Introduction

In this project me and four other students worked together on a solution to improve ICA’s current online shopping experience from a service design perspective. The aim with this course was to choose a current service from any company and improve it. With that said, this project has no association to ICA as a brand or company.We chose ICA because they are one of the largest company within the grocery retail market. Even though they are so successful their current online store needed some improvement.

The main challenge and problem we identified was that people do not want to buy their groceries online even though, in the current day and age, we buy almost everything online. With our design we wanted to expand their current target group, personalize their online store exeperience and therefore extend the acceptance of buying groceries online. This project was tackled with service design methods such as SWOT, PEST, BMC and more.

Down below I will describe our process from researching the topic, defining the problem and finally showing some solutions we came up with. If you want to read the full report it is available by pressing the big orange button (PS. It is in Swedish).

FULL REPORT

Research & Methods

As stated above, we learned a whole bunch of new methods during this course. All these new methods helped me gain more insight into what service design is and what you can use it for. We identified the strengths, weaknesses, opportunities and threats that ICA has. With this in mind, we could focus on the strengths while trying to improve the weaknessess. We also had to be careful about the threats that ICA faces, but also make sure we explore every opportunities the company has. All these methods helped us to map out how ICA as a company functions, what their priorities are and how their service can be improved. The service blueprint was used to map out the flow of the service aswell as the touchpoints for ICA, in other words all the different ways people come in contact with ICA. We identified that the most value was created in the “Next order” touchpoint because this is where the company wants the user to return and purchase more.

Down below you can find some of the different methods and analyses we used in this project. These include Pest, Swot and a Service blueprint. The service blueprint is diveded into different steps the user must take to reach the end and in this case order and retrieve their grocery bag to their home. We can follow the customer/users journey while also seeing the front of stage interactions and back of stage interactions.

UX Problem

The main problem that we were facing this project was to make ICA online service a bit more personal and make it more attractive to the consumers. We wanted to keep them updated on where their order was and make it simple for them to contact the driver to recieve or deliver information. The Pest analysis helped us see how ICA's new service would affect the external factors of the company.

The Service design methods helped us realise where ICA has their strengths and where their weaknessess lie. With the use of the service blueprint we could identify the different points of contact and what steps the user must take to reach their goal. All in all we wanted to create a updated and more personal service where the user has more command and knowledge over their purchase and its way to their doorstep.

Design Solutions

These are some of the designs we ended up with. The first picture shows where the user order is and when it will arrive, here the user can also message the driver to change the time when the delivery arrives. The second picture shows the screen an order is completed, we chose to use a picture of a coworker to show the user that their groceries are picked out by real human beings and therefore creating more trust. If you want more pictures from the project they can be found in the full report.

Feel free to press any of the pictures below to get a larger view of them.

Final Thoughts

During this project my entire mindset has been set on sustainability and how we could best achieve it. I have expanded my knowledge about cultivation and sustainability, mostly ecological. Gathering and presenting information has been a big design challenge in this project because knowledge about cultivation exits but it is spread out all over. We wanted to make a efficient service that included all the most essential parts of cultivation your own crops.

The most challenging part for me in this project have been to understand the user needs. The users are very different in their knowledge, expertise and interest. It was hard trying to design for everyone but in the end we decided to focus on individuals who want to learn and are inexperienced withing cultivation of crops. Even though our core target group are these individuals we believe individuals that are experienced with cultivation can use the service aswell to manage, sort their crops and who knows maybe learn something new.

Service Design

Introduction

Research & Methods

UX Problem

Design Solutions

Final Thoughts

Feel free to contact me