LONGO'S

Longo's

Role: Researcher, Interviewer, Creating Personas, Drawing Sketches, Conducting Usability Tests, and Writing Microcopy

A mobile application that helps inspire and guide Longo's shoppers. 

Design Question

How might we blend technology into store departments to improve the guest experience, allow for efficient shopping, and expose guests to moments of inspiration leading to increased incremental sales and brand loyalty?

The objectives of this research are:
  1. Meal Planning: Critically examine, and provide insight, that informs a digital experience to improve the guest experience of meal planning. Consider how meal planning is done and how the store may or may not be addressing meal planning already. Explore how digital experiences might be used to better facilitate meal planning within the store or online.
  2. Improved Guest Experiences: Identify and consider the micro-moments woven into Longo’s shopping experience and respond to them with solutions that enhance Guest experience.
Research Findings
Our team conducted non-participant observation at the market by Longo’s and the Pronto store. For meals-to-go, the market by Longo's had many options like a salad bar, fresh pizza counter, and a hot table. They had a lot of hot and refrigerated options. The Pronto location had many refrigerated options, but not as many hot options. This shows that for smaller locations, refrigerated options are served due to space constrictions. 

We also went to Loblaws for competitive analysis and we noticed that the ready made meals were similar and set up for how they presented the items were similar as well. 
Persona Development
Ideation/Sketching
Brainstorming
  • For this application, the team wanted to focus on providing Longo's customers with "moments of inspiration"
  • Including trending topics, events, and cuisines into the application will allow the user to easily find "moments of inspiration" 
  • Videos are a helpful addition to the application because they can show the customers how to create unique and delectable dishes
Long Term Goals
  • How do we create a dynamic, technological system that enhances the meal-planning and on-the-go experience of customers? How can we integrate technology as part of the solution to benefit the Longo’s Guest?
  • How can we make meals-to-go a more desirable option for Guests to purchase? 
  • How can we enable customers to plan and prepare meals that inspire and create engaging experiences?

Prototyping
The prototype shows a flow with the user viewing trending cuisines. The user selects Superbowl and views Superbowl related recipes. Then the user adds all the ingredients needed for the recipe to the cart. 

The microcopy shows descriptions of the food items and the events. 
Further Development 
  • Expanding our proposed solution for effective development
  • Developing and refining our solution through prototyping and iteration
  • Maintaining communication and direction with our stakeholder, Longo's
  • Testing solutions with users to gain insights at multiple points of development
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