Costco
Costco is losing ground in their industry, lagging behind when it comes to embracing technology. They're struggling to keep pace with their rivals. Enter our design team, armed with a mission to conjure up a service design solution that can salvage the situation. After delving into the nitty-gritty of the business's current state and market analysis, we've devised a foolproof plan and etched it onto our service blueprint. Behold our genius idea: a Scan-and-Go application! By hopping on this cutting-edge tech trend, Costco will soon reignite their competitive spirit and blaze ahead in the race for unrivaled customer relationships and experiences.
Stuck in the Past
Since the Pandemic, Costco has lost its digital edge to its largest United States competitor, Sam’s Club. They would like to integrate a mobile application to entice more customers to buy products from the convenience of their app.
In addition, Costco knows their competitor has created a Scan and Go checkout process and they think this could improve the Costco experience as long lines have made some customers wary.
Costco Research
Our team began by analyzing the current business state of Costco. We wanted to know questions like: What are their customer relationships like? What are their current technology solutions compared to their competitors? What is their average demographic? Below you will see the results we received by asking these important questions.
Interviews With Users
We interviewed a Costco member to inquire about their personal experience shopping with Costco. Here’s a sample of information we received from our user interviews:
Competitive Analysis
We researched three of Costco's direct competitors and analyzed their businesses in the areas Costco lacks. Those competitors are Amazon Go, Walmart, and Sam's Club. Within each competitor, we focused on the tech that they use to make their shopping experience more efficient and enjoyable for their customer. Some key points we analyzed were:
- Sam's Club has a similar business structure to Costco, and they effectively use a Scan and Go service where customers can scan items on their phone as they shop, then pay at the end.
- Amazon Go is in a tech space all of its own in the grocery shopping industry. The stores are cashierless, thus partially automated, with customers able to purchase products without being checked out by a cashier or using a self-checkout station.
- Walmart uses a Scan and Go application, but they have a much more open concept to their shopping, considering you don't need to be a member to enter the store. It was interesting to read how they managed this with so many people entering and exiting.
Costco's Demographic
We obtained Costco's demographic through surveying and data we could find already available on the internet. From what we know, Costco's key demographic is middle-aged women with children who value good deals, buying in bulk, not waiting in line because of their busy lives, and the exclusivity of being a member.
Current-state Service Blueprint
After gathering the above information, we assessed the current business state of Costco and created a service blueprint illustrating this. It was important for our team to thoroughly understand the business and how it operates now to view all areas that they are currently using technology to streamline the shopping process and where this can be approved.
In this service blueprint, you will see that our persona, Joy, has to search the store and walk down every isle to find what she is looking for, has to wait in a long line to checkout and show the cashier her membership card, and gives the physical receipt to the employee at the store's exit. These are all things that our team identified as areas with growth opportunities.
Problem Statement
Costco consumers want a streamlined shopping process, and to feel comfortable and cared for while shopping so they can continue to remain loyal members.
How Might We Statement
How might we increase checkout efficiency and contactless solutions while keeping personable service and improve overall business function?
Our Solution
We opted for a Sam’s Club-like “Scan and Go” application to increase efficiency while keeping personable service. This solution will allow a higher level of contactless shopping, customer knowledge of running cart prices, and keeping up with competitors’ technology while still prioritizing Costco employee interaction.
Proposed Service Blueprint
In our newly created and proposed service blueprint, we outline what Joy's journey would look like with the new technology features in place. You will see Joy now goes directly to the isle she is looking for with the help of the Costco app, scans the items herself, and completes the purchase herself.
Reflection
Through extensive research and analysis, our team successfully identified the technological challenges embedded within Costco's current business structure. By delving deep into the core of the problem, we were able to pinpoint crucial areas for enhancement and formulate a comprehensive service blueprint to illustrate our proposed solutions.
Our recommendation for Costco revolves around the implementation of advanced technology, specifically a Scan and Go app, which would empower customers to effortlessly locate desired items, track their expenditure in real-time, and bypass lengthy checkout queues by facilitating payments through their mobile devices. It is important to note that this technological integration does not eliminate the opportunity for customers to engage with store employees, thus fostering and preserving positive customer-employee relationships. With these enhancements in place, customers will be able to optimize and streamline their shopping experience at Costco.
Award Recieved
Our design team emerged as the victorious contender in the General Assembly Service Design Hackathon, showcasing our exceptional service design solution. Among four competing design groups, our team distinguished itself by successfully implementing a comprehensive plan to enhance Costco's services through the integration of technology within their business structure. This remarkable achievement can be attributed to the seamless collaboration and collective efforts of my talented teammates and myself. We are immensely delighted and proud of this significant milestone.
