Duration: 12 Weeks
Team Size: 5 UX/UI Designers (including me)
Tools: Figma, Miro, Figjam, Google Suite, Teams
MY ROLE
Position: UX Designer and Researcher
I led user research initiatives, and guided the team toward field observations to identify and solve core user pain points. I was instrumental in identifying the problem, mapping user journeys, defining problem statements, and iterating design solutions based on user feedback.
THE CHALLENGE
01 What could be the reason behind not shopping inside campus?
02 Why were so many people visiting, but not buying?
03 Were the products not meeting customer needs?
We had to get to the bottom of this.
OBJECTIVES
01
Identify the root cause of the problem.
02
To make shopping easier and faster and ultimately boost sales.
Project canvas —
Infosys Mysore campus is the most prominent training campus in Asia. (Data for 1 training season)
12000+
Trainees
2000
Employees
12
Foodcourts
(capacirty of 2-3K people at once)
3
Loyal World Convinience stores
The Incampus stores were designed to meet the unique needs of campus residents, which means that not all products found in a regular store were available.on-campus
Crowded stores and lengthy queues were the norm, often diminishing the overall experience for the community.
RESEARCH
Finding out why Loyal World is losing it's sales —
CUSTOMER RESEARCH - EXPLORATION AND LEARNING
During the initial three weeks, we efficiently involved users in the design process by conducting various qualitative and quantitative research activities.
We Spoke to -
10 - Infosys Employees
02 - Loyal World staff
168 - Trainees
Goal: To Understand -
Typical shopping experience
Frustrations, pain points, and concerns
Motivations
Frequency of visits
Nature of shopping
Decision-making aspects of purchase
Obstacles
Shopper's needs
Time spent shopping
Satisfaction
Demographics
INTERVIEW HIGHLIGHTS
"I usually make a quick stop to buy groceries after work" - Trainee
"It is always crowded, and sometimes I return without buying anything" - Trainee
"I wish they had a delivery service" - Trainee
"it's hard to maintain the evening crowd" - LW staff
"We visit in a group after the training session" - Trainee
FINDINGS
Avg time spent at the store.
Prefer online Shopping
Visits 3 times a week.
Dissatisfied with current experience.
KEY TAKEAWAYS -
Long Queues and Crowded Stores: Customers were frustrated with lengthy wait times, often leaving without making purchases.
Desire for Convenience: Many expressed interest in a delivery service or a more efficient shopping method.
Time Constraints: Shoppers, especially trainees, had limited time and preferred quick shopping experiences.
Did the research help? — NO❌
Even with this valuable feedback, it felt like we were just scratching the surface. The research hinted at the need for a digital shopping experience, but the research failed to identify the root cause of the low sales.
I immediately identified need to dig more into the customer experience
I led the team to spend the next 7 days observing the store at various times throughout the day to understand the store's daily operations, store environment, frustrations in the process, behaviors, and mindsets of both staff & Customers.
THE PROBLEM
What was really going wrong?
According to Shanmugham and his team, they consistently saw large numbers of customers, especially after daily training sessions. What they didn’t realize, however, was that the surge in customers led to several compounding issues:
Long billing queues
+
More wait time
+
Reduced instore navigation
=
Reduced Sales
These issues ultimately culminated in a major impact on sales. The increased foot traffic didn’t translate to higher revenue because customers were frustrated with the shopping experience.
We then simulated a top-down view of the store during rush hour and identified several potential bottlenecks—areas where customers got stuck, making it harder for them to move freely through the store, especially around the billing counters.
Customer Journey: From Excitement to Exhaustion
We mapped out the customer journey and found that, while the initial shopping experience was positive, it quickly soured due to bottlenecks:
Initial excitement: Customer looks forward to going home.
Mood dip: Rushed shopping experience.
Frustration: Long wait at checkout.
Exhaustion: Drained after a long day.
PROBLEM STATEMENT
Based on our comprehensive research, we formulated a clear problem statement
"How might we make the shopping experience of a customer quick and effortless?"
