Savannah Food Coop

Prototyping Critical Experiences > May 27 > Page 1
Savannah Food Co-op:
Redefining a Community

PROBLEM STATEMENT
Why do customers use
our service two or three times
and then never return?

ASSUMPTION #1
Whole Foods will be a competitor.

ASSUMPTION #1
ASSUMPTION #2
They need a stronger brand.

ASSUMPTION #1
ASSUMPTION #3
Their current location is terrible.
ASSUMPTION #2

ASSUMPTION #1
ASSUMPTION #3
Their current location is terrible.
ASSUMPTION #2
ASSUMPTION #4
The experience must be quicker!

STEP 1:
Developing Empathy &
Deep Understanding

Attitudinal
Research
Observational
Research
Generative
Research
Bodystorming
Desktop Walkthrough
Research Methods Used
E-mail Survey
Desktop ResearchBusiness Mapping
Participatory, Active &
Passive Observations
Volunteering

• “I already searched (online) for what I wanted
to buy, why should I have to go and find it as if I
were shopping again?”
• Describe the experience in one word: chaotic.
• Customers feel “burned” when their order is
incomplete due to delivery issues (“shorted”).
• Bags are cumbersome and add stress to
customers; so they are placed upon surfaces as
customers’ retrieve goods.
INSIGHT 1: Expectation
vs Experience Gap

• Loyal customers forgive, a lot.
• There is a lot of back-tracking, both during pick
up, but also by volunteers as they distribute.
• New customers frequently misunderstand the
pick-up process.
• Customers don’t know who to ask for help.
INSIGHT 2: It’s really,
REALLY confusing
Three different customers’ paths through the food coop.

• Technology currently doesn’t aid in efficiency
of process.
• Several volunteers have specialized knowledge
of their tasks which are unavailable to
other volunteers (creates opportunities for
breakdowns of service delivery).
INSIGHT 3: Insufficient
Use of Technology
Goes online &
performs
value-based
searches
Creates an
account
Logs in during
open order
Browses available
products during
open order
Adds desired
items to cart
Pays for
order
Receives e-mail
confirmation
Receives e-mail
reminders
Registers/subscribes
new user/creates
an account
MailChimp
used for mass
email
MailChimp
used for
reminders
Recalls
inventory in the
database
Logs & stores
customers
purchases
Transacts
payment
via PayPal
Transfer of funds
via PayPal
Compiles
transaction
quantities
into database
Checks supply,
confirms or denies
the order
Checks order
quantities
Measures
inventory versus
demand
Updates status
in database
Submits orders
with specific
distributors
Removes item(s)
from database
Receives
shipment
on Thursdays
CustomerSavFoodCo-opTech.InfrastructureSupplier
Needs food
“vendor”who
supports their
existing values.
XX Minutes
!?
Gives access to
update offerings
on ordering site
Emails customer
base to inform of
open orders
Withdraws funds
from PayPal account
to cover various costs
Evaluates and
screens product with
customer input
Contacts SFC with
product proposal
for sales
Builds inventory
list and updates
ordering site
Communicates
updated products
on ordering site
Communicates
all info to
customer
Does
this vendor
align with my
values &
needs?
Packages & ships
order
N
Y
Is this
supplier a
good fit for
SFC?
N
Y
Does
the quantity
fulfill wholesale
threshold ($)?
N
N
Y
Y
Make
sale or not?
Contingency
plan?
Contingency
plan?
business map of their existing service

• Julie refers to the checkout experience as
“pleasant” for customers during our interview;
many members like to interact and chat while
waiting to checkout.
• We care about enabling healthy lifestyle
decisions to be made.
• We trust you more than you’re used to
(We take you at your word).
• We take our relationships seriously (both
with vendors and members).
INSIGHT 4: Tight Knit
Community!

STEP 2:
Reflecting &
Correcting Our Assumptions

CORRECTED ASSUMPTION #1
This is not a grocery store.

Their brand is community.

Their location is perfect for their customers.

Their location is perfect for their customers.
The experience should be less stressful!

GUIDING PRINCIPLES FOR DESIGN
“This isn’t a grocery store,
it’s a community.”
“Work smarter, not harder.”
“We want to provide good food
to your family.”

