Research, Concept, Ideation, UX, UI & Prototyping


05-2019 – 02-2021


Quinten Bast, Pieter Dieleman, Max Kievits & Me

How do we choose what to buy? Combining technology with personal emotions to create a new shopping experience.

Nowadays most millennials find it easier to navigate through an online store compared to an offline store. This causes them to shop more online and less offline. In their eyes it seems like physical stores are starting to lack behind. More of them are starting to order their groceries online as well. But how can we change today’s supermarkets, into supermarkets that play into the needs of millennials?

InReach is a mobile application which challenges the customer to go out and explore the supermarket. It combines physical in-store elements with digital data, to create an experience that no online store can deliver. You start of by quickly filling in a couple of forms, out of which the app generates your current emotional state. The app uses this data to pick out different products that are related to your emotions. As you make your way through the store, different products are being suggested to you by the app. It uses Bluetooth Beacons to track your location.

Getting to know the needs and wishes of millennials.

Through online research and offline interviews, I found a lot of useful insights about millennials.
The key insights I got from doing this research is that millennials:

  1. want their purchases to make them feel good.
  2. place value on experiences.
  3. like sharing with their friends.
  4. shop promiscuously.
  5. trust peer-generated endorsements.
  6. seek relevancy

With this information I created two personas.

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Applying Insights

Using your current emotion to pick your suggestions
Millennials place a lot of value on unique experiences. So instead of using the standard filter options many online stores use, we use someone’s emotion to pick out different products.

Suggestions based on location
Millennials place a lot of value on unique experiences. So instead of using the standard filter options many online stores use, we use someone’s emotion to pick out different products.

Review feature
Research found that for nearly 9 in 10 consumers, an online review is as important as a personal recommendation. 72% say that positive reviews make them trust a local business more. That’s why we choose to take the online review feature and integrate into our own app. This enables customers to write reviews under different products. They can share their opinions but also recipes. Anything that will help other customers in choosing the right product is welcome. People are not always willing to write a whole review. For these people theirs a rating system as well.

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Building a customer journey based on user insights and personas.

After defining our users’ needs and requirements, I worked on a big customer journey while keeping our key findings in mind. By writing everything down on paper first, I enabled myself to create tangible elements.

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From tangible low fidelity wireframes to an interactive user interface.

The style of the application was very important, so I wanted to document this so that everyone who would be working on the application immediately knew what it should look like. In the gallery below you can see a short visualization of how the different emotions are linked to a color, this is based on the Geneva Emotion wheel.

It was also important that the color is related to emotion, so that it is immediately clear to the user that if a product such as the banana is yellow/orange, it is a product in the “elation and joy” category. You also had to be able to operate the app in one hand, so that when you walk through the store, you can easily and quickly “swipe” and “tap” through the products.

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Translating my sketches and ideas into a working physical prototype.

Meanwhile working on the prototype of the app's interface, I also looked at the physical aspect of our concept. I trying to find the best way to create the connection between the app and the physical world. Starting with sketching and later building physical prototypes out of cardboard. I also experimented with different ways of highlight a certain product.

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