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Trader joe's
an app? the store is the brand.
<ui/ux> <Product> <User research>
[intro]
Anchor 1
As an avid trader joe’s shopper myself, it surprises me that in 2023,
there is still no app for this one-of-a-kind grocery store.
Or maybe it doesn’t surprise me.
The term grocery store undermines the actual experience that is: Trader Joes. This simple company has created their user experience about going inside, walking through the aisles and connecting to your neighborhood. Because of this, creating an “online ordering” app would take away from the whole premise of TJ, the store being the entire brand itself.
So, could there be an app that doesn’t totally replace the shopping experience, but actually enhances it? Perhaps with other inclusive features?
When creating a product for a company, it’s not only crucial to think about the user, but also the company itself.
<Goal>
Create an app for local, loyal shoppers of TJ that aligns with the values of maintaining a personal, unique, and old-school user experience.
[brand]
friendly. simple. quality. warm. old-school. value.
[user research]
local
Ethical consumer
curious
adventurer
spiritual
experiential
curious
Who is the target user?
>>Majority: A younger, married, college-educated person earning over $80,000
{via: business insider}
>>Gen Z: The largest demographic, younger tech-savvy individuals who have likely been influenced by the "trader joe's date night" trend
User Persona
Jackson 28, Gabby 25
Location: Ann Arbor, MI
Occupation: Dentists at Local Clinic
Income: >80k
"We enjoy our TJ date nights on Thursdays. It can be hard to decide what to make, so many options!"
goals
easy to make meals
fun activity as a shopping experience
ethically sourced, sustainably conscious food
friendly shopping experience.
motivations
Convenience
Ethics
Price
Social
frustrations
lack of cooking knowledge/ recipes
overwhelmed with unfamiliar grocery items
lack of easily accessible information (ie. products, their ingredients)
busy, stressful environment in-store.
no available options for shopping as an immunocompromised
[site mapping]
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