Audience
Knowing that we wanted to design an interface in the context of grocery stores, we narrowed our scope to three potential audiences:
- Children and grocery carts
- Grocery store managers and the distribution of goods
- Consumers and the “shopping” experience
Because each audience would require a completely different interactive system, the design team had to consider what audience provided the best spectrum of information to create an effective design intervention.
Background
After visiting a Bristol Farms grocer, we decided to focus on the consumer experience because it offered the opportunity to develop an already existing shopping community. While most grocery stores employ a loyalty card, Bristol Farms also showcases a consumer driven rating system, workshops (such as wine tastings and cooking classes) and maintains a shared public space (i.e café).
Because of its high end products and exotic fare, Bristol Farms tends to target certain shoppers, namely those from affluent neighborhoods. Within this demographic, these shoppers tend to be more technologically savvy, environmental conscious and concerned about their dietary and nutritional needs.
Goals
The Grocery Cart Interface aims to empower shoppers by providing personalized information through touch screen technology. For example, shoppers can check the carbon footprint of product while simultaneously learning what type of wine and recipes would complement it. In this sense, the product matches the audience.
However, the Grocer Cart Interface was not designed exclusively for Bristol Farms customers. Rather, this interface could facilitate the shopping experience for those who want such information as well as those who just need to pick up a few items and get home quickly from the store.