Growing Business
Since the Pandemic, Costco has lost its digital edge to its largest United States competitor, Sam’s Club. They would like to integrate a mobile application to entice more customers to buy products from the convenience of their app.
In addition, Costco knows their competitor has created a Scan and Go checkout process and they think this could improve the Costco experience as long lines have made some customers wary.
Costco Research
Our team began by analyzing the current business state of Costco. We wanted to know questions like: What are their customer relationships like? What are their current technology solutions compared to their competitors? What is their average demographic? Below you will see the results we received by asking these important questions.
Interviews With Users
We interviewed a Costco member to inquire about their personal experience shopping with Costco. Here’s a sample of information we recieved from our user interviews:
Competitive Analysis
We researched three of Costco's direct competitors and analyzed their businesses in the areas Costco lacks. Those competitors are Amazon Go, Walmart, and Sam's Club. Within each competitor, we focused on the tech that they use to make their shopping experience more efficient and enjoyable for their customer. Some key points we analyzed were:
- Sam's Club has a similar business structure to Costco, and they effectively use a Scan and Go service where customers can scan items on their phone as they shop, then pay at the end.
- Amazon Go is in a tech space all of its own in the grocery shopping industry. The stores are cashierless, thus partially automated, with customers able to purchase products without being checked out by a cashier or using a self-checkout station.
- Walmart uses a Scan and Go application, but they have a much more open concept to their shopping, considering you don't need to be a member to enter the store. It was interesting to read how they managed this with so many people entering and exiting.
Costco's Demographic
We obtained Costco's demographic through surveying and data we could find already available on the internet. From what we know, Costco's key demographic is middle-aged women with children who value good deals, buying in bulk, not waiting in line because of their busy lives, and the exclusivity of being a member.
Current-state Service Blueprint
After gathering the above information, we assessed the current business state of Costco and created a service blueprint illustrating this. It was important for our team to thoroughly understand the business and how it operates now to view all areas that they are currently using technology to streamline the shopping process and where this can be approved.
In this service blueprint, you will see that our persona, Joy, has to search the store and walk down every isle to find what she is looking for, has to wait in a long line to checkout and show the cashier her membership card, and gives the physical receipt to the employee at the store's exit. These are all things that our team identified as areas with growth opportunities.
Problem Statement
Costco consumers want to a streamlined shopping process, and to feel comfortable and cared for while shopping so they can continue to remain loyal members.
How Might We Statement
How might we increase checkout efficiency and contactless solutions while keeping personable service and improve overall business function?
Our Solution
We opted for a Sam’s Club-like “Scan and Go” application to increase efficiency while keeping personable service. This solution will allow a higher level of contactless shopping, customer knowledge of running cart prices, and keeping up with competitors’ technology while still prioritizing Costco employee interaction.
Proposed Service Blueprint
In our newly created and proposed service blueprint, we outline what Joy's journey would look like with the new technology features in place. You will see Joy now goes directly to the isle she is looking for with the help of the Costco app, scans the items herself, and completes the purchase herself.
Reflection
Through extensive research and analysis, our team successfully identified the technological challenges embedded within Costco's current business structure. By delving deep into the core of the problem, we were able to pinpoint crucial areas for enhancement and formulate a comprehensive service blueprint to illustrate our proposed solutions.
Our recommendation for Costco revolves around the implementation of advanced technology, specifically a Scan and Go app, which would empower customers to effortlessly locate desired items, track their expenditure in real-time, and bypass lengthy checkout queues by facilitating payments through their mobile devices. It is important to note that this technological integration does not eliminate the opportunity for customers to engage with store employees, thus fostering and preserving positive customer-employee relationships. With these enhancements in place, customers will be able to optimize and streamline their shopping experience at Costco.
New Mothers Lack Support
Our client, Bryanna, came to us with a problem. There was a clear market gap within healthcare for new and expecting mothers. Mothers give birth, and they are immediately launched into the world with a fragile new born and are expected to know how to do everything on their own. “What formula do I use?”, “Am I experiencing postpartum depression?”, “Are other moms feeling this way?” are all questions that moms experience on a daily basis. Additionally, BIPOC people face discrimination within the health care system --they feel health professionals don’t listen to their needs because of their race. Mothers need a way to receive anonymous, unbiased care and advice even when they aren’t with their primary care provider. They also need to connect with other mothers.
