Creating a vision for the Meijer Mobile App
Project overview
Role: Senior User Experience Designer
Team: Design, Customer Experience, Product Management, Engineering
Company Context: Evolving Meijer’s Mobile App as customer needs changed during the pandemic
project process
Customer Research that led to the creation of Experience Pillars, a North Star Vision, and Storyboards
Collaborative workshops to define OKRs
Competitive Benchmarking
Current State Customer Journeys
Experience Concepts
Roadmap planning + Phasing
How might we understand our customer and business needs to create a vision for the Meijer Mobile App to help drive and prioritize individual squad roadmaps
Grounding in Customer Research
We started grounding ourselves in customer research, through interviews and customer panels on how users are using the current app, how they grocery shop today to understand customer behavior, and any current problems they have shopping.
This data was compiled and turned into a couple different outputs that helped shape our strategy: Customer Segment Personas, Visionary Storyboards, Customer Journey Maps.
Visionary Storyboards
We created visionary storyboards together to tell the story on how we envisioned customers utilizing the future app, utilizing voice assistant technologies, list making, and recipe builders.
2021 Mobile App OKRs
Optimize the shopping experience
Increase search conversion rate
Reduce average steps to checkout
Increase add to cart efficiency
Integrate Personalized Rewards and Savings
Increase new users
Increase repeat users
Increase clipped coupon to redemption ratio
Increase redeemed rewards
Leverage our Digital Channels to Support Customers Spending Habits
Increase customers placing repeat orders
Increase adoption of new tender types
Increase Shop and Scan sales
Key Moments of Truth
We identified 5 key moments of truth, or critical touchpoints that potentially defines a customers relationship with a brand:
01 - Takes too much time going from a list to building a cart
02 - Unreliable inventory and having to spend time on substitutions
03 - Feeling like they are missing out on deals, not finding coupons
04 - Not being able to find items, both in-store and online
05 - Lacking inspiration, not being sure what to purchase
This research led us to create two experience concepts to help guide the direction and prioritization of individual squad roadmaps
Redefining the Homescreen
The homescreen was our biggest opportunity, since all users landed on the homescreen upon opening the app. We needed to enable custoemrs to quickly accomplish routine tasks, but also inspire them to dig deeper into our full offering.
Creating Lists
We heard from customers that going from a list to actually ordering items was tedious, so we needed a way to enable customers to easily re-order and manage items they frequently purchase.
outcome and impact
Leadership ultimately decided to move forward with redefining the homescreen first, where individual squads started to break down the concept into phases where we could test different homescreen components and how they resonated with customers.
My role
I played a key role in shaping this strategy alongside my product management and customer insights partners. I created a project plan, facilitated collaboration workshops, created the customer journey maps, and worked with another designer to lead and guide the experience concepts. It is a great example of functions working together to create a vision everyone can strive towards!