Background
A big majority of Migros' customers are families. A big challenge of working parents with small children is to prepare a healthy and balanced menu for the family in a short time. Mostly there is little time between the end of work and the homecoming of the children.
Hypothesis: Parents want menu suggestions for the week, the ingredients of which can be ordered at the touch of a button. The ingredients are delivered right to your door. The menus are made from fresh ingredients and can be easily and simply prepared. The menu suggestions are individual and take into account the eating habits, diet restrictions and the activity factor of the family.
An iterative process
The project was divided into 3 iterations after the market research. Concept Design, Interaction Design, Visual Design. This means that at each iteration, we engaged the stakeholder and user feedback to approach the best possible result. After each iteration, we presented an intermediate result. In each iteration we checked our hypotheses with different methods (Qualitative Interviews, User Walkthrough, Usability Tests). The Migros user was always at the center of the project. This maximized the chance to meet a real need of the user group and make the project a success.
Project Scope
I worked with Migros to design an MVP Prototype. The goal was to create a Proof of Concept and then refine it through real world feedback and customer interaction.
This project was realized in collaboration with various industry experts. The ultimate goal was to create an "Innovatve Case" sample project that shows Migros how an agile and customer-centered approach can lead to innovative products with a short time-to-market.
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Addressing the business objectives of Migros:
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Gain a deeper understanding of the needs of Migros customers.
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Enter new markets to generate growth.
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Further develop and optimize the existing business model.
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Expand the boundaries of innovation.
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To live and document an innovative, state-of-the-art process that will serve as an example for other teams / projects.
Discovery
During this phase we gathered existing knowledge of needs, behaviors & preferences
of the targeted audience, in order to expose assumptions and unknowns.
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Research goals included:
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Exploration and description of the needs, behaviors and preferences of the targeted audience
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Consider relevant competition solutions
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Inspiration from industry-related and non industry-related industries
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Derivation of the requirements of a possible solution of the identified problems
Choosing the right Path - Defining Product Strategy
Using Insights from Research to map the User Journey
Defining Information Architecture
Writing the User Story
Léoni & Olivier Jones live together with their children Emil 2,5 and Joy 5 years old in the city of Zurich. Olivier and Léonie both work 80%. The children go on Mon, Tue and Thu in the kindergarten respectively, in the hoard after the kindergarten.
Usually the family cooks every evening and every Wednesday and Friday noon for the whole family. However, almost no week is like that, because short-term things come in between.
Léoni came across the new Migros app on Instagram. So far, she has been using the planning app for 3 weeks.
It's Monday morning and Olivier sits in the suburban train, as he tackles the weekly schedule. While planning the weekly meals, Oliver realizes, that he can't cook on Tuesday, due to a very last minute work trip. He adjusts the weekly plan, by changing the cooking responsibilities and meals accordingly. After selecting the right plan, he checks out and the weekly meals are ready to be delivered.
Mapping the User Flow
Quickly build the right path - Sketching the MVP Prototype
Adding interactivity into Prototype
Designing the MVP Prototype
Testing the MVP Prototype with potential targeted users
