Coupon Scavenger HUnt
Project Goals
Project 2 seeks to revamp the grocery shopping encounter by considering current shopper requirements and behaviors, with the goal of optimizing positive interactions within brick-and-mortar stores.
Ideation
We explored a couple of different ideas on how to achieve this goal:
The ultimate concept we decided upon entails organizing a scavenger hunt for coupons strategically positioned on or between items throughout the store. These coupons would be updated frequently and showcased online, allowing customers to assess their value and select the days they wish to visit accordingly. The inclusion of a scavenger hunt element aims to enhance interactivity during the shopping experience, prompting customers to explore various sections of the store in search of coupons. Additionally, this concept could serve as an entertaining diversion for parents looking to occupy their children while shopping.
Design Process
Parents with kids have trouble saving money at the grocery store while also keeping their kids entertained.
We used a journey map to figure out what the different parts of the shopping experience are and what customers we wanted to focus on for the project. This helps us establish a flow of ideas and get started on some visualization of what the project should look like.
Storyboarding and Sketching
Storyboarding helps us document and empathize with the user’s potential interaction with the product so we can keep them in mind for the whole design process.
Storyboard One
Storyboard Two
Research
Secondary Research
Through secondary research, we explored coupon usage trends, including preferences for percent-off, BOGO, and referral credit, as well as motivations for non-users to adopt coupons. We also examined potential benefits for children in a coupon-related scavenger hunt. Insights came from five articles. Capital One Shopping highlighted that coupons significantly impact consumer behavior, driving unplanned purchases, with percent-off being more popular than BOGO. Despite digital coupons' growth, paper coupons remain widespread. Swiftly emphasized the value of an engaging in-store shopping experience and LaChance's study showed how scavenger hunts improve children's memory and teamwork. Patterson's research noted parents' challenges shopping with kids. These insights led to our proposal of an in-store coupon scavenger hunt, blending paper coupons and scavenger elements to enhance coupon use and create a fun experience for families.
Primary Data
Interviews
Findings and Analysis
We made an affinity diagram to centralize all the main takeaways from our interviews and highlight the information that should be mentioned in the project.
Observations
Findings and Analysis
These are my observations put into a user journey map to properly document the shopper's thought process.
Prototyping
Scenarios
Our goal with prototyping is to create scenarios including a variety of users in order to learn who could benefit from the scavenger hunt. While taking special note of the population groups that would benefit the most versus the least so we can make it as fair for everyone as possible.
Here is an example of one of the scenarios that we came up with:
Timmy and Jimmy are brothers who live in a cheap college apartment together. They are busy and poor because they are college students. They want to get groceries for a good price, but neither one has the time to go to different stores looking for sales. While on the bus on his way to class, Timmy decides to see if Walmart shows what foods are on sale online. He sees on their website that there are in-store coupons available for his favorite vegetable, zucchini. He decides to stop by Walmart with his brother after class to get zucchini. While they look around the store for the coupons, Jimmy sees that the brand of carrots he likes is having a two-for-one sale. They check out with both zucchini and carrots, both of which they got at a discounted price. Timmy and Jimmy feel like they got a good deal. Walmart was also able to sell more carrots than they would have had Timmy and Jimmy shopped online and not seen that the carrots were having a deal. Everyone wins!
Sketching/Prototyping
This is one possibility of what the page for the deal would look like on the Walmart app. From the Walmart app home screen, you would click on the “deals” tab, where you would then click on the “Scavenger Hunt” tab, and only then would the app display
Promotion for the scavenger online and in-store
Sketch of how coupons would be accessed