I worked in a cross-functional team. As the main CX designer, I was involved in all phases of the project, from mapping out the problem to delivering final designs.
CX Strategy
Carrefour fresh
THE PROBLEM
The UAE online grocery market is becoming increasingly crowded, established players compete for customers with smartphone enabled convenient shopping platforms and even online marketplace giants
Primary and secondary customer research were conducted to better understand this problem space
THE GOAL
I wanted to provide a holistic view for Fresh. I reviewed both the online offline customer journey, repeat order functionality, customization, delivery service and customer support offerings, the results prove that there is still significant room for improvement in the market to achieve the high levels of customer experience.
HOW MIGHT WE’S
Looking at the problem I came with the two HMW’s statements
I led the stakeholders through a series of discovery workshops to defining the project objectives, requirements, and expected outcomes.
HOW MIGHT WE
Creating a superior and differentiated experience for Carrefour Fresh in UAE to stays relevant in the competitive market
HOW MIGHT WE
Take sensorial dimension to a new level for our customers to pull them into the store
APPROACH OVERVIEW
We started off by conducting some IDI’s
I believe this report will provide an enhanced overview of the experience provided by online grocers in UAE, that will help enhance Carrefour ongoing customer experience strategy.
Experience Walk-Through
Step by step walk through of current journey variants and observations recorded at each step
Competitor Review
Competitor review of the various fresh services in the UAE region was conducted to identify how competitors have addressed the user needs and how Carrefour compares against those providers
Meta Analysis
A meta-analysis of previously performed primary and secondary research, Review of relevant analytics data to create a list of user needs, user profiles and user journeys
Heuristic Evaluation
In the absence of usability study, heuristic evaluation techniques were carried out to analyze UX issues
Front Line Focus Groups
Input sessions with front line of the business
Global Trend Bench-marking
Review of best-in-class experiences from around the world
EXPERIENCE WALK THROUGH – PRE-STORE
I led the group to map the customer journey to understand how user needs shift as customers mature, and to align on the overall flow of the experience.
EXPERIENCE WALK THROUGH – PRE-STORE
I led the group to map the customer journey to understand how user needs shift as customers mature, and to align on the overall flow of the experience.
In store
Conflicting wayfaring message design, no Carrefour Fresh relevant messaging
In store
When approached, in store member of staff had not heard of fresh at all.
In store
Unexpected waiting time to get the fruits and vegetables weighed and tagged to checkout
In store
Not many weighing counters are available at small and express stores that adds to customer frustration
In store
Locally grown and local assortment unavailable in many store
In store
No or minimum safety training provided for the installation and usage of equipment in butchery and fishery section
In store
Products sometimes not properly tagged or labeled, the barcodes get scrambled at times leaving the counter representative manually feed in the barcode
In store
Low quality plastic bags are still being used to pack fresh items
In store
Some fresh items are visibly more than 2-3 days old
In store
No inventory control in place to handle over stock and low stock scenarios
In store
Product shelf’s especially the fruits and vegetable sections don’t feel clean and hygienic
In store
Good variety of meat available across stores
EXPERIENCE WALK THROUGH – DELIVERY
To experience it first hand i ordered some fresh fruits and vegetables and Fishery and Butchery, i also visited Carrefour stores to see how different is the experience for our customers
VOICE OF CUSTOMERS
ONLINE EXPERIENCE
To further understand the user needs I conducted some In Depth Interviews
IN-STORE EXPERIENCE
To further understand the user needs I conducted some In Depth Interviews
INPUTS FROM PEOPLE CLOSEST TO THE EXPERIENCE
Focus group insights
CUSTOMER SERVICE – ONLINE
COMPETITIVE LANDSCAPE
WHAT DOES GOOD LOOK LIKE ACROSS THE REGION
With an understanding of the experience and the customer, I led the team through a Design studio workshop to converge on an idea, everyone, non-designers included, sketched a number of ideas that would help Carrefour NOW meet its long-term goal.