The Founder's "Why"
“I had my fair share of struggles and darks time after my prenatal loss. I witnessed and supported friends, loved ones, and patients throughout different stages of motherhood. My passion to improve maternal care was influenced by my experiences. That’s why I founded Thanks Rose, while completing my Masters in Nursing degree from Emory University. With Thanks Rose, we are creating preventable maternal outcomes, providing credible resources to families, and ensuring proactive care is the standard.”
Thanks Rose Research
Our team initiated the project by conducting a comprehensive analysis of the existing state of Thanks Rose, previously known as Carit. Carit operated as a small startup with a landing page/website that enabled users to sign up for a text service called MomPal. This text service functioned as a round-the-clock direct communication channel, catering to mothers seeking advice and engaging with healthcare professionals. Our client, Bryanna, envisioned a transformation of her startup's services from a text-based platform to a comprehensive mobile application. This transition would enable the expansion of healthcare offerings beyond mere checkups.
Comparative and Competitive Analysis
We dove into our market to see what apps offer similar services to Thanks Rose. Through comparative and competitive analysis, we were able to identify four apps that stood out to us. Those were: Peanut, Flo, Clubhouse, and Oathcare. Below you will notice the strengths and weaknesses of each existing app.
User Research
By employing research methods like surveys and interviews, we effectively honed in on our users' requirements, objectives, and challenges. Our aim was to ascertain precisely what our users expect from our product. Here's a snapshot of our findings: Out of the 1,110 mothers we surveyed, 631 expressed a strong preference for personalized virtual care visits with healthcare professionals. Additionally, we delved into different stages of motherhood to identify the primary users of our product.
Affinity Mapping
Through affinity mapping, we efficiently organized our user research results into cohesive groupings, providing us with a comprehensive and holistic view. This process unveiled essential insights: a majority of mothers require swift support, many felt unprepared for pregnancy and motherhood, and there was a notable demand for a secure environment where they could openly discuss their pregnancies.
Personas
Based on our extensive user research, we distilled our findings into two distinct persona archetypes. The first persona, Chandler, epitomizes our primary user. Having already experienced an unprepared pregnancy, Chandler is now expecting her second child and is determined to adequately prepare this time around. She seeks resources, connection with other mothers, and guidance from healthcare professionals to address the gaps from her previous experience. Chandler also values anonymity, recognizing the biases faced by black women within the healthcare industry. The second persona, Abigail, embodies a user of particular importance. Abigail's pregnancy journey is far from straightforward. As a single mother lacking a support system during her first pregnancy, she faced numerous challenges. Even after becoming a new mom, Abigail still grapples with unanswered questions regarding parenting. Her needs encompass support, advice, and crucially, mental health resources to ensure her well-being alongside her child's.
Problem Statements
We proceeded to identify problem statements based on our user personas. These problem statements include:
How Might We Statements
Having identified the problems, we proceeded to formulate "How Might We" statements, which serve to support the identified issues and hypothesize potential solutions.
- How might we provide resources to new and expecting mothers?
- How might we help new and expecting mothers establish a care team?
- How might we provide trustworthy information resulting in credible care?
- How might we empower new mothers to overcome their struggles and care for themselves and their babies?
Design Studio
Before finalizing the app's solutions and desired features, we conducted a thorough analysis of our user research data in an immersive design studio session. The studio included all designers and the founder, with the valuable addition of client participation through Bryanna. This early involvement allowed us to consider our client's needs and goals alongside prioritizing the user's perspective. During the design studio, we began with a 15-minute brainstorming session, generating various ideas to address user pain points. Subsequently, we ranked each solution on a prioritization matrix (pictured below).
Our Solutions
Utilizing the prioritization matrix, we successfully derived robust solutions and key features for our app. Given the project's time constraints (5 weeks), our emphasis was on crafting solutions that yielded maximum impact with minimal effort. By prioritizing these solutions, we could address the most critical aspects first, while leaving room for future updates to incorporate additional features. The immediate solutions we came up with are:
- Anonymous alias can only be made so users can interact with each other and their licensed professionals without fear of judgement.
- Let users create their own care team, either by inviting their own external network or connecting with other users online.
- Anonymous voice chat rooms.
- Mood input to share with their chosen circle of friends & licensed professionals.
- Create posts where users can ask questions, share external resources and links for others to save to their personal boards.
- Allow users to message with their care team/inner circle.
- Access their personal notes where users can write when they’re in audio conversations with their circles or licensed professional.
User Flows
Our team dedicated attention to three distinct user flows. The first flow centers around Chandler, as she navigates the onboarding process and saves a post. The second flow focuses on Abigail, who receives a push notification and subsequently engages with her healthcare provider through the app. Lastly, we identified a user flow applicable to both Chandler and Abigail, which involves either user hosting an audio pod. These three user flows will guide us through the stages of sketching, wireframing, prototyping, and user testing, ensuring a comprehensive evaluation of each flow's effectiveness.