OPPORTUNITIES FOR IMPROVEMENT
Our research revealed three major opportunities to enhance the shopping experience:
01
Shopping app
By providing a digital alternative, the shopping app can drastically reduce crowds at the physical store, improving the overall shopping experience for users.
01
Target customers adopting the app.
Recommendation -
Focus on making the app user-friendly and widely accessible, particularly for tech-savvy customers like campus trainees, who expressed a preference for digital solutions.
02
Elements of the shopping experience that can't be replicated digitally. (Sensory experience, Customer Service)
03
Alienate customers who prefer or require the physical experience.
Recommendation -
Ensure inclusivity by offering hybrid shopping experiences.
Online shopping alongside traditional physical shopping experience.
This blend of physical and digital features offers the best of both worlds, maintaining user satisfaction across different preferences.
02
Self-billing
Implementing self-billing system would streamline the checkout process, reducing manual intervention and long queues.
01
Elderly customers, those with disabilities, or those without access to technology.
Recommendation -
Offer alternative billing options for customers who might struggle with self-billing, such as dedicated assisted checkout lanes.
02
Technical issues, self-billing system malfunctions.
03
potential security risks like fraud and theft.
04
Educating and training customers.
Recommendation -
Provide clear, step-by-step instructions within the app and at the kiosks.
Retaining and reducing the number of billing counters, along with optional in-store assistance.
Simplifying the learning curve helps users feel confident in using self-billing, making it more likely they will adopt the system.
03
Delivery
Prioritizing a hassle-free delivery experience to improve the convenience and satisfaction of customers.
01
Fast delivery, flexible delivery options, easy tracking,
02
Would customers be willing to pay more for it?
Recommendation -
Offer free delivery for standard time slots, with paid options for faster or more flexible delivery times.
03
Processes to handle delivery? third-party logistics providers?
Recommendation -
Empowers the campus community by creating additional income opportunities.
Limiting the deliveries to 2 or 3 slots in a day.
Incampus trainees can sign up as delivery buddies.
Enhances user engagement.
By combining these solutions, we were set to redefine the shopping experience at Loyal World, making it faster, more efficient, and, above all, customer-centered.
APPROACH: HOW WE ARRIVED AT THE SOLUTION
To truly understand the best path forward, we dove deep into research, gathering data and feedback that would shape our design decisions. Here's what we discovered:
Were unhappy with the current experience
Wanted an online shopping experience
Were interested in becoming delivery buddies.
PERSONAS, USE CASES & SCENARIOS
With the opportunities in mind, we developed 2 key personas to represent our main user groups—those who preferred both online and physical shopping and those who were interested in becoming delivery buddies. These personas guided us as we created detailed use cases and scenarios, mapping their entire journey. This approach ensured that our designs would be user-centered and tailored to their needs.
FEATURES LIST
Building from these use cases, we defined a clear set of features that would directly address user pain points and opportunities:
Barcode scanning for self-billing
Quick and Secure payment
Customers can become delivery partners
Pre-determined delivery location
Accept or decline delivery requests
Reward system for completing deliveries
Track delivery location
Utilize reward points for shopping benefits
WORKFLOW
With all the product requirements and features defined, we focused on structuring the process. We organized a workflow that connected the customer, store, and delivery partner in a seamless loop, ensuring a smooth experience from start to finish.
ITERATION AND DESIGN
We tested our initial sketches and prototypes, focusing on usability, familiarity, clarity, simplicity, and consistency. Then, based on feedback from users, stakeholders, and senior leadership, we iteratively refined the designs.
Feedback Incorporated:
Simplified navigation paths
Clear instructions for self-billing and delivery options
Enhanced visual hierarchy to guide user attention
PROPOSED SOLUTION: DESIGNING FOR A SEAMLESS EXPERIENCE
"How might we design a digital experience without losing the elements of the physical shopping experience that can't be replicated?"
01 Streamlined Ordering
Developing a mobile app is a crucial opportunity to streamline the ordering process alongside the physical shopping experience, making it more convenient for users. we focused on simplifying the process and minimizing user effort, ensuring that the solution caters to both tech-savvy users and those who prefer traditional shopping.
