Tesco

Tesco

Tesco

Reimagining the path-to-purchase experience to improve the in-store shopping experience

Team

2 UX Designers

4 Product Managers

4 Developers

My Role

UX/UI Design
Research
Prototyping

Industry

FMCG

Duration

1 week

The challenge

In-store grocery shopping has declined as a result of the pandemic

Understanding the Problem

The grocery retail industry has experienced a huge shift in innovation over the last 10 years, from online shopping to self-checkouts to check-out free stores.

The recent pandemic has transformed the way industries operate as a result in supply-chains, strategic shifts and most significantly, human attitudes and behaviours.

The value of in-store retail

In-person preference

Despite the rise of online groceries, consumers are still four times more likely to prefer buy in-person (CSA, 2022)

In-person preference

Despite the rise of online groceries, consumers are still four times more likely to prefer buy in-person (CSA, 2022)

In-person preference

Despite the rise of online groceries, consumers are still four times more likely to prefer buy in-person (CSA, 2022)

Higher spend in-store

40.0% of consumers spend more money than planned, in physical stores compared to 25.0% in online purchases (Aragoncillo and Orús, 2018)

Higher spend in-store

40.0% of consumers spend more money than planned, in physical stores compared to 25.0% in online purchases (Aragoncillo and Orús, 2018)

Higher spend in-store

40.0% of consumers spend more money than planned, in physical stores compared to 25.0% in online purchases (Aragoncillo and Orús, 2018)

Cost of living crisis

Eight in ten shoppers are seeking out reduced items in supermarkets as cost-of-living crunch changes buying habits (2022)

Cost of living crisis

Eight in ten shoppers are seeking out reduced items in supermarkets as cost-of-living crunch changes buying habits (2022)

Cost of living crisis

Eight in ten shoppers are seeking out reduced items in supermarkets as cost-of-living crunch changes buying habits (2022)

Discovery

Along with another UX Designer, we sought to understand the existing experience when shopping in store, customer pain-points and the competitor landscape.

Based on assumptions, we generated a user persona and carried out auto-ethnographic research to better understand specific user needs. We then conducted semi-structured interviews with a couple of colleagues who match the archetype of our target user to capture deeper insights.

Key insights

Lists only help to remind

The utility of a standard list serves the purpose of jogging one’s memory. When using the list in store, customers find themselves backtracking to fetch items at the bottom of their list from the front of the store, and struggle to cognitively optimise their shopping route by mentally processing an optimal route.

Customers want to find everything they need first time by taking the most time-efficient route around the store, so that they can complete their shop with minimal friction.


Emotions can easily override rationale

Customers love offers and club card prices. Factors such as hunger, time since payday and stress can cause a shopper to make an impulse decision. Sometimes people make decisions based on a rational need to purchase the item at a reduced price, which serves them well. However, emotionally-driven decision making can often leave customers feeling a sense of regret when they return home.

Customers want to be exposed to offers that are in line with their usual shopping behaviour so that they can save money on items that are of interest to them, without being driven by short term, emotional triggers.


Gaps in information reduces efficiency

Since the pandemic, people are more cautious and alert when in busy environments such as supermarkets. Especially during busy times in the day, customers feel reluctant to seek assistance in-store as a result of social anxiety and difficulty in finding staff on the shop floor. They mentally decide whether seeking help would add or reduce friction because available help is usually situational.

Customers want to be able to solve problems autonomously and seek assistance with ease.

Lists only help to remind

The utility of a standard list serves the purpose of jogging one’s memory. When using the list in store, customers find themselves backtracking to fetch items at the bottom of their list from the front of the store, and struggle to cognitively optimise their shopping route by mentally processing an optimal route.

Customers want to find everything they need first time by taking the most time-efficient route around the store, so that they can complete their shop with minimal friction.


Emotions can easily override rationale

Customers love offers and club card prices. Factors such as hunger, time since payday and stress can cause a shopper to make an impulse decision. Sometimes people make decisions based on a rational need to purchase the item at a reduced price, which serves them well. However, emotionally-driven decision making can often leave customers feeling a sense of regret when they return home.

Customers want to be exposed to offers that are in line with their usual shopping behaviour so that they can save money on items that are of interest to them, without being driven by short term, emotional triggers.


Gaps in information reduces efficiency

Since the pandemic, people are more cautious and alert when in busy environments such as supermarkets. Especially during busy times in the day, customers feel reluctant to seek assistance in-store as a result of social anxiety and difficulty in finding staff on the shop floor. They mentally decide whether seeking help would add or reduce friction because available help is usually situational.

Customers want to be able to solve problems autonomously and seek assistance with ease.

Lists only help to remind

The utility of a standard list serves the purpose of jogging one’s memory. When using the list in store, customers find themselves backtracking to fetch items at the bottom of their list from the front of the store, and struggle to cognitively optimise their shopping route by mentally processing an optimal route.

Customers want to find everything they need first time by taking the most time-efficient route around the store, so that they can complete their shop with minimal friction.


Emotions can easily override rationale

Customers love offers and club card prices. Factors such as hunger, time since payday and stress can cause a shopper to make an impulse decision. Sometimes people make decisions based on a rational need to purchase the item at a reduced price, which serves them well. However, emotionally-driven decision making can often leave customers feeling a sense of regret when they return home.

Customers want to be exposed to offers that are in line with their usual shopping behaviour so that they can save money on items that are of interest to them, without being driven by short term, emotional triggers.


Gaps in information reduces efficiency

Since the pandemic, people are more cautious and alert when in busy environments such as supermarkets. Especially during busy times in the day, customers feel reluctant to seek assistance in-store as a result of social anxiety and difficulty in finding staff on the shop floor. They mentally decide whether seeking help would add or reduce friction because available help is usually situational.

Customers want to be able to solve problems autonomously and seek assistance with ease.

How might we…

HMW improve path to purchase efficiency when shopping in store by utilising customer’s list data?

HMW personalise the exposure to offers and deals to customers using past-purchase patterns?

HMW support customers when shopping in-store without relying on shop floor assistants?

Design process

I helped to facilitate a crazy eights session to generate initial ideas before moving onto concept development. We discussed and voted on these concepts before moving into the concept development stage, thinking about identified pain points, opportunities for innovation and elevating data to enhance customer experiences.

User flows & journeys

It was important to understand how the four key journeys were going to intertwine with each other. Iterating on this helped to bring clarity in the core functionality of each screen when designing the experience of the interfaces themselves.

Outcome

Talk to Tesco fuses automation, personalisation and navigation to bring an all-in-one personal assistant right into the Tesco app.

It optimises the in-store experience by calculating the quickest path using shopping list data, sign-posting to personalised deals and providing meaningful support right from the customer’s pocket.

Smart Lists

Automates the list creation process by using purchase history and identifying shopping patterns to generate editable lists. Factors include frequency of purchase, seasonal factors and the interests of similar shoppers.

Smart Navigation

A smart navigation feature which calculates the fastest route in a store based on products in a selected list. Customers can easily view and edit their list, and see personalised, location-based offers.

AR Product Finder

Uses AI-powered image recognition to single out a desired product on the shelf. It also signals to alternatives on offer within close proximity to aid decision-making.

Voice Assistant

A voice activated assistant designed to help answer typical in-store queries including location of items, allergen information, recommended alternatives and product pairings.

Validation

We visited the Tesco GetGo store in Holborn to prototype our idea with real users and get feedback on the concept.


“This would definitely cut my shopping time down, especially in bigger stores”

“It’s quite easy to understand , I’d use it if it was a real app”

“…I guess my main concern is if everyone is stuck to their phones when you’re trying to walk around”