Research Process

Conducting and analyzing user interviews

Based on our research question, my team and I recruited 6 participants to conduct interviews with to talk about their grocery shopping experience. After reading through the interview transcripts and notes taken during the interview, we utilized Miro to create an affinity diagram to analyze our interview data. The affinity diagram helped our group identify key points to focus on for our deliverables.

Designing online survey and analyzing survey results

While interviews were useful for qualitative analysis, my team and I were able to create an online survey with various types of questions to reach a larger participant tool to understand their perspective regarding grocery shopping. The survey collected quantitative data to understand our participant pool’s grocery shopping habits and routines, and whether or not they would like an online grocery shopping app.

Finalizing our Deliverables

Persona 1: The Busy College Student

Based on our analysis of our interview and survey data, we brought together 3 deliverables: Personas, Storyboard, and Task Analysis Diagram to represent the grocery shopping experience.

Our first persona descriptor is “The Busy college student”. Since all of our interviewees and survey pool were college students, we were able to really understand how college students complete grocery shopping tasks. College students, especially those that live off campus and have to provide their own meals for themselves, have to find time out of their busy schedule to complete grocery shopping tasks. Through our research, we put in the pain points that the interviewee and survey participants have selected or mentioned into the persona to make the persona as realistic as possible.

Persona 2: The Risk-Averse Shopper

Our second persona descriptor is “The Risk-averse Shopper”. Differing from the first persona, we have the risk-averse shopper who actually enjoys using his time in college to buy groceries to prepare meals. However, even if he is busy, he would not like to take the risk of getting his groceries delivered as he values the freshness of produce and doesn’t want to risk getting lower-quality groceries if it is delivered. This is one of the many pain points mentioned by interviewees, on how they are afraid that if they don’t pick out their own groceries, ti may not be as fresh.

Storyboard

The storyboard shows a story of a college student who discovers that she needs to go grocery shopping, and discovers all the difficulties that come with grocery shopping, which include the traveling time, not finding the items she needs, and the long lines. These are all common problems that both personas face, as they are both college students that need to use their time efficiently.

Task Analysis Diagram

The task analysis diagram focus on one goal, which is to buy groceries for the week. Both personas have that goal for themselves, ad the task analysis lays out all the primary steps that need to be taken, along with more detailed steps under it to complete the grocery shopping trip, which we were able to come up with after hearing how our interviewee completes their grocery shopping trip. With this task analysis diagram, we wanted to lay out how both personas were to complete their grocery shopping tasks.