Sketches
We held another design studio, this time focused on sketching. As the leader, I guided our team members through each step and action of our user flows, encouraging everyone to depict their vision on paper. This collaborative approach allowed each team member to contribute their unique ideas. Consequently, we consolidated and carefully selected the most promising concepts from the diverse range of sketches. As you can see below, the sketches exhibit variations, showcasing the distinctive contributions of each designer on our team.
Wireframes
Following a collaborative process that involved gathering input from each team member, we synthesized the various ideas and consolidated them into a unified direction for each page. To enhance their visual representation, we elevated the fidelity of the designs using Figma. For a clearer understanding of the user experience, we created detailed wireflows for each user flow, mapping out the step-by-step processes our users would go through. Below, you will find a selection of key pages that highlight our progress.
Rebrand
Previously, 'Carit' approached us during a rebranding phase, seeking a more personalized identity. Our founder envisioned an expression of gratitude towards healthcare providers, symbolized by the rose and its protective thorns. Embracing the concept of blossoming, we incorporated a "flower" theme throughout the rebranding process. Given the anonymous nature of our app, we recognized the need for a diverse selection of profile photos for our users. Consequently, we offered a range of flower illustrations for users to choose from when creating their profiles. In terms of the logo, we aimed for a typeface that exuded warmth and friendliness. Ultimately, we selected a logo that combined a chat bubble shape with a rose, forming a unique representation of our brand.
Prototype
At long last, the culmination of our efforts arrived in the form of our prototype. This pivotal stage marked the culmination of our work thus far. We meticulously crafted three high-fidelity prototypes, each tailored to a specific user flow. These prototypes embraced the brand colors and styles we established, along with a robust design system comprising components and variants.
Ensuring the prototype's functionality and seamlessness was of paramount importance to us. We needed it to accurately represent the user experience during testing, providing an authentic feel for the app's functionality. Moreover, we incorporated animations and interactions into the prototype to vividly illustrate the desired user interactions. This meticulous attention to detail was crucial for our development team, as it offered a precise understanding of our expectations and facilitated their comprehension of the envisioned final product.
User Testing
To gather valuable insights and refine our app's functionality, we conducted three rounds of user testing using our prototype. Each testing round was tailored to specific sets of tasks, allowing us to comprehensively evaluate the user experience. Some task examples included signing up for the app, saving a post, and engaging in a voice chat with a doctor, as depicted below.
Throughout the testing process, we meticulously observed several key factors. These included the time taken to complete each task, the frequency of errors and confusions encountered, the overall success or failure of each task, and the perceived ease or difficulty of task completion. By closely analyzing these metrics, we were able to identify areas where users struggled or encountered repeated failures.
Recognizing the significance of these insights, we promptly made necessary adjustments to address the challenges users faced. Our iterative approach ensured that we continuously improved the app's usability and eliminated pain points, thereby enhancing the overall user experience.
Developer Handoff
Throughout the project, we maintained a close collaboration with our team of developers, conducting weekly meetings to ensure that our app design was feasible and achievable through coding. Despite our lofty aspirations and ambitious goals, our developers were enthusiastic and eager to embrace the challenge.
To facilitate a smooth handoff process, we utilized Zeplin as a valuable tool. This enabled us to export our designs from Figma and seamlessly translate them into readable code for the developers. Additionally, we diligently exported all relevant images and fonts, packaging them up neatly to ensure that the developers had everything they needed at their disposal. This comprehensive preparation aimed to streamline the development phase and provide the developers with a solid foundation to bring our vision to life.
Reflection
I am incredibly grateful to the mothers who collaborated with our team, paving the way for our success in providing support to other mothers in need. Your valuable insights and input were instrumental in shaping the direction of Thanks Rose. Working on this project alongside the founder, our talented team of UX designers, researchers, and developers has been an exceptional experience. I firmly believe that our achievements on this app are a direct result of our amazing team and each individual's contributions. Through a comprehensive design process encompassing empathy, definition, ideation, prototyping, and testing, we challenged ourselves to address the common issue faced by mothers: the need for support. I am proud of what we have accomplished and wholeheartedly believe that we have created something impactful. Ultimately, the most significant measure of success is knowing that we have developed a tool that will genuinely make a difference in people's lives.