KEY TAKEAWAYS
Scanning barcodes directly via the app offers a hassle-free, fast, and intuitive self-billing experience, reducing wait times and the need for physical interaction. This aligns with user needs for convenience and efficiency.
Offering a secure payment gateway through the app provides users with peace of mind, while the ease of checkout makes the process quicker and more seamless, enhancing overall user satisfaction
Allowing users to either have their order delivered or pick it up themselves maintains the balance between digital convenience and a physical presence, giving them the choice that best fits their lifestyle.
"How might we improve the convenience and satisfaction of customers?"
02 Efficient Delivery
The project must explore and implement efficient delivery delivery solution that was both flexible and reliable. By designing for an efficient delivery process, we aimed to meet user expectations for prompt and timely order fulfillment.
KEY TAKEAWAYS
By enabling trainees on campus to become delivery partners, we create a peer-driven solution that not only facilitates faster deliveries but also fosters a sense of community involvement.
Assigning delivery routes based on delivery partners' home locations optimizes the process, ensuring faster and more predictable deliveries, meeting user demands for speed and reliability.
Allowing delivery partners to accept or decline requests based on their convenience not only keeps them engaged but also ensures a high level of service by aligning tasks with partner availability.
"How can we motivate and keep our delivery buddies committed?"
03 Positive reinforcement and engagement
The App must reward users with points for completing deliveries. By rewarding delivery partners with points, we foster a sense of accomplishment and commitment,
KEY TAKEAWAYS
Sharing order information at the store allows for a smooth pick-up experience, reducing confusion and making the process more efficient for both customers and delivery partners.
Tracking orders with the Map My Buddy feature gives users real-time updates, which fosters a sense of trust and reliability. This is a critical element in maintaining user satisfaction and engagement.
Allowing delivery buddies to redeem points for shopping rewards creates a cycle of engagement, motivating them to contribute while also enhancing their personal shopping experience.
Our proposed solution integrates digital convenience with the unique elements of a physical shopping experience. By focusing on streamlined ordering, efficient delivery, and positive reinforcement, we designed an experience that is not only efficient but also engaging, inclusive, and rewarding for both customers and delivery partners.
Through these solutions, we aim to redefine the shopping experience at Loyal World, ensuring it remains user-friendly, convenient, and satisfying for everyone involved.
NEXT STEPS FOR THE PROJECT
KEY TAKEAWAYS
Task-based testing to help identify areas of improvement.
Design a simple and user-friendly UI that aligns with the Loyal World brand.
Deep dive to understand feasible delivery practices.
LAST KNOWN STATUS OF THE PROJECT
KEY TAKEAWAYS
The Infosys Mysore campus was locked down and the project was put on hold due to the pandemic.
MY LEARNINGS
User-Centric Mastery
This project reinforced my dedication to user-centered design. I sharpened my ability to empathize with users, conduct research that matters, and deliver solutions that truly prioritize their needs.
Advanced problem-solving
Faced with challenges like crowded stores and long queues, I honed my skill in spotting pain points and creating innovative, user-focused solutions.
Collaboration Proficiency
Collaborating with team members and project managers taught me how clear communication and teamwork are essential to achieving great design outcomes.
Project Management Skillls
I enhanced my project management skills by setting timelines, coordinating tasks, and ensuring smooth delivery within the team.
Innovation Catalyst
This project pushed me to think outside the box, exploring new ideas for self-billing and delivery options. It strengthened my drive to create innovative, effective designs.
User Empowerment
I witnessed firsthand how technology can make people’s lives easier. This project deepened my belief in designing experiences that genuinely empower users.
MY IMPACT
SOLUTION
The project's results were not just about convenience and improving sales; it was also about transforming a community's daily experience and enhancing their quality of life.
Being part of the Loyal World Digital project was a game-changer for me as a UX designer. My team and I focused on creating a seamless shopping experience that put users and business needs first. We tackled pain points, boosted productivity, and brought innovation to the table, all while staying aligned with LW's goals.
Even though the project paused due to the pandemic, the experience was invaluable. Applying user-centered design principles allowed us to build solutions that went beyond solving problems—they truly enhanced the shopping experience. This project pushed me to grow and reaffirmed my passion for user-driven design.
