We followed an 8-day design thinking track format over 2 weeks, including customer in-store observation and structured qualitative interviews. Insights were distilled into key customer needs, followed by a co-creation ideation session with customers, and concept development.
Finally, we brought 2 concepts to life with the help of a graphic designer, and tested several concepts in-store with shoppers.
The most notable piece of this project was the strong co-creation and human centered design focus.
During the interview phase, we learned about the decision making process that shoppers face when standing in the poultry aisle looking at all of their potential options. We observed shoppers in-store at the point-of-decision, asking questions after they put the item in their cart, which gave us even more insights.
Finally, we did a half-day of co-creation with some of our most creative and engaging shoppers. We brought in a few frequent poultry shoppers to ideate alongside our team – not only to see what ideas they had, but also to understand the key drivers behind those ideas and why they mattered.