Sainsbury’s

Date
May 2017

Project period
2 weeks

Role
Group lead

Kit
Adobe XD, Adobe Dimension

This case study originates from a project executed by my team during the Service Design module at De Montfort University. In my leadership role, I directed the team, overseeing planning, task management, and imparting principles of service design to team members.

The task assigned to De Montfort University students centred on pinpointing crucial touchpoints in the customer journey and formulating strategies for their improvement. It was important that the project's outcomes would result in substantial value for customers and Sainsbury's personnel.

Design thinking approach

During the project we embraced a design thinking model, emphasizing iterative processes and framing the design journey as a holistic endeavor. This approach allows designers to efficiently analyze discoveries and translate them into tangible prototypes, facilitating the development of a Minimum Viable Service (MVS) [See “Service Startup” by Terry Pinheiro”] for testing and refinement without significant financial investments.

Iterative design stands as a crucial pillar in the design thinking methodology, providing designers with an adaptable framework to navigate through various stages seamlessly. In the specific case of Sainsbury's project, the adoption of Nielsen Norman Group's Design Thinking model, comprising Understand, Explore, and Materialize stages, played a fundamental role.

Research stage

Service design is all about putting people and their experiences first, aiming to understand and enhance every interaction customers have with a company, creating memorable moments. Our journey began with a deep dive into Sainsbury's world, exploring their web presence, values, mission, and competitors. Uncovering some challenges, we noted that Sainsbury's has three mobile apps, but sadly, two of them didn't quite hit the mark, getting some thumbs-down from users.

At the same time, we ventured into the exciting realm of emerging retail technologies, spotting two intriguing paths to explore further. To get real insights, we went out to talk to the actual customers and observed Sainsbury's stores across Leicester and London. Armed with tools like personas and customer journey maps, we pinpointed every step in users' experiences.

First iterations

Recognizing the diverse needs of both the tech-savvy younger audience audience and clients who prefer a hands-on approach, our team saw the importance of creating a tangible product as part of our service. After some lively brainstorming sessions, we landed on the idea of a grocery shopping list that clients could easily print out at their local Sainsbury's store. Excited by this concept, we dove into the prototyping stage.

The completed prototype underwent rigorous testing, adhering to Nielsen Norman's principles, with a sample size of five diverse users. Despite its seemingly modest number, this testing cohort is deemed time-efficient, as it facilitates the identification of approximately 90% of potential issues. Throughout the testing process, users were systematically queried on navigation ease and solicited ideas for improvement.

Feedback garnered indicated an appreciation for the simplicity of navigation, accompanied by several proposed features. These suggestions encompassed the integration of a prepaid account option, the assimilation of the Nectar loyalty program, and the introduction of a dedicated list tracking screen. Incorporating this invaluable feedback, all suggested functionalities were implemented in the second iteration of the prototype, realized as a high-fidelity prototype meticulously crafted using Adobe XD.

The initial phase involved meticulous sketches of the printer and the refinement of the fundamental functionality of the accompanying mobile application. Following unanimous agreement on the sketches, I proceeded to develop a low-fidelity prototype employing Balsamiq, a rapid prototyping tool renowned for its efficacy in swiftly creating wireframe-based interactive prototypes. This tool enabled designers to expediently construct prototypes conducive to user testing within a matter of hours.

What was initially conceived as a straightforward grocery shopping list application underwent a substantial evolution. Users now possess the capability to generate shareable lists, facilitating collaborative editing. The application further extends customizable permissions, allowing users to institute restrictions, such as parental control over the addition of alcohol or the preservation of specific items on the list. These enhancements strive to deliver a comprehensive and sophisticated user experience for the management and organization of shared shopping lists.

Sainsbury’s feedback

The Sainsbury's team has demonstrated a thorough understanding of the concept and expressed commendation for the design thinking process and our iterative design. While acknowledging the potential of the concept, they have identified areas for improvement:

  1. Overcoming Application Constraints: The team recognizes existing limitations, particularly regarding payment thresholds within the application. Addressing this constraint effectively is key to enhancing the overall user experience. How can we strategically navigate and improve this aspect to elevate user satisfaction?

  2. Strengthening Connection with Sainsbury's Colleagues: There's an opportunity to establish a more robust connection between the application and Sainsbury's colleagues. How can the app play a supportive role for store employees in their daily responsibilities? Exploring strategic approaches to enhance this connection will be pivotal.

  3. Understanding Retail Store Employees' Pain Points: To refine the application concept, gaining a deeper understanding of the challenges faced by retail store employees is crucial. What specific pain points do they encounter in their daily tasks, and how can the application effectively address and alleviate these challenges?

Addressing these nuanced points will undoubtedly contribute to refining the concept and unlocking its full potential impact and value within the dynamic ecosystem of Sainsbury's.

Third iteration

During the third iteration, each team member worked independently as part of our individual reports for the Service Design module. My individual process was guided by the principles of Design Thinking and took into account the feedback received from Sainsbury's as mentioned earlier.

To begin, I revisited the Empathize and Define stages, conducting interviews with Sainsbury's employees to gain a deeper understanding of their pain points and areas for improvement.

Armed with this valuable insight, I proceeded to ideate and prototype potential solutions. I generated several improvements for the application itself, as well as conceptualised a new payment method called "Sainsbury's beacon."

This individual iteration allowed me to delve further into the design process, leveraging Design Thinking principles to address the specific needs and challenges identified during the previous stages.

The new functionalities added during the third iteration encompassed the following:

1. Sainsbury's Events: Users can now access and stay informed about local events hosted by Sainsbury's. They will receive notifications about upcoming events, enabling them to actively participate and engage with the community.

2. Sainsbury's Assist: This feature allows users to notify Sainsbury's staff whenever they require assistance while shopping. By requesting help through the app, a staff member will promptly respond and provide the necessary support.

3. Payment and Nectar Points Improvements: Enhancements were made to the payment system within the application, ensuring a smoother and more seamless transaction process. Additionally, improvements were implemented to better integrate the Nectar loyalty program, allowing users to earn and redeem points conveniently.

These new functionalities aim to enrich the user experience, provide added convenience, and foster stronger connections between users and Sainsbury's brand.

Pitch at Sainsbury’s offices in Coventry

The Sainsbury's team expressed their appreciation for our diligent efforts. As a testament to our dedication and achievements, several of my colleagues and I were invited to present our projects in front of Sainsbury's head staff at their headquarters in Coventry. This opportunity allowed us to showcase the outcomes of our projects and engage in direct discussions with key stakeholders within the organization. The invitation to present at such a significant venue demonstrates the recognition of our work and the value it holds for Sainsbury's.