Moving Forward
Our client, Bryanna, has recognized the value of our prototype and intends to leverage it to secure funding and attract potential investors for her app. In addition, Bryanna has engaged our design team to assist her in creating compelling pitch decks, enhancing her website, and refining her overall branding strategy. Furthermore, she eagerly awaits the completion of app development by our dedicated team of developers.
Once Bryanna successfully secures funding, she plans to continue collaborating with us to further enhance the user experience of her app, Thanks Rose. During our partnership, we have identified several key areas for future app rollouts, including:
- Conduct user testing on 'mood colors' to see if parents respond to them well
- More onboarding pages to explain the functionality of audio pods/circles
- Subscription-based business model
- Physician view of the app
- Healthcare portal with user's health records
- Algorithmic resources page that tailors to users view
- Selling software to hospitals
By addressing these key areas, we aim to ensure that Thanks Rose evolves into a cutting-edge app that provides exceptional value to its users.
Stuck in the Past
Since the Pandemic, Costco has lost its digital edge to its largest United States competitor, Sam’s Club. They would like to integrate a mobile application to entice more customers to buy products from the convenience of their app.
In addition, Costco knows their competitor has created a Scan and Go checkout process and they think this could improve the Costco experience as long lines have made some customers wary.
Costco Research
Our team began by analyzing the current business state of Costco. We wanted to know questions like: What are their customer relationships like? What are their current technology solutions compared to their competitors? What is their average demographic? Below you will see the results we received by asking these important questions.
Interviews With Users
We interviewed a Costco member to inquire about their personal experience shopping with Costco. Here’s a sample of information we recieved from our user interviews:
Competitive Analysis
We researched three of Costco's direct competitors and analyzed their businesses in the areas Costco lacks. Those competitors are Amazon Go, Walmart, and Sam's Club. Within each competitor, we focused on the tech that they use to make their shopping experience more efficient and enjoyable for their customer. Some key points we analyzed were:
- Sam's Club has a similar business structure to Costco, and they effectively use a Scan and Go service where customers can scan items on their phone as they shop, then pay at the end.
- Amazon Go is in a tech space all of its own in the grocery shopping industry. The stores are cashierless, thus partially automated, with customers able to purchase products without being checked out by a cashier or using a self-checkout station.
- Walmart uses a Scan and Go application, but they have a much more open concept to their shopping, considering you don't need to be a member to enter the store. It was interesting to read how they managed this with so many people entering and exiting.
Costco's Demographic
We obtained Costco's demographic through surveying and data we could find already available on the internet. From what we know, Costco's key demographic is middle-aged women with children who value good deals, buying in bulk, not waiting in line because of their busy lives, and the exclusivity of being a member.
Current-state Service Blueprint
After gathering the above information, we assessed the current business state of Costco and created a service blueprint illustrating this. It was important for our team to thoroughly understand the business and how it operates now to view all areas that they are currently using technology to streamline the shopping process and where this can be approved.
In this service blueprint, you will see that our persona, Joy, has to search the store and walk down every isle to find what she is looking for, has to wait in a long line to checkout and show the cashier her membership card, and gives the physical receipt to the employee at the store's exit. These are all things that our team identified as areas with growth opportunities.
Problem Statement
Costco consumers want to a streamlined shopping process, and to feel comfortable and cared for while shopping so they can continue to remain loyal members.
How Might We Statement
How might we increase checkout efficiency and contactless solutions while keeping personable service and improve overall business function?
Our Solution
We opted for a Sam’s Club-like “Scan and Go” application to increase efficiency while keeping personable service. This solution will allow a higher level of contactless shopping, customer knowledge of running cart prices, and keeping up with competitors’ technology while still prioritizing Costco employee interaction.
Proposed Service Blueprint
In our newly created and proposed service blueprint, we outline what Joy's journey would look like with the new technology features in place. You will see Joy now goes directly to the isle she is looking for with the help of the Costco app, scans the items herself, and completes the purchase herself.
Reflection
Through extensive research and analysis, our team successfully identified the technological challenges embedded within Costco's current business structure. By delving deep into the core of the problem, we were able to pinpoint crucial areas for enhancement and formulate a comprehensive service blueprint to illustrate our proposed solutions.
Our recommendation for Costco revolves around the implementation of advanced technology, specifically a Scan and Go app, which would empower customers to effortlessly locate desired items, track their expenditure in real-time, and bypass lengthy checkout queues by facilitating payments through their mobile devices. It is important to note that this technological integration does not eliminate the opportunity for customers to engage with store employees, thus fostering and preserving positive customer-employee relationships. With these enhancements in place, customers will be able to optimize and streamline their shopping experience at Costco.