1a99 Stores - Optimize product organization through UX Research.

Barueri – São Paulo / Híbrid

Developing through the UX methodology, ways to optimize product organization, creating effective methods to facilitate customer location and interest.

Role

UX Research

Deadline

13 Months

Team

4 Peoples

Goal

The goal of this project is to conduct a UX research to identify the best way to optimize sales by organizing products in a more effective and practical manner.

1. Planning and Strategy:

1.1 Competitors:
Lojão Orru
Maravilhas do Lar
1.2 Goal Definition:
Detailed understanding of the research goal: increase sales efficiency through shelf organization.
1.3 Stakeholders Identification:
Identify and involve stakeholders, such as store managers, sales team, and possibly customers.
1.4 Success Metrics Definition:
Establish KPIs to measure the success of sales optimization, such as average transaction value, conversion rate, among others.

Competitors

2. Initial Research:

2.1 Competitive Analysis:
Examination of strategies employed by competitors in product organization.
2.2 Initial Interviews with Department Managers:
Conducting interviews with store managers and sales teams to gather insights and suggestions for optimization.

3. Definition of Personas and Customer Journeys:

3.1 Persona Creation:
Based on registrations and initial research, create personas that represent different types of supermarket customers.
3.2 Customer Journey Mapping:
Understand customer journeys from entering the store to completing a purchase.

Empathy Map

Thoughts and Feelings:

  • Ana is excited to buy affordable products as she is concerned about the limited budget.
  • She seeks good-quality products at affordable prices.

Pains:

  • Concerns about the budget when buying essential household items.
  • Difficulty finding good-quality products without spending too much money.

Needs:

  • Clear information about products and their prices.
  • A variety of affordable options to choose from.
  • Assistance from staff in case of questions about the products.

Behaviors:

  • Ana researches social media before visiting the physical store for recommendations.
  • She compares different options and reads reviews to ensure she is making the best choice.

Enviroment:

  • Ana prefers retail stores that are well-organized, making it easier to find the products on her list.

Chalenges:

  • Finding a balance between quality and price when choosing products for her home.
  • Navigating the physical store efficiently to make the most of the available time and budget.

4. Research Methodology:

4.1 Data Collection Method:
 Select research methods such as interviews, observations, surveys, and sales data analysis.
4.2 Sampling:
Determine the sample size and selection criteria for research participants.

5. Data Collection:

5.1 Customer Interviews:
Conduct individual interviews with customers to understand their preferences and purchasing behaviors.
5.2 In-Store Observations:
Perform in-store observations to understand how customers perceive the store and interact with the shelves.
5.3 Satisfaction Surveys:
Distribute surveys to gather direct feedback from customers regarding shelf organization.

The interviews were conducted every 3 months and were divided into quantitative and qualitative research.

Quantitative: A questionnaire with a maximum of 15 questions was generally sent to 50 people, with an average of 20 to 30 responses.

Qualitative: There were two divisions. The first was conducted online with up to 8 interviews. The second involved customers who authorized participation during purchases in the stores; the interviews were conducted in the store itself with up to 12 people in 3 different locations.

6. Data Analysis and Interpretation:

6.1 Data Processing:
 Analyze the collected data and categorize it to extract meaningful insights.
6.2 Identification of Patterns and Trends:
Identify patterns in purchasing behavior and customer preferences.
6.3 Insights and Recommendations:
Generate insights and recommendations based on the analyzed data.

7. Implementation and Evaluation:

7.1 Implementation Plan:
Develop a plan to implement changes in shelf organization.
7.2 Pilot Testing:
Conduct pilot tests to assess the effectiveness of the new shelf configurations.
7.3 Monitoring and Continuous Analysis:
Establish a monitoring process to measure the impact of changes over time.

Results

PROJECT CONCLUSION

The project journey was designed to provide the customer with an intuitive, comfortable, and satisfying shopping experience.

The variety stores, commonly known as ‘1.99 stores,’ have always been recognized for their affordable prices and a wide range of products. However, they gained a reputation for poor product organization, leading to a subpar shopping experience. Therefore, each stage was carefully designed to meet the needs and expectations of all customers, aiding in finding the right products, and ensuring that the organization of products in the store enhances the shopping journey.

At the end of the implementation, here are some of the results:

  • 6% increase in the average purchase ticket per customer.
  • 8% increase in sales of discounted products.
  • Positive feedback from customers regarding the clarity of item organization.
  • Reduction in pricing errors.
  • Standardization of the structure for household utilities and food across all stores.

Note: This project is a summary, and some data and research have been omitted at the request of the company.