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Trader Joe's
UX Design, Concept Development
Since the rise of Covid-19, many have turned to digital grocery apps to avoid long lines and crowds. However, Trader Joe’s does not own a digital platform.
The opportunity: Create a grocery app for spontaneous young shoppers that brings the real experience of Trader Joe’s into the digital world.
User Research
We conducted user interviews to: 1) Evaluate young city dwellers’ approach to in-store grocery shopping. 2) Understand why consumers choose Trader Joe’s. 3) Discover sentiments of digital grocery apps
The goal was to just get a few ingredients. I got much more than what I went in for last night - that always happens.
Bryn
26, San Francisco, CA
I’m a very emotional shopper, so if something brings me joy, I tend to buy it to feel better, especially with COVID.
Alyssa
26, San Jose, CA
They [Trader Joe’s] do think about user experience pretty well in their stores, so I would trust them to develop a streamlined app.
Kiley
31, Culver City, CA
Key Finding
Many shoppers, especially younger city dwellers, rely on being in the store for inspiration, ideas, and spontaneity to help them decide what to buy.
Concept 1:
A homepage that facilitates spontaneity while catering to user preferences
Concept 2:
Curated lists to browse recipes by mood, occasion, diet,
and season
Concept 3:
A recipe page with easy access to TJ ingredients and visual instructions
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