Project 02
Embodied Shopping Interactions
University Project
Embodied Shopping Interactions
Reimagine and enhance the traditional grocery shopping experience
Project Overview
This project focuses on understanding how online retail has transformed shopping behaviors and identifying opportunities to improve the physical grocery store experience.
We aim to reimagine and enhance the traditional grocery shopping experience through thoughtful user experience design principles.
University Project
UX Design
Research
Spatial Design
Timeline
March 2025 - April 2025
Initial Research
I researched scholarly articles and conducted interviews with shoppers to understand:
Current behaviors and challenges of in-store shopping
Existing physical store systems that promote efficiency
Advantages and disadvantages between online/physical shopping
Design Space
Our project lies within the physical grocery store experience design space – we aim to create an experience in-store that incentivizes customers to physically shop.
Initial Idea
We realized that trying to beat online efficiency might not be the most effective strategy. This led us to pivot towards an idea centered on enhancing the in-store experience in a way online shopping cannot replicate: integrating a year-round farmer's market or vendor booth space within the grocery store.
Problem Statement
Current physical grocery shopping is monotonous and unengaging. Shoppers lack community and access to local/fresh products. Online shopping provides greater efficiency and convenience.
User Group
Local shoppers
Health-conscious consumers
Supporters of local businesses
Focused Research
In order to validate our idea, we recognized the need for focused research specifically on farmer's markets, local business partnerships, and customer attitudes towards local produce. We would perform observations and a second round of literature reviews. We aimed to:
Identify impact of farmer’s markets on community and local ecosystem
Analyze common challenges/assumptions that come with local produce/farmer’s markets
Research opportunities where local businesses and vendors can partner with retail locations
Observations
We conducted observations at two different grocery stores to study the behaviors of grocery shoppers in a college town. We observed how shoppers navigate the store, make decisions, and interact in the grocery store environment.
Research Summary/Results
Our research reveals a disconnect between shopper desires and current grocery experiences. Literature confirms how consumers value freshness, locality, and community engagement. These values are strongly associated with farmer's markets and supportive of local economies. Interviews highlighted that shoppers often find traditional stores monotonous and local options expensive. Shoppers prioritize quality produce and reasonable prices but face poor service and inefficiency.
We decided to scope down our proposal to a single grocery store in order to further define our solution . We’re focusing on Walmart because it has the space, foot traffic, and scale to make vendor booths work. Unlike the Mini Target, which has a smaller grocery section, Walmart Supercenters can accommodate local businesses without major disruption.
Iteration
Based on our focused research, we refined and iterated upon our design. We defined its key features and principles, connecting to identified user needs and research insights. We brainstormed within our chosen context (Walmart).
Year-round Vendor/Farmer’s Market
Dedicated space in Walmart (vendor booths/market stalls) where local businesses and producers may display, sample, and sell their products. Key design principles:
Community
Employees/vendors prioritize human connections and local interactions
Customizability
Personalized spaces/vendors to community needs
Discovery
Shoppers discover new products, businesses, & communities
Shoppertainment
Transform shopping from a task to an enjoyable & engaging activity
Sustainability
Support local economic and agricultural ecosystems
Prospective Journey Map
We developed a prospective journey map to visualize the improved shopping experience for our persona. This activity would allow us to identify possible opportunities, challenges/limitations, and recognize any assumptions that still need to be verified in user testing.
Feedback
Crowded sections and around vendors, option for faster browsing and less interaction
Unclear pricing and payment
Consistency of vendors available week-to-week
Unclear navigation of market
Iteration
Making sure market layout is efficient for foot-traffic. Added section for grab-and-go, where products are on shelves, quickly able to take and purchase without any interaction.
Universal pricing signs, made clear that all payment is controlled by individual vendors, all sales go to them.
Review system for vendors, initial vendor screening, schedule on app of which and when vendors are present.
Thematic sections with signage to guide customers through the market.
Final Design Storyboard
The story follows a young shopper, someone who feels overwhelmed by the processed food in the freezer aisle and the lack of local fresh food.
As they walk, they turn a corner and find a cozy, farmers market-style area with fresh produce and local vendors.
This integrated space not only meets the shopper’s desire for healthier, local options but also supports small agricultural businesses by giving them access to a larger customer base.
Design Rationale
Physical Space/Logistics
Dedicated Booth Area:
Feature: A clearly defined physical space within the Walmart Supercenter
Rationale: Creates a clear destination for local goods (Observed at Walmart).
Optimized Layout & Flow:
Feature: Booth arrangement and pathway optimized for foot-traffic
Rationale: Addresses user feedback concerns about potential crowding (User Testing).
Environment Design:
Feature: Use of materials, warmer lighting, and signage to create a cozy market atmosphere. Thematic sections for navigation/aesthetic.
Rationale: Creates a positive environment , addressing concerns about lacking an "authentic" market feel (User Testing).
Vendor Management
Local Vendor Selection:
Feature: Partnership with a variety of screened local producers based on local availability and shopper reviews.
Rationale: Provides access to the fresh, unique, locally-sourced products that shoppers desire (Interviews, User Testing), supports the local economy, and fosters community connection (Lit Review).
Standardized Vendor Information:
Feature: Clear, consistent signage for each vendor booth displaying essential information (business name, location, key practices). QR codes linking to more details.
Rationale: Builds shopper trust and authenticity, provides desired transparency (Lit Review).
Shopper Experience
Interaction & Sampling Opportunities:
Feature: Encouraging direct interaction between shoppers and vendors, opportunities for product sampling.
Rationale: Transforms shopping to an engaging experience (Lit Review), facilitates discovery, builds community connections.
Convenience:
Feature: Inclusion of grab-and-go options from vendors.
Rationale: Aids shoppers with time-constraints (User Testing).
App Integration
Feature: App that maps out marketplace, displays schedule and inventory.
Rationale: Provides convenience and clear communication to shoppers (User Testing).
Limitations
Our main limitation is how something like this would legally and logistically affect a large company like Walmart. Questions around vendor contracts, food safety regulations, zoning, liability, and brand guidelines are all areas we didn’t explore in depth.
The cost to build and setup the physical marketspace is not researched due to time restraint.
This is a conceptual solution, and further development would require business, legal, and operational input.
Next Steps
Expanding Limitations: Investigate vendor partnerships, cost of building, health codes, and how Walmart would handle third-party vendors.
Visual Additions:
Create higher-quality visuals or animations showing how the space could look and feel in-store.
Implementation:
Consider if this would work best as a pop-up, seasonal addition, or permanent section.