Hitta Rätt Lätt
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UX Case Study
Hitta Rätt Lätt is a digital solution that allows users to find products quickly and easily in physical ICA stores.
Project: Master thesis
About project
Role: Independently, UX/UI Designer
Date: January 2022 (5 weeks)
The goal
The goal is to examine the customer's pain points when shopping in physical ICA stores and create a digital solution.
About ICA Gruppen AB
ICA is a Swedish retailer with a focus on food and health.
About "Hitta Rätt Lätt"
Hitta Rätt Lätt is a digital solution that allows users to find products quickly and easily in a physical ICA store. During the design process, I discovered that ICA already has one similar service. I saw that there were development opportunities and decided to redesign the service, to improve the user experience and provide value to the user and to ICA.
The problem
Customers pain
The problem is that customers spend unnecessary time and effort looking for products in physical ICA stores. This causes frustration and creates a bad shopping experience.
ICA's pain
The problem for ICA is that they lose sales if customers do not find what they are looking for in stores. This can make customers go to competitors instead.
Many customers ask the store staff for help if they do not find what they are looking for, which causes the staff to be overwhelmed with questions.
Introduction
Where would you look first?
I am a ICA customer. Finding products in a physical food store can be a challenge and time-consuming. Where would you look for coriander seeds first?
The majority of everyone I asked, has answered the spice department. In my case, I went to the spice department but surprisingly found the seeds in the Asian department. That was the moment when I realized that I wanted to do my master thesis for ICA.
My starting point was: How to make food shopping more efficient in physical ICA stores?
Design framework
I have completed an entire design process (double diamond)- Understand and define the problem, develop ideas for a solution, test & evaluate the solution, and iterate.
Discover
Secondary research
Interviews
Bodystorming
Observations
Survey
Customer journey map
Define
Data analysis
Root-cause analysis
Affinity mapping
Proto-persona
Develop
HMW
Hypotheses
Crazy 8
Wireframing
Prototyping
Storyboard
VPC
Deliver
User tests
System usability scale
Value mapping
Discover
Research
To find the customer's pain points and needs, I started the project by researching. I had interviews with ICA customers and store managers. I was bodystorming by going to different ICA stores such as ICA Maxi, ICA Kvantum, and ICA Nära to discover potential problem areas. I also visited the competitors, such as Coop and Willys where I made observations. A questionnaire was also sent to ICA customers.
Interviews
Bodystorming
Observations
Surveys
Define
Pain points
The customers' main pain point is to look for products in stores. Pain points:
1. Looking for products
2. Crowdings
3. The payment system at self-check/Other
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3
1
2
3
Proto persona
The personas are based on my survey and interviews. The age varies from 18 to 65.
The target group uses ICA's existing app when food shopping, but requires a digital solution that makes it easier to find goods in the store.
Younger men
One of the largest target groups that do not find products well in the store is younger men between 25 to 34 years old.
They lack time and want to find products quick and easy.
Midlife women
The other target group is women between 45 to 55 years old.
They get tired and confused when looking for products and want the grocery shopping to be more efficient and easy.
Why is it difficult to find products?
In order for me to be able to find the right solution, I needed to understand the basis of the problem. In my case when I was looking for coriander seeds, it was my expectation of where the seeds would be and where it actually was that differed. I usually look for products I have never bought before. Below you see quotes that describe why customers did not find the products in the store.
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Insights: The interviewee expected the porridge rice to be in a soft plastic package, but the rice was in a paper package.
I was looking for porridge rice.
I was looking in the right place,
but was looking for the wrong look.
-Interviewee
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I was looking for a product that I thought was out of stock but was in a different place than what it usually does in my regular ICA store
-Interviewee
Insight: All ICA stores have different store layouts, and this makes it difficult for the customer to know where to go to start looking.
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If there is something specific I am looking for, I use ICA's app to search. I'm not always the best at reading maps and go to the wrong shelf anyway.
-Interviewee
Insight: Customers get frustrated when they do not find their way around the map in the ICA app and spend unnecessary time reading the map.
How do we get people to find products in physical stores quickly and easily?
Develop
Prototyping
I gathered my best ideas and created a low-fidelity prototype which I then tested. I also tested my clickable mid and high-fidelity prototypes in Figma.
User test
After the test of the mid & high fidelity prototype, the test persons had to fill in a questionnaire where they would assess the usability of the prototype, through a system usability scale test (SUS). The prototype received 85.4 points.
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Deliver
Solution
My solution is a digital service that allows the user to find a product quickly and easily in a physical ICA store, with the help of a GPS map that guides the user to a product. The user can then identify the product through a product image.
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Product demo
Design motivation
To understand how and why I have redesigned ICA's existing service, I will show a comparison between the ICA app and my service. When I investigated whether the solution was desired through a survey, the majority wanted to find products using a digital map in the ICA app. The user can be guided to a product and no longer have to read the map using a GPS. The GPS shows the fastest and smoothest route for your food shopping.
GPS map
ICA app: If you search for a product, you can see where it is located by the area being marked in red. The red area is quite large, which means that it takes a longer time to find the product in the area.
This makes it difficult to find your way around the map because all departments have the same beige color.
My redesign: I have instead chosen to color-code the departments to make it easier to search through the map. I have used a green dot with a tag to allow the user to find the product faster.
ICA app
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My redesign: Do you remember the quote where my interviewee was looking for porridge rice? Product images allow users to easily identify products and avoid spending unnecessary time searching.
I have kept the same look and feel but added product images.
Product images
ICA app: To the left, you see what the shopping list looks like in the ICA app.
My redesign
User test - In store
The goal of the service is to make food shopping more efficient by 50%. To measure and see how efficient the service is, I needed to test the prototype in a physical store.
I had three physical tests at ICA Maxi and the test users were given the task of finding four products in the store.
The test users walked into the store at the same time as me.
Test user 1 - tested the prototype on the mobile and I was observing this person.
Test user 2 - was looking for the products on their own with the help of a shopping list on paper.
VS
Test results
Here you can see a comparison between the tests. The average time to find products using the prototype is 3 minutes and 8 minutes without the prototype. This means that the service makes the food shopping 63% more efficient.
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63%
more efficient
Value
What value does the service give?
ICA
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Increased sales as more people find the products
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They become competitive
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It attracts more new customers
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Which generates more people using the ICA app
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They get data on how people move in the store
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Store staff gets fewer questions - fewer people need their help finding products
The customers
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Saves time and energy
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Gains an efficient everyday life
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Obtain an improved shopping experience
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No longer have to memorize the store and read a map to find a product
Conclusions
Learnings
Test in the right environment
I learned that testing the prototype in the right environment (the grocery store) will give me plenty of insights. It will be easier for the test user to understand the context of the prototype, but it will also make it easier for me to see if the prototype works in reality.
Future
A/B test
It would have been interesting to see how the outcome of an A/B test between my service and the existing ICA app turned out and not just with and without my service.
Target groups
It would be interesting to explore and include more target groups.
Include experts early in the process
I included experts who work for ICA early in the process and throughout the process. This was very useful and I will continue to do it in future projects.
