?

N

Y

Does the quantity

fulfill wholesalethreshold ($)?

N

N

Y

YMake

sale or not?

Contingency plan?

Contingency plan?

Contingency plan?

business map of their existing service


• 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!


STEP 2:

Reflecting & Correcting our assumptions


CORRECTED ASSUMPTION #1

This is not a grocery store.





Their brand is community.





Their location is perfect for their customers.







Their location is perfect for their customers.




The experience should be less stressful!


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.”


STEP 3:

developing Criteria & Prototyping Experiences


MUST...

be financially viable/obtainable for the Savannah Food Co-op.

CRITERIA 1


MUST...

make sense for them & fitwithin their existing sytem.

CRITERIA 2


MUST...

offer a blend of personalized & efficient service that limits stress in order to maximize

meaningful interaction.

CRITERIA 3


MUST...

enable a sense of communityand the idea of “caring.”

CRITERIA 4


MUST...

be scalable & promote regional growth.

CRITERIA 5


Unifyingthe frontstage &

backstage


STEP 4:

Integrating Insights& Final Concepts


BoXEd itEMS - ZoNE 4

AMouNt duE: $112.87

Bulk & drY GoodS- ZoNE 3

ProductQtYtotAlPricE

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

[email protected]

Bill to:

Product

ProducE - ZoNE 1

ZoNE 1

ZoNE 2ZoNE 3ZoNE 4

cold StorAGE - ZoNE 2

QtY

totAlPricE

Firstname Lastname8356 Victory DrSavannah, GA 31401

Contact [email protected] 555 4378 (cell)

5/22/2013

STORE LAYOUTBY ZONE

1611DATE

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:


• haphazard

• Cluttered

• Poorly defined

Existing Layout


CRITERIA FULFILLED:

12

3

4

ZONE 1Produce

ZONE 2Cold Storage

ZONE 3Bulk & dry Goods

ZONE 4Boxed Items

• defined, clear, simple!

• Tied to the invoice to supplement

wayfinding.

• Minimal circulation path.

Redesigned Zones


CRITERIA FULFILLED:

• defined, clear, simple!

• Tied to the invoice to supplement

wayfinding.

• Minimal circulation path.

Redesigned Layout

ZONE 1Produce

ZONE 2Cold Storage

ZONE 3Bulk & dry Goods

ZONE 4Boxed Items


Proposed CheckoutPrepaid Add-on Items


• Messy

• Cumbersome

• Inefficient

Current OpenMarket Binder


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 OpenMarket Binder


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


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


CRITERIA FULFILLED:

Knowledge MgmtTumblr


Thank you.

Savannah Food Coop

Design

Transcript of Savannah Food Coop