We presented and gathered feedback for these refined sketches, voting on specific features we thought would best solve our customer problems.
RECOMMENDATION
KEY CX RECOMMENDATION, RISK AND RESOURCES
AWARENESS
FEATURES
- Lifestyle Marketing
- Influencer and editorial content
- Messaging to magnify the virtues of Fresh products
ENABLER – CONTENT STRATEGY
Marketing & Communications strategy to present the true features and benefits the Fresh proposition to potential new customers.
ENABLER – FIRST TRY INCENTIVE
A welcome offer promotion that provides discount or other incentive to first time customers.
ENABLER – LIFESTYLE CAMPAIGN
Looking at the journey and magnifying the delight points in a cohesive series of marketing and communication pieces.
ENABLER – MULTI CHANNEL SUPPORT
Emphasis enhanced choice of support by presenting a dedicated online service chat from the outset, to handhold customers through the end-to-end journey through a customer driven choice of contact channels
FIND, COMPARE & SELECT
FEATURES
- Enhanced Search
- PDP Information
- seamless omni-channel experience, Item Customization for Fishery/Butchery and Bakery
- Social validation and recommendation
ENABLER – IMAGERY
PDPs should showcase quality product imagery, provide nutritional and dietary details, and indicate product use-by dates – especially for fresh produce.
ENABLER – SEARCH
Looking at the journey and magnifying the delight points in a cohesive series of marketing and communication pieces.
ENABLER – ITEM CUSTOMISATION
Enable customers to make the same customization they usually make offline, in the online space
ENABLER – CONVERSION
product details pages must add value to encourage conversions, providing important additional information at a key stage in the customer journey and acting as landing pages when reached directly from a search engine.
ENABLER – RELEVANCE
shows clear guaranteed and average lifespans for a fresh product above the fold, illustrate detailed product descriptions and ingredients that call out potential allergens
ENABLER – RATINGS AND REVIEWS
Social validation is a key driver for consumers, and many customers rely on ratings and reviews to make a purchasing decision
ENABLER – RECIPE TO CART
Provide recipe options for customers in a to engage and probability to add all ingredients directly to cart in one click
IN-STORE
FEATURES
- Simple to use weighing and tagging
- Introduce ‘Customer Promise’ SLA on maximum wait times for Butchery & Fishery
ENABLER – WEIGHING AND TAGGING
Enhance the the weighing and tagging experience for customers, there is positive sentiments around ”VIVA” style where the product gets tagged at the payment counter
ENABLER – SHARING PROCESS
Share butchery/fishery/bakery preparation videos to the customers
ENABLER – FOOD 2 GO
Utilize food to go for customers to select fish/poultry/meat to be cooked for them
ENABLER – FOOD TRACEABILITY
Empower customers to follow the movement of a food product and its ingredients through all steps in the supply chain
ENABLER – RELEVANCE
shows clear guaranteed and average lifespans for a fresh product above the fold, illustrate detailed product descriptions and ingredients that call out potential allergens
RETENTION
FEATURES
- incentivize customers
- Keep informed and suggest next steps
- Reinstate value proposition
- Subscription
ENABLER – CONTENT STRATEGY
Provide information to maintain quality and hygiene, information like best to cook before, suggested recipe based on current purchase
ENABLER – IN STORE – ACTIVATION
Chef cooking using fresh products, Fruits & Vegetables, Butchery and fish
SUBSCRIBE FOR FRESH
Allow user to subscribe for fresh products daily
ENABLER – DIRECT FROM FARM
Establish value proposition of “Freshness to your kitchen” delivered straight from the farm
ENABLER – VALUE PROPOSITION
Reinstate the fresh value proposition , antibiotic free, chemical free, avoid hygiene issues
FRESHNESS DELIVERED
Establish value proposition of “Freshness to your kitchen” delivered straight from the farm
SUCCESS METRICS
TO GAIN INSIGHT AND TO CONTINUOUSLY IMPROVE THE EXPERIENCE
DESIGNS TO SUPPORT THE RECOMMENDATIONS