STEP 3:
Developing Criteria &
Prototyping Experiences

MUST...
be financially viable/obtainable
for the Savannah Food Co-op.
CRITERIA 1

MUST...
make sense for them & fit
within their existing sytem.
CRITERIA 2

MUST...
offer a blend of personalized
& efficient service that limits
stress in order to maximize
meaningful interaction.
CRITERIA 3

MUST...
enable a sense of community
and the idea of “caring.”
CRITERIA 4

MUST...
be scalable & promote
regional growth.
CRITERIA 5

Unifying
the frontstage &
backstage

STEP 4:
Integrating Insights
& Final Concepts

BoXEd itEMS - ZoNE 4
AMouNt duE: $112.87
Bulk & drY GoodS- ZoNE 3
ProductQtY
totAlPricE
1 wildflowEr hoNEY, 12 oZ BEAr, B&G Honey Farm $7.50 $7.50
10 YAwP! BAr - MochA, Specialty Item $2.27/bar $22.70
1 locAl fruit BoX - SMAll
$20 $20
SUBTOTAL:
SALES TAX:
$106.48
$6.39
managers@savannahfoodcoop.com
Bill to:
Product
ProducE - ZoNE 1
ZoNE 1
ZoNE 2
ZoNE 3ZoNE 4
cold StorAGE - ZoNE 2
QtY
totAlPricE
Firstname Lastname
8356 Victory Dr
Savannah, GA 31401
Contact Info
user@email.com
555 555 4378 (cell)
5/22/2013
STORE LAYOUT
BY ZONE
1611
DATE
3 PiNk lAdY APPlES, Albert’s Organics $.83/piece $2.491 kiwi, Albert’s Organics
$3.66/lbs $3.661 MANGo, Albert’s Organics
$1.32/piece $1.321 cANtAlouPE, Albert’s Organics
$4.54/melon $4.541 StrAwBErriES, Berry Farms
$5/lb $51 cAuliflowEr, Large
$4.80/head $4.801 BANANAS, Destiny Fruits & Vegetables $1.76/bunch $1.761 cElErY, Destiny Fruits & Vegetables
$4.10/bunch $4.104 PEArS - d’ANjou, Destiny Fruits & Vegetables $.78/pear $3.12
1 AlMoNd Milk, 32 oZ, Savannah Food Co-op $3.35/carton $3.353 tofu - firM, 16 oZ, Destiny Organics II $1.40/each $4.201 koMBuchA - PASSioN BliSS, 16 0Z, Savannah Food Co-op $3.42 $3.421 froZEN BluEBErriES, 5 lB, Destiny Fruits & Vegetables $11.30 $11.301 froZEN PEAchES - SlicEd, 10 oZ, Savannah Food Co-op $3.22 $3.22
MEMBER # • Direct relationship with new layout &
wayfinding in-store.
• Inventory broken down by zones.
• Quantity and item name displayed more
clearly.
• Check boxes help customer and
volunteers make sure all purchased
items have been obtained.
Redesigned Invoice
Criteria FULFILLED:

• Haphazard
• Cluttered
• Poorly defined
Existing Layout

Criteria FULFILLED:
1
2
3
4
ZONE 1
Produce
ZONE 2
Cold Storage
ZONE 3
Bulk & Dry Goods
ZONE 4
Boxed Items
• Defined, clear, simple!
• Tied to the invoice to supplement
wayfinding.
• Minimal circulation path.
Redesigned Zones

Criteria FULFILLED:
• Defined, clear, simple!
• Tied to the invoice to supplement
wayfinding.
• Minimal circulation path.
Redesigned Layout
ZONE 1
Produce
ZONE 2
Cold Storage
ZONE 3
Bulk & Dry Goods
ZONE 4
Boxed Items

Proposed Checkout
Prepaid Add-on Items

• Messy
• Cumbersome
• Inefficient
Current Open
Market Binder

Criteria FULFILLED:
• Color codes organize goods clearly, help
the cashier to find items on list in more
simple way.
• List can be placed on computer for easy
search function
• Reorganized list corresponds to
customer invoice, creates a unified
experience across multiple touch points
Redesigned Open
Market Binder

Criteria FULFILLED:
• Inventory, sales and customer
information is located on one platform,
and references itself.
• Import .csv files in for inventory listings
• Dashboard allows kpi’s to be monitored
• Unified tech platform enables scalability
• Search functions decrease time for
finding invoices and products to add.
• Easy addition of products to inventory.
InFlow

POTENTIAL PROBLEMS
• How to communicate with software
on website in order to feed vendor
updates into online lists.
• How to migrate all past invoices in such
a way as to allow for easy adoption.
InFlow

Criteria FULFILLED:
Knowledge Mgmt
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Thank you.

Savannah Food Coop

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