Context
Système U (renamed Coopérative U in 2024) is a network of supermarkets and hypermarkets close to its customers, based on cooperation between retailers.
Our goal was to develop a unified phygital ecosystem designed to support customers by offering autonomous shopping experiences tailored to different types of purchases.
Rôle
UX Designer
Date
February 2023 - July 2023
The Problem :
Which end-to-end autonomous journeys should be offered, according to which types of purchases, and with which tools ?
The promotion of projects is limited for reasons of confidentiality.
Discovery
Our research strategy enabled us to gain a comprehensive overview and understanding of the subject. We focused on customers' purchasing habits, their key purchasing categories and consumer trends.
Our analysis was accompanied by in-store observations and interviews with consumers and Système U employees.
We consulted specialist articles and case studies on the topics mentioned, as well as expert studies during our research.
In addition to our research, a total of 24 consumers and 4 employees were involved in this project, in addition to the 42 responses to a questionnaire. All these elements enabled us to design a coherent and effective experience.
Define
We were able to determine the reasons for visiting a point of sale (price, geographical proximity, choice and habits) and according to the types of purchases made.
Our key findings showed that French consumers want to better control their food spending in light of inflation, that they need guidance on how to consume better, and that they appreciate transparency from retailers.
However, this desire to consume better is hampered by a number of constraints, such as financial, environmental and social issues, as well as the pressure to eat well for better health. All these constraints create considerable tension, and consumers need guidance.
Environmental responsibilities are extremely difficult to incorporate into shopping decisions (choosing between French or Italian tomatoes, for example).
Project Goals :
How can Système U become a partner to its customers, helping them to consume more wisely ?
How can we help consumers make informed choices about products that meet their needs in order to optimise their in-store experience ?
Design
We have observed that in times of crisis, loyalty programmes are more popular than ever among French consumers. Furthermore, the in-store experience is no longer centred around promotions for consumers ; the experience offered is in fact a new way of retaining customers who need to feel supported.
We looked at the experiences offered by other retailers such as Grand Frais and Carrefour, as well as Nike with its House of Innovation and Restoration Hardware, which showcases the furniture it sells in real-life settings.
Our co-design workshops enabled us to come up with solutions such as Healthy Mode, consumption management assistance and the creation of a U Label.
Our seven personas enabled us to devise specific journeys for each type of consumer and purchase type, with economic factors, product and service quality, and comfort/practicality as the deciding factors.
For reasons of confidentiality, this step cannot be disclosed further.
Delivery
We have designed a bold project with a clear objective : to support customers in their purchasing decisions and help them make smart, informed choices.
How ? By highlighting the hidden gems on the shelves, products that combine quality, value, exquisite flavours and health benefits.
Our approach is clear and precise. We are here to enlighten customers and guide them through every step of their shopping journey. We have devised tailor-made solutions and customer journeys designed to help them consume better.
Our aim was for Système U to be as close as possible to its customers, ready to share knowledge, advice and tips to help them make choices with confidence. Above all, Système U is there to encourage its customers in their efforts to ‘consume better’.
Because changing your consumption habits requires courage and determination.